Improving PPC relevance with ZIP code-based geotargeting

If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance.

This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of moving from a city or region PPC targeting strategy to a ZIP code approach.

Initially, the company utilized paid search to cast a broad net across each city or metro area where they have an office.

In reviewing the account and geographic results, we discovered there were specific ZIP codes within the region that received stronger click-through rates and conversions.

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