McDonald’s Drives Consumers into Restaurants Using Local Challenge In order to achieve and maintain balanced paid search visibility across markets while capitalizing on local signals to improve performance, McDonald’s partnered with Resolution Media to better understand and prove the impact of local signals. Specifically, they sought to determine how local signals can identify or create inefficiencies in the paid search program. Additionally, they sought to determine how these signals could inform decisions and actions to improve campaign performance and better balance search visibility across all demographic market areas (DMA) and franchises. Strategy Due to the sheer volume of franchises, markets, campaigns and keywords to consider and manage for McDonald’s, the team created a system to

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