Why Location Targeting Matters More Than Ever For Your Google Ads

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If you aren't utilizing location targeting and extensions in your Google Ads, you're missing out on connecting with more customers located near your business. Why? Because Google has ramped up local intent signals, optimizing local search results to better match user location with relevant nearby ads and listings. As location plays an increasingly heavy role in ad placement, businesses need refined geographic strategies now more than ever before. giHere are a few key reasons why precision location targeting should be a top priority when setting up or optimizing your Google Ads:

Relevance to Searchers

With over 60% of searches now coming from mobile, searchers are accessing Google while on the go more than ever. They expect immediate, nearby results for location-based queries about businesses, services and things to do in their area. Targeting the right locations helps you show up for these high intent searches.

Accuracy Drives Conversions

When searchers land on your website or find your business listing after seeing your ad, the experience is crucial. Targeting the wrong place can lose you conversions if searchers realize you aren't actually near them. Hyperlocal targeting gives you a better chance of closing the sale or appointment for local businesses.

ROI From Local Search

Statistics show location queries convert at over 3x the rate of generic searches. By targeting specific regions or cities, you access this incredibly lucrative pool of high intent, locally focused searchers. The ROI potential makes precision placement more important for local marketing budgets.

Keeps You Compliant

Google wants searchers to have accurate, relevant local experiences. Overly broad location targeting could cause your ads to stop serving if they feel searchers are being misled. Tight location targeting ensures policy compliance for ongoing campaign success.

The Changing Landscape

Google now uses hyper-local data sources like your IP address, location services, and previous searches to better understand a user's precise location - and serve recommendations accordingly.

Consider These Location Updates:

-Tighten Your Radius & Additional Target Areas Evaluate foot traffic and trim your radius to the optimal range of customer visits. Compare stats to add other territories. -Layer Relevant Keywords Add related localized keywords like "plumber in Maple St" for major lifts. Make your business jump out for nearby searches. -Target By Postal Code If Google knows the searcher's zip, bid on your ideal 5-digit postal codes and nearby districts first. -Utilize Geographic Modifiers Add modifiers specifying areas within or outside distances like "San Francisco within 5 miles". When crafting your Google Ads strategy, make location targeting a cornerstone for increased visibility, qualified traffic and improved overall performance in 2024 and beyond.Refining your targeting strategy based on searcher location can unlock new growth opportunities for your business.