Ways To Use Geo-Targeting To Enhance Conversion

Have you thought about applying free geo-targeted ads for your company but aren’t sure how it works?

We have wonderful news for you: you’ve arrived at the right destination!

We applaud your desire to understand more about this marketing technique and how it generates conversions.

Conducting your study is prudent business practice, as you should never pursue a strategy that you don’t fully comprehend.

We’ve put up a guideline below that covers all you need to know about geo-targeting in digital advertising, including how to utilize it to increase conversions through search engines and social media platforms like Facebook. 

What Is Geo-Targeting?

Let’s understand What Geo-Targeting is. 

Geo-targeting refers to the delivery of material to visitors based on their geographical location. Country, city, area, zip code, IP address, and other factors are considered.

The user’s location is determined via IP address, Wi-Fi, or GPS data on a website or platform. The content that is specific to the user’s location is then displayed.

On SERPs, you may observe the most common Geo-Targeting Examples.

In a word, geo-targeting is an internet advertising approach that aids in the identification of potential clients depending on their geographic location.

One major distinction between geo-targeting and other forms of geo-marketing is that geo-targeted ads typically employ an IP address rather than a potential customer’s GPS location. 

There Are Three Main Types Of Geo-Targeting

Geographic targeting has the advantage of being as broad or as specific as you choose.

The term “geography” does, however, indicate that your target will remain on Earth.

Unfortunately, there are no colonies on Mars to show targeted advertisements to (yet).

The most prevalent types of geotargeting are shown here, from largest to smallest. 

Read More: How to Have a Successful Local SEO Campaign

Countries

The largest geotargeting target you can employ for your ads is at the “nation” level.

Despite the size of this possible audience, you may still personalize your copy and content for them.

If you’re selling products, for example, you might promote features like worldwide shipping and 24-hour customer service to answer the worries of international customers.

If you have a translation or native speaker on hand, you may also modify your ad content to suit the prevailing language of the country you’re targeting.

For example, if your adverts are written in French, they may be more successful in France.

(One caveat: if you sell a service that relies on customer representative interactions, you should probably do this only once.) 

Countries’ Subdivisions

If country targeting is too broad for your needs, but you still want to reach a huge audience, you can choose from a variety of locations within counties or targeting choices.

Facebook Ads, for example, allows you to adjust your geographic targeting by free trade zones, sub-regions within a country such as states or provinces, and other geolocations.

Most other ad platforms, too, let you target specific regions, cities, states, ZIP codes, and even DMAs (Designated Market Areas).

Location Of Radius

Instead of selecting individual cities, regions, or countries, radius or proximity targeting targets clients within a certain distance of a given area (i.e., your business).

While a narrow targeting radius can help you contact high-intent customers in your immediate neighborhood, it has significant disadvantages. The biggest downside is that if your location has insufficient traffic, your ads may appear just occasionally or not at all.

To make maximum use of your selected PPC platform’s geographical targeting criteria, you’ll need to reach a minimum level of local traffic. 

Why Should You Use Geo-Targeting?

Here Are Some Of The Benefits Of Geo-Targeting:

Increased Traffic Quality

You can conduct your campaign in a location where you have more chances to use geo-targeting. You can utilize geo-targeting to get more traffic from Australia if the goods/services you’re selling are in higher demand there.

Geo-targeting will also help your eCommerce store’s local SEO. You’ll get more sales and a lower bounce rate with higher traffic and SEO. Visitors will be interested in your offerings, which could result in increased conversions.

Focus On A Specific Language Or Country

When you use geo-targeting, the entire planet becomes your market. It enables you to obtain high-quality leads from certain nations and languages. Assume you run a Shopify store that sells foreign novels. 

You can make your Google advertising show in locations with a high percentage of foreign readers by using geo-targeting. 

PPC Cost Is Less

Running a nationwide pay-per-click campaign for a small firm may be quite costly.

And the charges would not be justified given the large number of unqualified leads it generates.

Without investing a lot of money, geotargeting can help you reach the correct audience.

It’s a highly successful approach to target adverts based on demographics, language, and other factors.

According to the data by marquimanagement.com, 

It does, however, have certain downsides. Users are very concerned about their privacy.

They may choose not to share your location with you, and geo-targeting will not operate in that case.

