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Your Some New Ways to Use Location Targeting

July 12, 2017


As advertising platforms diversify the targeting options they provide, we are challenged to become more and more creative with exactly how we find and appeal to our customer bases.Years ago, simply targeting the geographic region of interest was an easy win for improved relevance and reach.But times have changed, and so have the stakes.Although location/geographic targeting is particularly advantageous to those with storefronts, there are improved tactics that impact those of us advertising goods and services that aren’t in a traditional retail space. Provided below are six new approaches to geographic targeting to boost your digital marketing strategies.

1.National vs. hyper-targeted campaigns
One example of hyper-targeted campaigns is a car rental company.It is assumed that if you offer services in Denver, Colorado, you will be targeting this region.It is also very likely that you have entire campaigns dedicated to rental car interest strictly in the Denver area.But your next step should include all those outside of Denver with an interest in car rentals.This is the “embedded negative” equivalent of geotargeting in which all of the US is targeted, but Denver itself is excluded.

The theory:
The expectation here is that your service may be something a traveler is planning to need, even though they’re not in the area at the time. This segmentation allows you to offer customized pricing and location in your ad copy, and even send them to highly relevant landing pages.

2.Average household income
Google offers household income (HHI) targeting, which allows you to layer bids on or solely target areas based on their presumed average HHI.There are pros and cons to relying too heavily on what’s implied here, such as “My customer base skews to high economic status, so I should strictly focus on upper 20 percent.”Instead of making assumptions and applying these levels at your own discretion, allow the data to tell you what to do.The benefit of this targeting type is that lead gen, e-comm, B2Bs and many more business models can benefit equally from this approach.

The theory:
Income targeting is yet another segment that can be used to push for improved reach or to reduce inefficiencies.Like any segment, be sure to revisit these optimizations regularly and reintroduce removed audiences every year or so to ensure traffic hasn’t changed so drastically that you’re now missing your customer opportunities.

3.Target competitors
For those with a prominent competitor marketplace, it’s a strong prospecting strategy to keep in front of those customers who are considering your competitors.This requires that you know who your biggest competitors are and where they are located.

The theory:
These campaigns are appealing to new users who are demonstrating an interest in your product or service, and who are in the vicinity of a competitor who may cause you to miss that sale.According to a study by DMI, 80 percent of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations.As you build your own strategy for competitor locations, you are seeking to fulfill the latter two searches.

4.High-competition cities and regions
If the previous approach feels too aggressive, consider this alternative:Focus a portion of your targeting on cities or regions where competitors reside and include top non-branded terms as well as your branded terms.

The theory:
This approach may appeal to:

*Those customers who have brand awareness of your competitors (and not you);
*Customers who know you, but are inundated with competitor awareness; and/or
*Customers who are searching for products/services you offer, but due to the competitor’s close range, may just as easily turn to them instead of you.

5.Target complementary behavior
There can be more to your geographic targeting than just finding your customers and selling them your goods and services.Part of a growing business’s strategy should revolve around incorporating your product/service into a bigger view.This means using behavior (or more so,location) to find complementary offers.

The theory:
Your potential customer does not operate in a vacuum.When they go grab coffee in the morning, it’s entirely possible they also want to grab a morning snack.When someone is shopping for birthday balloons and a helium tank, it is quite likely they may also need party plates, napkins and even a piñata.Thinking through how your product or service can be complemented by another can offer a new approach on location targeting.

6.Retargeting to the max
The final and arguably easiest strategy for utilizing geotargets is to apply audience lists to the preceding tactics.By adding retargeting lists to any of these, particularly competitor locations and complementary behavior targets, you stand to not only re-engage past visitors, but also reduce CPAs and improve conversion rates.

The theory:
In the example of competitor radius targeting: When better to remind your users that you’re alive and well and ready to provide the service you know they’re interested in than when they’re considering another?The previous five strategies can all support your branding andprospecting initiatives, but for past visitors to your site, the investment is that much more assured:They’ve seen your site and potentially considered your product or service.As their behavior indicates continued, renewed or complementary interest in your offerings, this additional layer can be the last piece of the puzzle to drive conversion.

Final thoughts
Geo-targeting is an integral part of any marketing strategy, but taking your location targeted to a more in-depth degree can allow you to approach new (and returning) customers in a whole new way.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.


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