Importance of Geotargeting
Geographic targeting, or geotargeting, enables you to decide in which locations you want your ads to be displayed; this can be on the basis of country, region, places of interest, or anything else. Location targeting enables you to show ads to users in a specific region, and this is more likely to get you actual customers. If you don’t target locations, it may be shown in areas where you don’t have a store – which means no customers, and more cost as well.
Here are some handy tips:
Where are your customers?
You know the answer! Wherever your stores are, and wherever you ship to, that’s where your customers are. It’s important therefore, to target all those locations where you have a business presence. Exclude the locations you don’t serve; this will ensure better use of your budget. For example – if you ship within a state only, target only that state in the country and exclude everything else; if you ship nationally, target all the states; if you ship internationally, target all countries you ship to. If you’re not sure where you should ship to, you can use Google Trends or other tools to get insights about potential customers who are likely to be interested in your products.
It’s a good idea to enable local extensions and even call extensions in local advertisements. This will allow customers to find you and get in touch with you easily. Local extensions allow you to display your business address in the ad itself.
What held good before, still holds good now. Including regional terms in keyword lists allows you to target people in a specific area; for example – florist in Southampton; include generic terms to widen the scope of your ad targeting. For example, you could say – Florist in California. Including the target location name in the ad, especially in the title, will help match the user’s search query to your ad.
Google targets your ads to people who are also searching about your target location – but they could be searching for anything else in your location. If they are searching for hotel rooms, your flower store won’t be important to them. To change this, you need to click on Location Options in your campaign settings. Go to Advanced, and under target, click on edit. In the drop down menu, select ‘people in my targeted location’.
If you’re an ice-cream wholesaler, you’ll want to know where exactly the weather is hot at a given time, because that’s where your goods are going to be in high demand. Check the weather online, and target the ads to locations where the mercury is soaring in the recent past and is likely to continue for a few more days.
If you’re promoting services or selling goods likely to be used by people visiting malls, office complexes and so on, you can target those commercial areas; travel agents can target airports – you get the drift.