Knowing that adverts are being seen by the correct people at the appropriate time is "crucial", it has been asserted.
A post by Kastle Waserman, communications manager at Yahoo! on the company’s search marketing blog states this is especially the case if a business only caters to a specific region or area.
He makes his comments as Yahoo! announces the addition of local geo-tagging to pay-per-click ads.
With regard to implementing geo-tagging as part of a search engine optimization (SEO) strategy, Mr Waserman states the more targeted ads are, the fewer users they may reach.
"Generally, you’re trading relevancy for volume, narrowing your target to a specific audience rather than every potential eyeball in the overall market," he explains, recommending marketers choose a minimum of ten zip codes to broaden scope.
Concluding, he states the system is deigned to help marketers "hit the bullseye" with ads.
Reports state Yahoo! and Google recently extended the deadline for antitrust regulators to issue a decision regarding the two companies’ search advertising deal.