Why location targeting
Local searchers are more likely to take action. Here’s proof:
- Four in five consumers conduct local searches on search engines across PC, tablet and mobile devices.
- Three out of four mobile, and two out of three PC/tablet searches, result in a purchase by customers coming into brick-and-mortar stores.
- 67% of smartphone users and 72% of PC/tablet users want ads customized with a location extension, such as an address, city or zip code.
You’re in full control of where your ads are shown with Microsoft Advertising location targeting. When you advertise strategically based on where your best customers are, you can boost your ad conversion rate and get a better ROI. Maybe you prefer to serve ads only to searchers in a specific area, or perhaps you need to run a test in one region before broadening your campaign. If you have a budget limit, concentrating your ads only where they will have the most impact can save you money. Conversely, Location Targeting also helps you exclude locations to avoid areas that aren’t profitable.
Popular location targeting features
Use a combination of these tools to serve your ads in the right region, to your target customers.
Target customers at the U.S. county level.
Display your store address, phone number and directions directly in your ads. It’s proven to have increased user engagement and ad click-through rate by up to 33%.
ZIP code targeting.
Conveniently specify your target region by ZIP code (U.S. only) and see a clear map of the targeting area.
Target by radius and set range in miles or kilometers. Recent upgrades allow radius targeting from 1 to 500 miles or 1 to 800 km in increments of 1 mile/km.
Intent or interest targeting.
Target those searching for or viewing your ads in regions that you select. For example, an advertiser may want to serve ads only to San Francisco searchers who are looking for Seattle hotel information, rather than those who live in Seattle.
Limit increase for location targets.
We’ve raised our limit on targeting entries so you can include and exclude up to 10,000 for each campaign and ad group.
Our improved map control feature lets you see the polygonal outlines of the locations you’ve targeted as well as excluded. You can also add or remove targets from the map control.
Geographic location report.
This newly redesigned report shows you exactly which location type — like Physical Location or Location of Interest — was used to serve your ad, giving you a more detailed view of how your location-based advertising is performing.