Geographic Targeting in your PPC Campaign

Writing by Brick Marketing on Sunday, 15 of June , 2008 at 12:06 pm

In the Local Pay Per Click campaigns, some businesses are still set on quantity, not quality. The amount of potential customers brought into your site was the only thing focused on for so long that some companies are reluctant to bring those numbers down. Less clicks?!? Less traffic?!? That’s bad!

Actually, that can be good thing. Geographic Targeting can, and (if done properly) will decrease the traffic to your site, but you will end up with higher conversion rates and a higher audience share.

Why is geographic targeting important, and is less traffic a good thing, in your PPC campaign?

Geographic targeting is about excluding traffic from outside a specific geographic area that you designate. Geographic targeting is highly valuable to advertisers who serve customers regionally and also to advertisers who want to focus their budget on increasing brand/product awareness levels in specific geographic areas.

It doesn’t make sense to present your ads to people in the UK or China if you don’t ship outside of the US. Drilling down even more, if you sell only in a single state, a single city, or a single neighborhood, you shouldn’t waste your budget on clicks from outside of that area.

When you apply this strategy to your local PPC campaign, your traffic volume will go down, but the key point is that your profits won’t. The consumers who are clicking on your ads are the consumers that can use your product or services.

Don’t focus so much on traffic volume. Instead, keep your eye, and your advertising budget, on quality.

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Category: Local Pay Per Click

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