Complete Guide to Google Ads Location Targeting to Optimize SEM Marketing Campaign Performance
Complete Guide to Google Ads Location Targeting to Optimize SEM Marketing Campaign Performance
The 2023 Complete Beginner's Guide for Businesses and Content Creators
Table of Contents
There are two essential benefits to using Google Ads location targeting in search engine marketing campaigns: precision targeting and budget-saving. Unless your targeted demographic is truly worldwide, it makes more sense to focus the advertising dollars on the most marketable and lucrative locations.
What is Google Ads Location Targeting
Location targeting ads are location-specific advertisements shown to an audience in a specific geographic area. Location targeting ads can be set up to target multiple demographic locations with different ad content to maximize ROI (Return on Investment).
Example of Google Ads Location Targeting
For example, let’s say you are hosting a promotional event for customers in New York City area. With location targeting ads, you can set up the ad to target audience with a physical location in New York City only.
Both Google Ads and Bing Ads allow you to include, exclude, or set the radius for the specific geographic locations of your choice.
Why Businesses Need Google Ads Location Targeting
Location targeting ads help businesses focus their marketing efforts on the local market. When you create a new campaign within Google Ads or Bing Ads, you have the option to choose “all countries,” select a few territories, or choose “United States only.”
The settings within location targeting ads provide the flexibility to target ads more aggressively in the active markets and dial down in the less active regions.
Top 6 Strategies on How to Optimize Google Ads Location Targeting
Strategy #1: Add Location-Specific Keywords in Google Ads Location Targeting
If your ad is specifically designed to market to selected states within the US, it is a good idea to include the location in the ad content. Doing so improves click through rate and eliminates irrelevant traffic from unqualified locations.
Examples of Using Location-Specific Keywords in Google Ads Location Targeting
- Buy a new dining table set today for half off. Visit our New York City store.
- Our dining table sets are handmade in New York and come with a 10-year warranty.
Strategy #2: Define Location Radius in Google Ads Location Targeting
To set the radius of ad targeting within a specific distance from a defined location, use the Radius Targeting option in Google Ads to select a range of distance from a geographical location. This is where you can hone in and micromanage ad deliveries to target visitors who fit into your ideal customer profile from high conversion geographic areas.
How to Define Location Radius in Google Ads Location Targeting
- Log into Google Ads account, and go to the “Campaigns” tab.
- Select the campaign you are working on.
- Click on the “Settings” tab.
- From the “Locations” row, click on “Edit.”
- Click “Advanced Search.”
- Click on the “Radius Targeting” link at the top, where the menu is located.
- Enter an address or the coordinates of a location(s) into the search box.
- Input the number of miles/kilometers for the radius from the location of your choice, and hit the search button.
- Click “Add,” and your selected locations will turn blue on the Google Ads map.
- Click “Done” to complete.
Strategy #3: Exclude Negative Keywords in Google Ads Location Targeting
Once in a while, you will get search terms that do not match the location predefined in your targeted ads. When this happens, your ad campaign cost can increase because the ad was shown to the wrong audience, resulting in wasted clicks.
Use Google Ads Search Terms Report to Eliminate Negative Keywords in Ad Campaigns
Run a “Search Terms Report” within Google Ads to track keywords that generate ineffective leads outside your defined locations. Include these terms as negative keywords and omit them from your ad campaign.
Within the Search Terms Report, you will find a list of search terms that trigger your ad campaigns. Comb through the keywords carefully and look for words or phrases that do not match your specified location criteria. Add these irrelevant terms to the negative keyword list to stop the ads from targeting the wrong audience.
How to Run a Search Terms Report
- Click on an active campaign.
- Click the “Keywords” tab.
- Click on “Search Terms” box.
Strategy #4: Exclude Low Performing Locations Through Google Ads Location Targeting
Avoid wasting marketing dollars on targeting locations that do not generate leads. Instead, focus on the locations where the ad campaigns make the most impact and conversions.
Example of Why Businesses Should Exclude Low Performing Locations in Google Ads Location Targeting
For example, if you are an e-commerce business, research your target demographics thoroughly based on the average consumer income, buying powers, and demand. Exclude the locations in Google Ads that do not serve your ideal consumer profile.
How to Exclude Low Performing Locations in Google Ads Location Targeting
- Log into Google Ads account, and go to the “Campaigns” tab.
- Select the campaign you are working on.
- Go to “Settings.”
- Scroll down to the “Locations” row and click on “Edit.”
- Select “Advanced Search.”
- Within the search box, enter the country, state, or city you wish to exclude from the ad campaign.
- Choose “Exclude Link” (next to “Add Link”). The excluded locations will turn red on the Google Ads map.
- Click “Done” to complete
Strategy #5: Conduct Periodic Market Research to Improve Google Ads Location Targeting Performance
Geographic market trend research is a great start to optimizing location targeting ads. Save marketing campaign costs by allocating budget to win keywords with the most demand in high-performing geographic locations.
How to do Market Research with Google Trends to Improve Location Targeting Ad Performance
Google Trends is a great tool to research the locations with the most demand for your products or services. The tool will show you a breakdown of keywords searched by country, sub-region (state or province), metro, or city. The best part, Google Trends is free to use.
Example of Market Research with Google Trends
The example below shows the top US states searching for the term “ergonomic chair,” with California yielding the most searches for the keywords.
Strategy #6: Adjust Bids According to Location in Google Ads
Burning through budget on an ad campaign can happen faster than you think. Focus on high-conversion locations helps free up marketing budget for campaigns that make a true impact. Set your bids higher in locations with higher performance and lower bids in less active geographic regions. Remember, quality, not the quantity of clicks, create conversion.
Take Advantage of SEM Marketing Ad Scheduling
Utilize ad scheduling to target ads more aggressively when visitor traffic peaks. Automatically adjust bids on keywords during these peak hours to capture more market shares. Set the schedule to lower bids during off-peak hours to reduce marketing spending. It is a cost-effective way to stretch your marketing budget and precisely target ready-to-buy prospects.
Perfecting Google Ads Location Targeting
Keep testing and monitoring locations for your ad campaigns to ensure optimal performance. You can go one step further by making customized landing pages based on different regions and tailoring content based on specific locations for better visitor engagement.
Continue the Learning Journey with StatusFocus Digital Marketing Academy
Get the latest digital marketing strategy playbook to create practical, actionable, and programmatic marketing campaigns that drives positive business outcomes. You can tailor these effective strategies to boost brand authority, increase online visibility and generate quality demand for your business.
Master the fundamentals of digital marketing, including SEO, SEM, and social media marketing, for free with StatusFocus Digital Market Academy. Learn how to successfully drive long-term digital marketing campaigns and create predictable lead generation for your business website, e-commerce store, or content platform.
New to this? We can help! Our digital marketing lessons are built specifically for beginners with guiding real-world examples. Best of all, zero technical or marketing experience is required to get started.
Follow us on LinkedIn to stay updated on the latest digital marketing news, tips, and free content.
Join the StatusFocus Free Digital Marketing Academy Newsletter
Disclaimer: Statusfocus.com is committed to keeping its information transparent, accurate, and up-to-date. Sometimes, this information may be different than the information you find on the specific product or service provider’s website. All information, tools, products, and services on this website are presented without warranty. For more information, visit our Terms of Use. Statusfocus.com uses cookies. For more information, visit our Privacy Policy and Cookie Policy.
Disclosure: Statusfocus.com may be compensated through third-party advertisers. However, the information on this website is based on our best knowledge and the most objective research and analysis. For more information, visit our Advertiser Disclosure.