Having effective Google AdWords is meaningless unless they are targeted to the appropriate audience. I went ahead and Googled the phrase “traffic ticket attorney,” and to my surprise I noticed an ad for a law firm located in Virginia. I am from South Florida. This ad therefore is not relevant to me, and if I were to accidently click on the link looking for a lawyer and found that it was located in Virginia, I would quickly leave the site. I therefore just cost the site money that it wouldn’t have had to spend if it had targeted only relevant areas. For this reason it is important to identify a concentrated area in which to advertise your campaign. By focusing the Adwords, the click-through rate of your site will increase and the overall quality score will increase as well.

With geographic keywords, whocanisue.com was able to increase its conversion rate from 20% to over 40% in a matter of 2 days.  Not only did the conversions increase, but also the average cost per conversion decreased by half.

In the case of our Criminal campaign, within the 2 day period in which the localized campaign was created, the localized campaign received over 6 times the amount of clicks. The Bankruptcy local campaign saw a decrease of cost per conversion from $9.37 to $8.23 with an increased click through rate from 1.12% to 2.61% when compared to the un-localized Bankruptcy campaign.

It is still important, however, to maintain the un-localized campaigns. Although they may be less efficient, they still receive traffic and conversions that might not be picked up by localized keyword campaigns.