So, you’re an agency that just landed a huge multi-location brand. Or maybe, you manage PPC for an established brand experiencing huge growth across several geographies. In either case, congratulations! But how are you going to manage and optimize paid search and display for hundreds or thousands of locations without pulling in lame results? We’ve compiled the most important tips for scaling up your paid search efforts across locations and brands quickly and effectively.

1. Data
Housekeeping
Get your data in order and you can crank up your
quality score and reduce cost.
Bonus Points :Locations/agents
Physical addresses
Phone numbers
Hours of operation
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Segmentation
Using this data along with automation will allow you to
customize quickly and launch hyper-relevant campaigns
specific for these groups.
Divide your locations into groups, or “segments”. Think
of any elements that could affect your campaigns.
Do you have premier dealers that need additional marketing spend?
Do you have a group of kiosk locations with limited offerings?
Are any of your locations significantly underperforming?
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2 Automation
Avoid concatenated ad group spreadsheets that only stay optimal for 24 hours. With one
location, manual maintenance is possible. When you’re managing many locations, it’ll take
all your time away from optimization.
Switch to a system that adjusts ad elements itself based on changing circumstances.
An automation platform (such as Balihoo) grabs
fresh data each day, triggers and deactivates
campaigns, and ensures your ads always reflect
the latest offerings.
This frees up your team to
optimize like crazy.
Gather extra data
Product lines carried
Performance
Category
Amenities
Promotional periods
Tips for Scaling
Paid Search
How are you going to optimize paid search for hundreds
or thousands of locations without pulling in lame results?
The method you choose needs one principle at its core: SCALE
The following 5 tips are crucial to nail before scaling up
a multi-location paid search campaign.
http://balihoo.com/5-tips-scaling-paid-search/
Optimization
5
Setup Sub-Accounts
Prepare a sub-account for each territory/location
before setting up your automation platform.
Elevate your optimization efforts to the next level.
Sub-accounts allow you to
Schedule ads across multiple timezones.
Keep location-specific budgets that pace themselves
independently.
Report and diagnose problems in any area easily.
With the right technology behind you, you
can optimize 1000 locations in 1 hour.
Don’t throw money at your competitors!
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