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PPC geotargeting has been one of the most explosive trends to grip Google Adwords in recent years. With the ability to geolocate ad campaigns and target specific audiences, marketers and advertisers have had their jobs made significantly easier with Google’s in-built location features.
Yet, the growth and sophistication of independent geolocation tools have made Google ads much more effective. Now, businesses can even identify which cities website visitors are streaming in from, improving ad targeting, conversion rates, and ROI.
Accordingly, geo-customised ads can result in a 30% increase in click-through rate, a 13% increase in conversion rate, and a 50% decrease in cost-per-acquisition over a 2-week period!
In today’s post, find out how you can optimise PPC geotargeting and make the most of your ad campaigns. By accessing geolocation data with the use of advanced tools, take your business to specific cities!
Ignoring the power of personalisation in 2019 is a mistake that’s, often, second to none. While this isn’t a particularly new trend, making the most of ad targeting has very much to do with how your ad text connects to your target audience.
If you know which city your audience is in, personalise your text in a way that’s meaningful. People love feeling special. With the spate of geolocation tools available and the insights they offer, this isn’t a particularly difficult task.
If you’ve run previous campaigns, posts or any other form of marketing (and have used geolocation tools to cater to specific audiences), you can even take a look at the kind of products or content geographic audiences have reacted to and use these for your ads. Beyond product-specific quips, however, make sure that you localise your text to interests, events, or norms specific to that area.
Beyond that, make sure that your keywords also carry a local element as well.
Apart from actively targeting locations you know your audience will be in, PPC geotargeting best practices also require that you exclude negative locations.
These are defined as the locations where your audience does not reside in. It may even include the audiences of separate ads - those you don’t want to re-target under your current campaign. Actively exclude locations that aren’t relevant, especially if your ads are targeting specific regions in a particular country.
This feature is also useful if your business offers services to customers in a given location, like a city, and not the whole of the region in question.
This way, not only will you optimise ad spending and preserve your precious ad budget, but you’ll also have a better understanding of ad performance.
Another tip to keep in mind - especially if you’re using international paid search campaigns - is to separate your campaigns by time zone.
Given that Adwords budgets are set on a daily basis, targeting multiple locations within the same campaign may cause you to run out of money before your campaign can launch in certain locations. Remember, it’s always best to adjust your ads, reporting and stop times to where end users are physically located.
If hyper-targeting seems like a good solution to your Adwords woes, we’ve got bad news - it’s not.
When you zoom in too close to certain locations, you will find that your results are far from anything you’re expecting. Small budgets will also yield poor results and hype-targeting can result in a low level of traffic.
Running PPC campaigns form an integral part of every marketer’s arsenal of tools and strategies. Given that location targeting is a major part of this process, optimising your PPC geotargeting efforts is crucial to the outcome of your campaigns.