Boise and GEO Targeting

Posted under marketing, advertising, ppc, CPC, seo, brand names

Let’s say you want to sell a Toyota in Boise, Ohio.

Most people would set up an IP targeting campaign and use keywords like “toyota” and “camery”. This, is the best & most logical place to start. What about that other half of (bastard) searchers who type “boise toyota”. Chances are their SERP’s will be scartered with Idaho related PPC ads.

How do you fix that…

IP Campaign Keywords: “toyota” & “boise ohio toyota”

GEO Campaign Keywords: “boise idaho toyota”

Please, always include the state. Depending on the size of the campaign you could blow your entire ad budget if your small market shares the same name as any much larger market.

That is all.

Managing Brand Names pt1

Posted under brand names

Manging brand names in search engine marketing & search engine optimization is paramount to the success of any online advertising campaign. Showing up in the top results for queries related to both what you sell, and the name of you brand (local or national) can decrease your CPA and increase the lifetime value of your customers.

Part 1 of managing brands is simple — One set of brand related keywords for the search network and the same group, in a separate ad group for the content network. Begin you search bids at your current average cost per click and set your content match up for 25% of that number.

Now let your analytics do the talking…

waldo@sem-fu.com for questions/comments.