A local campaign should lead to an offer available in the promoted area. Before increasing traffic, it is worth arranging rules of service, advertising message and way of qualifying queries.
Location is part of the terms of the service
Start by determining who the company can help. Does the customer have to come, or does the team arrive, or maybe all cooperation takes place remotely? These differences affect the content of advertising and the target page. It is not enough to add the city name to the general message.
Describe the availability restrictions as well. If the deadline or arrival is confirmed individually, the website should inform you about it. The campaign cannot suggest immediate service that workers are unable to provide.
Match Questions in Form
The request should contain the information needed for the first answer, without turning the contact into a long order form. For the on-site service it may be the type of order, the locality and the preferred date. For remote consultation, the exact address at this stage usually does not help to explain the needs.
For example, the company that operates the premises may need information about the type of device and the location of the facility. Thus, the person accepting the application will check the scope of the work before both parties devote time to a detailed conversation.
Agree campaign with team
Before you start, give your employees the content of the promoted offer and set out the way in which you mark queries. Information “outside the scope of services” is more useful to improve the campaign than just “weak contact”. Collect reasons for mismatch in several understandable categories.
- The area of the order outside the current service.
- A different kind of service than offered.
- It's a deadline that can't be met.
- A question that needs to be clarified.
- A conversation about the right offer.
Do not use this list to automatically reject the client without checking his situation. Its role is to arrange feedback.
Rate what needs to be changed
If many people ask for an unavailable service, check the advertising, queries and offer description. If the problem is no answer on the company side, the increase in budget will not fix the service.
More about the target page can be found in the material what happens when you click on an advertisementand local content in the guidebook a description of the area of activity in SEO.
