Geographically Targeting Your AdWords Campaign

Targeting your AdWords campaign geographically is recommended when you offer a locally based product or service.  Here are some examples I have come across recently:

1. Locksmith servicing 30 miles around their area
2. Bouncy castle company delivering up to 15 miles from their base
3. Training company which expects delegates will attend from up to 25 miles away
4. Scrap car company covering various cities

To target your campaign geographically, you need to enter the Settings tab and repeat the instructions below for EACH campaign you wish to target:

1. Find the Locations option and click Edit
2. I normally choose the Search tab and add city names OR
3. Choose the Custom tab, enter place names or postcodes, and then select a radius around the area.  This option is suitable for selecting city names and a radius of say 20 miles, as in the example companies above

Problems with Geographical Targeting

It is important to note that there can be problems with this type of geographical targetting.  This is due to the fact that Google determines where a searcher is based depending on their IP address.  The IP address is determined by their Internet Service Provider (ISP).  Many ISPs are based in London and give out London based IP addresses, which means they give an appearance that a searcher is in London, when actually a searcher is in a different area.

How can you get around this problem?

It is impossible to filter out some enquiries that may be from a different area, as by trying to do so you risk losing potential customers.  However to combat the problems where customers who DO live in your area, but have an externally based IP address, you should set up a new campaign which runs nationally.  This new campaign should contain only extremely focused keywords such as "locksmith in Bristol" or "Bouncy Castles in Essex".  This also allows you to catch traffic whereby head offices in one area are seeking services for one of their external branch offices.