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I love radius targeting! In many cases it is more productive in generating leads and sales for an account than targeting a metro area. Here's why I use radius targeting for many of my adCenter clients:
- The granular setting of being able to target 10, 20, 30 or more miles around a business location afford selling opportunities in a business’ own backyard.
- With radius targeting you can use more general keywords than you would in country, state or even metro area targeting.
- It is easy to sell to clients. They understand that when they are selling locally that their best market will be to potential customers within driving distance.
- In many cases radius targeting provides better results than metro targeting. Especially in large metropolitan areas such as New York City, Washington DC, and Los Angeles.
How do you set up radius targeting for your next adCenter campaign? It's easy. Here's how to get started:
- Choose one of your existing campaigns or select to set up a new one.
- Within the settings tab open up the "locations" selector by clicking the down arrow next to the phrase "Where do you want to show your ads?"
- Tick the circle next to "Near a business or other location."
- Add in your zip code of the business you are promoting and then select from the drop down the number of miles to be included in your radius. You can select 5, 10, 20, 30, 40, 50, 60, 70, 80, 90, 100 miles. I don't like to go under 10 miles to make sure the program gets some impressions.
- You can even select overlapping targets or cluster radiuses in your settings by clicking "include" to add an additional location.
Top Tips and Troubleshooting
It is important that when you are using a radius targeted program that you watch early on for problems. In some cases Internet Service Providers will mask a location which can mean trouble for a radius targeted program.
Here's one great case in point. I'm located in Waldorf, Maryland which is 15 miles south of Washington DC. Verizon (my Internet Service Provider) returns my location as if I were in Reston, Virginia; which is located over 50 miles away north and west of my true location. In fact, in a location I would never drive to for a local service.
If your impression count or conversion numbers are low do some additional testing to make sure that you are not running into a similar problem with a key Internet Service Provider. Try testing a state, regional, or nationally targeted campaign BUT with location specific phrase matched keywords as a reality check. This will help you to diagnose a potential location masking problem in a certain geographic area.
If you are not getting enough impressions, judiciously increase your radius. You may have set your radius too small to effectively serve your client’s program.
If your click through rate and conversions are low, start reviewing your keyword list and start to pause broad match keywords and test with phrase match keywords with location specific additions to the phrase.
Try It You May Just Like It
Radius targeting may not be the "right" fit for every account, but if you have been using metro area targeting, I highly recommend that you give radius targeting a try. I've found that it can be more productive for accounts in regards to generating lead conversions and sales.
About the Author
Nancy McCord is the founder and President of McCord Web Services LLC which provides adCenter account set up and management. Since 2001, Nancy McCord has developed a reputation as an expert on how businesses can promote their services on the Web using pay per click services. You can visit Nancy and her firm at www.McCordWeb.com. Connect with her @mccordweb on Twitter, in the adCenter LinkedIn Group, and on Facebook.
This article was featured on the adCenter blog on Wednesday August 22, 2012.