Location Targeting - You Have The Power So Use It!
Google Adwords lets you target your advertising by region – be it the UK, London, or even a 20-mile area around your home. If you don’t ship abroad or if you run a local business this saves you paying for clicks from people who simply can’t buy from you. It’s surprising however how many businesses don’t take advantage of this simple option.
Take today for example. I was browsing Google and noticed two adverts that said in the body text, “London Only”. Now we’re based in Harrogate, so why on earth would I want to know about a company who only sells in the London area? There’s nothing to stop me from clicking on that advert and wasting their money.
There’s a very simple way to stop people outside your target area seeing your advert. In your Adwords account go to the Campaign Summary page and click on ’Edit Settings’. You’ll then be able to edit the location you want to target. If you only sell in London, only target London – easy!
Today’s Moral
Browsers don’t want to see irrelevant adverts, and you don’t want to pay for useless clicks. Think about where your advert is shown and make each and every impression count.
One Response to “Location Targeting - You Have The Power So Use It!”
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Obviously in an ideal world this is very true but unfortunately, in my own experience, it isn’t quite as cut and dry as that. The flaw in Google’s geo-targeting feature is that it will still show your adverts against other companies targeting the whole of the UK. In theory the geo-targeting option should reduce the your CPC because you’ll only be competing with other companies in the geographical location you specifiy, but it doesn’t work that way. You can still end up spending the same CPC for geo-targeting because you’re up against nationwide competitors. In my opinion the best, and most cost-effective, way to geo-target is by populating your trigger keyword list with location specific search terms. This creates the relevancy that geo-targeting does but also reduces your CPC by showing your adverts against only those companies who are competing for the same geo-targeted keywords.
Steven Holmes says:
