Google AdWords Geo-Targeting
Excerpts from Lisa Raehser.
Many PPC advertisers who need to geo-target their audiences can find it challenging to find the volume they need when limiting to location. Since some searchers limit cookies or browse privately, this can further reduce reach.
Advertisers can improve ROI by being more creative in their targeting methodology.
There are several ways to geo-target, which can be mixed and matched to some extent.
- City, state, country, region
- DMA (designated market area)
- ZIP code
- Radius around a point
- Location extension targeting
Google will determine which ad to serve based on several location cues, such as search terms, physical location of the searcher, and the domain being viewed.
Selecting the advanced setting “People in, searching for, or viewing pages about my targeted location” will allow ads to be shown to people who used the name of the location in their searches, viewed content about a location, or selected the location in their search settings.
For example, this type of targeting would be important for someone who is searching for services in a location they are moving to, or searching for a job and willing to travel. Consider various scenarios where the audience may not be physically located in the geo-targeted area but would still be a qualified lead.
What follows are five geo-targeting techniques that can greatly improve performance and ROI in an AdWords campaigns.