You’ve written the definitive book on the history of your region. Problem is, it’s so narrowly focused that people from outside of the area probably won’t be interested in the book. You’ll spend lots of money putting your message in front of people who really don’t care with traditional internet advertising.
However, when you know how to geo-target a PPC campaign, you can eliminate that concern.
What Is PPC?
The letters stand for Pay Per Click, which is exactly what you’ll do whenever someone clicks on your ad. A PPC ad can look a lot like a typical search engine result—though it’s labeled as an advertisement.
The beauty of it is you can get impressions without paying for them until someone actually clicks on the ad. However, you’ll then pay whether they go on to make a purchase from you or not. This factor makes PPC a bit of a gamble, but geo-targeting can reduce the risk.
What is Geo-Targeting?
For the purposes of this discussion, we’ll focus on Google AdWords. Just know nearly every other PPC platform out there functions similarly. When you set up your campaign, AdWords will ask you for the campaign’s name, as well as the networks in which you wish it to appear.
Selecting the “enter another location” option allows you to choose cities, counties, ZIP codes and states. When you go into the advanced search function you’ll find you can narrow your ad’s exposure to specific locations by name, address or even latitude and longitude coordinates. Once you’ve established a given point as your “ground zero,” you can determine the radius within which you’d like your advertisements to appear.
While its audience is somewhat smaller than Google’s, Facebook affords advertisers considerably more targeting precision. In addition to selecting people in specific locations, you can choose to show your ad to individuals in distinct circumstances. This can include anyone at all in a location, people living there, people who were recently there and people traveling there.
Even better, you can target specific places within the location like airports, malls, tourist attractions, historical sites and the like. This can be invaluable for anyone considering how to sell ebooks online, such as regionally specific titles like travel or history guides. Just as with AdWords, you can determine the radius within which you want your ads to appear.
Optimizing Your Campaign
Inside these capabilities are a number of strategies you can employ to improve your response rate – as well as the quality of your respondents. For example, if you’re targeting a specific location, you can make sure the searcher can tell you are by including your contact information in your ad. You can leverage local events to attract attention to your wares by targeting the locations of the events.
You can also tailor your ads more precisely to take advantage of various locations. For example, if your ad is centered upon a historical site that appears in your book, you can link it to a landing page featuring an excerpt offering additional information about the site. In so doing, you’ll provide a timely service and you’ll attract individuals to the book who have an immediate interest in the subject matter.
Learning how to geo-target a PPC campaign will make your advertising dollars go much farther. You’ll focus your energies on people who are most likely to make a purchase, while avoiding individuals unlikely to be interested in your offerings. This will improve your click-through rate – as well as your potential conversions. Considered from those perspectives, geo-targeting your PPC campaign is definitely a smart play.