A Guide to Optimising the Location of Paid Search Ads

Digital advertising has become a staple of successful business strategies. However, with the vastness of the digital landscape, it’s not merely about having an online ad but about ensuring its optimal placement.

Whether you’re targeting a specific town or positioning your ad on the search results page, proper location optimisation is pivotal. This guide will deep dive into enhancing your paid search ad locations.

The Importance of Ad Location: Beyond Just Pinpoints on a Map

Positioning on Search Engine Results Pages

Search engine results pages, commonly referred to as SERPs, are the gateway to online information for most users. When a user enters a query, the SERPs display both organic results and ads. The placement of these ads is pivotal for brands and businesses.

Historically, the top three positions on SERPs were coveted real estate for advertisers. The logic was straightforward: the higher the ad’s position, the higher the visibility, leading to a potential increase in click-through rates (CTR).

However, with the evolution of user behaviour, device diversity (like mobile, tablet, desktop), and changes in search engine algorithms, the once-accepted golden zones of SERPs have started to shift.

Nowadays, the focus isn’t just on gaining a top spot but also on ensuring the ad provides genuine value and relevance to users.

Analysing SERP Positions

In the ever-changing landscape of digital advertising, the ability to monitor and adjust in real-time is indispensable. Fortunately, modern tools like Google Ads’ ‘Ad Preview and Diagnosis’ allow advertisers to see how their ads appear for different keywords and in different geographies. This visibility provides several benefits:

• Adjustment of Bids: Depending on the competition and the desired position, advertisers can increase or decrease their bids.
• Keyword Refinement: By understanding which keywords are triggering their ads, businesses can tailor their strategies, either focusing on high-performing keywords or identifying gaps where they might achieve better visibility.
• Optimising Ad Copy: A well-crafted ad resonates with its audience. Using these tools, advertisers can see how their ad appears and adjust the messaging to better match the user’s intent, making the ad more compelling.

The Cost Implications

While achieving a top position on SERPs might seem like a clear win, it comes with financial considerations. The higher the ad’s placement, the higher the competition, leading to increased Cost Per Click (CPC). For businesses, especially those with limited marketing budgets, this can be a significant strain.

It’s crucial for advertisers to find the sweet spot between the desired SERP position and the CPC they’re willing to incur. This balance ensures that businesses aren’t overspending for visibility, but also that they’re competitive enough to be seen by their target audience.

To maintain this balance, regular and comprehensive analysis is essential. By studying metrics like CPC, CTR, and conversion rate, advertisers can determine if they’re getting a good return on their investment. Adjustments based on these metrics can help in achieving the best visibility at an optimal cost, driving both traffic and conversions.

The Precision of Geographical Targeting

Geographical targeting is not simply a matter of global versus local marketing strategies. It’s a fine art that combines data with a keen understanding of regional nuances.

The exactness of geographical targeting can significantly bolster the efficacy of advertising campaigns, ensuring that ads reach the right audience in the right places. A well-executed geo-targeting strategy can increase the relevance of ads, leading to better engagement and a higher return on investment.

In the realm of digital marketing, data reigns supreme. Platforms such as Google Analytics serve as vital tools for advertisers. While these platforms provide a plethora of insights on user demographics and behaviour, their capability to highlight geographic traffic sources is especially valuable.

When utilising platforms like Google Analytics, advertisers can glean insights on…

• Major Traffic Sources by Region: By understanding from which parts of the world or which areas within the UK users are accessing a site, businesses can tailor their strategies accordingly.
• Engagement Metrics by Location: It’s not just about where the traffic comes from, but also how they engage. Metrics like bounce rate, session duration, and pages per visit can indicate how content resonates with users from specific locations.
• Conversion Rates by Geography: Some regions may show higher engagement but lower conversions. This data can prompt a re-evaluation of the user journey and potentially highlight areas for optimisation.

Armed with this data, marketers can refine their strategies, choosing to amplify advertising efforts in areas with high potential or tweaking campaigns in regions where engagement and conversion may not meet expectations.

Tailoring Tactics for Geographical Ad Location

Location-Based Budget Allocation

Strategic budget allocation, centred on geographic insights, can be the difference between an average and a stellar advertising campaign.

