There can be different approaches for a PPC campaign depending upon what you are really targeting for. For example, you might want to popularize the services or the products you have an offer to people that are based locally or over a wide geographical area. Depending upon how you want to do your business and promote yourself, you can go about promoting these campaigns accordingly.

This is what it means to geo-target your campaign

If you are local player and are desperate to popularize your products or services to customers based locally, then while going in for Pay-per-click campaign, you can geo-target them to bring desired results for you. Here are few examples of what this really means…

1. A food and beverage company delivering their goods up to 10 miles from their location.

2. Locksmith doing services up to 20 miles in and around their area.

3. A service based company expecting its clients to attend meeting up to 5 miles away.

4. A car servicing based company doing services across few selected cities.

There is one standard way how you can go about geo targeting your pay per click campaign. First, you need to visit the settings tab that is present in the menu and follow the instructions given below here to ensure you are on right track with your campaign.

Instructions that can help you a lot while campaigning

1. On entering the settings tab in the menu, you will find Locations option. Choose the same and click edit.

2. You may then go through the Search tab and start adding the city names.

3. You can either follow the Step 2 OR choose a Custom tab and enter postcodes, place names and radius around the area and so on.

Disadvantages with Geographical targeting

The methods explained above can have their own set of disadvantages too. This is largely because of Google’s way of determining the location of a searcher in the web. The approach Google adopts is by determining ip addresses of the searcher. This in turn depends upon the Internet service provider or ISP. For example, there is large number of ISP providers based out in London. They give out IP addresses of London to those who are based out of London too. Thus it becomes really difficult to find out where the searcher is based out in real.

The Solution…

There is always a danger in losing out real customers in trying to filter out enquiries emerging from different areas. To counter this problem, you need to run separate PPC campaigns for those customers who reside in your targeted area and are having other areas ip addresses. This campaign could contain focused keywords like “locksmith in London”or“food and Beverage Company in Manchester” and so on.

Conclusion

Pay per click campaigning can be done in numerous ways. However choosing the right approach is essential is getting desired results from one such campaign. No doubt, each of these campaigns have their own set of advantages and disadvantages, but in spending time over them and identifying the right ones for you can help you in a real sense.