Practical Tips for Using Geotargeting
Updated: Mar 19, 2020
The following is an article “Practical Tips for Using Geotargeting” by Marc Primo.
Geography plays an integral part in producing customized and targeted advertising campaigns. This article lays out methods by which local search marketers may use geo-targeting to their benefit. Geotargeting is just another way to deliver content to a user -- via mobile or web -- using their geographical data. At a basic level, a company can restrict its reach to consumers to users located in a defined area such as a state or a city. Determining location can lead to recognizable traits which tell you what a person desires, needs or is considering.
Here are some practical methods for using geo-targeting data to reach your intended audience.
Target Audience Specific Venues
Stadiums, airports, universities, and malls are examples of specific venues that may be targeted in order to reach particular interest groups. Airports provide a great opportunity to focus on specific products or services designed for a tourist. All travelers share everyday needs. Tour guides restaurants and tourism-related businesses can benefit from targeting airports. Utilize these consumer characteristics to time and target your advertising. For example, airports around weekdays are a fantastic source of business travelers searching for luxury restaurants, while weekends and Spring Break bring more leisure visitors and families searching for more casual dining options.
Excluding an area where it is statistically unlikely your customer base will be in can be a great strategy. Exclusion can be carried out by venue or even just one side of the street. Most platforms now offer different tools to help establish a perimeter. Excluding locations is also more cost-effective. You can avoid the higher ad rates of high traffic large areas. Lower-cost, detailed areas ad campaigns can achieve the exact same targeting aims by opting out of all areas but your desired target location.
Adjust Your Bid on Advertising To Chosen Locations
One concern with specific targeting is the loss in volume of audience. The issue is that in low performing locations, the prospects developed from those regions may end up being outweighed by the campaign price. By raising your bid to only work on targeted locations, you increase your exposure in that area, while at the same time you avoid bidding in unwanted areas, keeping your campaign costs down.
Geo-targeting does not always mean that you must target customers where they are physically located. The way we use search engines has evolved. Often users narrow their search by adding the name of a city or district. For example, "Coral Gables pet store" or “coffee near Central Park" these provide location intent that you are able to target. Searches with location terms like area code, ZIP code, community name, local landmarks, favorite places, tourist destinations, well-known street names, local sources and other search phrases are a great source of keywords that can help you get found when a customer is looking for companies around you.
Know Your Audience by Location
Location can also be used to predict desired demographics and data about consumers in that area. Neighborhoods can often be outlined by taxpayers' income bracket, age, ethnicity, education, and many different demographics or interests. Knowing your business' target audience and fitting it up with where they reside, or function helps you locate those who are interested in your service or product.
Target Location Through Search History
Targeting users based on their search history makes it possible for marketers to send location-specific ads to customers, even if the user's current location doesn't match the physical location of where he or she is actually researching. A user searching for information on the Eiffel Tower, Champs-Élysées, and French hotels calls for a trip to France. A hotel or restaurant in the region may use that search history data to provide a timely and relevant ad.
Use Location-Specific Landing Pages
It is crucial not only to target the ideal customers but to provide the most relevant information to them. If you locate the appropriate user that clicks on your advertisement, but the landing page for this advertisement is not customized, the interest can be lost. Offer custom landing pages to each targeted ad that matches the user's behavior. This personalization is possible with most ad platforms, and it makes a big difference.