Treating Locals and Non-locals Differently in Your Ad Copy

A local is someone familiar with the location you are targeting. They have an understanding of the region, landmarks, and culture. A non-local is someone who has limited knowledge about your location, and therefore needs a different set of information than a local. Let’s examine a few different ways to treat these two audiences differently.

Geographic Descriptions A local searcher knows the area you serve. They want to know if you serve their actual location. Therefore, when a local searches for “Chicago plumber” they want to know if the plumber will come to their house. Using descriptors such as “Serving North Chicago” or “Located in the heart of the Triangle” tells a local exactly where ...

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