Geo-Targeting – Narrow Can Be Better
As described in the blog entry “Geo-targeting: how to localize global business”, geo-targeting is narrowing the focus of an online ad campaign from everyone to people in a specified geographic area. Using this feature of pay-per-click advertising campaigns limits who views the ad to people from the area or who include the area in their search terms. Targeting advertising geographically allows visitors to find sites in their target area more easily than if they are bombarded by options from around the world. An example of who might use this is a ski and snowboard shop in Whistler who wants to target people in the area and people who are planning to visit the town.
What types of websites can make the best use of geo-targeting? The previously mentioned entry lists four types of websites that can benefit from this technique: small bricks and mortar stores, service businesses that serve a specific area, regional businesses with bricks and mortar locations, and large organizations looking to drive business in certain areas. The article “Is Geo Targeting Just For Local Businesses?” recommends that geo-targeting be used for more than just bricks and mortar stores because it is also beneficial for sites that cater to specific geographic markets or that want to increase visitors from target areas. Targeting campaigns to areas where a target market lives can increase the return made on the advertising investment compared to non-targeted campaigns.
How do you go about setting target areas your advertising? The post “Broaden Your Advertising Horizons with Geo-Targeting” advises gathering data through analytics and previous orders in order to decide which regions to target. Once the regions have been decided on setting up separate campaigns to monitor how each area responds is essential in order to have comparables. Like non-targeted advertising campaigns it can take time to get the correct mix so testing different campaigns and different areas is essential in order to find a combination that works.
