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Local targeting is becoming increasingly important in modern marketing. Targeting consumers in a specific region, city, or even district can improve the effectiveness of advertising campaigns and ensure higher conversion. This is especially true for companies that provide goods and services at the local level.

The Yandex.Direct platform provides extensive opportunities for working with a local audience. It allows you to set up geotargeting, create locally-oriented ads, use special extensions, and track the effectiveness of campaigns at the level of individual regions or cities.

Setting up geotargeting in Yandex.Direct
Local targeting is shopify website design becoming increasingly important in modern digital marketing. Targeting consumers in a specific region, city, or even district can improve the effectiveness of advertising campaigns and ensure higher conversion. This is especially true for companies that provide goods and services at the local level.

The Yandex.Direct platform provides ample opportunities for working with a local audience. One of the key elements of local targeting is setting up geotargeting. In this article, we will look at how to correctly set up geotargeting in Yandex.Direct.

Selection of locations
The first step in setting up geotargeting is choosing target locations. Yandex.Direct offers several options:

Select a specific city or region. You can select a city, region, republic or even a federal district.
Setting the radius of advertising display around the selected location. This allows you to cover not only the city itself, but also the surrounding areas within the specified radius.
Use multiple locations to cover different regions. You can combine multiple cities, regions, or even countries to expand your geographic reach.
When choosing locations, it is important to consider the specifics of the business and target audience. For example, for chain retailers or franchise companies, it will be important to cover several key cities of presence. For a small business operating in one city, it is enough to choose only your locality.





Using Local Keywords
In addition to choosing geographic locations, when setting up geotargeting, it is important to consider user search queries tied to location. For this, you can use local keywords.

Local keywords are queries containing names of cities, districts, landmarks and other geographic markers. For example, "apartment renovation in Moscow", "buy furniture in St. Petersburg", "hairdresser in Sochi".



Including such keywords in advertising campaigns allows you to more accurately target ads to users searching for services or products in specific locations. This increases the relevance of advertising and, as a result, its effectiveness.

Local keyword analysis can be done using Yandex.Wordstat. The service provides data on the frequency of queries with geolocation, which helps to identify the most popular options for a particular region.

Setting up display of advertisements on the map
Another important element of geotargeting in Yandex.Direct is the ability to display advertisements on Yandex.Maps. This allows users searching for goods or services in a certain area to immediately see offers from companies located nearby.

For this purpose, Yandex.Direct provides special extensions, such as "Address", "Phone" and "Map". They allow you to add the company's address, contact phone number and a link to a map with the location to your ads. In addition, you can customize the display of working hours and directions.

Using these extensions not only increases the information content of advertisements, but also improves user interaction with them. People can immediately find the company on the map, find out its location and contact information, which ultimately has a positive effect on conversion.
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