Benefits Of Getting Location Specific With Google Ads
Using location targeting is one of the best ways to maximize a Google Ads budget. You can get really specific about who you target and ensure that only the right people see your adverts.
Obviously, this form of marketing only works for certain types of companies, but most businesses will find that they can take advantage of location targeting at some points in their campaigns.
The way it works is that you specify that you only want your adverts to display to people who are located in a set area or areas. You can be as broad or as detailed as you like – the entire world versus people in one suburb of a city. How detailed you get will depend on your business and the people you service. One thing that’s important to remember is that you can get highly specific in your location targeting even if you run an international business – it’s all about getting the campaign messaging right.
So, why would you want to get specific about locations?
Let’s take a look at the benefits of location targeting on Google Ads:
Be Hyper Personalized In Your Messaging
Even if your business targets the entire USA or even the whole world, you can create campaigns that are suitable for specific countries, states, cities or even suburbs. This allows you to offer up a personalized message to just those people based on where they are. For example, the winters in Washington DC are a lot harsher than those of California – meaning you could do different types of winter specials that suit the location for a nationwide clothing store or grocery retailer.
Give Your Customers What They Want
A huge number of people are now searching for things on their mobile phones instead of on their computers at home. This means that a large number of searches on Google are actually location based, with people looking for local options on the go. People actually want their searches to offer up location-based results and prefer it when they are offered up adverts that meet those criteria.
Make Use Of Geofencing
In the same way that you can personalize the message based one where someone lives, you can go even further with geofencing. This allows you to serve up adverts to someone only when they enter a specific area that you’ve tagged and set up on Google Ads. For example, if a user searches for something related to your brand, they’ll get an advert that shows them a special that is only for their current nearest branch.
This is incredibly powerful because you don’t waste money on promoting a special to people who are too far away or unlikely to be interested in what that particular special is about. In order to make the most of geofencing, it’s important to be aware of what is happening in the area at all times. You could see an influx of new customers if there is a conference going on, or perhaps a big sporting event. With geofencing, you can capture that audience and serve them up timely adverts.
Save Money On Your Adverts
When you combine all of this together, you’ll see that you actually save money on your paid advertising campaigns. You’re able to target people where they are and ensure that your adverts are served up to the people who are going to make use of them.
These days, it’s all about personalized messaging and getting people’s attention while they’re on the go – all of which is possible through location targeting.