I have good news and bad news. The bad news is every advertiser has a budget they need to stick to. The good news is you can stay within budget by getting selective with where your money is going. Literally. We’re talking geotargeting.
Geotargeting is a form of targeting by location that lets your ads only appear to customers in a certain physical place, or set of places, that you specify. That way, your money goes to the right place every time.
In this guide, I’m going to show you exactly how to do just that in Google Ads. We’ll cover:
- Why and how to use geotargeting (other than just to save money!)
- How to set up a geotargeting campaign in Google Ads
- 10 tips on how to maximize your local PPC performance.
Let’s get started!
Why and how to use geotargeting for local PPC
When you first create a campaign in Google Ads, it automatically defaults to all countries and regions. Last I checked, no business is a fit for every single human on earth, so you need to select at least some form of geotargeting—even if it’s as broad as it can get. But there are additional benefits to geotargeting that we also want to parse out.
The most obvious reason for geotargeting is that you can avoid wasting ad spend on consumers who may qualify for your services but are not located in an area you serve. And this targeting can be as wide or narrow as you need. For example:
- An online retailer might target the entire US, or only states with major cities.
- A chain of nursing homes in New…