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PPC search engines have the advantage of being able to target your audience down to the keyword and beyond. If you work it right, you have the ability to get in front of people looking for very specific phrases.
Google Adwords takes it a step further, with “geo-targeting.” That means you are now able to target specific geographic areas with your ads. MSN and Yahoo may have something similar, but this article will focus on Google.
This may or may not be helpful for your business. There are some areas of your country that may be better targets for your product or service than others. Geo targeting makes sure you are only showing your ads to people you specify.
You can also use Google Analytics to make sure your geo-targeted keyword campaigns are converting into sales for you.
Which areas may be better for your business may not be as clear as not selling snow shovels in Miami. You need some data to begin with.
Once you have been running general ads for a while, log into Google Analytics to see where your hits and conversions are coming from. You may be surprised with what you find. Use the “Map Overlay Report” to get that information. Compare geographic visitors to geographic conversions. Some areas may be better browsers and some better buyers. I’ll let you decide which to focus on!
Once you have identified a region that appears to be converting better, you can create a new and separate campaign for that very region. Use city/state/area names in your title and description to increase click-through rates.
You change the region selected by editing campaign settings and going to the “target audience” section. There, you can select by country, state, city, or zip code (in the USA).
Have fun and let me know how that works out for you!
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