Start by making short, relevant keyword lists that are not location-specific. This will make your campaign more manageable it will make your copy more targeted, and you will be better equipped to optimize around specific location/keyword and ad copy combinations. For example: bacon pizza, deep dish pizza, order pizza, pizza, etc. We recommend breaking each AdGroup into small keyword lists that relate to each product. Knowledge of your local markets paired with keyword research will help you understand how granular your AdGroups need to be. Once you map out the structure of your campaign, it’s time to plan out the keywords you are going to use. You can then trickle this one domain down to multiple AdGroups within the same campaign. If you have multiple domains, you can advertise more than one domain in the same AdWords account, but only on the campaign level, one domain per campaign. Some multiple location businesses have unique websites for each of their locations, each on its own domain others have multiple location pages linked on the same website. Advertising multiple domains in one account Delivery in 30 minutes or less.” targeted to people in Greenpoint who are searching for pizza. It all comes together in the AdGroup, where you will be able to target, for example, an ad that says “Order Greenpoint’s best pizza. And each AdGroup defines a specific product or service, paired with the corresponding neighborhood. You can see how each campaign defines the geotargeting of the AdGroup below. This is a simple version of a structure that can get very complex, depending on the number of neighborhoods, products or services. We’ve made a diagram because it is much easier than using our words.
But once you see how a campaign is structured, this will begin to make sense. Then you will create AdGroups for every product/service and neighborhood combination. You will need to build unique campaigns targeted to each individual neighborhood. When it comes to managing multi-location, multi-product AdWords campaigns, your first task is to think hard about how your account and multiple campaigns will be structured. We told you this was going to get complex.ĪdWords can put you at the end of their search query if you know what you’re doing. In other words, a potential customer will inevitably be in a particular neighborhood, searching for a specific meal… seeing multiple ads for restaurants that are a lot like yours. They all deliver, and they are all running seductive deals and promotions. There are also three other multi-location businesses that compete with yours in many of the neighborhoods where your restaurant is present. Some customers may also be searching for a mix of items, or just an easy and affordable dinner.Īnd it’s competitive. So now you are looking at advertising 30 different locations, and each location has three different possible orders. To make things even more complicated, your pizza restaurants also deliver pasta, and wings. Not only are there multiple pizza restaurants per city, but each restaurant is also in a different neighborhood. Your restaurants are in ten different cities. Let’s say that you want to advertise 30 pizza restaurants on AdWords. It needs to be very specific, while also being manageable (and not overwhelming). An AdWords campaign for multi-location or franchise businesses needs to scale, but also stay relevant to local searchers and potential customers.
Here’s why: It’s not enough to replicate a massive campaign on the local level. No small task.īuilding and managing profitable AdWords campaigns for multiple location businesses is also a unique practice, requiring some fairly intense spreadsheeting, and an impeccable focus on tiny details. It is essential to be aware of what is going on at a large scale, but you also have to pay close attention to each each individual location. Franchise and multi-location business are fundamentally different from your corner store: they require a macro and micro approach to marketing and management.
0 kommentar(er)