• Dynamic Budgeting: Tools within platforms like Google Ads empower advertisers to automatically allocate resources based on performance metrics. If a particular region, say Manchester, consistently outperforms another, like Liverpool, the system can be set to channel more funds towards the better-performing region.
• Cost Efficiency: This dynamic allocation can lead to cost savings. Instead of a blanket budgeting approach, funds can be concentrated on high-performing areas, ensuring a better return on investment.
• Real-Time Adjustments: With the help of real-time analytics, advertisers can quickly spot trends or shifts in regional performance. This allows for immediate budget adjustments, ensuring that ad spend remains optimised.

Creating Localised Ad Content

Merely translating an ad’s text into a local language isn’t sufficient. True localisation delves deeper, tapping into regional sentiments, values, and preferences. It’s about making an ad feel native, making it resonate deeply with its intended audience.

Key elements to consider when localising ads include:

• Cultural Sensitivities: Understanding cultural nuances and values can prevent potential blunders and ensure an ad is positively received.
• Local Trends and Preferences: What’s popular or trending in one region might not hold the same appeal in another. Aligning ad content with local tastes can make the campaign more effective.
• Regional Language Variants: Within the UK itself, there are differences in dialects and terminologies. Recognising and addressing these variations can improve the ad’s relatability.
• Tailored Offers and Promotions: Offers or promotions that may be enticing in one region might not be as effective elsewhere. Localising deals can make them more appealing to the target audience.

Relevant Landing Pages

Directing a user to a relevant landing page is as crucial as the ad itself. So here are the three most important things to consider:

• Seamless Transitions: The content on the landing page should seamlessly extend the narrative started by the ad. If an ad promises a certain deal or showcases a specific product, the landing page should fulfil that promise.
• Geographic Customisation: For businesses operating in multiple regions, it might be beneficial to design distinct landing pages catering to the tastes and preferences of each region. This ensures that the entire user experience, from seeing the ad to potentially making a purchase, feels tailored and personal.
• UI/UX design: The user interface (UI) and user experience (UX) of a landing page play pivotal roles in guiding the user journey. A well-designed UI ensures that the visual elements, layout, and interactive components are intuitive and appealing. On the other hand, a refined UX ensures that users can navigate the page with ease, find the information they seek, and take desired actions without friction. Good UI/UX will inevitably lead to conversions.

Positional Dynamics on the SERP

Ad placements on Search Engine Results Pages (SERP) depend on specific, quantifiable factors. A comprehensive understanding of these determinants enables marketers to achieve optimal positions on the SERP.

Unpacking the Quality Score

Google’s Quality Score is a crucial metric influencing ad positions on the SERP.

• Ad Relevance: Ads should directly correspond with the user’s query. Adjusting ad copy to mirror user intent can enhance relevance.
• Landing Page Quality: The landing page should provide relevant content and an efficient user experience. Prioritise load times, mobile compatibility, and clear calls to action.
• Expected Click-Through Rate (CTR): This metric gauges the potential of your ad being clicked when displayed. Regular refinement of ad copy can improve CTR and, by extension, the Quality Score.

Making Ad Extensions Work for You

Ad extensions augment primary Google ads by offering supplementary information or links.

• Customised Utility: Each extension has a specific function. Selecting appropriate extensions can provide users with pertinent information. For instance, a review extension can validate a service’s credibility, while a call extension facilitates direct user interactions.
• Prudent Selection: It’s essential to choose only relevant extensions. For example, physical businesses might find value in location extensions, whereas online-only operations might benefit from structured snippet extensions.

Perfecting the Bid Strategy

The bid strategy is central to the allocation of the ad budget and directly impacts ad performance.

• Business Objectives: The chosen bidding strategy should align with the primary campaign objective. If the main goal is ad visibility, ‘Target Impression Share’ might be appropriate.
• Automated vs. Manual: While manual bids provide direct control, automated strategies in Google Ads use machine learning for optimised bid adjustments. For example, ‘Maximise Conversions’ can be pivotal for e-commerce platforms during promotional periods.
• Flexibility: Due to the dynamic nature of digital advertising, it’s essential to regularly reassess and adapt your bid strategy in response to performance data and market shifts.

