There are many businesses that are local in nature. What I mean is local businesses who look for an increase in visitors to their website via local traffic online. The goal of many local businesses is to turn to search engines to advertise their websites online in search of this local traffic. Geographic targeting is an easy and sometimes an inexpensive way to reach this goal but there are a few things one must consider when building out these local pay per click campaigns.
In Google Adwords you can choose your geographic location. Not only can you choose the city and the state you would like your ads to appear in, but you could even include a zip code to narrow down your locations.
Choosing keywords is critical, you should not just target general words, consider targeting words that include the city and state as well like:
Blue Widget Ft. Lauderdale
Blue Widget Ft. Lauderdale Florida
Blue Widget Ft. Lauderdale FL
Blue Widget Ft. Lauderdale 33316
Blue Widget Ft. Lauderdale Florida 33316
Assuming you have an ad of interest these keywords should bring you some pretty targeted qualified leads.
Take it one step further; for those who are familiar with Google Adwords and understand the ins and outs of keyword matching you can take your Geo Target campaign to a whole other level.
Once you have your geographic campaign setup create an additional, or companion campaign that is “Nationally” targeted. Yes, I said nationally targeted. But make sure that ALL of your keywords used are listed as “EXACT” matches ONLY. This way you can ensure that you cast an additional net to those folks who may not be in the city of your specific location at the time of their search online.
This is important for businesses like, limo services, or spa services. You might want to just advertise to your cities location, but those who live elsewhere who may be traveling to your city would benefit from seeing your ads appear for services they might be interested while in your city.
Remember when building pay per click campaigns be smart about your local advertising. Should you ever need assistance seek a professional who is well versed in local search and paid search advertising.