SEM Tip – Target Your Customers Location with AdWords

SEM Tip #2

The internet is a big place, so making sure your online advertising dollars effectively reach your target market is one of the biggest challenges for managers.

When it comes to most marketing activities, whether it be a newspaper advertisement, television commercial or internet campaign, managers are always strivingĀ to choose marketing mediums that attract the most number of potential customers for their dollar.

This is where search engine marketing has a huge benefit over its more traditional rivals. SEM can obviously be targeted to the exact keywords you want, which gives you a great level of control over who your advertisements reach. By targeting the phrase “neon lighting brisbane” you can be fairly well assured that your ads are going to be displayed to those who want to buy neon lights in Brisbane.

However, not everyone includes the location when searching, meaning that someone from Perth can search “neon lighting” and click on your ad, costing you money without ever really having any intention of purchasing from you.

One way to get around this dilemma is to use what’s called ‘location targeting.’ Location targeting in programs such as Google AdWords allows your business to specify to what geographic regions you want your ad displayed.

For instance, you might want to target the whole of Australia, so you select that option. Alternatively, you can narrow down your region even further to a particular stateĀ or city.

An even better option however, is to use an ad radius, which allows you to set a certain size ring in which you want your ad displayed. For instance, you might set up your campaign so that your ads are displayed within a 50km radius of the Brisbane CBD, and only users within that radius will see your ad.

Obviously this is an extremely useful tool as it enables businesses to really target their potential local customers. One word of warning though, this is not foolproof system, as current ISP setups in Australia mean some users will not see your ads when they should.

Craig Somerville is a Director at Reload Media, having worked extensively on the digital and online strategies of leading companies within Australia and around the world. With a background in marketing and economics, Craig's unique experience offers great insight into how the world of search and online marketing is changing in today's rapid marketplace. He is also a Google AdWords Qualified Professional and regularly consults on all aspects of digital marketing including search engine optimisation (SEO), search engine marketing (SEM) and social media.