Ad Location Strategies for E-commerce Platforms

As a specialist e-commerce marketing agency, it’s only right that we delve into some eCommerce-specific concerns for paid search ads…

Harnessing Shopping Ads

Shopping Ads function as concise product previews for potential customers. Each one provides users with vital information: a product image, its price, and essential details. This concise format facilitates quick decision-making for potential buyers.

Here are a few ways you can optimise them…

• Accurate Product Data: Ensure your product feeds are consistently updated with accurate data. This includes correct pricing, stock availability, and up-to-date product descriptions. An accurate feed reduces discrepancies and potential customer dissatisfaction.
• High-Quality Images: Use clear, high-resolution images that truly represent the product. The image is often the first impression users have, so it needs to be compelling and reflective of the product’s real-world appearance.
• Strategic Bidding: Employ a dynamic bidding strategy tailored to the product’s performance and market demand. High-performing products or those with higher margins might warrant more aggressive bids.
• Keyword Optimisation: Ensure the product titles and descriptions in your feed are optimised with relevant keywords. This can enhance their visibility in relevant search queries.
• Segmentation: Segment your product feed based on product categories, brands, or profitability. This allows for more targeted advertising strategies and efficient budget allocation.

If you’re an e-commerce brand, also make sure to check out our blog dedicated to Amazon PPC strategies!

Regular Product Feed Updates

Maintaining current and accurate product feeds ensures consistency between ads and actual website content.

• Data Synchronicity: An updated product feed ensures that the product’s status, be it availability, price, or details, is consistent between the ad and the e-commerce website. Such consistency reinforces user trust.
• Automated Updates: Utilise tools that allow for automatic syncing between your e-commerce platform and the product feed. This reduces the likelihood of discrepancies.

Prioritising High-Intent Keywords

Identifying and targeting high-intent keywords can drive more conversions.

• Keyword Differentiation: Understand the distinction between general browsing keywords and those indicating purchase intent. Targeting the latter can yield higher conversion rates.
• Keyword Tools: Platforms such as Google’s Keyword Planner can aid in recognising these high-intent keywords. Words and phrases like “purchase”, “on sale”, and “next-day delivery” often suggest users with a readiness to buy.

Crafting Robust Remarketing Strategies

Effective remarketing engages users based on their past interactions with the platform. Instead of overwhelming users with repetitive ads, offer subtle prompts based on their browsing or purchasing history.

Tailor ads to individual user behaviours. For instance, if a user abandoned a cart, present them with a remarketing ad featuring the exact product, possibly accompanied by an incentive such as a short-term discount or exclusive offer.

The Cycle of Ad Monitoring: Learning & Adapting

Effective advertising requires continuous monitoring, assessment, and adjustment based on new data and evolving conditions. The iterative process of reviewing and refining ad campaigns based on real-time feedback can enhance overall performance.

Highlighting Red Flags

Routine checks on critical metrics can identify potential issues early on.

• Key Metrics: Regular evaluation of metrics like click-through rates (CTR), conversion rates, and average ad position can provide a clear picture of campaign performance. A sudden dip in CTR or conversion rates, or a consistent drop in average ad position, could be indicative of underlying issues.
• Data Analysis: Deploy analytical tools to deep dive into the metrics and uncover root causes. For example, a drop in CTR could be due to ad fatigue, poor targeting, or emerging competition.
• Timely Interventions: Once the problematic areas are pinpointed, swift corrective actions should be implemented. This might involve revising ad copy, adjusting targeting parameters, or reallocating budgets.

Adapting to Seasonality

Seasonal trends can significantly influence ad performance, necessitating changes in strategy.

• Market Analysis: Regularly assess the market to understand when certain products or services are in demand. For instance, winter clothing ads will naturally have higher traction during colder months.
• Calendar Planning: Develop an advertising calendar that aligns with seasonal peaks and troughs. This ensures that the right ads are promoted at the most opportune times.
• Performance Reviews: Post each seasonal campaign, undertake a thorough review to understand what worked and what didn’t. This not only offers lessons for the next similar season but also insights that can be applied across other campaigns.