How To Use Location Targeting For Local Areas with Google Ads
One of the biggest benefits of online marketing is being able to advertise your business or product to anyone in the world. But what if you only want to target a specific location? What happens if you’re a plumber in Brisbane, and someone in Sydney asks for a quote on a blocked drain? If your targeting isn’t correct, Google might end up showing your advertisement to customers far outside of your desired range.
So, for example, if you’re a service-oriented business based on the north side of Brisbane, chances are you don’t want to drive to the Gold Coast for work. To help prevent showing ads to people on the Gold Coast, Google Ads allows you to set specific locations using ‘location targeting’.
We’re going to talk about two main ways to target your local areas – with campaign settings, and with keywords.
Target Local Areas Using Campaign Geographic Location Targeting
Google Ads gives you the option to target as closely as a postcode, or as wide as a country or the globe. As we’re talking about local areas in this article, let’s stick with targeting things like postcodes, cities, and states/regions. You can select areas by radius as well! So say you wanted to focus on Brisbane city with a 20km radius, just plug that into your Google Ads campaign.
We’ve actually talked a bit about this already in our existing article here: Using Location Targeting With Google Ads. In that article we go more into the specific technicalities of the settings.
Essentially, the aim here is to have a campaign that is location targeting your desired area, such as Brisbane. Then you set up ad groups for general keywords you desire, such as “plumber”.
However, we find that a lot of serviced-based industry keywords are really, really competitive. Because of this, the CPC’s are usually incredibly high on broad terms like “plumber” or “electrician”. But, by knowing where you want to target, doing a bit of research, and using suburb based keywords, you can really improve your performance as well as save money getting those conversions. Which brings us to using location keywords for targeting!
Target Local Areas Using Keywords
If you want to target an area like North Brisbane, with lots of suburbs inside it, we can focus our targeting further by using ad groups and keywords. To do this, we simply add the suburb name onto the end of a keyword. So “plumber” becomes “plumber Aspley”. This has 2 major benefits:
Firstly, it allows you to be more relevant to your user and allows you to customise your ad copy to show the suburb. This can increase the chance of a click and conversion.
Secondly, it helps to reduce the CPC. While “plumber” might be a hotly contested keyword which could cost upwards of $20 per click, “plumber Aspley” might be less contested, and thus probably costs less. So not only are you being more relevant, but you’re also saving money!
Splitting out a Geo-keyword campaign
In this kind of setup with suburb/location-based keywords and ad groups, we find it’s often best to have them in their own campaign. This helps us control it better alongside campaigns that are using generalised keywords with campaign geo-targeting settings. We don’t always start with a geo-keyword campaign right from the word go, but will run with a general campaign to begin with and see if the need is there.
Contact us if you need any help with your location targeting!
Written by Lachlan Ward and Chelsea Zanki