Most of the PPC advertisers who want to target multiple locations within one campaign can use enhanced campaigns. They can geo-target their audiences by limiting to a location. Search can be reduced if few of the searchers limit their cookies.
PPC advertisers can improve return on investment by targeting creatively. There are various methods to geo-target such as:
PPC advertisers can improve return on investment by targeting creatively. There are various methods to geo-target such as:
- City, State, Country, Region
- DMA (designed market area)
- ZIP Code
- Radius around a point
- Location extension targeting
Based on location, search terms and the domain being viewed by Google determines which ad to be served.
If you select the "People in, searching for, or viewing pages about my targeted location" in the advanced setting then your ads can be shown for the people using location name, viewed the pages about particular location or select the targeted location in your search settings. This kind of targeting may be useful for the people who are searching for a job and want to travel. You need to consider such scenarios as people who may not be present in the geo-targeted area but searches about that location.
If you select the "People in, searching for, or viewing pages about my targeted location" in the advanced setting then your ads can be shown for the people using location name, viewed the pages about particular location or select the targeted location in your search settings. This kind of targeting may be useful for the people who are searching for a job and want to travel. You need to consider such scenarios as people who may not be present in the geo-targeted area but searches about that location.
The following five geo-targeting ways improves the performance and return on investment in Adwords campaigns.
1. Its OK to Exclude:
Advertisers can exclude a location if they don't want their ads to be shown in that location. If poor leads come from a location then by excluding that location you can improve your return on investment.
You need to generate a report to see where the location clickers are coming from.
Sort them by low quality clicker.
You can exclude them or use bid adjustment.
You need to generate a report to see where the location clickers are coming from.
Sort them by low quality clicker.
You can exclude them or use bid adjustment.
2. Bid Adjustments Can Help Trim the Fat:
One of the features of enhanced campaigns is adjusting or modifying bid based upon locations. You can adjust the bid for the location you target using bid modifiers.
3. Geo-Targeting Area with Only Keywords:
Some of the businesses target by keyword only instead of targeting by location settings.
If a cable company wants to target by keyword for people searching for "cable companies Rochester” instead of using only geo-targeting area. You can include a geo-modifier in the search query and drive more traffic.
If a cable company wants to target by keyword for people searching for "cable companies Rochester” instead of using only geo-targeting area. You can include a geo-modifier in the search query and drive more traffic.
4. Geo-Targeting With Mobile Focus:
You can geo-target your audience by mobile ads and adjust bids. This feature would be useful for the audience who use call extensions. You can create click to call campaigns in Adwords. Using this feature you can target real estate agents.
5. Bid by Weather:
You can make bid adjustments by weather in a spreadsheet using Google Scripts as shown below:
For example, when the weather is nice, amusement park wants to increase their bids. This bid by weather feature can be used to raise the bids for cold and rainy days.
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