Optimising Ads for ‘Near Me’ Searches

Chapter 4 of Paid Search Set Up

Localising paid search efforts using geotargeting can be an effective way of targeting the region where a business operates. This chapter looks at ‘near me’ searches and targeting local audiences through Google and Microsoft.

By Econsultancy

10 minute read

Geotargeting technology used by Google and Microsoft Ads has made it possible to serve users ads based on their geographical locations. This enables advertisers to narrow down their targeting to a specific area or region. This chapter discusses how to implement local targeting, covering:

‘Near me’ searches: With a significant increase in searches for the term ‘near me’ in the last few years, what changes has Google made to improve its local search results experience?
Local targeting: What are the main local PPC or geotargeting options within the main search engine networks?
Location assets: Granting a bigger share of the results page taken by the ad and in some cases increasing clickthrough rate, location assets can be valuable to local businesses. How are they best used?