This is a common problem that AdWords users have when trying to geo-target an advertising campaign to a very small geographical area within the UK. The problem is due to the way that Internet access is provided within the UK and I’m afraid that there is no clear cut way of targeting your campaigns to completely eliminate your problem.
I could write here for you a full explanation on how geo-targeting works and why you’re experiencing such a high percentage of click-through from outside your geo-graphical area, but I’m sure you’d rather I told you how to reduce your wasted click-throughs and make your advertising more targeted.
What You Can Do To Reduce The Number Of Wasted Clicks Your Campaign Is Getting
Whenever you run a local advertising campaign, you should actually setup two campaigns. The first should be a national campaign and target keywords that all contain names of cities, towns and places that are within your catchment area.
Your second campaign should be restricted to showing ads to your local catchment area and use the same keywords as in your first campaign, but without the place names. For this campaign, your ads should have a reference within them to the area within which you serve.
These two campaigns will work together for you to capture the widest possible range of potential clients that maybe interested in your business.
The first campaign will pick up people searching from outside the Manchester area specifically for gardening services in your catchment area. And the second campaign will capture people searching for gardening services from within your catchment area.
Including an indication of your catchment area in the ad should filter out most of those people that see your ad but live too far away to be a useful contact.
How Will Phone Numbers In Google AdWords Ads Affect My Advertising?
In the event that Google decided some time in the future to release this new feature, there are some questions being asked about how it all might work. When a customer is presented with the phone number of a business in the ad, won’t they just phone the company direct and by-pass Google altogether?
One possible line of thought is that when you want to include a phone number in your ad, Google are going to make you purchase a pay-per-call phone line from them. They can then generate revenue from the ad by sharing the cost of the call with the phone company.
You can see how this might make a very attractive business model for Google. Indeed, in support of this argument, Google are advertising a different phone number in the ad to the one that the company advertises when you visit their web site.
However, with the millions of customers AdWords has throughout the world, I personally can’t see them wanting to get too involved in the massive investment that this approach would involve.
I think that if phone numbers in AdWords ads ever get to see the light of day for the masses like you and me, it will be rolled out as an additional line in the ad copy that anyone can use without the need for any additional purchases of phone lines.
There is good evidence to suggest that clicks on ads actually go up considerably when a phone number is included, a fact that Google is well aware off.
And if you look at it all from a consumer’s point of view, are you really going to waste your time making a phone call when you have no idea if the retailer you’re calling actually sells the exact item you are looking for?