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Challenge - need bhw help. Scaling local clients PPC

Discussion in 'BlackHat Lounge' started by pube12, Apr 9, 2009.

  1. pube12

    pube12 Newbie

    Dec 20, 2008
    Likes Received:
    All ? been lurking for a long time. I now work with a company that has a pretty large challenge ? we have a few thousand small business clients that we need to move to the internet and handle their SEM, mostly with localized PPC. Most of the small biz?s are doing some print advertising and have a small, low quality website while some do not. Very few are running PPC campaigns or doing any SEM at all.

    Our challenge is: how to we roll out a ppc product and manage thousands of campaigns all related to local search in different categories (dentists, roofers, plumbers, etc)? How do we scale the model?

    Here?s the immediate question that I could use your all?s expert advice with?
    What is the best way to structure the landing pages??
    1) Use one domain and create sub-domains for each client for landing pages. For example, we would have smallbusiness(dot)com as the main site, and the client landing pages would be something like dentist(dot)smallbusiness(dot)com or landscaper2(dot)smallbusiness(dot)com etc.
    i) Pros: operationally better, more manageable
    ii) Cons: Will it hurt our Quality score? Does google look at the content of the entire domain or just the ?landing page? with quality score.

    2) Create landing pages for the main domain. For example, smallbusiness(dot)com/dentist . Will Google view this as better or worse than option #1? How will this affect quality score?

    3) Take control of the clients domain and just create landing pages from it. This is the best option, but not scalable since it will be hard to get the small bz? server info, etc. This one would be difficult.

    Thoughts??? I know it?s a lot of questions. The main one is this: Is the subdomain landing page idea (#1) feasible for 1,000 to 3,000 landing pages????