Geotargeting Your PPC Campaign to Find LOCAL Customers for Your Small Business
Geotargeting Your PPC Campaign to Find LOCAL Customers for Your Small Business
To attract purely local customers through PPC, you need to target them on a local basis. This is where geographical targeting, or geotargeting, comes in. With the Google AdWords PPC program you can focus down to city level. This means that only people searching Google in the particular city you choose to display your ads in will see your ad. Those searching Google and using the exact same keyword in another city will not see your ad.
This works well, but only to a point. Suppose someone visiting New York on the weekend is searching from his or her hometown of Chicago on Monday morning, trying to find a place that does limousine car hire in New York. There may be several such places to be found in their search, but suppose you had used AdWords with geotargeting for just New York. The person searching from Chicago would not see your ad.
There is a workaround to this situation, however. Marketing through local searches, or searches by people who are remote, but want to know the local situation elsewhere, needs one vital element in order to succeed: keyword lists that are targeted to the local area only.
Keywords that would normally be used in a global PPC campaign can, in many cases, be modified for use successfully and used in geotargeting. For example, the keyword phrase, "limousine car hire," becomes, "limousine car hire in New York," if that is the area you are curious about. It really can be as simple as that.
This means that you have a choice about how you conduct your PPC campaign. It also means that you are not necessarily tied to Google AdWords, as any competent PPC search system can have geotargeted keywords plugged in to make what you are targeting totally obvious. Of course, you can, and probably should, use both techniques together to eliminate any doubt. The customers you can expect to find as a result will be exactly those you are seeking.
If you are geotargeting your PPC campaign to find local customers for your small business, there are several things you should bear in mind from the outset. They may seem obvious, but perhaps not to everyone. The first thing you should consider is whether or not your goods or service is deliverable. It presumably will be if you are targeting a small local area, but sometimes people don't properly think this point through.
You also need to ask yourself, if there is a limit to the area where your goods or service can be delivered? And if so, can you define it exactly? In this way you will know precisely how you can conduct business and to what extent.
When geotargeting keywords, you should start off with a general keyword phrase that already gets a lot of searches, if possible. Adding a specific city name to a keyword will lower the amount of searches it gets. If the search amount is already low before you add a city name, the resultant keyword phrase may not get any searches at all. Always check and re-check your keywords before mounting any PPC campaign, especially a geotargeted PPC campaign where you are focusing on the local market for your small business.
Geotargeting Your PPC Campaign to Find LOCAL Customers for Your Small Business - To learn more about this author, visit Caroline Melberg's Website.
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Geotargeting your Pay-Per-Click (PPC) campaign in order to find local customers for your small business is really quite easy to do. There are many PPC systems to consider, but when it comes to pinpointing geotargeting at the search system control panel level, the choice really boils down to Google AdWords.
To attract purely local customers through PPC, you need to target them on a local basis. This is where geographical targeting, or geotargeting, comes in. With the Google AdWords PPC program you can focus down to city level. This means that only people searching Google in the particular city you choose to display your ads in will see your ad. Those searching Google and using the exact same keyword in another city will not see your ad.
This works well, but only to a point. Suppose someone visiting New York on the weekend is searching from his or her hometown of Chicago on Monday morning, trying to find a place that does limousine car hire in New York. There may be several such places to be found in their search, but suppose you had used AdWords with geotargeting for just New York. The person searching from Chicago would not see your ad.
There is a workaround to this situation, however. Marketing through local searches, or searches by people who are remote, but want to know the local situation elsewhere, needs one vital element in order to succeed: keyword lists that are targeted to the local area only.
Keywords that would normally be used in a global PPC campaign can, in many cases, be modified for use successfully and used in geotargeting. For example, the keyword phrase, "limousine car hire," becomes, "limousine car hire in New York," if that is the area you are curious about. It really can be as simple as that.
This means that you have a choice about how you conduct your PPC campaign. It also means that you are not necessarily tied to Google AdWords, as any competent PPC search system can have geotargeted keywords plugged in to make what you are targeting totally obvious. Of course, you can, and probably should, use both techniques together to eliminate any doubt. The customers you can expect to find as a result will be exactly those you are seeking.
If you are geotargeting your PPC campaign to find local customers for your small business, there are several things you should bear in mind from the outset. They may seem obvious, but perhaps not to everyone. The first thing you should consider is whether or not your goods or service is deliverable. It presumably will be if you are targeting a small local area, but sometimes people don't properly think this point through.
You also need to ask yourself, if there is a limit to the area where your goods or service can be delivered? And if so, can you define it exactly? In this way you will know precisely how you can conduct business and to what extent.
When geotargeting keywords, you should start off with a general keyword phrase that already gets a lot of searches, if possible. Adding a specific city name to a keyword will lower the amount of searches it gets. If the search amount is already low before you add a city name, the resultant keyword phrase may not get any searches at all. Always check and re-check your keywords before mounting any PPC campaign, especially a geotargeted PPC campaign where you are focusing on the local market for your small business.
Geotargeting Your PPC Campaign to Find LOCAL Customers for Your Small Business - To learn more about this author, visit Caroline Melberg's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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