SEM Tips : Three Reasons to Geo Target Your PPC Campaigns
Geo targeting your PPC campaigns is critical to maximizing the performance. You are likely to find markets that out perform the performance benchmarks that you get when running campaigns across the US.
It’s obvious when you’re a local business that you must serve your pay per click ads to customers only in your market. Otherwise, you can be serving ads to customers that can’t use your services. We still see small and large advertisers make this common mistake
Three Reasons Why You Should Geo Target You Campaigns.
1.) Identify Top Performing Markets
Find the markets that out perform the rest. Optimize and you will see better results within that market. Ask yourself why you might be doing better in that market?
Create better pay per click ads that speak to that market. Include the state or better yet the city name that will bring attention to your ad in search results.
2.) Maximize Performance in Top Performing Markets.
Especially when budgets are tight and you must make the most of your PPC budget, you should always allocate budget to the highest performing campaigns and markets. Sometimes this might mean you’re only running in three markets but go with what works first and expand from there. Tap out every market until you’ve squeezed every profitable conversion out of it.
3.) Find Synergies between Offline and Online Advertising and Launch Better Marketing Campaigns.
Are you dropping direct mail? Launching television ads in certain markets? How about out of home advertising? If your media budget is heavily allocated to certain markets, make sure you are prominent in search results in those markets. Make it easy for customers to find you and capitalize on the dollars you spend on offline advertising. There’s nothing sweeter then a tightly messaged advertising campaign.
