Defining a geographical target within Google AdWords is imperative when developing and managing a pay per click campaign. When you target the correct geographical areas in your PPC campaign, you are effectively targeting relevant visitors to your website. You and your company will be sure to fail if the pay per click campaign is not managed this way.
Why is it so important to use geographical targeting in your pay per click campaigns?
Let’s say that your company operates in New Jersey and you only have customers or clients in New Jersey. Why would you want to have a pay per click campaign that targets the entire United States? Or a PPC campaign that targets any other state besides New Jersey for that matter?
Google AdWords allows you to target geographically by country, state and even city. You can target a list of cities, states or countries or you can define a geographical radius. The choice will depend on your target geographical location. It would wind up being pretty frustrating to receive phone calls from prospective customers in Wisconsin when your company only provides services to customers in New Jersey. Not to mention it will be frustrating to burn through your AdWords pretty darn quickly as well.
Adding location extensions
Within Google AdWords, there is an extension which allows you to show your company’s location. If you are a localized company and you only do business with certain geographical areas, then you should take advantage of the AdWords location extension in your pay per click campaign. This will give your visitors more information before they click on your ad and they will know beforehand where your company is located.
Things to Avoid
Avoid targeting a broad area on the campaign level and targeting specific areas within your keywords. Your ad will be triggered in the wrong areas and it will show up to the wrong users. This is a recipe for disaster and your PPC campaign will wind up with all kinds of useless and irrelevant traffic. Not to mention some useless and irrelevant leads as well.
Don’t choose an entire state if your company only plans on targeting a portion of your state. Instead, target by city or set up a radius around your area to effectively target the prospective customers that your company plans on serving. Double and triple check your locations; test your keywords and ads out if you have to. Do whatever you have to do to make sure that your pay per click ads are not being triggered in the wrong geographical areas.
Always make sure that your landing pages are not confusing. If you are targeting certain cities or states, make sure this is apparent on your website’s landing page. This will help the overall quality score of your keywords and your pay per click campaign as a whole and it will also increase the relevance of your ad to your visitors. The more relevant that your pay per click ad is, the more chance you have of converting traffic into leads and sales.