Local PPC campaign architecture: Split by region?

alxvallejo · 06-28-2011, 07:40 AM

What's your opinion: Is it necessary to divide your local PPC campaigns by region so that each campaign is targeting separate cities?

Right now, I have ad groups that are separated by target keyword and then keyword+city within each ad group. So each ad group will feature something like 12 different cities and I'm worrying if this hurts my Quality Score.

bigcat1967 · 06-28-2011, 08:13 AM

it should not hurt your quality score. I would divide them up by region (or city).

I know that we did this a couple years ago and from what I remember our quality score was not hurt.

alxvallejo · 06-28-2011, 08:39 AM

Did quality score improve? I have so many keywords stuck at the 3/10 range and to be quite honest, I don't give this that much thought because the keywords are performing very well.

I'll even see the error message that some keywords are not showing the ad right now because of a poor ad rank, but the keywords are being shown and clicked on, and converting!

Who knows

tokaje · 06-28-2011, 08:50 AM

It shouldn´t hurt your Quality Score.
But for optimization purpose, I think it will be more easier, by splitting them up, and being able to splittest them to see what performs best, changing text, headlines etc.
And you will probable find, that the best converting ad, you promote, will differ from differnet cities and regions.

06-28-2011, 07:40 AM	#1
alxvallejo HyperActive Warrior Join Date: Apr 2011 Location: New England Posts: 183 Thanks: 13 Thanked 3 Times in 3 Posts Social Networking	Local PPC campaign architecture: Split by region? What's your opinion: Is it necessary to divide your local PPC campaigns by region so that each campaign is targeting separate cities? Right now, I have ad groups that are separated by target keyword and then keyword+city within each ad group. So each ad group will feature something like 12 different cities and I'm worrying if this hurts my Quality Score.

06-28-2011, 08:13 AM	#2
bigcat1967 Senior Warrior Member Join Date: May 2009 Posts: 1,259 Thanks: 21 Thanked 54 Times in 52 Posts	Re: Local PPC campaign architecture: Split by region? it should not hurt your quality score. I would divide them up by region (or city). I know that we did this a couple years ago and from what I remember our quality score was not hurt.
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06-28-2011, 08:39 AM	#3
alxvallejo HyperActive Warrior Join Date: Apr 2011 Location: New England Posts: 183 Thanks: 13 Thanked 3 Times in 3 Posts Social Networking	Re: Local PPC campaign architecture: Split by region? Did quality score improve? I have so many keywords stuck at the 3/10 range and to be quite honest, I don't give this that much thought because the keywords are performing very well. I'll even see the error message that some keywords are not showing the ad right now because of a poor ad rank, but the keywords are being shown and clicked on, and converting! Who knows

06-28-2011, 08:50 AM	#4
tokaje HyperActive Warrior War Room Member Join Date: Nov 2010 Location: Copenhagen Posts: 115 Thanks: 12 Thanked 12 Times in 12 Posts	Re: Local PPC campaign architecture: Split by region? It shouldn´t hurt your Quality Score. But for optimization purpose, I think it will be more easier, by splitting them up, and being able to splittest them to see what performs best, changing text, headlines etc. And you will probable find, that the best converting ad, you promote, will differ from differnet cities and regions.