Monday 08 October, 2012
For a couple of years now, Google AdWords has offered geotargeting options. What this means is that you can choose a specific location where your ads will appear. This allows you to increase sales in certain areas. If you’re an offline business, you can get the best bang for your buck by only showing your ad when people are searching in your local area. Recently, Google added enhanced features to make it better.
When you create your ads, you can choose where the ads will appear. The search engine senses a user’s IP address and shows only ads in that particular area. You can choose countries, regions within a country, or the radius of a very specific place. I’m not talking about the New York Metro area as a specific place, but your business. You can, for example, set it to only show your ads when they’re within ten miles of your door.
Advantages for Businesses
If you’re an ecommerce business, you may choose a specific location for any number of reasons. Maybe you’re only seeing significant sales in a certain area and you want to focus your efforts there to save on ad dollars. Conversely, you may have an area where sales are slow and you’d like to pick them up. You can tailor ads to your shipping needs, only showing them to places you can ship to.
This feature offers some real advantages for offline businesses. In the last few years, smartphone sales have skyrocketed. As a result, people are wandering around town looking for local businesses on their phones. This is why geotargeting is so huge. Geotargeting shows your ads to these people wandering nearby.
Enhanced Geotargeting Ads
The recent enhancements made to this feature allow you to target locations more specifically. You can now use a postal code in most countries or the Nielsen DMA, which is an index of American metropolitan areas.
The new and improved version gives you more choices. You can bundle countries together; for example, putting together the US and Canada if you have a market in both countries. You can also exclude certain areas. If you don’t ship to Alaska or Hawaii, you can simply exclude them. You can also now target more countries that weren’t available with the older version.
Making Geotargeting Work
The key to making your geotargeting work and getting the most out of your ad money is to monitor. Watch your analytics and study the data the program gives you. It breaks down the clicks by each location so you can see exactly who’s interested in your ads and who isn’t. You can then refine the geotargeting of your ads to boost your presence in key areas.