How location affects the success of a paid search ad
Location can significantly impact the success of a search ad; however, this will also depend on the type of business you have. If the business is based online only, then the location of the search ad is significantly more important.
This is because you’ll face increased competition from other businesses like yours to have the top position in the search results, as this can be the difference between making a sale or not. However, if your businesses are local with a store front, such as a local car garage, when people are looking for what you offer in your area, then your paid search will rank higher to the top.
Furthermore, consideration will need to be given to where the search ad will lead people that click on it because this can affect the success of the ad, if the ad leads to an irrelevant page on your site, then the bounce rate will increase, but if the ad leads to a relevant page on your site, then this will decrease the bounce rate and increase the chances of people engaging and interacting with the content on your site as well as increasing the chances of a purchase being made.
How to optimise the location of paid search ads
You can optimise the location of your paid search ads by looking at the locations where you get a lot of businesses, for instance, you are getting a lot of business from Liverpool and Birmingham, then you can alter your ads to only show in these locations, therefore helping you to easily reach your geographic demographics.
Furthermore, if the conversion rate on a location based search ad started to decline, you can then remove this location ad, which will save you money you can put into other more profitable areas. If your business has a store front, you can use pay per click ads to target potential customers with a radius around the physical locations of your stores, this will help you to maximise sales and profits.
