Consumers in every city, state, and country are different; therefore, the way they search, shop, and purchase are going to be different as well. Big companies know this and implement it into their advertising campaigns. When you travel to different regions or cities, you will notice that some television and radio commercials are different; typically, they are catered to that consumer market based off their wants, needs, and habits. This location based advertising is just as important online as it is offline.
Since consumers shopping habits are different from location to location, what and how they search is different too. For example, in some parts of the country most male shoppers might search the term “swim suit”, while in another parts male shoppers might search “swim trunks”. Just as consumer terminology is different from location to location, your keywords and keyword phrases should target different locations as well.
This is also important for local pay-per-click (PPC) ads, which is also known as geotargeting. Geotargeting is an AdWords feature that allows you to target your ads to only appear to consumers in certain locations that you choose. Based off your target market and type of business, you may choose a set of countries, regions, cities, or even a radius around a location to target your ad campaign. By narrowing your target market and different keywords for each market, geotargeting will reduce your PPC costs and not waste your budget on wasted clicks from consumers who are not in your target areas. This will also increase the chances that consumers clicking on your ads are actually within reach to make a purchase.
To target different keywords based off location, you’ll need to do your local keyword research. Tools such as the Keyword Planner in Google Adwords can help you determine the higher ranked keywords and keyword phrases based off specific locations. You can use this information to help you determine which keywords to implement into your website’s content as well as your local PPC campaign. This tool also allows you to evaluate local search trends, which will also help targeting your local market based off different keywords.
Not every market is the same; from location to location consumers shop and search differently. By determining the different keywords in each target market and implementing that into your website and campaign, you will find the right customers for your product or service, and as a result you can increase your sales and profits.