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.
Why would you want to keep your ads from being seen by people outside the correct area? If you only do business locally, clicks from outside the area cost you money without bringing in a return. Confining your ads to the pool of possible customers means that each click has a much higher chance of turning into a sale.
Of course, there's more to geotargeting than just restricting to searchers currently in an area. For instance, if someone who's traveling to your area is searching for the product or service you offer, you'd like to be able to help them. However, if you target only one area, they'll miss your ad, even though they could be a potential customer.
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.
Using a targeted keyword campaign like this one also means that you can use the other systems out there (Google AdWords isn't the only one), though Google really are the big name of the market. Good PPC systems can use geotargeted keywords to ensure you're only directing your advertising dollars in the area that will make you sales. Many advertisers use both techniques together with great effectiveness and reap the rewards of concentrating on specific markets and regions.
There are a few things to pay attention to, as well. Ask yourself where and how your goods and services can be delivered. If there's a limit to your effective area, remember to stick to that when you choose your keywords and your geotargeting methods. This might seem obvious, but many people forget it!
Locally targeted keywords should begin with a keyphrase that will receive good results, so do some research into what works. You may want to isolate the interest in your ad, but don't completely close it off by choosing keywords or phrases that are too obscure. Monitor the effectiveness of geotargeted ads, as well as keywords or phrases to make sure your campaign is going well. A locally targeted PPC campaign can work wonders if you do your homework and, who knows, could lead to a sudden business expansion. - 16003
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.
Why would you want to keep your ads from being seen by people outside the correct area? If you only do business locally, clicks from outside the area cost you money without bringing in a return. Confining your ads to the pool of possible customers means that each click has a much higher chance of turning into a sale.
Of course, there's more to geotargeting than just restricting to searchers currently in an area. For instance, if someone who's traveling to your area is searching for the product or service you offer, you'd like to be able to help them. However, if you target only one area, they'll miss your ad, even though they could be a potential customer.
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.
Using a targeted keyword campaign like this one also means that you can use the other systems out there (Google AdWords isn't the only one), though Google really are the big name of the market. Good PPC systems can use geotargeted keywords to ensure you're only directing your advertising dollars in the area that will make you sales. Many advertisers use both techniques together with great effectiveness and reap the rewards of concentrating on specific markets and regions.
There are a few things to pay attention to, as well. Ask yourself where and how your goods and services can be delivered. If there's a limit to your effective area, remember to stick to that when you choose your keywords and your geotargeting methods. This might seem obvious, but many people forget it!
Locally targeted keywords should begin with a keyphrase that will receive good results, so do some research into what works. You may want to isolate the interest in your ad, but don't completely close it off by choosing keywords or phrases that are too obscure. Monitor the effectiveness of geotargeted ads, as well as keywords or phrases to make sure your campaign is going well. A locally targeted PPC campaign can work wonders if you do your homework and, who knows, could lead to a sudden business expansion. - 16003
About the Author:
If your enterprise needs professional ppc management, check out ProPayPerClickManagement.com. Brian Basch is an established adwords management professional. Visit today and sign up!
