The local campaign requires a distinction between the location of the recipient and the place of performance of the service. Advertising settings should match the model of the company, and the results must be checked together with the quality of queries.
Define what a local client means
A person who resides outside Warsaw may plan a service provided in the city. In turn, someone currently present in Warsaw may need to implement elsewhere. In the briefing separate the location of the recipient from the area of execution.
For example, the organizer of the event can choose a place in advance, even before arrival. Otherwise, it looks like you need immediate service at a specific point. These situations do not need to require the same campaign setting.
Check the importance of location options
Google Ads, formerly AdWords, distinguishes between options related to presence in the location and interest in it. Details and application in campaign types describes aid for advanced location options. The choice should be based on the purpose, not by leaving the setting unreflectively.
Geographical guidance uses different signals and does not guarantee 100% accuracy. Google explains this in description of the location determinationTherefore, monitoring of actual notifications remains necessary.
Combine advertising with a bright offer
On the target page, describe where and how you provide the service. If a part of the area requires an additional arrangement, please indicate it in the right place. Do not hide important rules until the first conversation.
Save:
- the area of implementation;
- the types of recipients;
- the selected settings and their justification;
- the target page;
- how the notifications are classified;
- the time limit for the review of results.
Judge the accuracy, not the map itself.
When summing up, check whether the queries concern the right service and a place to operate. Do not automatically reject the contact just because the recipient was out of town. Important is the context of the order. Read more about the process in preparation of the local campaign and evaluation of the quality of queries.
