Digital Reach
By Digital Reach | SEM | March 11, 2016

Geo-Targeting Is An AdWords Must

Google has given AdWords many (so many) different options to plan your marketing strategy and fine tune the audience you want to capture

With Geo-Targeting you can be more personal in your ads by focusing on your potential audience based on where they live, work, shop, send their kids to school and even browse in their areas of interest. Knowing where your business is getting customers and being able to bid more aggressively in that area is a great tactic that some advertisers overlook.

If you don’t believe me, here’s what Google says: “Location targeting helps you focus your advertising on the areas where you’ll find the right customers, and restrict it in areas where you don’t — which, as a result, could help increase your return on investment (ROI).”

What’s Geo-Targeting?

Geo (short for Geographic) is a feature in AdWords that allows you to show your ads only to searchers in locations you pick. It allows you to protect your budget from clicks that you know will never convert. Whether you’re a local restaurant wanting local people, or you’re opening a new store in another state and want to announce your arrival – geo-targeting is for you.

8 Easy Steps

In 5 minutes, you can begin applying this feature in your campaigns. Just follow these steps:

1) Sign-in to your AdWords account

2) Click the Campaigns tab

3) Click the name of the campaign that you’d like to edit

4) Click the Settings tab

5) Click Edit next to Locations

6) Enter the name of the country/state/city that you’d like to target

7) Click Add to add the location

8) Click Save to save your setting

The bonus to this is that you can target a state and increase bidding to a specific city in the state to increase bidding there.  Let’s say you’re going to be attending a Trade Show in Fort Worth.  You can target Texas then increase bidding to the Fort Worth area to attract both local and state traffic.

Advanced Location Options

Ever wonder what these were about? Let’s take a look at our available targeting options,  and see how they might work.

“People in”, “Searching for” or “Who Show an Interest” in Your Targeted Location

Don’t be fooled by the latter option; while it sounds great, it might not really be. The term “show interest” is the pitfall here and could lead to national or international clicks unwittingly (as so many cities have the same name). According to the US Geological Survey there are 28 places in the US named Springfield.

People in Your Targeted Location

This option allows you to show your ads only to those who are considered to be physically located within the area that you’ve targeted.

People Searching for or Who Show an Interest in Your Targeted Location

This option allows you to show your ads to anyone who has expressed interest in your targeted location. Either by searching for, viewing content about, or having settings related to the location; so here too, is the same pitfall you’ll want to avoid.

What’s So Great About Geo-Targeting

The two most significant benefits of Geo-Targeting: it allows you to exclude locations that drain your budget and segment your campaigns to show high spending locations. To see these high spending areas simply follow these easy steps:

  • Go to the Dimensions tab
  • View by User Locations
  • Sort by Costs

You can then set them as excluded locations.

Tailor Ad Extensions To Let People Know You’re Here

When separating your campaigns by locations, you can setup extensions to let people know that you are here to help them. This can increase relevance and instill confidence in people that are looking for a local product/service provider.

Apply Bid Adjustments Based on Specific Locations

Understanding your performance at a granular level will allow you to set different bid adjustment based on historical performance data.

Take a local Pizza joint. The potential customers that live in a radius near their location may be more important than the ones that live farther than their delivery area.

Here’s how different bid locations look for a client of mine.

So stop wasting advertising dollars where they do no good… check out your geo-targeting options today!

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