The practice of delivering different content or ad campaigns to customers based on their physical destination is called geotargeting. Geo-targeting is frequently used in paid search advertising to promote local prospects.

What is the process of geotargeting?

Digital Advertising geotargeting allows search marketers to specify a single location, or a set of places, as the only area(s) where their ads should appear. This is a critical strategy for businesses that rely on pedestrian traffic and/or home delivery services, such as restaurants, physical stores, and online marketplaces. Why? Because placing advertisements to customers outside of the pertinent area(s) results in wasted views and clicks, cutting into a company’s marketing budget while providing no return. As a result, for many advertisers, geotargeting is critical to making the best use of marketing dollars.

Best practices for geotargeting

Let’s start with a simple one: focus on the areas your company serves. Set your search advertisements to only display to search teams within and around Chicago if your restaurant only has one destination in Chicago! If you run an e-commerce website that provides the Pacific Northwest, don’t show your ads anywhere other than Oregon, Idaho, Washington, Montana, and Wyoming. This is the simplest way to ensure you’re not wasting clicks – and money – on ineffective customers.

Now, eliminate the locations you do not serve for the direct opposite. Consider this the geotargeting comparable of negative keywords. 

Use Keyword Research to determine which regions have the highest conversion potential. The volume of search results for a specific keyword can be broken down by nation, territory, subregion, and city. You can expect high search volumes on the coasts if you sell surfboards. As a result, aim your google AdWords in these locations!

Use additional location features and call additional features to make it as easy for local possibilities to interact and reach you as possible. Prospects in your stipulated, targeted communities will see your city address if you enable location extensions for your search ads. On the other hand, a call extension offers either your mobile number or connects directly to a phone line. Landing pages are frequently referred to as the leakiest part of the sales funnel, and extensions like these help eliminate the middle ground and inhibit lead leakage.

Make sure to indicate in Google ads that you just want your ads to appear to search teams in your location, not rescuers who Google your location.