In 2021, there were 4.66 billion active internet users, 4.32 billion of whom used mobile devices. Promoting products to global consumers became easier with each new app or website, but the need for better content grew as the audience grew.
Optimized content is tailored to specific groups’ preferences. Data companies can collect the necessary data for personalized content and ads by creating buyer persona profiles. Insight into consumers’ interests, behaviors, activities, and opinions.
What is Geotargeting?
Targeting potential customers based on their location is a highly effective way to create personalized content. The messaging must be appropriate to the locals’ behavior. This tool allows marketers and advertisers to create personalized content and ads that convert well. Simplest examples include showing different language versions of ads to people in France versus the US, or taking into account more complex data like frequented locations and web browser history.
Getting the right message to the right people at the right time. IP addresses can be used to track location-based interest. Less data means more customization for the user. Because of this, Google and Facebook send you ads for nearby stores.
Social media has made geotargeting easier than ever. Large organizations can use it to attract and retain customers. Location-based content creation is more cost-effective and yields a higher ROI than a generic campaign for local businesses.
If you run a local business, it would be beneficial to know who lives nearby and what languages they speak so that your marketing materials are as relevant as possible.
Advantages of Geotargeting
Geotargeting can help businesses grow by attracting local customers, increasing sales and profit margins. IP exclusion prevents competitors from seeing your ads, while geotargeting allows you to promote your content to consumers in that area. This strategy is advised for businesses in competitive markets.
Local businesses, political parties, and real estate companies must become the reference point. Politicians can target voters in specific cities, while real estate agents can leverage location-based ads to build brand authority.
There are many cities with the same name in different states or countries, and this is a common oversight. The results will include businesses in the United States, which will cost you customers if you run a campaign for a local business in Greece from New York. Keeping in mind your target demographic will ensure a well-targeted paid search campaign with low costs and high returns.
If a company has multiple locations, segmentation by product or service will be more effective. If you run a geotargeting campaign for each of these locations, you’ll likely have overlaps and waste money. And if product or service segmentation is not an option, A/B testing can prevent errors if the keywords and locations are carefully chosen.
Make the language-switch icon easy to find or translate the whole page. This test will allow you to evaluate the effectiveness of the entire page or just a few call-to-action buttons.
Including your target audience’s currency will likely increase sales conversions and attract more customers from the same location. Etsy, for example, uses geotargeting to adapt the currency to each visitor’s location.
Geotargeting campaigns allow you to test various campaigns and their performance. Remember that details like customs, culture, and translation are important.
Finally, visual elements inform and support messaging. Personalized campaign design can make a huge difference in how people perceive a brand.