Whenever you run a local advertising campaign, you should actually setup two campaigns. The first should be a national campaign and target keywords that all contain names of cities, towns and places that are within your catchment area.

Your second campaign should be restricted to showing ads to your local catchment area and use the same keywords as in your first campaign, but without the place names. For this campaign, your ads should have a reference within them to the area within which you serve.

These two campaigns will work together for you to capture the widest possible range of potential clients that maybe interested in your business.

The first campaign will pick up people searching from outside the Manchester area specifically for gardening services in your catchment area. And the second campaign will capture people searching for gardening services from within your catchment area.

Including an indication of your catchment area in the ad should filter out most of those people that see your ad but live too far away to be a useful contact.

Find Keyword Opportunities Based On Your Advertising Goals

You have probably visited the Opportunities Tab in your AdWords account a few times since it was first introduced to get ideas for optimizing your account.  If you’re like most advertisers, when you optimize your account you’ll have a specific goal in mind.

It maybe that you’re aim is to increase traffic to your website, or it could be to try and reduce costs. Whatever your aims, Google have recently introduced a small change to the way the Opportunities tab works that will make getting good advice from this tool much easier.

Your keyword suggestions can now be tailored to focus on what your actual optimization goals are with these three new options:

  • maintaining or decreasing costs
  • increasing traffic
  • balancing cost and traffic

It is AdWords intention that this small change should provide advertisers with even better ideas to help them optimize their account. Time will tell if they are right.