The brave new world of geo-targeting opens up a wealth of creative possibilities for mobile marketers. This technology allows businesses to target audiences according to city, state, country, ZIP code or designated market area.
Geo-targeting is not just about locating the whereabouts of a specific device. Web searchers who type in a specific location can receive highly relevant information about that location, even if they’re thousands of miles away. If you’re researching specific regions for relocation purposes, this is obviously very useful indeed.
For marketers new to the geo-location game, getting to grips with the nuances can be daunting. Here, we look at three geo-targeting techniques that are effective and relatively easy to implement. Use these techniques as part of your AdWords campaign and your ROI will almost certainly improve.
Bid Adjustments
Adjusting bids according to location is a surefire way to make your ad dollars go further. How does it work? Let’s say you run an events management company that hosts attendees from all over the United States. Calculate the percentage of attendees from each state, city or region. Use the EC % bid adjustments to match the list of attendees. Click here for more details on how bid adjustments work.
Keyword Only Geo-Targeting
Whether by design or necessity, many types of business don’t need to target an audience according to location settings – simply targeting the right keywords will suffice. For instance, a grocery delivery service may create separate keyword campaigns for different areas by targeting ‘grocery delivery Santa Barbara’ or ‘grocery delivery Reno’. This tactic works especially well for businesses that consumers know are limited to certain areas. In those instances, people are more likely to include a geo-modifier as part of their query. The beauty of this technique – as opposed to other forms of geo-targeting – is that no consent is required. With a strong SEO strategy, keyword targeting lets the customer come to you.
Lose the Chaff
By definition, geo-targeting specific locations also means excluding others. With AdWords, you can exclude areas that are a dead-end, business-wise. Retailers might choose to exclude towns where they don’t have a store. Exclusion is really about honing your campaign into a lean, mean, marketing machine with an optimal ROI. To execute a tight exclusion program, run an analytics report to see where most of your clicks are coming from, sort the locations by quality and conversion rate, and either exclude them or use the aforementioned bid adjustment method.
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