Geo-targeting : How to Optimize in PPC ads?
Geotargeting, or local PPC, refers to the practice of delivering various ads and related-content to consumers based on their location. Talking about the paid search, geo-targeting is generally used to advertise to local customers (prospects as we call them!).
By using this method, you can optimize campaign performance by location(As discussed above!). Here, in this write-up, we have shared our insights that will help you understand different trends and segments to boost your return on ad spend (ROAS).
First Understand about Geo-Targeting
This methodology helps you to target users on the basis of their real-world locations for your Pay Per Clicks ads. Geotargeting is available for all types of Pay Per Clicks platforms. Major Players of PPC platforms are Google Ads, Facebook Ads, Microsoft Ads, LinkedIn Ads, and more.
Why Do We Need Geotargeting?
It is one of the important tools in PPC, that showcase your ads as per the location of the users. Below are a few reasons why we need geotargeting, let’s take a walk through them:
- Half of the mobile searches are location-based, who are seeking local results out of which around 61% of them lead to conversions.
- When a user searches for products or services “near me,” they signal a readiness to buy ASAP.
- Local search results are more likely to physically visit the store within 24 Hours.
- Benefited Higher mobile searches intent
- More control over settings like Language and scheduling.
How Geotargeting Helps you ?
Some components for finding a user’s location for geotargeting can include:
- IP address
- Phone GPS
- Cell tower IDs
On the basis of \s, user location of interest that included in their search queries with location, previous user locations, relevant website content, Google Maps searches, and custom location settings in search.
3 Major Ways to do Geo-targeting :-
Geotargeting depends upon the level of targeting you want. You can target a larger or a smaller area accordingly. We have sorted them out from Largest to Smallest, highlighting the three most common types of geotargeting.
By Targeting Countries
The Widest one! It means that you are targeting the audience at a country-based geographic level. You can use this type of targeting if you are selling a product in different countries by customizing your ads accordingly. For instance- worldwide shipping or 24-hour customer service support.
Areas Within Countries ( By State or Region )
If the country you are targeting is broader in area, you can target different states or regions by adding information like Target regions, cities, and Zip Codes.
Location Radius ( Marking the area around your business location )
Radius or Proximity targeting means that you are targeting users who are within that particular location radius. This type of targeting is mainly used by Local stores for foot traffic- this will help you to get the best result from your geo-targeting adjustments.
Additionally, tight radius targeting will provide you with the high intent customers in your targeted area. But, there are some drawbacks to it as well, according to which you cannot get the desirable search traffic in that area, due to which your ads might appear or do not appear at all.
Let’s Setup and Review Geotargeting
Once your ads appear in front of the users, you can review your location data and adjust your targeting as well as bidding strategies to improve your campaigns.
In your active campaign, there are metrics that help you to track how your ads are performing based on the location you decided to go for. However, the data from this metric will further help you to target the potential audience by adjusting the bid of best performing geographic.
For example, Cost/Conv in New York is higher than other states, then we will add negative bid modifiers at the state level. You can also further segregate the geo-location with respect to individual states, cities or towns. This will help you to tweak your performance in lowering down your cost per conversions.
Tips & Best Practices to Optimise Geotargeting
Here are some of the best ways to do geotargeting. We explain this on the basis of our own experience.
Use Location Name Wherever Possible
To target, the local market you can run the script to personalize ad copies or can use Dynamic keywords insertion. It will insert the location (& related-details)in the ad copies to result in an increased conversion rate. Always remember, people like the local sounded Ad copies.
Schedule as per Store-Open and High-Traffic Hours
For Geotargeting, you should never forget to synchronize it with the store openings time along with the high traffic hours, especially for the brick and mortar store, which includes physical traffic.
Test Campaign Locally Before Scaling Up
Before launching any new campaign you need to start with the local target and check its performance before scaling it.
Double-Check Your Locations
Before targeting any location you must double-check or Verify if the location is accurate. Because the name of the city or state may be related to some other countries across the globe.
Always Exclude Poor-Performing Areas
We always should exclude the poor performing geotargeting, it can be at Narrow level or at the state level. Whatever you think is good for your campaign performance, keep it and utilize it!
Target Areas as per Audience Demand
Your Geo-Targeting should be as per your business requirement. It can be as specific to a particular area radius or the entire city or state.
Exclude the Area where you don’t want to Target
Always exclude the locations where there is a low or no audience this will help you to save a few of your hard-earned greens.
Discover Location Intent By Search History
You should always search for new location intent in your search history and target them in your campaign it will always be profitable.
Target the Radius Around Your Store
To increase the number of foot traffic to store you must target the radius around your store.
Adjust Bids According to Specific Areas
Bid adjustment must be performed on the basis of your area’s performance. You can increase or decrease the bid with respect to the area performance.
Start Small then Build Up
Start with a bunch of locations and test them out. After collecting some actionable data then we can scale it with performing location sets.
Use Location-Specific Keywords
Add Location-based keywords in the ads and count on us if we say that it will improve CTR and CR. Example of Location-based keywords are:
- Restaurants in New York
- Hostels in London
- Men’s suits in Paris
Let’s go for a Geo-Targeting
Now you know how to optimize the geo Targeting, let’s use it to enhance your campaign performance. It will help you to know which location will give you the best result.
As for us!
We know what’s important of geo-targeting and utilizing it efficiently. Therefore, we optimize most of our accounts with Geo-Targeting to gain better results for our clients.