Geo Targeting your Google Ads might be the most important factor in getting results
It’s no surprise that there are different types of businesses. That’s the reason why businesses need to be promoted differently. Actually, there are two main types of businesses: local businesses as well as international businesses.
Let’s say that you have a business like a web hosting company, web design agency, online marketing company, SEO services provider, an online store that sells products worldwide and so on. That means that you can advertise products or services in different countries of the world.
Let’s say that you have a business like a car repair shop, gym, fitness center, barber shop and so on. That means that you need to advertise your business only in your location. Businesses of this type need to be promoted only on the local market (within certain geographical areas, cities, states or countries).
Pay per Click advertising solutions can be used for promoting local and international businesses of all types and sizes. Local businesses have to be promoted only locally. International businesses can be promoted internationally.
Why It’s So Important to Use Geo Targeting in Google AdWords
Of course, it doesn’t make sense to promote a Michigan fitness center internationally. In reality, only the residents of Michigan will be able to attend a fitness center that’s located in Michigan. People tend to attend fitness centers and gyms which are located close to them. That’s why it would be better to target only those prospects, who live near this fitness center or in its surrounding areas.
In my opinion, it’s pretty easy to take advantage of the geographical targeting in Google AdWords. When I would like to show my ads in the certain areas I pick the necessary locations as well as the language in my advertising campaign’s settings. After that, Google shows my ads only in these particular locations. It’s pretty simple, isn’t it?
In fact, there are many other things that you can do to improve the geo targeting in Google AdWords. If you adjust your Pay-per-Click advertising campaign properly, then you’ll be able to take your business to the next level and boost your brand awareness.
There are two main ways to promote businesses in Google AdWords. Your Pay-per-Click ads can be shown either on the Google Ads Search Network or on the Content Network Campaigns. Now, let’s try to figure out how the geo targeting actually works on the Google Ads Search Network and on the Content Network Campaigns.
Using Geo Targeting on the Google Ads Network
You’ll be able to attract different types of search traffic to your website if you choose to take advantage of the geo targeting on the Google Ads Network. You can show your ads in many different ways (by physical location, by location of interests or by session-based matches). Now, I’ll dig deeper into each of these three types of search traffic and give you tips for improving you Pay-per-Click advertising campaign.
– Let’s say that you want to show your ads by physical location. In this case, your ads will be shown only to the people who use local keywords that you target and have the IP address of the area where your business is located. As a result, only people who live in your area will see your ads.
– Prospects can be also targeted by the so called location of interest. Relevant search queries will definitely generate high amounts of the targeted traffic to your website. However, the difference is that people will be able to see your Google ads even if they don’t live in the area where you business operates. It’s a great idea to use this type of targeting for local businesses that offer products or services to locals and travelers. For example, you can use this targeting method for promoting local businesses like hotels, restaurants, bike rentals, tourist companies, ski resorts and many others.
– There is another type of the search traffic that’s known as session-based matches. Let’s say that searchers were trying to find businesses like yours during the previous sessions. Or, maybe, a searcher is trying to find other type of products or services in the area where your business operates? Searchers will see your ads on the Google Ads Network even if your business doesn’t offer exactly what they are looking for. If they are interested, they will click on ads and come to your website.
How to Adjust Geo Targeting in the Google Ads Network
First of all, you need to select the locations in which you would like your ads to appear as well as the language for your advertisement campaign.
On top of that, you will be able to select additional options in your Google Ads campaign. The fact is that Google provides business owners and online marketers with a splendid opportunity to take control over the geo targeting on their Google Ads Network.
If you take a closer look at the Pay-per-Click campaign’s advanced location options, then you’ll be able to see that advertisers have much better opportunities these days. Keep in mind that there are three different ways to target prospects on the Google Ads Network. Pick the way you would like your ads to appear in front of the target audience.
Business advertisers can take advantage of the following three methods of geo targeting on the Google Ads Network:
- Target using either physical location or search intent;
- Target using physical location: Device-based location signals;
- Target using search intent: Location terms in user queries.
I highly recommend you to pick the “Target using either physical location or search intent” option for your business. Bear in mind that you’ll have this kind of option in the advanced location options on the Google Ads Network by default.
