Managing Keywords for Businesses Based on Location

Certain businesses that focus on location (such as hotel, real estate, and travel businesses) might need to use a keyword strategy for national campaigns where they specify a location as part of a root keyword (instead of relying on a combined geo-modifier). For example, a travel agency located in San Diego might be selling warm weather trips to resorts in Hawaii, the Bahamas, and San Diego. For their ad campaign, you might need to create such root keywords as Hawaii resort, Bahamas resort, and San Diego resort since the national campaign would not have geo-modifiers to combine with root keywords.

If you later update the nationally-targeted campaign so that it becomes locally-targeted, you must remember that the campaign would then start combining the local geo-modifiers with root keywords. This means that you would have to edit the root keywords that contain locations to avoid redundant locations created from the new geo-modifiers. Using the previous example, you would have to remove San Diego from the root keyword so that when it is combined with the San Diego geo-modifier, the final keyword does not end up being San Diego San Diego resort. Similarly, if you update a locally-targeted campaign so that it becomes nationally-targeted, you must remember that the original root keywords do not reflect location since they are intended to be combined with geo-modifiers. Using the same example, the San Diego geo-modifier would no longer be combined and you would therefore need to add it to the root keyword.