How to Localize Your Ads and Keywords to Supercharge Your Conversion Rate – Part 2 of 2

Joel Maldonado Joel Maldonado June 18, 2019 Category Paid Search (PPC)

Welcome to part 2 of 2 in our guide to using ad localization to seriously boost conversion! If you missed part 1, check it out here

Welcome back. In our previous installment, we had consolidated 10,000 individual campaigns into a single one with our use of Dynamic Keyword Insertion (DKI) and Bing and Google ValueTrack parameters, driving massive conversion rate increases.  

However, we were dealing with the drawbacks of geo-modified keywords’ limited scale, and looking for opportunities to further expand our strategies. Namely, we wanted to increase the scale at which our client would show up in searches.

The Challenge of Non-City-Specific Searches

After solving the consolidation and keyword mapping challenges, it was time to expand our strategies to go beyond the limited scaling of geo-modified keywords and incorporate “Near Me” keywords. These keywords contain modifiers, such as “near me” or “nearby,” which indicate local intent as opposed to containing specific city information. However, since the “Near Me” keywords do not contain city-specific phrases, we couldn’t use the “{keyword}” Bing and Google ValueTrack parameter to populate a city within the landing page URL dynamically.

So we revisited the list of available Bing and Google ValueTrack parameters. Bing and Google offers 2 distinct parameters that populate physical location and location of interest within a URL, a feature we sought to leverage. Physical location provided data on the current location of the searcher while location of interest provided information about the location of the thing they’re searching for (in this case, clinics).

For instance, if our searcher was located in Allentown, PA but he or she searched for a clinic in Philadelphia, we could use one or a combination of these parameters to render a relevant landing page.

Criteria ID and Landing Page Solutions

Bing and Google provides the location data in the form of a “Criteria ID,” which can be translated into a country, region, state, city, and zip code from anywhere in the world. The trick is to have a legend to reference and understand which location a Criteria ID corresponds to — a legend that you can access here for Bing and here for Google. Once we had the Criteria ID data and the legend, we created a mapping structure using Criteria IDs that fed our client’s website information about a user’s [physical or interest] location via the landing page URL.

In collaboration with our client’s development team, we built a framework that would recognize the data provided within the established parameters and render relevant landing pages — all in a fraction of a second.

The Reward

We took 10,000 individual campaigns, consolidated them into a single campaign, and used Bing and Google ValueTrack parameters to localize a user’s experience, ensuring that the user received a relevant ad and landing page. As a result, we experienced a sizable increase (about 15%) in our client’s conversion rates. In addition, we’re now able to leverage Bing and Google Ads’s auto-bidding algorithms and we’ve saved tons of time managing one campaign vs. several thousand. This means we’re able to provide meaningful insights to our clients on a faster time table than was possible previously.

Reach out today! Our paid media team is primed and ready to help consolidate and localize your campaigns to grow your conversion rate. 

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