Google announced a new PPC tool aimed at bringing more relevant local traffic to companies based on searchers' zip codes.

On its Inside AdWords blog, Google detailed its new zip code targeting feature, which will allow businesses using PPC campaigns to bring content to searchers based on their zip code.

Google has recently announced a series of adjustments that will be helpful to businesses trying to reach regional audiences. From better local search capability to this zip code-friendly PPC tool, the growth of local marketing tools on the web has enabled businesses to target their campaigns more effectively.

With the zip code tool, marketers can ensure that their ads and related landing pages reach optimal audiences. B2C companies with multiple store locations may be able to leverage this tool more effectively, and B2B businesses can also focus on bringing content to the right audience with the feature.

Marketing budgets will also likely benefit from the PPC tool since those concerned with reaching prospects in specific areas can opt to pay for clicks that really count. Also, the feature may help brands identify the offline impact of online marketing campaigns. At last week’s ad:tech San Francisco, Brafton covered insights from Google on using zip code-based promotional camapaigns to identify when foot traffic was attributable to web outreach.

Those considering the zip code PPC tool – or any paid search initiative – should remember that content marketing is not only for organic search campaigns. Citing a report from MarketingSherpa, Brafton reported that a PPC campaign received better traffic from its paid search after launching its content strategy.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.