When planning a Google AdWords campaign, you want to make sure you’re reaching the right people. That probably goes without saying, right? After all, rich targeting features are one reason you love digital advertising to begin with. It ensures that you’re only reaching those likely to be interested in your product or service.
Keywords are one important way to target your ads to prospective customers, but it’s not the only way. Targeting by geography can also help ensure that you’re reaching people in the regions that are most likely to do business with you.
For example, if you own an insurance company that only services customers within 30 miles of your Austin, TX office, you don’t want to pay for clicks coming from New York or Seattle. Regardless of how interested Seattle residents may be in working with you, they’re unable to sign on as clients. Spending money to target them wastes your budget.
Or maybe you’re a technology company targeting nationally. Even with customers scattered across the country, you can use geographic targeting to focus on promoting your services to technology hubs located in major metro areas because you know these folks are most likely to become customers.
Thankfully, AdWords lets you target geographic areas with incredible precision. Let’s take a look at the options available, along with some tricks on how to take advantage of them.