Geo-targeting is one of the things that makes online advertising so much more precise than offline advertising. Geo-targeting allows you to target ads based on the geographic location of Internet users. While it’s great for many different types of advertising campaigns, one of the best uses for geo-targeting technology is Pay-Per-Click (PPC) ads.
PPC campaigns are among the most targeted forms of advertising since you can control many different facets of the campaign including the time of day the ad displays, the specific keywords used in the ad copy and to whom, geographically speaking, the ad is displayed.
This paid-search technique works great for websites that only conduct business in a certain region. For example, perhaps your business only serves Phoenix customers or serves the entire Southwest with the exception of Nevada. You can use IP geo-targeting to display ads only to those who match the location-specific criteria you desire.
However, one of the lesser known ways to implement geo-targeting is for national brands that want to compete on a local level. For example, if you own a flower delivery business that delivers nationwide, you can create ads that feature the geo-locations you wish to target. So when a user types in “flower delivery” from a Phoenix IP address, your PPC ad will display “flower delivery in Phoenix.”
The ROI tends to be very high for PPC ads that use this technique since ad spend is not wasted on cities that the company doesn’t serve. Potential customers are also more likely to click on an ad that specifically states that the company serves the city in which they live.
All around, it’s a win-win for everyone!
Tags: Geo-targeting
