Geo-targeting, otherwise known as local PPC, refers to the practice of delivering different content or advertisements to consumers based on their geographic locations. In paid search campaigns, geo-targeting is often used to advertise to local prospects.
Google Ads has a feature that allows search advertisers to specify a location, or a set of locations, as the only area(s) in which they want their ads to show. This is an essential tactic for businesses that depend on foot traffic and/or home deliveries, such as restaurants, brick-and-mortar stores, and ecommerce sites.
For a lot of advertisers, geo-targeting is key to an efficient use of marketing funds.
Target the areas your business serves. This the most basic way to ensure that you’re not wasting clicks – and money – on consumers who can’t convert.
Now, for the inverse: exclude the locations you don’t serve. Think of this practice as the geo-targeting equivalent of negative keywords.
Use Google Trends to see which regions offer the most potential for conversions. This tool can break down the volume of searches for a given keyword by country, region, subregion, and city.
Take advantage of location extensions and call extensions to make it as easy as possible for local prospects to contact and reach you. When location extensions are enabled for your search ads, prospects in your specified, targeted areas will see your street address. A call extension, alternatively, provides either your phone number or a direct link to a phone line. Landing pages are often referred to as the leakiest part of the marketing funnel, and extensions such as these help cut out the middle ground and prevent the lead leakage.
Make sure to specify in AdWords that you only want your ads to show to searchers in your location, rather than to searchers who Google search your location. Additionally, you can use the services of top-notch tool called Babylon Traffic to draw geo-targeted traffic to your website or blog.