geotargeting

Geo-marketing is becoming increasingly popular and for a very good reason — it works. Did you know 63 percent of people using smartphones use a variety of apps that pinpoint their locations? Consumers aren’t afraid to delve out information related to their locations. You can use this information to better target your ads to audiences who will respond. Here is a closer look at geo-marketing and why you need to incorporate it into your marketing agenda.

What is geo-targeting?

Geotargeting involves delivering carefully curated ads and pieces of content to selected audiences based on their locations. Many times, marketing specialists use a combination of paid search methods and geo-targeting. In fact, earning the highest rate of ROI is typically going to come through paid search ads that are geo-targeted.

Can geotargeting improve my marketing efforts?

Regardless of the industry that your business is operating in, geotargeting can be of value. It can help you deliver ads to the most appropriate audience. Additionally, it can help you steer clear of traffic that is of no use to you. A notable aspect of geotargeting is that you can target audiences you believe will be of the most profit. Take for example that you know that a certain location won’t be interested in your product. You can eliminate this location from your geotargeting efforts. In doing so, you won’t be wasting money on locations that you know won’t be of any profit.

Targeting markets that perform well

You know your business better than anyone. You know the markets that are most interested in what you are offering, and you know the reasons why. You can use this knowledge in your geotargeting efforts to maximize your sales. More so, you can tailor geotargeted ads to include specific slang that appeals to the locations you are advertising to.

There is a lot of testing that takes place with geo-marketing

Geotargeting can get quite expensive, especially since there is going to be a lot of testing taking place. You will want to run different tests to see which campaigns and ads are performing the best. Once you lock into what’s working best, though, you can create an extensive and highly-profitable geo-targeted campaign. One test to perform is seeing whether your geotargeted ads are performing better in banner or landing page form. You may find that some locations respond better to banner ads while others prefer landing page ads. Developing a successful geo-marketing campaign will be time-consuming and costly because of the many testing components.

The Takeaway

The location of your audience is most generally far more important than the browser or device they are using. These aspects do matter, but they aren’t as important as consumer location. With geo-targeting, you can easily boost your SEO and PPC efforts by delivering content tailored to specific audiences. No matter the geotargeting campaign you are running, though, you will want to test its results. The results allow you to make appropriate changes to ensure you are getting the highest possible ROI. In fact, this goes for any type of marketing. Once you discover which geotargeted ads are working best, you can use them as the foundation for your marketing agenda. This will lead to an expansion of your brand awareness as well as your customer base.

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