Based on your business type, Geo-Targeting your Adwords ads can result in significant reductions in Cost Per Click and Cost Per Acquisition. Screw up this setting and you may soon find yourself paying for clicks from visitors who have no intention of ever buying from you.
Here’s your guide to appropriately targeting your Adwords according to location.
How to Optimize your Google Adwords Geo-Targeting Settings
The recommended setting is to display ads to people who are in your location, searching for your location or viewing pages about your location. As you’ll realize, this is very useful for certain kinds of businesses, for example, travel related businesses.
However, in certain instances it might make more sense to target your campaign to people exclusively in that location. For example, if you’re a local pizza joint and you’re running a promotional offer for people exclusively in your city. If you’re a local pizza chain, you might even target visitors further according to radius around the store (the store’s delivery area).
The third option, targeting people searching for or viewing pages about your targeted location will be most useful if you’re a small ecommerce player who ships products worldwide. In that case, it makes sense to target those who are not in your location but are searching for pages related to it.
Good examples for businesses who could employ this option would be Champagne, Roquefort cheese, Scotch whiskey, Darjeeling tea and Parma ham.
As a business owner or PPC campaign manager, understanding the buying behavior of your visitors, how they look for information online and their relevance in terms of geography is critical. If you have other tips about geo-targeting Adwords campaigns, please share them in the comments.
Bio: Siddharth Deswal works at Visual Website Optimizer, the world’s easiest A/B testing software. He’s been involved with web development for about 8 years and actively looks to help online businesses discover the value of Conversion Rate Optimization. He tweets about A/B testing, landing pages and effective marketing tips on @wingify