Before setting up, the marketing team should have a good understanding of the geography of their audience. Determine what scale they want to see it, and how individual it should be. Should you target visitors based on their past or current visits?
The more you know about your customers, the more effective your advertising campaign will be. To more accurately know the location of the user, the following technologies are used:
- IP addresses. Determination of places of stay through stationary devices;
- data from mobile network stations. Obtaining information about the user by the location of the device;
- cookies. This is data on requests, user movements that remain in the browser history;
- queries in search engines indicating the location. For example, “camping in Rome”, “phone repair in Odessa”, etc.;
- social media data. Information that users share in social networks (about the place of residence, work, marks about visited places).
All these tools help you set up the most relevant impressions.
So, what should you know about geotargeting to help your business succeed? The use of geography in sales today is an important and popular tool in the hands of marketers. Users share information about themselves on social networks, their movements can be tracked by IP addresses. In search of the right product or service, they use “Maps” and “Search”. All this makes geographic targeting possible. It makes ad messages more targeted, which helps marketing campaigns drive more conversions.
Geo-targeting increases the relevance and effectiveness of ads. Users respond better to the information they are interested in and are more likely to respond to an ad shown at the right time and in the right place.
So, what tasks will help to solve the use of data on the location of users: promote local business; notify about the opening of a new outlet, inform about discounts, promotions and offers for residents of a particular region; gather customers of competitors or related companies.
There is another important point for advertisers. By launching one advertising campaign for several cities, you can adjust the CPC targeting different regions and optimize advertising costs.
Advanced Geographic Targeting
When it makes sense to expand the geography of impressions, set up expanded geographic targeting. Advanced geotargeting involves a combination of two types of targeting – geographic and key queries. It provides an opportunity to see ads for users from other regions if their search queries contain the name of the display region. Expanded geo-targeting will help increase sales, but you should be careful with it so as not to waste your advertising budget on uninterested people.
For example, you were in London for some time, where you had to repair your car. Through the search, you found a car service and used it. A few days later you again had to contact the auto repair service, but by this time you had already returned home to Liverpool. In the search, you look for contacts, contact a car service, and it turns out to be in London, although you are no longer the target client for the London company.
In Google Ads, the advanced targeting feature is enabled by default when you create an ad campaign there. If it does not make sense, do not forget to go to the settings and turn it off in the ‘geography’ section.
