Local Search – How To Get The Most Out Of Paid & Organic
Similar to my previous post, I will be looking at ways in which you can combine your PPC and SEO strategies, focussing specifically on Local Search. Working within the travel sector, the following tips have helped me to identify opportunities where both paid & organic search can work really well together.
PPC Will Pick It Up
The following will help if your business is located in a popular area and you want to rank organically for that location’s terms i.e. hotels in Manchester. Based on the search volume you know this will be difficult (for this particular term search volume is 33,100 per month). This is compounded with the number of OTAs dominating this space:
This is where paid search can really help. Your paid ads will pick up the first page audience organic isn’t able to reach.
There are different ways to approach this. You can create a generic PPC campaign and target your key terms (as above). This can be a bit expensive, but if you have the right strategy (following seasonality & trends) you may see a great return.
In addition to this, you can apply Google’s RLSA (Remarketing Lists for Search Ads) feature to these campaigns, this will ensure those who have visited your site are retargeted and served your ads thereafter.
Organic Can Help You Go International
If you’re noticing an increase in the number of visitors or transactions from different countries, or if you just want to increase your international visibility, you can create international campaigns in PPC by using organic data.
By analysing your data and using great reporting platforms such as Google Analytics, you can export reports that enable you to identify the countries that are driving the most traffic to your site. You can utilise this information by targeting these countries and targeting these in your PPC campaigns.
This will also allow you to tailor your ads to be localized. For example, using ‘Free Shipping’ instead of ‘Free Delivery’ for ads targeting the U.S or ‘Express Delivery From France’ to increase your CTR.
Utilising Search Query Reports
This particular tip is very beneficial for an e-commerce business’ paid and organic strategy to help increase your targeting opportunities.
Once you’ve created your targeted PPC campaigns, you can then download a Search Query Reports* to identify any targeted keyword opportunities for your organic local search campaigns.
By doing this, you can then start narrowing down the locations your targeting from countries to cities based on performance. This will allow you to create localised ads based on these locations and really tailor your ads to include the name of the city you want to target i.e. Express Shipping from New York. This will help increase Click Through Rate and Conversion Rate.
An example of where you can use this is if your business has more than one property in an area like Chester, and one is located in the city centre whereas another is located in an outer area. You can use SQRs to identify opportunities of a specific area to target based on the user search terms.
*Search Query Reports allow you to see the terms users have used to trigger your ads. They can be accessed through your AdWords account.
Using PPC and SEO side by side in your local search strategy will help you discover different opportunities (national and international) while enabling you to see the benefits gained from both channels.
For more on this topic, and all things marketing, check out our marketing blog.
by Jessica Bazinet