Targeting your pay per click advertising campaign (PPC) to suit your specific area means that any PPC campaign can be tailored to suit a small businesses. This type of marketing is sometimes called geotargeting and is available by using the features in Google AdWords.
If you want your ads to be seen mostly by people in your area, you'll need to target your campaign carefully. That's where geographical targeting comes in. Use Google AdWords to focus down to the city level - only people searching Google in the city or area you choose will see your ads. Even if the same keyword is used in a search, if the searcher isn't in the targeted area, your ad won't come up.
You're now wondering why would anyone want to keep their ads from being seen. Let's face it, if you only do business in the one city, clicks from outside the area will just cost you money without any chance of a return. If you need your ads to be seen in one city, and only that city, it can be done using AdWords.
There is a lot more to geotargeting than just isolating cities. What about someone who doesn't live in your area, but plans to travel there on a holiday? This is a potential sale missed if you don't take it into consideration. If your business relies on income from tourism, it would be an advertising disaster.
The way to deal with this problem is to use a locally targeted keyword list. This will help you include your ad in searches done by people who aren't in town now, but want to know about the local situation where you are. You can modify the same types of keywords that would normally be used as part of a global PPC campaign to suit your local marketing plan. Just ad the area to the keyword phrase. That means that "car rental" becomes "car rental in St. Louis" or any other area you'd like to target.
This gives you a choice about targeting. Using a locally targeted keyword campaign also means that you can use other systems than Google AdWords, though they're still a big sector of the market. Just about any good PPC system can use geotargeted keywords to make it clear who and where you want to market. Use both techniques together for greater effectiveness. You'll find people who are more likely to become your customers.
There are some important things that need to be mentioned with geotargeted campaigns. Consider whether you need to deliver any goods and if there are limits relating to your specific area. And, remember to stick to your plan, some people lose their way amidst all the technology and forget what their original goal was. These things may sound simple, but keeping it simple is what advertising is all about.
When choosing locally targeted keywords, it's important to begin with a phrase that receives a large number of results. That way, when you restrict your results by adding in a specific local area, you'll be assured of still getting some visitors. Check and track the effectiveness of every ad and every keyword or phrase to make sure your campaign is working as well as possible. A locally targeted PPC campaign could be just the thing your small business needs to expand.
If you want your ads to be seen mostly by people in your area, you'll need to target your campaign carefully. That's where geographical targeting comes in. Use Google AdWords to focus down to the city level - only people searching Google in the city or area you choose will see your ads. Even if the same keyword is used in a search, if the searcher isn't in the targeted area, your ad won't come up.
You're now wondering why would anyone want to keep their ads from being seen. Let's face it, if you only do business in the one city, clicks from outside the area will just cost you money without any chance of a return. If you need your ads to be seen in one city, and only that city, it can be done using AdWords.
There is a lot more to geotargeting than just isolating cities. What about someone who doesn't live in your area, but plans to travel there on a holiday? This is a potential sale missed if you don't take it into consideration. If your business relies on income from tourism, it would be an advertising disaster.
The way to deal with this problem is to use a locally targeted keyword list. This will help you include your ad in searches done by people who aren't in town now, but want to know about the local situation where you are. You can modify the same types of keywords that would normally be used as part of a global PPC campaign to suit your local marketing plan. Just ad the area to the keyword phrase. That means that "car rental" becomes "car rental in St. Louis" or any other area you'd like to target.
This gives you a choice about targeting. Using a locally targeted keyword campaign also means that you can use other systems than Google AdWords, though they're still a big sector of the market. Just about any good PPC system can use geotargeted keywords to make it clear who and where you want to market. Use both techniques together for greater effectiveness. You'll find people who are more likely to become your customers.
There are some important things that need to be mentioned with geotargeted campaigns. Consider whether you need to deliver any goods and if there are limits relating to your specific area. And, remember to stick to your plan, some people lose their way amidst all the technology and forget what their original goal was. These things may sound simple, but keeping it simple is what advertising is all about.
When choosing locally targeted keywords, it's important to begin with a phrase that receives a large number of results. That way, when you restrict your results by adding in a specific local area, you'll be assured of still getting some visitors. Check and track the effectiveness of every ad and every keyword or phrase to make sure your campaign is working as well as possible. A locally targeted PPC campaign could be just the thing your small business needs to expand.
About the Author:
If your business needs expert-level ppc management, check out ProPayPerClickManagement.com. Brian Basch is an experienced adwords management expert-level. Go now and learn more!
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