If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance.
This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of moving from a city or region PPC targeting strategy to a ZIP code approach.
[Read the full article on Search Engine Land.]
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