Geographic target: what is the geographic target?
Geographic targeting, also known as local PPC, refers to the use of delivering different content or ads to consumers based on their geographic location. In paid search campaigns, geographic targeting is often used to advertise to potential local customers.
How does geographic targeting work?
Google Ads has a feature that allows search ads to specify a location or set of locations as the only areas where they want their ads to appear. This is an essential tactic for companies that rely on pedestrian traffic and/or home delivery, such as restaurants, physical stores, and e-commerce sites.
Best practices for geographic targeting
Let’s start with a simple one: segment the areas that your company serves. If your restaurant is located in Chicago, you should only run search campaigns for users searching in and around Chicago! If you are an e-commerce site serving the Pacific Northwest, do not show your ads outside Washington, Oregon, Idaho, Montana, and Wyoming. This is the easiest way to ensure that you don’t waste clicks and money on consumers who can’t convert.
The Benefits of Geotargeting for Your Busines
1. Personalized content
With location-based targeting, you can create ads that are really relevant to the people who see them. Custom ads and landing pages provide a better user experience. Knowing that your ads can only appear in the places you choose, you can talk about specific stores, local culture, promotions, and events, or seasonal products. These details make your message more personal, generating more clicks and conversions.
Local and national businesses have always taken location into account when planning their ads. Newspapers, billboards, and suppliers are, of course, location-based. It is now easy to align digital and traditional campaigns to create relevant and consistent marketing messages, unique to your area or region.
2. Effective marketing budgets
Geo-targeted marketing is beneficial for companies that sell only in specific locations. By targeting your ads where your products are available, essential, and/or already successful, you can allocate your marketing budget more effectively. Advertising for snowmen or winter coats in North Dakota is likely to result in conversions. The ads in Florida themselves will be a waste of advertising money. Geographical targeting can be very detailed; A North Dakota retailer who has snowball supplies may want to see the ads within 30 miles of your location if the local weather forecast indicates snow.
Targeting your ads based on location can promote your marketing money in other ways. As mentioned above, location-based advertising can be more personalized. You’ll get a better return on investment if people link to your ads. When your digital strategy includes search-related advertising, your Quality Score is an important part of how Google determines how much you pay per click. If your ad groups are targeted by location, your keywords, ads, landing pages, and calls to action will be more consistent, resulting in higher quality scores and lower costs.
3. Product and market development
If you are testing a new product or service in a small geographic area, you can refine your offer before a major launch. Marketers have long used this tactic with traditional marketing, such as TV ads and billboards, to test new products and messages. Digital geographic targeting can allow for even more specific tests based on location. An additional benefit of geographic segmentation is the ability to slowly expand your business in specific areas.
4. Building authority
You are probably an expert in your industry and community. A field-oriented campaign can help you build authority as the best person in your area for everything you do. Your ads can display relevant information about community events, answer frequently asked questions, partner with other local businesses, or target locations where your potential customers spend time. Make the most of your marketing money with ads that naturally connect your community and business.
5. Hide ads from competitors
While your ad cannot be hidden from competitors, it may not help you reach customers, but it can be useful if you want to be sad. Exclude locations from the nearest competing stores or locations from your campaigns. They probably won’t see your ads until you launch them. While it may not be necessary to protect your campaign from the prying eyes of a participant, these tactics can help you avoid spending your marketing budget on your employees or loyal customers.
Who uses the geographic purpose and why?
Marketers don’t have to be advertising giants like Ogilvy or Wunderman to take advantage of geographic targets; it is an excellent option for any agency or brand. The biggest advantage is the ability to advertise to a highly targeted audience. The audience visiting a particular location or group of locations is one of the most relevant visitors.
Agencies or brands looking to display ads to drive traffic to physical locations or reach competitors’ customers are the best candidates for geotargeting marketing. Location-based marketing is generally not a good option for businesses with location, sensitive locations, such as doctor’s offices or ubiquitous consumer packaged products (eg, Toothpaste, sliced bread), which are discussed in more detail below.
According to eMarketer, “For the first time, US consumers will spend more time on their mobile devices than watching TV, using smartphones that dominated that era.” Since cell phone users spend an average of 3 hours and 54 seconds a day on their phones, there is plenty of time for ad exposure.
Marketers are more successful in gathering relevant data about their audience than serving current audiences within their geographic boundaries. In this way, marketers learn and understand who arrives at their stores when. They then track the relevant ad content showing on the target audience’s phones, driving more store visits and conversions.
Another effective way for marketers to use geographic delineation is to allocate pedestrian traffic. As all marketers know, one of the most difficult aspects of modern marketing is awarding a real price for sales ads. Online promotional codes or cookies work for digital allocation, but pedestrian traffic allocation remains difficult to resolve. This is where geographic targeting comes into play. Through a geo-targeted campaign, advertisers see human traffic and repeat visits as the campaign progresses. In addition, pedestrian traffic maps help to analyze the location of your competitors, giving you the competitive advantage of outperforming those customers. For example, if you’re advertising a restaurant chain, you’re advertising customers who visit competing stores.