Geo-targeting – referred to as geo – means using geographic information for consumer content delivery on various devices. The content received by the customer is geared toward their location. You may also know geo by the term “local pay-per click (PPC).” It’s an essential part of targeting customers in your area. Here’s are eight of the most practical tips for using geo.
1. Define Your Distance
The distance used for geo depends on your business. A restaurant serving breakfast and lunch in a business district may want to target potential customers within two miles, while other enterprises may choose a longer or shorter geo perimeter.
2. Know Your Demographics
Every business has a target audience, and most businesses cater to a particular demographic, albeit with some crossovers. You want to geo the demographic most likely to become a customer whether it is by residential or work location. If you don’t have a good breakdown of your customer base by income, age, education and the like, it’s critical you develop one immediately.
3. Exclude Non-Target Areas
Knowing your customers means knowing where you will find them and where you won’t. You can ensure that geo excludes locations where your customers are rarely found. You can also save money by excluding non-target areas, as blanketing a location with ads rather than proving selective will result in higher ad charges.
4. Short-term Venues
Stay abreast of short-term venues that may include your target audience. For example, a local stadium may host different types of sports, or play host to various types of entertainers. You can geo your target demographic based on the band performing or the teams playing.
5. Locations and Keywords
Your geo includes location-specific keywords to drive customers to your business or service. When people Google for particular information, it’s along the lines of “dentists in Dallas” or “ballet lessons in Denver.” Besides the name of your city and your service, use other geo keywords, such as zip codes, distinct neighborhoods, tourist sites and the like. If you operate a restaurant in Orlando, Florida, keywords for geo could include “restaurants near Disney World.”
6. Landing Page Locations
Along with your locations and keywords, you also need landing pages with specific locations and targets. The idea is sending the potential customer to a landing page corresponding with the information they clicked on, or to products targeted to their demographic. Take a car dealership, for example. The geo for the upper-income demographic will take them to higher-end vehicles, while the geo for a lower-income demographics may take them to used vehicles or less expensive models.
7. Geo Events
Target your audience around specific events and celebrations happening in your area, such as the major holidays for supermarkets, or bars on St. Patrick’s Day. Pay attention to the weather. If there’s a heatwave coming, a drugstore can advertise sunscreen and similar items.
8. Use Search History
Search history geo shows you where customers may head, even if they aren’t there yet. For example, if a search history reveals someone in Michigan searching for information on Disney World, Orlando tourist businesses want to know about them.