Targeting Local Search for Nationwide Pay-Per-Click Domination

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Finding a competitive advantage in pay-per-click marketing is becoming a challenge. Scaling the learning curve to maneuver through new search engine quality scores and leveraging new functionality is one approach.  However, within the strongest competitive markets, this approach only offers a short-term advantage.  The greater advantage lies in segmenting your customer market and concentrating on reaching them in the most relevant and motivating of ways.

I often hear businesses classify their products as global, national, or local and depending on their self-selected classification, they build their paid search strategies to accommodate it.  If a business sells nationally, they structure their Google AdWords campaign to target the United States (or whatever nation they are located in) and start attracting nationwide visitors.  Because of this common practice, these businesses place themselves in the midst of a competitive “mosh pit” with rivals for ad copy, keywords, and offers.  What they are overlooking is an opportunity to segment their visitors by geography and deep dive into specific markets on a local level.