With this option, you’ll be able to show your ads only to the target audience. People who live in your geographical area as well as people who have an interest in your products or services will see the ads.
My thoughts are that you will be able to maximize the ROI (return on investment) of your advertisement campaign significantly if you choose to promote your business within the Google Ads Network this way.
What is great about Google AdWords campaigns is that they can be modified. Therefore, you will be able to make changes in the advanced location options if such a need arises. You can pick either “Target using physical location: Device-based location signals” or “Target using search intent: Location terms in user queries” instead of “Target using either physical location or search intent” anytime.
Using Geo Targeting on the Content Network Campaigns
You will be able to make use of geo targeting if you choose to advertise your business within the content network campaigns. It’s important to note that the Content Network Campaigns and the Google Ads Network have a lot of similarities. However, there are some differences as well.
Google Ads Network allows business owners to show their ads by either physical location or by search intent. Additionally, business owners can choose to use exclude by physical location only. Each of these targeting methods has its own pros and cons.
It’s up to you to pick the way of advertising that’s most suitable for your business. Right now, I’ll provide you with the detailed information on both these advertising methods. Hopefully, this will help you make the best possible choice!
– Let’s say that you would like to target your prospects by either physical location or by search intent. In this case, your ads will be shown to people who live in the area where your business operates and people who have used the keywords that you target.
– However, if you choose to exclude by physical location then you’ll be able to specify the locations in which you don’t want your Pay-per-Click ads to be shown. So, ads will be shown only to people who don’t live in the areas that you have excluded.
How to Adjust Geo Targeting in the Content Network Campaigns
Now I’ll explain to you what exactly needs to be done to achieve the best possible results with geo targeting on the Content Network Campaigns.
Select locations in which you would like your ads to be shown as well as the language for your Google advertisement campaign.
Then, you will have to take advantage of the advanced location options to adjust your advertisement campaigns for your marketing needs. Make a choice and pick an option that makes it possible for you to advertise your business in the Google’s Content Network Campaigns in the best possible way.
Take advantage of the advanced location options in your Content Network Campaigns. Here, you will have only two options:
1) Targeting method. If you pick this kind of option you’ll be able to target prospects either by physical location or by search intent;
2) Exclusion method. If you pick this kind of option, you’ll get an opportunity to exclude by physical location.
Your choice largely depends on the areas in which you offer you products or services. If you do business in one or several areas, then I would recommend you to use the targeting method in the Content Network Campaigns. That means that only people who live in the areas that you target as well as people who search for your products and services using local keywords will see your ads in Google.
However, if you run business internationally and don’t offer your products or services in certain geographical areas then you should use the exclusion methods for advertisement purposes. This option is likely to work better in your case.
Final Thoughts on Geo Targeting
It goes without saying that geographical targeting plays a very important role in Google AdWords campaigns. I also recommend you to measure your results on a regular basis. Obviously, you should consistently measure the performance of your Pay-per-Click advertisement in the Google Ads Campaign and in the Content Network Campaigns.
As I have described in this article, the Google Ads Network as well as the Content Network Campaigns offer different advertising options. And of course, you need to figure out what advertising option works best and provide your business with the most effective results.
Don’t be afraid to make changes to your advertising campaign if such a need arises. Let’s say that keywords that you target don’t generate too much targeted traffic to your website. Or, maybe, you find that your website traffic doesn’t convert well into clients, orders and sales effectively. One way or another, it’s time to make adjustments to your Google AdWords campaigns. It makes a lot of sense to target other keywords or change targeting method for your campaign.
When it comes to geo targeting in Google AdWords, you should definitely make experiments. Sooner or later, you will be able to create an effective Pay-per-Click advertising campaign in Google AdWords that works and provides your business with high return on investment.
I also would like to point out that Google AdWords advertising campaigns offer a lot of flexibility to business owners and online marketing experts. So, I would recommend you to explore all of your options carefully first. After that, you need to make a smart choice and pick the targeting methods that meet your marketing needs and fit your budget best.
Do you need help with geo targeting in Google AdWords? Or, maybe, you would like to learn more about geo targeting in Google AdWords? If so, contact us today! We at Finepoint Design marketing company have many years of experience in using Pay-per-Click advertising solutions for different types of businesses in Michigan. We are always looking forward to helping you with all of your PPC advertising needs!