For the local businesses, if you only service certain areas, it is better to consider location settings when you plan a Google Ads campaign. It does not only save your budget but also reaches the right customers effectively.
For E-commerce companies, sometimes it doesn't mean you have to target the whole country. Before you run your campaign, these things you have to think about:
For E-commerce companies, sometimes it doesn't mean you have to target the whole country. Before you run your campaign, these things you have to think about:
- which areas will have a higher conversion rate
- will your shipping cost be less
- how're people shopping behaviors in a different location
If you don't know which areas you should target on, you might need to find answers from:
- Historical data: you could check your sales performance report, CRM, Google trends, or ask your co-workers.
- Major cities: it would be more expensive, but they also have the most volume. The higher cost per click is not necessarily a bad thing. High CPC means more people are advertising on this keyword in this place. They are willing to pay more because they know that their ads are working.
- The Google keyword planner: you can use the keyword planner or other keyword tools to see where your competitors are bidding. You could avoid those high competition areas to gain more shares.
- Geo-targeting: you can also use geo-targeting to exclude competitor locations. You can always change the location settings in the future.
- Which market do you want to be in? You need to know which market your products or services could fit in very well.
Once you have your targeting location ideas, you could start to set up your locations in the campaign setting.
You could target the whole world or the whole United States or specific locations. When you are targeting the entire United States, it's a really good idea to add in all the states at once. That's will give you much greater flexibility as you optimize your campaign. You could increase or decrease the bid and budget at any time.
If you want to target certain locations, you could use the location setting or the radius setting.
For the location setting, you could add locations that you want to target, and you could also exclude locations that you don't want to show your ads. For example, I want to show my ads only in New York, and I don't want to run my ads in California. Moreover, I could exclude locations even I reach the whole United States.
For the radius setting, you could enter a specific address, zip code, or street, and choose the miles you want to target around your location. It is good for small local businesses such as pizza or shopping store. It is always a good idea to target the nearby areas to attract local customers. However, you can't exclude locations that you don't want to target in this setting.
Overall, I don't want to say whether those location settings will save your budget or not, it all depends on your campaign goals, your target audience locations, conversions, and other factors. The good thing about location settings is that you could always modify the campaigns at any time based on the performance.
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