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This Week's Feature ↓

Maximize Your Local Target with Google Ads

Part 2 of 2:

Read Part 1 →

Welcome back! Last week, we discussed the importance of location targeting and how to effectively select the right settings to optimize your Google Ads campaigns.

This week, we will build on that foundation and explore advanced strategies for excluded locations, layering your location targeting, using bid adjustments, and targeting specific regions to maximize your ad performance.

choosing Your Excluded Areas

Like negative keywords, having "negative locations" or excluded locations for your campaign is important to omit audiences you don't want to bid on. But how do you choose what locations to exclude?

Consider These Factors When Excluding Locations:

Expensive Bidding Areas: Maybe competitors in a specific region are also bidding but are a bit out of your budget.
Highly Competitive Areas: Local businesses may be so established that it's difficult to penetrate their territory, so you can exclude those areas.
Irrelevant Traffic: Exclude areas where your products or services are irrelevant or needed.
Low Conversion Rates: Identify regions where your ads get clicks but rarely convert, and consider excluding them.
Geographic Nuances: Some areas might have specific geographic or cultural nuances that make them less ideal for your business.

Additional Points for Choosing Excluded Locations:

Analyze Historical Data: Use your Google Ads data to identify areas with low-performance metrics.
Customer Demographics: Understand where your target customers are and exclude areas that don't match these demographics.
Competitor Analysis: Exclude locations where competitors dominate the market unless you have a unique value proposition that can compete effectively.

Effective location targeting in Google Ads involves more than just selecting where you want your ads to appear. By using advanced settings and carefully choosing excluded locations, you can ensure your ads reach the most relevant audience, save money, and improve your campaign's performance

Layering Your Location Targeting

Layering location targeting allows you to refine your audience further by setting different bid adjustments for various radii around your business. This method helps you focus your budget on the most valuable areas and potential customers.

Steps for Layering Location Targeting:

Set Up Multiple Radii: Instead of just one radius, I recommend setting up multiple radii around your business location, such as 5 miles, 10 miles, and 20 miles. This helps create a more granular targeting strategy.
Bid Adjustments for Radii: Assign different bid adjustments for each radius. For instance, I might increase bids for the area within 5 miles, set a lower bid for the 10-mile radius, and an even lower bid for the 20-mile radius. This ensures you’re spending more on areas likely to bring in more business.
Evaluate Performance: Monitor each radius's performance regularly. Adjust your bids based on the performance data to maximize your ROI.

Targeting Specific Towns and Counties

In addition to using radii, targeting specific towns and counties can be incredibly effective, especially if you know certain areas have a higher demand for your services or products.

Steps for Targeting Towns and Counties:

Identify Key Areas: Use your customer data to identify towns and counties where your business has a strong presence or where you see growth potential.
Set Up Location Targets: Add these towns and counties as specific location targets in Google Ads.
Adjust Bids Accordingly: Assign higher bids to areas with higher potential. For example, if a nearby town has shown higher conversion rates, increase your bids for that town to capture more traffic.
Regular Review and Adjustment: Continuously review the performance of these targeted areas and adjust your bids based on the data.

Combining Strategies for Maximum Impact

Combining these advanced strategies can create a highly targeted and efficient ad campaign. Here’s how I do it:

Layering with Specific Locations: I use radius and specific town/county targeting. This allows me to cast a wide net while focusing on high-value areas.
Segmenting Campaigns: I create separate campaigns for different regions or radii. This allows me to tailor the ad copy, bids, and budgets to each segment.
Monitoring and Optimizing: I use Google Ads’ reporting tools to track the performance of each layer and location. I adjust my strategies based on what the data tells me.

Advanced location targeting in Google Ads, such as layering and targeting specific towns and counties, can significantly enhance your campaign’s performance. By implementing these strategies, you can ensure your ads reach the most valuable audience segments, maximize your ad spend, and drive more conversions.

Remember, effective advertising requires continuous optimization. Regularly review your performance data, experiment with different strategies, and stay informed about new features and best practices in Google Ads. You can maximize your advertising budget and achieve your business goals with the right approach.

Want to refresh? Read Part 1 →