To help national brands implement paid search for their local affiliates, we have created a checklist to help marketers create and manage PPC campaigns for hundreds, even thousands, of local markets.

1. 6 STEPS FOR LOCAL PPC CHECKLIST
Step 1: Determine Approach
- Supported vs. Automated
Supported: Brand provides education & guidance to local affiliates
around PPC, however execution is managed at the local level
Pros:
• Simple and low-cost for brand to implement
• Little-to-no pushback from local affiliates
Cons:
• Typically low-adoption at local level
• Little control by brand
• No consolidated reporting
Automated: Brand provides strategy, execution & reporting on behalf
of local affiliates
Pros:
• Adoption rates by local affiliates typically much higher
• Better performing campaigns
• Ensured alignment with national PPC efforts
• Aggregated reporting
Cons:
• Requires a technology solution to implement effectively
• May not be sufficient for the most sophisticated affiliates
Step 2: Define Objectives
• Identify exactly the actions you expect the local
consumer to take as a result of the PPC effort (call, visit in
person, purchase online, web form, etc.)
• Define a value (revenue-based) for each consumer action
• Define how to track each action
• Identify key KPI’s of campaign
Step 3: Identify Landing Pages
Landing pages for local PPC effort should be:
• Locally relevant to the city and product/service provider
in that market
• Contextually relevant to the keyword/ad group the
searcher used to find it
• Optimized for conversion (typically phone first, online
second)
Step 4: Build the Local PPC Template
The Local PPCTemplate should be the generic version of a complete
PPC campaign which can then be customized with locally relevant
data including budget, geo-modified keywords & geo-targeting
Elements of the template should include:
• Keywords/Ad Groups
• Creative (ad copy)
• Initial bid strategy
• Initial geo-targeting default
Step 5: Launch & Optimize Campaigns
• Default to launching only on Google, expand later if
necessary
• Manage campaigns in a portfolio model using KPI’s and
implement optimization techniques across the entire
base of campaigns simultaneously
• Identify low-performing campaigns based on KPI’s and
deep-dive specifically into these campaigns to modify
Step 6: Report
Simplify & automate standard monthly reporting to affiliates. Ensure
you include:
• Total spend
• Total conversions/estimated revenue
• ROI
Monthly brand-level aggregated reporting should include:
• Performance against KPI’s
• Named low-performing accounts and action-plan for
modifications
• Affiliate adoption (what percentage of local outlets are
engaging in the program)
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