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).
This is where AdWords’ geotargeting comes in handy. By limiting your campaign to the Boston area, you can bid on keywords that do not include “boston” while still offering your services (or products) to people from there.
When you create a new campaign, select Regions and cities in the Target customers by location box:
On the next page, you will be prompted to specify for which state and / or city you want your ads to be displayed:
When you write your ad, you probably want to include the region or city name in it so that the visitor knows that you offer a product or service in his area.
Now that you’ve targeted visitors from a particular region, you could also create a second campaign without using geotargeting this time. In this campaign, you would bid on keywords that include the region name (Boston in this case).
Note that using geotargeting does not affect your ads’ performance. You will not get lower bids because of this. The same bidding rules apply.
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