Adwords lets you geographically target specific locations. You can target a continent, a country, a province/state, a city, a certain part of a city, or even go as specific as a certain building! However, it’s important to keep in mind that Google determines your location by looking at your IP address. That being said, sometimes your ISP will give you an IP from Quebec even though you’re from Guelph. This is a rare occurrence that does not warrant any concern for geo targeting specific areas.
You can select geographic targets by going to the campaign settings tab and selecting “Edit” under the “Locations and Languages” heading.
From here, you’ll have 4 different options for choosing a geographic location
Bundles: Let’s you choose countries
Browse: Let’s you choose cities
Search: Search using cities, postal codes, etc
Custom: Point + click, draw custom shape, use coordinates, addresses, etc
Simply select what geographic targets you want your ad to appear in and Google will do the rest! No search engine marketing campaign is fully utilized without proper geographic targeting.
Relevancy is key in creating the perfect campaign. We’re going to go beyond the basic “adgroups should contain keywords that are relevant to one another and have ads that can reflect those keywords”. Let’s take relevancy to a geographic perspective!
Our SEM advertisement is restricted to a limited amount of characters which gives us minimal opportunity to grab our reader’s attention. That being said, what better way to grab a reader’s attention then something they can recognize and relate to? Since geo-targeting happens at a campaign level, multiple campaigns will be necessary for this strategy.
A flower shop (let’s call it Anton’s Floral) located in Guelph, Ontario is currently running an SEM campaign to increase traffic to their website. Here is how they are currently geo-targeting their campaign with an example of an ad they are running
Anton’s Floral wants to take advantage of its grass roots and express their devotion to the local community of Guelph (but mostly to increase their CTR). They decide to create a separate campaign that targets Guelph and its surrounding areas. However, since they will be over-lapping geo-targets with similar keywords, they will need to add exclusions to the original campaign.
Once we exclude these locations from the original campaign, let’s go ahead and target those specific areas in a new campaign. Once this is done, you can simply copy and paste the original keyword list from the original campaign into this new campaign. What you won’t be copying are the ads! We want to make brand new ads that are specifically targeted towards Guelph.
Let’s google flower shop (I’m located in Guelph) and see if any other ads speak to me as well as this one.
Well look at that… the ad that achieves 1st position is one that speaks to my location
Fanshawe College wants to run an SEM campaign to attract new students internationally and domestically. They currently have a SEM campaign geo targeting the entire world (literally) with no focus on a specific continent or country. Their target language is English which helps in narrowing down qualified traffic even if it’s on an international scale. However, the campaign is suffering from a low CTR (clicks divided by impressions) and we can tell that the majority of clicks are coming from Canada and the U.S. via analytics map overlay.
Going step by step for this process will be a blog unto itself…which is exactly what I’ll save it for!