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Yes, you can definitely target Google Ads by location.
This is one of the most important features you can take advantage of when advertising using Google Ads, and is a strong benefit to using Google Ads compared to using SEO.
You can choose to target a specific location where you want your ads to appear to help you find the right customers and also restrict it in areas where you don’t want to target to avoid irrelevant clicks and impressions.
Location targeting includes countries, areas within a country such as a city, state or postcode, a radius around a location, or location groups. You can also target places of interest, your business address, or you can target based on average household income per postcode.
Getting the locations right for your offer can definitely improve your Return on Investment.
For example, let’s say you have a physical shop, office or clinic and you want to attract people nearby. You could target people within a radius of your address, or people who live in suburbs where they would likely drive past you every day if you are located on a main road between their home and their workplace.
Another possibility would be to segment each nearby postcode separately so that you can see if there are some postcodes that don’t turn into conversions.
(On this, my partner specialises in Geospatial Science and he says that people don’t like to cross main roads, so it’s important to target people in suburbs on the same side of the main road. Could be worthwhile testing this in your ads by segmenting by postcode).
Another possibility might be that you target broad areas but then exclude some specific areas where you know you won’t find your target customers. You can do this by excluding specific regions, or you can use demographic targeting by household income.
The household income targeting option is based on the average household income for an IP address range (IP addresses are location dependent). Similar to targeting by suburb, the household income targeting will average the incomes for a particular district and therefore will automatically group households by location without you needing to do this manually.
This tip and many others are found at https://www.petramanos.com/category/tips/