Keeping It Local

If your Web site has “Philadelphia” anywhere in the title or copy, by all means put out a pay per click bid for Philadelphia. But remember visitors on, say, FindWhat and Overture can search for local keywords, so your keyword bid management strategy should take this into account. You might even find that your PPC bid management shows Philadelphia underperforming, while searches for your product keywords, say steel widgets, consistently deliver high conversion rates at a lower cost per click. Make a bid management decision as to whether it's worth keeping “Philadelphia” in your keyword stable. If you market to other areas of Pennsylvania, your pay per click bid management can track whether searches for those specific areas yield better results than searches for Philadelphia.