I have good news and bad news. The bad news is that every advertiser has a budget that they need to stick to. Good news is, you still have the privilege to choose where your money goes and stay within budget. So, we are talking about geographic targeting.
Geo-targeting is a form of location targeting that allows your ads to appear only to customers in a specific physical location or in a group of locations you specify. So your money goes to the right place the whole time, that way.
In this guide, We’ll show you exactly how to do this in Google ads. We will cover:
- Why and how to use geo-targeting (besides just saving money!)
- How to set up geo-targeted campaigns in Google ads
Here are 10 tips on how to increase the efficiency of your local PPC.
Let’s get started!
Why and how geo-targeting is used for local PPC methods
When you first create a Google ad campaign, it is automatically set for all countries and territories. However, recently I realized that there is no business on earth suitable for every human being, so you need to determine some geo-targeting – even if it is as wide as possible. But there are additional benefits to geographic targeting that we would like to analyze.
Save your money
You can waste advertising costs on your customers eligible for your services but not in the area you are serving. That is the most obvious reason for geotargeting. This targeting can be as broad or narrow as you need. For example:
- An online retailer can target the entire United States or states with major cities.
- The New England Nursing Home chain can only target those states.
- Home service businesses can target specific areas they serve.
You can also exclude sites dominated by competitors.
Give the best personal experience.
By geographically targeting local PPC services, you can link your offer to local events or use language that resonates with that community. E.g., if you know you have a concert in your city, you might run a special ad for a restaurant nearby.
Department to find the right person.
Suppose you are a landscaper and its ideal customers are rich landlords. With geographic targeting, you can target the richest regions in a particular region. (Note: There are some industries that cannot combine demographic and location targeting.)
Choose your time right.
When it comes to timing, you might want to consider ad scheduling, but geo-targeting has an advantage here as well. Commonly referred to as geofence, you can show people some ads when entering or exiting a geographical boundary. For example, it can be helpful if you give a week-long conference near your business.
Experience new markets
Run low-budget campaigns in new areas to test the water, and if you’re doing well, create more low-way ads. Note that geo-targeting is only available at the campaign level. So, segment your site through campaigns if you’re interested in seeing how you’re doing in a new marketplace.
Alignment with customer trends
Geo-targeting is a win-win. Not only do you save money, but customers want it! By search:
- 80% of customers say they want location-based alerts from the business.
- 70% of customers say they would be willing to share their location if they get some value.
- 61% of smartphone owners like to buy from sites that customize information for their sites.
You’re moving your local PPC strategy to the next level so that customers have a personalized, locally friendly experience – while saving all the money!
How to set geo-targeting in Google ads
To apply geo-targeting to Google ads, select the campaign you want to target, click the Settings tab, and scroll down to the Locations section.
Click on the search bar, start typing where you want, and select when the corresponding match appears in the dropdown. Options include country, region (state or province), city, zip code, and some airports.
If you click Advanced Search, you’ll be taken to a separate popup box that gives you three more options:
- Add: This site adds to the list of target sites.
- Exclude: prevents your ads from appearing on this site.
- Nearby and Related Places: Creates a list of nearby areas you might consider adding.
When you select an area, Google ads will display a map with a highlighted target area. If you have multiple regions set, they will all appear in one list, and you can zoom out of the map to see them all.
10 Tips To Increase Your ROI By Geographic Targeting
Geographic targeting can positively affect metrics, such as Quality Score, Impression Share, and Click-through Rate. Here are the top 10 geo-targeting tips to improve your performance across the board.
1.Double-check your site’s options
When setting your geo-targeting, there are a few things to keep in mind. First, when you click on the blue site options tab, you can target by the presence (people who are in your target location or your target location regularly), search interest (people who are looking for your target location), or both.
Three options in Google Ads geo-targeting settings-location options
Google is a thief because it can turn to the top option by default: show people who are here regularly or show interest in your targeting site.
For some companies, this is ideal. For example, a senior facility may display ads for adults who do not live there but frequently visit their parents.
But in other cases, this can result in sites appearing in the Sites report that you don’t want to target.
