One of the first, and most important question every company asks themselves when they are marketing is “where am I targeting?” Once this question is answered, targeting of paid search can be set to coincide with required geographic areas.
But it’s never that easy, is it. Different Paid placement platforms have different geographic serving systems, and each needs to be carefully considered long before campaigns are setup.
While organizing account structure the number of different types of geographic can influence how campaigns are organized and setup. For example, what are the legal requirements of the business for the purposes of advertising? An Insurance Agent or Financial Planner must be licensed in a State to advertise in that state. One must be sure that geographic targeting is setup correctly so that any legal guidelines are obeyed. Another way that geographic targeting can effect organization of a campaign is by the level of competition. For example, if a company has many locations, both near high population density high competition urban areas and low population density low competition rural areas, these areas could be targeted separately by identical campaigns to maximize reach, placement, and budget.
Many factors can influence the decision of how to geographically target campaigns in each ad platform. It is important to know what the geographic factors are, and how they can be optimized before setting up campaigns.
