If your business is based in Scotland and your looking to commence a pay-per-click (PPC) campaign then you need to be sure you grab the right visitors. The wrong visitors are simply going to cost you in unconvertible clicks.

When establishing a PPC campaign you can set the geographical region where those ads will appear. This however may not be narrow enough for your liking. To really gain from targeted visitors you will need to write your PPC campaign ads carefully.

Using geographical terms can be a big factor. Terms such as:

Outlets in Scotland
Glasgow outlet
Free shipping in Scotland

Phrases that don’t indicate local sales include terms such as “Scotland’s leading”. That simply says you are highly thought of in Scotland, not that you only trade in Scotland. This is where being precise with your wording can be very important. The previous term may still see wasted clicks in a PPC campaign from individuals outside Scotland.

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This entry was posted on Monday, July 28th, 2008 at 2:57 pm and is filed under PPC. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.