Setting up local PPC in geotargeted campaigns is a good strategy. Today’s analytics lets advertisers discover the location of website visitors anywhere in the world. Once the advertiser determines the area where the visitor lives, they can send content that is based on the geographic region the visitor is accessing the Internet from. A major example of companies using geotargeting is Hulu, which uses IP addresses to determine the user’s location, thus restricting the stream of videos to the user’s server.
PPC geotargeting entails the distribution of an ad or content that can be tailored to be targeted to people in a certain city. This advertisement can appear on websites and focuses on goods and services found in a certain city. It also tries to get the attention of users who live in a particular city or who live near the city. These ads bridge the gap between a company and audiences that live in proximity to it. Said company can seek local visitors, as in the case of a restaurant, since it is more productive for the restaurant to advertise in the local area rather than in another country.
Regional PPC is the same as local PPC but it encompasses a different region, such an state or a few surrounding states. However, the advertisement will not be distributed among people from a different area outside of the targeted region. Users of Google Search or any other search engine can quickly find the goods and services they need based on either their local or regional location.
The ads are featured on content groups or on sites where the content is related to what the ad is advertising. While the ad and the content might not have an exact match based on keywords, the ad and the content do match based on either location, target group or interest. In using geotargeting on a local or regional basis, users can be able to be matched to goods and services within their surrounding area. The website or channel that is hosting the ad will display goods and services that are near the user based on location.
The success of geotargeting lies heavily on what is being advertised. If the establishment is a restaurant, then it is best to advertise on a local or regional level, but not on an international level. For example, if there is a Italian food restaurant in Los Angeles, the restaurant could be advertised online to people who live in Los Angeles and in Southern California, but not to people who live in Colorado or China.
The number-one thing to remember with geotargeting is to take care in choosing an area to target to and then find a way to deliver content to the users of a website or search engine. A good way to determine the geographic location of users is by looking at the information they provided when signing up to that website.