In almost every industry, there are advantages to targeting prospective buyers in specific regions. For example, a catering company would want to advertise its services toward clients who reside within a certain radius of its facility. Otherwise, resources might be wasted and positive impressions not made. Fortunately, Google has made it easier for professionals to engage with leads, and the search engine's upgrades to its services will affect promotional efforts made by B2B marketing professionals as well as small business advertisers.
Users can take advantage of an expanded ZIP code targeting area and match U.S. metro targets to Nielsen Designated Market Areas (DMA). With these added tools, professionals can serve ads to areas where services are available and in demand.
While deploying an online marketing campaign helps businesses reach wider audiences, efforts can often go to waste when ads don't resonate with the right buyers. Geotargeting helps refine campaign objectives and makes it easier for marketers to identify higher quality leads. With more information and capabilities in the hands of professionals, targeting ads to leads directly only becomes easier.