Second, due to moving devices, high urban density, and other factors, the location reported may be erroneous at times. However, the advantages of Geo-Targeted Marketing much outweigh these two drawbacks. 

Read More: PPC Services

Target Specific Languages Or Countries

When you use geo-targeting, the entire planet becomes your market. It enables you to obtain high-quality leads from certain nations and languages.

Select A Demographic To Target

Assume you’re selling senior citizen services or merchandise. 

Your campaigns can be run in areas with a big senior population. Similarly, if you offer things to young people, you may perform market research to determine their wants before selling to increase sales.

Your products should be advertised in places where your target market is plentiful. Geo-targeting can assist you with this. 

Geo-Targeted Marketing’s Drawbacks Include:

Privacy Concerns

Hundreds of applications and websites ask for users’ geolocation every day.

Users decline these requests and refuse to share their geolocation with the company.

They are concerned about their privacy and do not want their location to be tracked by the company. Geo-targeting marketing will not be successful if the user has switched off his location on his mobile.

Geo-targeting will not work successfully if the user has switched off his location on his cellphone. Because it relies on users’ precise location to function.

Precision

Geo-targeting will not work if the user’s device location is incorrect.

Moving equipment, high urban density, and other factors all contribute to data inaccuracy.

For example, suppose you’re running PPC advertisements for certain city locations.

Even if he is in the neighborhood, a motorcyclist will miss the commercials since his cellphone wanders about.

However, the advantages of geo-targeting marketing exceed the drawbacks.

And I think it’s worth a try.

So, do you want to experiment with geo-targeting? Yes?

Let’s get started learning more about geo-marketing.

Ways To Enhance Conversion

Define Your Target Market

Understanding your target demographic is the first step in marketing. Determine the origins of your website’s visitors. This data will enable you to determine the regularity of traffic from various places.

This can be done with Google Analytics or other similar programs. Knowing where your audience comes from and what their tastes are might help you produce better conversion-friendly adverts. 

If your company provides local services, targeting clients by area rather than gender, age, or interests would be more effective.

If you own a sushi delivery restaurant, for example, your advertised delivery time is less than an hour. You might decide not to promote people who reside far away from your institution in this situation.

Read More: The Importance Of Target Audience And How To Find Them

Define Your Objectives

Before you start geo-marketing (or anything else for that matter), you should know why you’re doing it and what you hope to accomplish. You won’t be able to develop a good plan unless you have well-stated objectives.

Increasing brand exposure or sales in a specific location, getting more traffic or users from a specific country or region, and so on are all common Geo-Targeting aims. Setting attainable and well-defined goals will also help you keep your expectations in check.

Look For Clients In Your Area

You can establish a radius around the desired location by using geofences.

For example, cafe advertising, promotions, and events will only be of interest to individuals who live within walking distance.

Geo-conquesting is based on a similar concept: it allows you to target potential clients who are near both your and your competitor’s locations. It’s a brilliant strategy because this potential customer is not only nearby, but actively looking for the thing you offer.

Divide Your Marketing Expenditure Across Different Regions

A large audience reach is always expensive. Set cost per click based on geofences to reduce marketing campaign costs and assure broad coverage of the target demographic. 

Event planning services and band publicists, for example, who schedule local music band performances in a single city, would prioritize that city for their marketing campaign, but they would also target cities and towns about an hour’s drive away.

Look For Users’ Search History

By studying a user’s search history, you can learn about their tastes and preferences, as well as where they go and what places they frequent.

According to a 2019 survey of US mobile phone customers, more than 60% approve of the corporation using their location data for marketing purposes. 

You can set up targeted advertising for another auto business in their area if a user searches for “car service,” “car repair,” or “tire fitting” near their home or workplace.

Target The Weather

The process of adapting your communications to prospects based on local weather conditions is known as weather targeting.

Integrating an actual weather forecast data stream into your personalization platform is typical.

You may also create weather-based automation rules that change your bids and creatives to match the weather in a certain place.

Weather targeting is a fantastic way to combine the capabilities of listeners, location targeting, and current weather conditions.

Content Optimization

Make sure your website is set up to present different content to users from different parts of the world. Deals can be shown based on a person’s time zone, season, or special event, among other factors. 

