Geotargeting
Your PPC Campaign to Find LOCAL Customers for Your Small Business
Geotargeting your Pay-Per-Click (PPC) campaign in order to find
local customers for your small business is really quite easy to
do. There are many PPC systems to consider, but when it comes
to pinpointing geotargeting at the search system control panel
level, the choice really boils down to Google AdWords.
To attract purely local customers through PPC, you need to target
them on a local basis. This is where geographical targeting, or
geotargeting, comes in. With the Google AdWords PPC program you
can focus down to city level. This means that only people searching
Google in the particular city you choose to display your ads in
will see your ad. Those searching Google and using the exact same
keyword in another city will not see your ad.
This works well, but only to a point. Suppose someone visiting
New York on the weekend is searching from his or her hometown
of Chicago on Monday morning, trying to find a place that does
limousine car hire in New York. There may be several such places
to be found in their search, but suppose you had used AdWords
with geotargeting for just New York. The person searching from
Chicago would not see your ad.
There is a workaround to this situation, however. Marketing through
local searches, or searches by people who are remote, but want
to know the local situation elsewhere, needs one vital element
in order to succeed: keyword lists that are targeted to the local
area only.
Keywords that would normally be used in a global PPC campaign
can, in many cases, be modified for use successfully and used
in geotargeting. For example, the keyword phrase, "limousine
car hire," becomes, "limousine car hire in New York,"
if that is the area you are curious about. It really can be as
simple as that.
This means that you have a choice about how you conduct your
PPC campaign. It also means that you are not necessarily tied
to Google AdWords, as any competent PPC search system can have
geotargeted keywords plugged in to make what you are targeting
totally obvious. Of course, you can, and probably should, use
both techniques together to eliminate any doubt. The customers
you can expect to find as a result will be exactly those you are
seeking.
If you are geotargeting your PPC campaign to find local customers
for your small business, there are several things you should bear
in mind from the outset. They may seem obvious, but perhaps not
to everyone. The first thing you should consider is whether or
not your goods or service is deliverable. It presumably will be
if you are targeting a small local area, but sometimes people
don't properly think this point through.
You also need to ask yourself, if there is a limit to the area
where your goods or service can be delivered? And if so, can you
define it exactly? In this way you will know precisely how you
can conduct business and to what extent.
When geotargeting keywords, you should start off with a general
keyword phrase that already gets a lot of searches, if possible.
Adding a specific city name to a keyword will lower the amount
of searches it gets. If the search amount is already low before
you add a city name, the resultant keyword phrase may not get
any searches at all. Always check and re-check your keywords before
mounting any PPC campaign, especially a geotargeted PPC campaign
where you are focusing on the local market for your small business.
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