Simply put, hyperlocal advertising focuses your advertising efforts to a particular city, country or geographic location with an aim to increase conversions. Let’s say, a user searches for a plumber near him, Google pops up ads from local plumbers complete with phone number and directions. These “near me” searches have high purchase intent and are more likely to convert. By optimizing your ads for local searches you can reach a target audience that is more likely to convert.
In this article, we will show you how to set up hyper-local campaigns on Google Ads and Facebook.
Geotargeting Setup on Google Ads
On Google Ads platform, start by clicking on the plus icon to start creating your hyper-local campaign. Select the campaign goal you had in mind and the campaign type.
Once you are done with the basic setup like adding a name for your campaign, navigate to Targeting and Audiences section. Scroll down to Locations.
Type the desired location in the search bar in this section, and select it when it appears in the drop-down menu of relevant matches. Note: In this section, you can search and add locations only by country, state, city, and postal code. Once you have entered the desired location, the platform provides the Reach for that location, which refers to the number of people who could potentially see your ads.
There are three possible actions that you can take at this stage.
- Target: Selecting this option adds the location to the list of targeted locations.
- Exclude: Selecting this option ensures that your ad would not show in this location.
- Nearby: Selecting this generates a list of areas close to the location that you have entered that you may wish to target.
Click on the action you wish to take and proceed to add more locations. When you are done, Google Ads will show you a list of your selected locations. Click on Advanced Options to view a map of the selected regions. You can further refine your targeting in this section by choosing to add or exclude locations.
Add locations in Bulk
You can also choose to add locations in bulk by clicking on the checkbox beside that option. Once you have entered the names of the locations (you can add up to 1000 locations at a time) click on search. The platform searches for each of the locations in your list and provides you the reach for each one of them and the option of adding them or excluding them from your list one by one. It is important to note that all the locations must be in the same country.
You can also choose to target by radius. This allows you to select a fixed radius around the location of your choice. Enter the desired location into the box. You can enter the exact address of your physical store in this section and specify the distance around it that you wish to target. For example, you could specify 10 miles around the radius of a restaurant to target ads to customers who are in the vicinity of your restaurant.
You can create a custom radius by selecting the “pin mode” and then clicking on the spot on the map around which you want to target prospects.
It is important to review the settings under this section because Google Ads, by default, will show your ads not only to people who are in your selected locations but also to those who search about the selected locations. If you want to avoid this you would want to select the second option to show your ads only to people who are regularly in your targeted locations.
Geotargeting on Google ads: Best Practices
1. Target the locations where your customers are:
Before you create your first hyperlocal campaign, it is important to study the market and determine the locations you wish to target. If you own a brick and mortar business that services only within a local area, this may be a simpler exercise. Examine data from all sources including Facebook insights, customer files, and store sales data to see where you are getting most of your traffic/conversions from.
If you are an online retailer who ships within the country, you may need to conduct a more comprehensive research of each region to determine the list of locations that you could target. Besides market and sales data, you could use keyword research tools such as Google Trends to check which regions have a higher search volume for your target keywords
If you are a local business, say a restaurant or a car dealer you would want to target customers only within a certain distance of your physical store. On the other hand, if you’re a retailer who ships to certain regions/countries, you would want to target those regions/countries.
2. Include regional terms in your keyword lists:
For Instance; if you own a Carpet cleaning service located in North Irving, Texas, which provides its services in Dallas, Garland, Grand Prairie, Mesquite, Duncanville, Richardson, and Cedar Hill. You should include keywords like Carpet Cleaning Irving, Carpet Cleaning Garland or Carpet Cleaning Duncanville.
You can also identify negative keywords to exclude from your campaigns. For instance, in the above example, if you are setting up a hyperlocal campaign for a 30-mile radius around your store, you could choose to add Carpet cleaning Fairview as a negative keyword.
3. Incorporate the local lingo wherever possible in Your Ad copy
4. Enable location extensions and call extensions
This ensures that customers will be able to find your store and contact you more easily after viewing your ad.
5. Monitor and Optimize your Geotargeted Campaign
Once your campaign is live, you can monitor its performance and optimize it accordingly to get the best results. In the reports section, select locations to see which locations are generating the most clicks, impressions, average cost-per-click (CPC),. You can also see the click and impressions you are getting from areas other than those you are targeting with your ad in the Total – Other locations row. Use data from this report to add or exclude locations to optimize your campaign further.
Hyperlocal Advertising on Facebook
Setting up a hyperlocal advertising campaign on Facebook is super easy. Head over to Facebook Business Manager and choose the campaign objective and name your campaign to get started. Under the audience section, navigate to locations. Here you can target an audience based on their location. You can enter the name of the country, or region where your target audience resides. Say you are a retailer who delivers within the United States, you can select the United States as the location and then get more specific by excluding locations you don’t deliver to.
Adding Locations in Bulk
You can also choose to add locations in bulk. Select the Location Type (see pic below). Enter Location names then continue to match and add locations.
You can target people within a city where your physical store is located by entering the name of the city. The target radius around the specified location can be adjusted by clicking on the drop-down menu and entering the desired number. The minimum and maximum radius that you can target depends on the type of location.
You can also use the drop pin to mark the exact point on the map around which you would like to set up your radius targeting.
You should remember that radius targeting on Facebook does not cut across country borders. So if your store is located in a border state of the U.S., and you want to target a 10-mile radius around your store, the areas which fall outside U.S. borders will not be covered. You would have to set up a different campaign for covering those areas.
Refine your Audience
Facebook allows you to refine your targeting further in the selected locations by selecting from the following options.
- Everyone in that location
- People who live in a location
- People who recently visited a location
- People traveling to and within a location
The Audience Size indicator on the right gives you an idea of the potential reach of your ad.
Facebook Store Vist Ads
If you own a brick and mortar business, you can choose the Store Visit objective to create a hyperlocal ad campaign to target people in the vicinity of your store. However, before you do this, you will have to add your business location to your Facebook Business Manager.
To do this head over Ads Manager and click on the Menu icon on the top left-hand corner. Navigate to Assets and click on Business locations.
You will be directed to another page. In the drop-down menu on the left, you will be able to see a list of all the business pages you have added to your Business Manager account. Select the location for which you want to add the location.
You can add location address here in the following ways:
- Upload Locations (if you have multiple locations
- Migrate an existing page
Here we choose to add a location manually. Enter all the relevant details for your business. In the location descriptor field, add landmarks that make it easier to find your business. Once you are done click on save.
Go back to campaigns and select the store visit objective. Select the campaign objective and a name for your campaign. In the location section, you can see the location appears automatically. You can tweak the radius that you wish to target manually. You can then create the rest of the campaign as you normally would.
46% of Google Searches are for local businesses and 80% of all local searches convert. These stats reassert that customers are searching online for businesses like yours and Hyperlocal ads can help you reach these customers to increase sales.