The Internet's massive reach allows users from all parts of the world to browse your website. That means they will all have different lives as they have different countries, languages, climates, cultures etc. With the kind of personalization people expect from businesses these days, how can you cater to such a large audience; one that stretches all over the globe?
Geo-targeting, that's how:
In this post, we’ll look at the following things:
- What is Geo-Targeting?
- Why use Geo-Targeting?
- How can it help you increase conversions?
- Frequently Asked Questions about Geo-Targeting
What is Geo-Targeting?
In its most basic sense, geo-targeting is a strategy that helps you cater to potential customers based on their location. Using the IP address of the viewer, their location is determined and content relevant to that location is shown. This could be a city, state, country etc. Technology is rapidly improving, enabling users to determine their location with greater accuracy than ever before. If you disregard geo-targeting and run a marketing campaign without it, chances are that your advertisements will be displayed to residents far-away places who don't want to buy your product due to high shipping costs or long delivery periods.
Given how mobile technologies have been developing, it is possible to use geo-targeting to increase conversions for your ad campaigns as well as direct visitors to your platform. By utilizing geo-targeting correctly, marketing expenses are also reduced and conversions are increased. Geo-targeting can prove to be extremely useful for both offline and online businesses.
Why use Geo-Targeting?
Here are some of the advantages geo-targeting offers:
1. Higher Quality Traffic
With geo-targeting you can run your campaign in a place where you have more prospects. If the goods/services you're selling are in higher demand in say, Australia, you can use geo-targeting to get better traffic from there. Geo-targeting will also improve local SEO for your eCommerce Store. With better traffic and SEO, you'll get more leads and a reduction in bounce rate. The visitors will also be interested in your products and that may lead to more conversions.
2. Target Specific Languages or Countries
The entire world is your market when you use geo-targeting. It allows you to gain quality leads from specific countries and even languages. Let's say you have a Shopify store where you sell German novels. By using geo-targeting, you can make your Google ads appear in locations with a high percentage of German readers.
3. Target a Specific Demographic
Say you sell services or products to senior citizens. You can run your campaigns in regions that have a large senior population. In the same way, if you sell goods geared toward young people, you could conduct market research to identify their needs and then sell to get more sales. Your goods should be marketed in areas where your target audience is abundant. Geo-targeting can help you achieve that.
4. Marketing of Seasonal Goods
You'll be able to market your seasonal goods all year long. For example, if you're someone who sells woolen clothes, you won't be able to sell those in the summer. People don't need warm, woolen clothes in the summers. But there may be a lot of places where the summer season is yet to start. People there might be interested in buying your products. So you can market your products in those specific places!
5. PPC Costs will be Less
For small businesses, running a national pay-per-click campaign can be pretty expensive. And with the high number of unqualified leads it brings, it wouldn't justify the costs. Geo-targeting can help you attract the right audience without spending that much money. It is a very effective way of running advertisements that are highly-targeted based on demographics, language and more.
At the same time, it has some disadvantages too. Privacy is a huge concern for users. They may choose not to share your location with you and in that case geo-targeting will not work. Secondly, the location provided might be inaccurate at times due to moving devices, high urban density etc. But the benefits that geo-targeted marketing provides would greatly outweigh these two negatives.
How can you use Geo-targeting to drive conversions?
1. Define your Audience
The first step in geomarketing is to understand your audience. Figure out where your website visitors come from. This information will allow you to understand the frequency of traffic from different areas. You can do this using Google Analytics or other such tools. Knowing where your audience is from and understanding their preferences can help you create targeted ads that lead to more conversions.
2. Focus on selected locations
When you have your website's traffic location data, you can start focusing your efforts on creating the most effective strategy for that particular location. For instance, say your business gets a lot of traffic from Australia. Your marketing team can then provide lucrative offers and deals that will appeal to the visitors from that region, thereby boosting sales. Similarly, suppose your website doesn't get that much traffic from Canada, then your marketers will have to deploy different strategies to increase traffic from that region. Different techniques in regards to marketing need to be applied for different regions based on your goals.
3. Define Goals
Before getting started with geo-marketing (or anything really), it's important to understand why you are doing it and what you're hoping to achieve. Without well-defined objectives, you will not be able to create a good strategy. Common goals for geo-targeting can include increasing brand awareness or sales in a particular region, acquiring more traffic or users from a particular country or region, etc. Additionally, setting achievable goals that are well-defined will also help keep your expectations in check.
4. Optimized Content
Ensure that your website is optimized to show different content to visitors from different regions. Deals can be displayed based on a person's time zone, season, special event, etc. For instance, an Asian audience may be shown breakfast deals while the American audience is shown dinner deals, as both have different time zones.
The language of the page can be matched to the audience's country of origin as well. For example, American users will see English content. Visitors from Mexico will see Spanish content. Moreover, the prices should be displayed in different currencies, based on visitors' origin countries. Americans can see the prices in dollars, and Europeans can see them in euros.
5. Testing and Evaluating
The last step is to measure the campaign's success. Determine whether the campaign is helping you accomplish your goals. If it doesn't bring the results you want, you can tweak your campaign to make it work for you.
Frequently Asked Questions
# What is geo-targeting?
Geo-targeting is when search engines determine a user's location by their IP address, WIFI connection, or GPS data, and deliver content specifically tailored to their location. For example, if you're a resident of Punjab and you search "spas near me", a list of spas in the state of Punjab would appear in the search results. It is because of geo-targeting that you're getting these relevant geographical results.
# What are the best ways for geo-targeted testing?
For testing your geo-targeted pages, you can use IP redirects, geo-targeted domains and subfolders, PPC campaigns, and geo-targeted content.
# What all options are available for geo-targeting content?
You can geo-target content with coding, Google Optimize, or Unbounce.
Geo-targeting marketing is simple and beneficial. It improves local SEO and makes the campaign highly targeted. To get started with this, you'll have to define your audience first and then focus on selected locations based on that data. Next you'll be defining goals for your geo-targeting campaign. With goals in place, you can optimize the content of your website to suit your customer's location to increase conversions. Lastly, you test and evaluate everything to make sure it's running well and giving results.
By using geo-targeted marketing, you can reach the right prospects and boost your sales. The process of testing geo-targeting is quite easy and beneficial for all sorts of businesses and pretty much anyone who uses PPC campaigns or SEO.