What makes online advertising so powerful is that it allows you to target your customers with high precision. As opposed to conventional medias (like TV commercials) where you hope that a certain percentage of the viewers will be interested in your product (or will remember it when they need it), online advertising can reach out to people who are actually searching for you.

Taking Advantage Of Geotargeting

Google AdWords gives you the possibility to advertise only to visitors from within a limited area. This is done by detecting their IP address and figuring out where it comes from.

Now suppose you’ve got a visitor from the Boston area that searched for “lawyers” on Google. Even though he didn’t refine his search by using “boston lawyers”, chances are he isn’t searching for lawyers in Los Angeles (while this is not impossible).

(more…)