Before you start running a campaign, you select the geographic locations your advertisement will target. Location matters far MORE than people expect. You focus your ad campaigns on the areas where you'll find the right customers. It represents not only WHERE your customers are but their purchase intent, their habits and desires.
Geotargeting also enables you to restrict locations which are not profitable for your business. Using location targeting, you won’t spend your ad budget on wasted clicks from people who are not in your target area.
Tips on how to use location targeting and stay relevant to your customers from different locations
- Remember that your customers are not only in the same region as your business, but also any area where you can ship your goods.
- If you target a region where your business isn't located, you will not see your ad on the Google search results page. Use the Ad Preview and Diagnosis Tool to see your ad.
- If the selected radius is too small, your ads might only show intermittently or not appear at all. Target areas should meet Google’s targeting criteria, if a target area is too small it might not meet the criteria.
- Set up language targeting in campaign settings by taking into account location targeting. For example, if you're targeting French-speaking users in France, remember to target the French language and be sure that your ads are written in French.
- Don’t forget to check the advanced location options. If you use the option: «People in, or who show interest in, your targeted locations», even if you set only one city, your ads could be shown all over the world if users from any other locations have shown interest in your target location.
- Check the location performance. It’s important to evaluate the performance of your campaigns across different locations, as well as compare its’ results. Depending on the location reports, you can increase or decrease bids, and better allocate your budget. Read this blog post on how to measure the performance of your ad campaign based on location data.
- Exclude locations that don't perform well. If there are no conversions from some cities, then you may need to either change the location options or exclude some locations that aren’t performing well.
- Set separate campaigns for high-performing locations and maximize your ad impressions in these cities by increasing your keyword bids. This way you will make the most out of high-performing locations.
- Write ad texts that perform better in certain areas. I mean, try to guess how you can interest customers from, for example, London.
- Try to use location-specific landing pages. This approach enables you to catch customer attention and interest them with a relevant landing page. This page aims to save customer’s time when searching for relevant information.
We hope you have found all the tips described above handy and helpful. These tips can not only boost your marketing performance but save money by using them properly. Try and choose the best ones for your business.