The pay-per-click (PPC) advertising enables the brands to get direct traffic from their ads displayed on search engine result pages.

Relevant PPC ads can help you get the customers genuinely interested in your product or service.

Search Engine Land columnist Amanda Krause has shared useful tips to improve your ad relevance with ZIP code-based geotargeting.

Krause says, “If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance.

This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of moving from a city or region PPC targeting strategy to a ZIP code approach.

Limited performance

Initially, the company utilized paid search to cast a broad net across each city or metro area where they have an office.

In reviewing the account and geographic results, we discovered there were specific ZIP codes within the region that received stronger click-through rates and conversions. Since the budget was evenly distributed across the entire city or region, this limited performance to these top-performing ZIP code targets and distributed too much of the budget to lower-performing areas”.

Improving PPC relevance with ZIP code-based geotargeting

Search Engine Land

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