How To Manage & Measure Local PPC Accounts

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A local account is where there is a limited geographic area being served. When you combine a limited geographic reach with a small budget, you often run into problems trying to balance spending the budget on highly relevant keywords while getting a high enough return for the budget so that the advertiser is happy with the PPC account.The information in this column comes from over a decade of working with local accounts. In some cases, they were direct clients. In other cases, the insights gleamed are from growing one of the largest authorized AdWords resellers userbase to where it was managing tens of thousands of local business. So, at times the insights might seem harsh (many local business are bad about calling people back). It’s not meant to be harsh – its meant to be truthful.

Account Setup

The first step to working with a local business is to setup the account. The best practices of granular ad group and ad copy organization are true no matter what the account size is; however, there are some differences in the account setup that will vary based upon account size....

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