Improve Sales with Geolocated SEM Campaigns

In certain businesses such as the provision of a service where the geographical location is decisive to carry it out, or the sale through a physical establishment regardless of whether it has part of its activity focused on the online channel, it is important that the actions that are made in SEM are as localized as possible.

A localized SEM strategy will ensure that those who are really interested in what we are offering will be impacted, making them aware of our business or the particular service we are advertising.

What is geolocation in SEM

When we are attracting traffic by the mechanism of pay per click or pay per view through the online channel, it is what is known as performing actions in SEM with the characteristic that when mounting the campaigns we will offer special attention to the geographical component where these actions are displayed.

Taking it to one of the essential platforms in pay per click, Google Ads, we will have the possibility in almost all its modalities and campaign formats, the possibility of impacting users geolocated by interests, without excluding the rest of demographic filters or audiences for example remarketing that we want to apply.

So we find ourselves in a platform which will allow us to apply a lot of criteria for the formation of audiences so that we can impact or use the campaigns wherever we want.

Add as additional information that as a general rule as we segment more the target population of our campaigns the price per click tends to rise, but if it is convenient, in the case for example that we can only offer a service in a city, it is logical to run with this price increase in the click.

How to localize in Google Ads

Let’s take as a reference one of the most used types of campaigns in Google Ads such as search campaigns composed of keywords, and the modality of local inventory shopping ads that has been running for a short time.

Search Network

The steps to follow to carry out a campaign of this type with special attention to geolocation would be the following:

• Step 1: Choice of keywords

This would be our first step to set up the campaign and almost the most important one. In this type of ad is essential to make a good study of keywords to take into account which ones we will be interested in using in our business and depending on the product or service we want to promote.

An important aspect to take into account is that we can search for words with a geographic component even if we are going to segment geographically.

For example, if we are interested in promoting the sale of T-shirts in Barcelona, it would be convenient to search if there is traffic for the type of keyword “New T-shirts in Barcelona” even if later we are going to use the geolocation criteria so that only ads in Barcelona are shown.

• Step 2: Ads

Once we have all the keywords that we are going to use and we have them divided into ad groups if necessary, we have to proceed to write the ads that will be shown.

Here we can also include again a local term that emphasizes again the geographic location. It would be fine to repeat ourselves in this case with the information.

• Step 3: segmentations

Here we choose the geographic location we want. We can be as exclusive as we want, although we must bear in mind that, as with audiences, if we are extremely restrictive, the campaign may not work properly.

So to speak, it is necessary for the campaign to have a certain margin so that it has users to whom the ads can be shown. Of course, if we are only interested in showing the ads to a specific city and that city has a small population, then we will have no choice but to stay with what we have, even if we get few impacts.

In the case that the population sample that can be impacted is so small that we have problems to make the campaign work, we will have to choose another type of campaign more focused on the visualization through display than the typical pay per click.

• Step 4. Allocate investment and bidding

Once we have done the previous step, we only have to assign a daily investment depending on the budget we have prepared for this action and place a bid. As in the previous step if we estimate that the traffic may be very low it is not convenient to be restrictive with the bid and we should opt for bids of the type “Maximize clicks”

Local inventory campaigns in Shopping

Although with standard shopping campaigns we can also choose a geographic location where these ads take effect, there is a format with an even more dedicated component to geolocation, especially if the sales channel, apart from online, is a physical establishment. These are the so-called local inventory campaigns.

In this type of ad the main difference is that in addition to the price, the availability in store will be indicated. Once clicked, it will indicate the physical location of the store where the product is marketed and its stock.

These ads are available to be shown to users who are within a radius of approximately 50 kilometers from the physical location of the store where the customer must go to make the purchase.

Conclusions

Unlike other online channels, SEM or pay-per-click offers a relatively simple way to geographically target our actions.

Whether it is because we have identified a geolocalized audience that offers greater interest to market our products, or if you prefer to make different actions depending on the location of the users or because we can only offer a certain service in a restricted geographical area, this type of action can have an impact on your sales by increasing them.

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