Due to their different time zones, an Asian audience may be presented morning deals while an American audience may be shown dinner deals.

The page’s language can also be tailored to the audience’s country of origin. Users in the United States, for example, will view English material. Visitors from Mexico will see the material in Spanish. 

Furthermore, prices should be provided in various currencies depending on the visitors’ country of origin. Prices are displayed in dollars for Americans and euros for Europeans. 

Read More: Why Content Is the King When It Comes to SEO

Landing Pages Should Be Localized

Localization of web pages is critical: if a potential client is in Spain, they should be immediately routed to a landing page with the “.es” domain, if in Russia, to a “.ru” domain, and so on. Not only should domain names be localized, but so should the content.

Website visitors will be able to access material in their local language, which is preferred by the majority of users, enhancing conversion.

If website localization is something you’re considering, feel free to compare top translation agencies. Not only for your website, but also social networking platforms, software, and marketing materials, content translation is a terrific idea. 

Geo-targeting can help every organization, regardless of size or location.

It is advantageous not just to the advertiser, but also to the user. After all, it allows you to get the information, product, or service you need without having to hunt for it.

For firms that provide Geo-Targeting Services locally, location-based marketing is the best option. However, huge firms with branches and the ability to deliver across the country or around the world, such as Amazon, can benefit from geo-targeting.

In this instance, they can start tailored campaigns for various regions based on their requirements. You’ll get the most bang for your ad money with geo-targeting! 

Read More: Tips To Build A Landing Page That Actually Converts

Tips To Consider When Creating Geo-Targeting Campaigns:

The URL Of Your Website

Some brands have TLDs that are specific to the country for which they want to provide information. A ‘.co.UK site is unique to the United Kingdom, while a ‘.co.jp’ site is unique to Japan. 

Country-specific TLDs help Google understand who you’re trying to reach with your content and allow it to rank your website correctly in local search results.

Your website may not appear properly in search results if you use a generic TLD such as.com or.org since Google does not know the location you are targeting.

 If no information is entered in the Webmaster tools, Google will choose your website’s country domain based on several factors including your IP address, location information on your page, links to your page, and any other relevant information from Google Places. 

You might not get the greatest results if you use these. When using generic TLDs, it’s crucial to provide Google with all of the necessary information to boost search ranking for specific areas. 

Optimize By Exclusion

Leave out areas with low response rates to increase your efficacy. With a new plan, you can return to these areas. You may find that your advertising has a low ROI in certain places or that your products do not have a market in certain regions owing to geographical variables after the first run of your campaign.

By eliminating non-performing regions, you can improve your ROI. Concentrate your efforts on the locations that generate the most clicks. You might also try bidding lower on places with poor traction.

Include Mobile Devices

If the majority of your target audience spends a significant amount of time on their mobile devices, you should also geo-target your mobile audience.

Geo-targeting on mobile devices will be even more advantageous for your business if you use Google AdWords call extensions and track a major portion of your conversions through calls.

When people are on the go, they utilize their mobile devices to search for nearby offers.

Geo-targeting mobile users are advantageous since it allows you to target them with not only offers at nearby places but also geo-specific offers. 

Read More: An Introduction To Mobile SEO Best Practices

Offer Discounts And Coupons

Each market requires a unique marketing plan. As a result, it’s critical to match your offers and deals to the visitor’s location. You can either track users’ IP addresses or provide choices for them to choose from before presenting them with region-specific offers.

Localized offers and bargains are more relevant to visitors because they address unique market needs and can thus aid conversions.

Conclusion

Geo-targeting marketing is straightforward and effective. It boosts local SEO and narrows the campaign’s focus. To get started, you’ll need to first define your target demographic, then focus on certain places based on that information. The next step is to set goals for your geotargeting campaign.

With goals in place, you can tailor your website’s content to your customers’ region to boost conversions. Finally, you test and assess everything to ensure that it is working properly and producing results.

You can contact the relevant prospects and increase sales by employing geo-targeted marketing. Testing geo-targeting is a simple process that benefits a wide range of organizations and individuals that utilize PPC or SEO advertising. 

For more marketing tips and services, you can schedule a free-of-cost 30-Minute Strategy session with our experts. In this call, our experts would discuss your business and provide you with the free strategies that you can use to boost your sales and revenue.