A fundamental point to understand about advertising your products or services via the Google AdWords pay-per-click (PPC) system is that you can target the geographic location of where your ads will display. Why pay for advertising in a location that does your business no good? Just as a real estate consultant in Chicago would not buy a Yellow Pages ad in Atlanta, any other local business professional would not need to pay for ads to appear in places where you do not service clients.
Target Your Ads For Your Business
If you are a regional consultant, contractor, restaurant owner or ANY local business who caters to a local market, it makes no sense to advertise all over the world, or even all over your own country, for that matter. Of course, even if you do sell a product that could be shipped anywhere in the world, you still might only advertise in English-speaking countries, until you could at least generate ads in the language pertinent to each country.
Furthermore, if you only ship products within one country or continent, it makes no sense to pay for advertising in places where you don’t ship.
This may seem obvious, but I have encountered business owners who have been discouraged by their advertising results on AdWords, only to learn that they were paying for a North American campaign when their service primarily catered to the northern part of Los Angeles County.
Types of Geographical Location Targeting
Some of the ways you can geographically target your Google AdWords PPC advertising is by selecting the country, state, region, city or zip code(s) that you want your ads to appear in. There are also customized geographical zones that you can select. For example, you could designate that your ads only display to searchers within a radius of a certain amount of miles around a point on a map (such as your business). Furthermore, you could exclude areas if you wanted. So, for example, if you market a product or service that is legally restricted in specific U.S. states (such as certain financial services), then you would target your ads in the United States and exclude the restricted states.
Conversely, even if you sell and deliver a product or service all over North America, you might still want to use location targeting as part of a testing process that might start in a smaller region before expanding to larger regions as your advertising is refined via testing, testing and more testing. Having said that, a more common way to test your initial ads is by controlling how much you spend per day for your AdWords advertising, which is a simple setting within your AdWords account.
OK, without belaboring this anymore, the point here is to take advantage of the geographical locations you can designate so that you are not paying for clicks that won’t turn into revenue for you.
Click here to view the current Introduction to Google Adwords series, and check back to see more as the series continues to expand.