Advanced Geo-targeting Strategies for Pay-per-click

GeoTargeting your paid search engine advertising on Google AdWords, Yahoo! Search Marketing, Microsoft? S adCenter and others is one of the simplest and most important tools of direct marketing to drive traffic effectively qualified on your site for small businesses. But on more than one occasion, I saw the owners of small businesses to create ads with their city mentioned in the title and then displaying these ads nationally! (ie I live? Colorado? but I? ve seen the ads? Boston chiropractors? while searching for my home office). This is a good example of how not to target geographic and waste of dollars advertising in areas where your customers are not live.Instead, I suggest that all PPC advertisers take the following steps to ensure their geo ads are targeted and seen by most? relevant? number of potential customers that possible.1. First, look at your customer database, web logs and / or billing addresses to determine where most of your customers live. This will give you the first geographical area of concentration for which to display your advertising2. If you are looking to expand your geographical scope in search of potential new customers, consider? areas throughout the state, region, country or the world for your next objective focus. For example, if you sell? Golfclubs?, Look for cities, states or regions where there are golf courses (ie Alaska May not be a better place to start, but Florida is probably a good bet ) .3. Advertise in areas smaller increments. For example, if you're advertising to the USA, remember to lower the target areas in all states or even cities. This trick will give you another line of your copy on Google advertisements and can separate your ad from the competition.4. When targeting small areas within a state or region, I recommend using both custom geo-targeting geographic and city / state selections. By including the names of CITES / States along a circle or a polygon radius around your business, you'll be able to show your ads more often to more potential customers, while taking advantage of the 5th line of the copy in your ads .5. Use negative geo-targeting if necessary, to avoid unwanted clicks of strange countries, states or regions where it is forbidden to publish or not allowed to do business in this particular area (for example, lawyers, estate agents and Mortgage Brokers). This May be particularly true if you live near a state, county or country line.6. Remember that some Internet services offer (ISPs) are in areas May not be located in your target market. Since search engines generally segment targeting geographic location of the ISP address, May you must add these regions to capture all of your target market audience.By using some of these advanced geo-targeting advice for your pay - per - click campaigns, you? ll be able to increase your click-through rate (CTR), increase your levels of quality (which lends itself to lower bids for cheaper clicks), and ultimately, acquiring more customers within your choice area.About market Author: With more than 20 years of experience in direct marketing, database analysis and pay-per-click advertising, John Pfeiffer helps owners of small businesses succeed with Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter. As a professional Google AdWords, it is also the author of numerous articles and books on PPC advertising and search engine marketing. John can be reached at http://www.PPCforSmallBiz.com
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