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Geo Targeting Tips With Yahoo! Search Marketing

Posted on 26th February, 2007

If you are using Yahoo! Search Marketing you may find this tip useful.

A member of Search Engine Watch forums was wondering why his geo targeted campaign towards Texas was not getting any traffic. His ad was also getting zero impression.

He created one campaign that was

  • Geo targeted to Texas
  • Used Texas specific keyword qualifiers (eg “texas car insurance”)
  • Created a landing page specific to Texas

He contacted Yahoo! and they responded by telling him that the strategy was too specific which resulted in no impressions for either content or search.

They then recommended that he created two different campaigns.

  • A campaign that was geo targeted towards Texas using the geo targeting tools.
  • Another campaign that used Texas specific keyword qualifiers without using the geo targeting tools.

This method worked and he is now getting traffic but he didn’t reveal which campaign was bringing the most traffic. Also the traffic was not converting as he would like.

One would expect that his initial strategy should work fine. Even most PPC strategists recommend the inclusion of city name or state in the keyword phrase to target your campaign geographically.

But obviously it doesn’t work in this case. Perhaps Texan seldom use the word Texas when searching for local products or services.

Like everything else, in order to know what works and what doesn’t, you need to test, test and test your ads.

[via SERoundTable]
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