Geo-targeting for precision and profits

Geo-targeting is basically a form of local search optimization.

If you are using website analytics software, you can probably determine where your visitors are coming from.  If you notice that most of your revenues come from visitors from a certain geographic area, then it makes sense to build an advertising campaign targeting that region.

How is this done in pay-per-click advertising?

Google AdWords makes it easy.  In your control panel, click Campaign Settings, then Locations.  Use the map tool to select which areas to show your ads in.  You can target everything from countries all the way down to individual towns (or even custom areas you draw yourself).

Here’s the key: ask yourself these three questions when building a geo-targeted campaign:

1. Which regions should I target?
2. Why should I target them?
3. How will my advertising message change for each targeted area?

Tip: It’s smart to make at least some adjustments for each region you target.  Take advantage of this technique by delivering localized ad copy.