We separate search campaigns into "Local" and "Nationwide" to avoid showing up for searches that have a common location included in the phrase but are not targeted to a property's location. These campaigns share a budget.
Local - Search campaigns with a 25-mile radius geographic radius around the property that uses short-tail keywords
Nationwide - Search campaign with "United States" as the geographic radius that has longer-tail keywords, usually with a city, state, or state abbreviation included. A local prospect could still see a Nationwide ad; it just depends on how they search. (ex: Hollywood goes in Local, but Hollywood, CA or Hollywood, FL goes in Nationwide)
If the location or landmark is specific enough, we put all variations in the Nationwide campaign. (ex: there is only one city called Milpitas in the U.S., so all short tail and long tail variations go in Nationwide.)
Both local and nationwide search campaigns can be effective for different types of marketing goals. Local search campaigns are more targeted and can effectively drive foot traffic to properties. In contrast, nationwide search campaigns can reach a broader audience and can be effective in building brand awareness and driving online inquiries.