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Using Location Name As Part Of Keyword
Posted by on February 15, 2021 at 8:42 pmWhat are your thoughts on using location names in your actual keywords?
My thought process behind it, specifically in service-related scenarios, is that the location name denotes an added layer of intent behind the search query. Sure, location targeting is essential and should be used in addition to this strategy, but using the location name in the keyword adds that extra layer of certainty.
Let’s say I do kitchen remodeling. I could bid for “kitchen remodeling” and target my area, say Atlanta. I’m still going to get people searching for basic information about kitchen remodeling. Maybe they’re looking for basic inspiration or tips on how to do it themselves. And they’re in Atlanta.
Adding the location (e.g., “kitchen remodeling Atlanta”) shows that searcher is looking for a service.
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4 Replies
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Works very well for location based or local services.
From my experience it works better than going for generic keywords + location based targeting.
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That’s good idea. You can go further and remove location targeting at all. Not sure if it will work out for upcoming phrase match but since location match does not always work fine in Google you can still target people who are interested in your location but for some reason they are in different place (at least for Google). Just to say Google is always messing up my geo while I use mobile internet.
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It works great, but it shouldn’t be your only strategy – I usually use one ad group for localized keywords and one for generic. Putting yourself in the customers shoes – not everyone is going to take the time to type in their city when googling a service.
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Yes you can use location based keywords but more effective for this type of business is dynamically inserting the location into the ad copy headlines 1 and description line 1. Then you can target specific geo areas and serve ads based on physical location. I do this with great success for my service related clients.
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Just an example.
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