Geotargeting means showing ads to people based on where they are. Instead of advertising everywhere, businesses focus on the right places.
It helps companies reach the right audience. For example, a winter coat brand should target cold areas, not warm cities. This saves money and makes ads more effective.
Geotargeting also improves sales. When ads reach the right people, more customers buy. This increases conversion rates and helps businesses make more money from their ads.
Basic Geotargeting Methods:
1. Country and Regional Targeting
Country and regional targeting shows ads in specific places. This helps businesses focus on the right audience.
For example, a Kerala-based tourism company wants more visitors from the U.K. Instead of targeting all of Europe, they focus on high-interest areas like London and Manchester. This way, they reach more travelers likely to visit Kerala.
The problem is, it treats all areas the same. Some places have more buyers, while others don’t. Without adjustments, businesses may waste money on ads in low-interest areas.
2. City and Postal Code Targeting
City and postal code targeting helps businesses show ads in specific areas. This makes ads more useful and reaches the right people.
For example, a dental clinic in Calicut wants more patients. Instead of targeting all of Kerala, you show ads only to people staying in calicut for the keywords like “best dental clinic in Kozhikode” or “teeth cleaning near Nadakkavu.” This way, you reach patients who are nearby and looking for a dentist.
The problem is, it can be too strict. Some patients may come from nearby towns like malapuram or wayanad for treatment, but they won’t see the ads. Businesses need to check and adjust to avoid losing potential customers.
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3. Radius (Proximity) Targeting
Radius targeting helps you show ads to people within a set distance from your business. This is great for businesses that depend on local customers.
For example, if you run a premium salon in Kochi, you can target people within a 5 km radius. This way, your ads reach people searching for “best salon near me” or “hair spa in Panampilly Nagar.” You focus on customers who are likely to visit your salon.
But be careful! If you set the radius too small, you might miss customers willing to travel. If it’s too big, you might attract people who are not serious buyers or will not travel that long for a hair cut. Always test and adjust to get the best results.
4. Location-Based Bid Adjustments
Location-based bid adjustments help you spend more where your ads work best. Instead of treating all areas the same, you can increase or decrease bids based on performance.
For example, if you own a jewelry store in Kerala, you may find that most of your buyers come from Kochi and Calicut. You can increase your ad bids for these cities while reducing spend in less profitable areas. This way, you attract more serious buyers without wasting money.
But don’t set it and forget it! Keep checking which areas perform best and adjust your bids to get the highest returns.
Advanced Geotargeting Tactics:
5. Targeting Based on Location Intent
Location intent targeting helps you reach people based on what they search for, not just where they are. This is useful when customers plan ahead, like for travel, education, or real estate.
For example, if you own a luxury resort in Wayanad, you can target people in cities like Delhi searching for “best resorts in Wayanad” or “luxury stays in Wayanad.” Even though they are not in Kerala yet, they are planning a trip and looking for places to stay.
To do this, use Google Ads’ “Presence or Interest” setting. This way, your ads reach people who are interested in visiting Wayanad, not just those already there.
6. Competitor Location Targeting
Competitor location targeting helps you show ads to people near your competitor’s business. This is great for attracting customers who are already looking for similar options.
For example, if you own Biriyani Corner, a newly opened biriyani restaurant in Calicut, you can target people visiting famous biriyani spots like Paragon, Kutichira, and Rahmath. When someone searches for “best biriyani in Calicut” or visits these competitor locations, your ad can appear with an offer like “Try Our Special Dum Biriyani – Just 2 Mins from Paragon!”
To do this, set up a custom radius around competitor locations and use ad copies that make your restaurant stand out. Highlight unique selling points like authentic taste, special discounts, or unique biriyani varieties.
7. Weather-Based Geotargeting
Weather-based geotargeting helps you show ads based on real-time weather conditions. This is great for businesses that benefit from seasonal travel.
For example, if you own a resort in Munnar, you can target people from Calicut and Malappuram during the summer. When the temperature rises, people look for cooler places to escape the heat. Your ad can say, “Weekend Getaway in Munnar – Escape the Heat & Relax in the Hills!” This makes your resort more appealing when people are searching for a refreshing break.
To do this, use Google Ads Scripts or weather APIs to increase ads when temperatures in hot cities go up. This way, you attract more travelers looking for a cool retreat.
8. Hyperlocal Targeting with Geofencing
Geofencing helps you show ads to people when they enter a specific area. This is perfect for attracting nearby customers in real time.
For example, if you visit Hilite Mall or Lulu Mall in Calicut, premium brands like McDonald’s or KFC can send you special offers. As soon as you step into the mall, you might see an ad saying, “Feeling Hungry? Get 20% Off on Your Favorite KFC Meal – Only for Lulu Mall Visitors!” This encourages you to grab a meal while shopping.
To do this, businesses use Google Ads radius targeting and mobile notifications. They make sure their ads pop up when you are nearby, increasing the chance of you walking in.
9. Local Inventory Ads for Physical Stores
Local inventory ads (LIAs) help businesses show real-time product availability to nearby shoppers. This is great for driving foot traffic to stores.
For example, if you are searching for a premium wristwatch in Calicut, a store like Tissot in Focus Mall can show an ad saying, “This Tissot Watch is Available at Focus Mall – Visit Now!” This helps you know the product is in stock before going to the store.
To do this, businesses connect Google Merchant Center with their real-time inventory. This way, when you search for a product, you see an ad telling you where to buy it nearby.
Conclusion
Geotargeting is a powerful way to show ads to the right people at the right place. By using smart strategies like city targeting, radius targeting, bid adjustments, and geofencing, businesses can attract more local customers and avoid wasting money on ads that don’t work.
Whether you run a restaurant, resort, retail store, or service-based business in Kerala, these tactics can help you bring in more customers. The key is to test, adjust, and refine your targeting to get the best results.
If you’re looking for a performance marketing expert in Kerala to handle your ads and improve your results, give us a call today! Let’s help you reach the right audience and grow your business.