Successful digital marketing is all about efficiency. You want to make sure you get maximum exposure while making sure no dollar gets wasted. For this reason it is important to keep a watchful eye on your ads and adapt them for whatever market you are working with. For today’s blog about 10 Ways To Save On Your Pay-Per-Click Advertising with Google, the topic of discussion will be geo-targeting, and how you can use this feature to save yourself some money by excluding cities that aren’t bringing you any traffic.
This option is found under the “Settings” tab in Adwords, and can be quite useful because it allows you to target your ads for a specific region of the country, and to simultaneously exclude certain cities in that region that aren’t bringing you any traffic. Adwords allows you to do this without interrupting your ads in the other cities in your targeted region in any way. All you have to do is edit the Designated Market Area, or D.M.A., and then decide which cities you want to exclude.
For example, let’s say you own a business related to the auto industry and you want to target your ads for a region heavily influenced by cars, like Detroit. With Adwords you can use geo-targeting to spend more money on ads running in the Metro Detroit area, making that region your D.M.A. Now let’s suppose that one of the cities in Metro Detroit isn’t generating any traffic off of your ads, all you have to do is open up Adwords and edit the D.M.A to exclude that city. Taking advantage of this setting will be sure to save you money on less profitable markets.
Digital advertising is a constantly evolving science, and using every tool you can to optimize your ads and make them more successful is a must for any business owner who runs ads with Google. By excluding cities from your D.M.A. geo-targeting you are ensuring that you only run ads where you are going to see the most returns, meaning you get more useful exposure out of each dollar spent.
The author, Bob Ottaway, is President and Founder of Ottaway Digital. Established in 1999, it has been a pioneer in SEO, digital advertising & social media since 2006.