GEO is targeting refers to the practice of providing different content or advertising based on the geographical location of the customers. In paid search campaigns, GEO-targeting is often used to advertise to local prospects. GEO-targeting is a way to identify the geographical location of a website visitor through a unique IP address.
This method is used to get information about a visitor for marketing purposes. This enhances the marketing effectiveness of the company. Then, it is possible to automatically bring a different content to them based on the location of the visitors. Viewers can also choose a different content by first choosing a location. When a website visitor uses some IP-masking tools, the results of GEO-targeting may not be 100 percent accurate.
GEO-targeting refers to the practice of providing different content or advertisements based on the geographical location of the customers. In paid search campaigns, GEO-targeting is often used to advertise to local prospects.
How does GEO-targeting work?
Google Ads GEO-targeting Search allows advertisers to specify a location or a set of locations as the only area (s) where they want their ads to appear. This is an essential strategy for businesses that rely on foot and / or home delivery, such as restaurants, brick-and-mortar stores, and ecommerce sites.
The Google Ads GEO-targeting Setup tab
Why? Because showing ads to consumers "outside" of the relevant area (s) loses impressions and clicks, thus cutting the business marketing budget without offering any kind of return. Therefore, for many advertisers, GEO-targeting is the key to efficient use of marketing funds.
GEO-targeting is the best practice
Let's start with a simple: look at the services of your business If your restaurant has a location in Chicago, set your search campaigns to show searchers only in and around Chicago! If you're an ecommerce site serving the Pacific Northwest, don't show your ads outside of Washington, Oregon, Idaho, Montana, and Wyoming. The most basic way to make sure you're not wasting clicks - and money - on customers who can't convert.
Now, for the opposite: Exclude positions that you do not serve. Think of this habit as the GEO-targeting equivalent of a negative keyword. For example, if you are a US-based retailer that has not yet delivered to the rest of North America, exclude Mexico and Canada from your search campaign.
Use Google Trends to see which regions are most likely to convert, This tool can break down the search volume for a given keyword by country, region, subregion and city. If you sell surfboards, you can expect to see high search volume on the coast.
Take advantage of location extensions and call extensions to make it as easy as possible to connect with local prospects and get in touch with you. When location extensions are enabled for your search ad, prospects in your specific, targeted area will see your street address. A call extension, alternatively, provides either your phone number or a direct link to a phone line. Landing pages are often referred to as the most exposed part of the marketing funnel, and such extensions help to cut through the middle ground and prevent lead leakage.
Specify in Google Advertising that you want your ads to appear only to searchers in your location, rather than to those who Google searches for your location. The next option is the default, and it will inevitably lead to wasted clicks and waste of money.
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