Reaching the right audience at the right time is crucial to any business’s success. You must incorporate geotargeting into your search engine marketing (SEM) campaigns if you operate in specific regions and rely on a local audience. By leveraging geotargeting in SEM, you can connect with audiences based on their geographical location and improve conversion rates.
What Is Geotargeting in SEM?
Geotargeting in SEM is a location-based targeting strategy that delivers ads to users based on their geographic data. You can target entire countries or specific geographical areas like ZIP codes with geotargeting. This allows you to tailor your SEM campaigns to focus on users where your business operates or where its ideal customers are most likely to be.
Benefits of Geotargeting
Integrating geotargeting in your digital marketing campaigns can provide benefits such as:
- Increased Relevance: Ads appear only to users in targeted locations, providing a better, more relevant user experience
- Cost Efficiency: You’ll avoid wasting ad spend on audiences outside your service area
- Improved CTR and Conversions: Drive higher click-through rates and conversions on landing pages by delivering ads that resonate
- Boosted Foot Traffic: Encourage local customers to visit your physical store
Running location-based Google Ads and social media ads allows you to create more efficient campaigns while also presenting your audience with relevant, engaging information.
Setting Up Geotargeting in Your SEM Campaigns
The setup process for geotargeting will vary slightly between platforms like Google Ads or social media channels such as Facebook, but the underlying principles are similar. You’ll need to do the following:
Define Your Target Area
Begin by identifying the areas you want to target. These could include any of the following:
- Cities
- Counties
- ZIP codes
- A radius around your store
For instance, a coffee shop in Chicago might target users within a five-mile radius, while an online retailer could target customers nationwide.
Configure Location Settings
From within Google Ads, you can configure your geotargeting efforts by navigating to your campaign’s Settings tab and adjusting the Locations section. Here, you can include specific locations to target and exclude areas where you don’t want your ads to appear. Use the Advanced Search option to refine your targeting criteria. For example, you could set up radius targeting for hyper-local campaigns.
Adjust Bid Modifiers
Ensure you customize your campaign’s bid settings to avoid overspending. If certain areas are more valuable to your business, use bid adjustments to prioritize them. For example, you can increase bids by 20% for users within your city or decrease bids for users outside a certain radius. Just remember to readjust your bid modifiers as your marketing goals and target markets shift.
Use Location-Based Extensions
Location extensions in Google Ads allow you to display your business address, phone number, and a clickable map in your ads, all of which are highly effective for driving foot traffic to physical locations.[1]
How to Choose the Right Keywords for Geotargeting
Keywords matter for every SEM campaign. And when geotargeting, adding a local twist to them can make all the difference. Here’s how to select the right phrases when geotargeting in SEM:
Incorporate Location-Specific Phrasing
Use keywords that include the name of your city or neighborhood. For example, you might use phrasing like “Best pizza in Austin” or “Plumbers near San Diego.” It’s important not to force the phrasing; you need to make your content as organic and natural as possible.
Use Long-Tail Keywords
Long-tail keywords typically include anywhere between four and seven words and are often less competitive than shorter phrases as a result. They also have higher intent because users search for a specific solution. Pairing local terms with action words can make your content more relevant and drive conversions.
Monitor Search Trends
Analyze search trends in your area to identify popular queries. Google Trends or the keyword planner tool in Google Ads can help you uncover local search behavior and trending words.
Crafting Localized Ad Copy That Converts
Once you’ve set up geotargeting and selected your keywords, crafting some engaging ad copy is time. The following tactics will help you focus on providing value to your target audience while simultaneously positioning your brand as the solution to their problem:
Mention the Location in Your Headline
Include the name of your target city or neighborhood in your ad headline. Doing so reaffirms that your content is relevant and that your website is the right place to find answers.
For example, you could use the header “Fast and Reliable HVAC Services in Denver.” This title highlights two positive qualities of your services, restates what the page is about, and works naturally in the location.
Highlight Local Benefits
Emphasize what makes your business stand out, such as your responsiveness or experience. Statements like “Locally owned and operated” or “20+ years of experience” are great examples of phrasing you should incorporate into your localized content.
Use a Clear Call-to-Action (CTA)
If you don’t explicitly tell users what to do after reading your content, they may leave your page. Encourage users to take specific actions that align with your business goals. For example, if your goal is in-store visits, make that clear in your CTA.
Customize Your Landing Pages
Make sure your landing pages reflect the same geographic targeting as your ads. For example, a user clicking on an advertisement for “Yoga Classes in San Francisco” should land on a page specifically showcasing your San Francisco location.
Drive In-Store Visits With Full Circle SEM
Altogether, geotargeting in SEM is an indispensable strategy for reaching local customers and driving meaningful results for your business. You can create highly targeted campaigns that deliver real value by setting up geotargeting correctly and incorporating relevant keywords.
At Full Circle SEM, we specialize in creating custom SEM strategies that connect your business with local audiences. Whether you’re looking to drive foot traffic or boost online sales, we can help. Contact us today to learn how we can optimize your campaigns with precision geotargeting.
Sources:
[1] https://support.google.com/searchads/answer/6082741?hl=en#
