Get Local with AdWords Geotargeting
AdWords Geotargeting gives you control over where your ads display on a global, national and local level so you can make your campaigns more relevant. Google is by far the world’s most popular search engine and this means your ads can be seen by people everywhere – unless you say otherwise.
Which isn’t much help to you if users in Australia see your ads for legal services in London. Without targeting locations you could be wasting a huge amount of budget on irrelevant audiences, but you can rectify this with the right geotargeting settings.
Some advertisers even call this local PPC, but that doesn’t really highlight the importance of location targeting, because this isn’t designed for local businesses alone.
Who needs to use geotargeting?
Actually, almost every PPC strategy should target location to some extent – unless you have a truly global audience and your campaigns are perfectly optimised for all of them (not likely). Even if you do have a worldwide audience, the chances are you’ll need separate campaigns to target different nations and use geotargeting to deliver them to the right people
It’s far more likely you’ll have a list of countries to target specifically or plans for a nationwide campaign in the UK. It could be in another country, of course, or even limited to a specific region, county or city. The point is you need geotargeting to pinpoint this audience by location.
How do I set up geotargeting?
To set up geotargeting you need to head to the campaign you wish to start with, click on the Settings tab and scroll down to Locations and Languages. Click “edit” under the Locations section and type in the country, region, city or post code you want to target.
You should see a drop down menu with matches to your location, plus a column for Reach and three selection options: Add, Exclude and Nearby.
Reach gives you an estimate of how many people could see your ad for each option.
Add quite simply included that location in your list of targets (you can add more).
Exclude allows you to rule out any similar locations for more control.
Nearby creates a list of nearby locations you might want to consider.
Once you add your locations be sure to head over to the Target section in Location options (advanced) and select “people in my targeted location” to rule out users elsewhere searching for info about your area.
If you want a more detailed guide to the setup process, take a look at this YouTube video from Google or the AdWords support page, which links to a guided tour. Or you can always get in touch with us here for more guidance on your PPC campaigns.