For example, suppose you only want to target Miami residents. If you choose the first option, your ad may appear to someone in Boston who is planning a Miami vacation (often looking for attractions in Miami).
2. Observe accurate site metrics
Find out which sites generate the most traffic by clicking on the “Sites” tab in the second navigation column. Here you can see standard information such as clicks, impressions, average cost-per-click (CPC), and average ad position, as they apply to each of your selected sites.
It is essential to understand where you will get the highest return on investment.
3. Find and apply location-based negatives
To find which keyword searches triggered your ads use the search term report. If you notice that keywords outside your target site are triggering your ads, select Add that keyword by clicking the checkbox next and adding it to a negative keyword list.
For example, if you have a car dealership in Cairo but your ads run through the search for “new car Boston”, add the word “Boston” to your list of negative keywords so that other ads about Boston don’t show your ads. To fetch a search term report, go to the “Campaigns” tab, click on Keywords, then select “Details” and select all from the dropdown menu to show a report of all keywords in the campaign.
4.Use bid adjustments to lower your CPA
If you use a manual bidding policy, you can apply a bid adjustment to get more or less paid to Google when you see a user in a particular location. In the Sites section, you’ll see a bid adjustment column where you can apply a positive or negative percentage to the original keyword bid for the selected region.
Geographic targeting Google ads – Bid adjustment by location
For example, if you know that you are likely to get higher returns from customers in a particular city or state, clicks in those areas may be different for you.
Bid adjustments help you customize your original keyword bids accordingly. In addition, it will help you to receive the most out of your money (in other words, lower your CPA) because if your business can avoid high-cost clicks from less popular areas, you will be sure to rank higher.
5. Don’t be afraid to be selective
It is always important to remember that PPC costs come out of your pocket (or out of your customer’s pocket). So, always try to keep this in mind. This means that if you ship across the country but only sell from a select few cities, only target those locations geographically – and let your organic inventory take care of the less valuable distortions in other parts.
“Launching a wide network” can be tempting, but when you take a step back to prioritize the sites that perform best, you’ll notice lower costs without losing conversions.
6. Don’t forget to exclude specific sites
Now, you don’t have to go crazy without every location that doesn’t have a geographic target – it’s against purpose! But, if you have a specific place that is close to your goal or has a red flag problem (or denial), if you show up there, you have to cover your ass and pre-skip it.
7. Use Google Trends to inform your geographic targeting strategy
Google search interests are constantly changing. Moreover, epidemics have greatly changed the preferences and needs of consumers.
Google Trends is a tool that tells people’s interest in a particular keyword or topic in a specific geographic area. Therefore, you can see which keywords work best with geo-targeting.
8. Include regional terms in your keyword list
Think of it as icing on a geo-targeting cake. Your geo-targeting will take care of who you see based on location, but it doesn’t hurt to layer on some location-based keywords. This will match your ad copy and (most likely) the searcher’s query.
So, with regional terms, you can increase your Quality Score because your keywords will be more relevant. For example, try using terms like “contractors in Boston” instead of “best contractors” because someone is more likely to use their location as part of a query when searching locally.
9. Include the name of the target site in your ad copy
This is an excellent practice with local PPC so that your viewers know right away that you serve their site. You will get a bonus if you click on it in the title because the relevant ad text will stand out. This helps the ad appear as a local listing on the page.
Remember, chances are that searchers are looking for queries that include your target site. And if you use geo-targeted keywords as mentioned above, this effort will increase the relevance of your ad as you will follow the best method of including keywords in the headlines. Increasing relevance will help your ad rank higher in the SERP.
10. Take advantage of site addons and make addon calls
Location extensions let you display your business address with ads, and call extensions display phone numbers. This is mutually beneficial because including ad extensions in your search advertising strategy is already a great way to go. It will help you gain more SERP real estate and get your audience’s attention.
Furthermore, local searchers are more likely to find information quickly when navigating to your target location. Therefore, these two local addons will make it easier to find potential customers and contact you.
Geographically targeted Google ads with location addons
Increase local PPC performance and ROI through geographic targeting
Geotargeting not only saves money through local PPCs, but it can also be a tool for personalized and real-time marketing, testing new markets, and targeting people in specific areas.