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What is Geo-Targeting? Importance of Geo-Targeting – Explained

What is Geo-Targeting? Importance of Geo-Targeting – Explained

Geo-targeting is nothing but called as local PPC (Pay-Per-Click). It refers to the practice of delivering different advertisements or contents to the customer based on their geographic locations. In some of the paid search campaigns, geo-targeting is used to advertise to local prospects.

What is Geo-Targeting and how it works?

It is defined as a method of detecting a website visitor’s location to serve location-based advertisements or contents. The ultimate aim is to increase the cost-effectiveness of marketing programs. This process can be done in the city or zip code level via device ID or IP address or so many granular levels through geo-fencing, GPS signals, and many more.

The geo-target users use their present mobile devices because of the individual location of a person that has something to say about their environment as well as the mindset at a given time. It makes things easier for delivering informative and relevant content. It is the very basic idea of the practice of creating as well as delivering online advertisers to users based on their location.

This process of Geo-targeting can help in improving marketing ROI (Return Of Investment) for online merchants by taking advantage of regional trends. Every city, country, state, all over the world can establish a niche market for certain products or services at a certain time period. Geo-targeting is the process to give unique content to many website visitors based o their geographical location. 

 The process of geo-targeting has used the techniques of Internet Marketing to target or identify the users in accordance with their physical location. A Google Ads (mostly known as AdWords) has a feature that allows search advertisers to specify a location, or else a set of locations, where they want to show their ads.

This is a very necessary process for business organizations which depends on home deliveries such as; eCommerce sites, restaurants, and brick and mortar stores, etc. 

Why Is Geo-Targeting Important?

It is a way of assigning a geographic location for a particular website to show searchers more relevant local information. Google knows about every search which comes through its GPS location or IP address on their mobile device. Then, after this, Google filters search the result based on your location to find the most relevant results.

Geo-targeting is most important mainly for three reasons. Such as;

  • It helps in reducing the initial cost to acquire a customer.
  • It makes sure that the people searching for your business in your area find you first. 
  • Customers get advertisements that are relevant. 

Some of the benefits of Geo-targeting are listed below;

  • It reduces operating costs.
  • It can be used in the combination of an array of different marketing channels.
  • Here, some of the geo-targeted campaigns generate their own set of statistics. From this, you can able to get the ideas of each and individual market.
  • It helps in building a strong relationship with your customers.
  • It helps in delivering personalized content to your potential clients.

How Geo-Targeting is done?

Nowadays, Geo-targeting is a very popular marketing approach. You can use this approach to promote your services or products. This particular process of Geo-Targeting is done through the following factors;

  • Target location-specific keywords – It is a point-less effort for all industries but the largest brands with a number of marketing budgets. Using highly competitive keywords and adding the name of your location to them help you to concentrate on people who are looking for your services and the products at their locations.
  • Using geofencing – It is used to establish a perimeter around the location of your business organization in which your ads are delivered. This perimeter is defined not by distance but by time. It uses such a platform that is used to analyze your location as well as determines how long it takes to get you from different places.
  • Optimize for Google Local Search – Due to this factor, many online activities are connected with the help of local searches. If you are looking for people to deal with your business, you have to make sure that you are there when they are nearby. It means you should sign up for Google My Business to optimize your efforts. That may be essential for a proper local listing management tool.
  • Use location-specific landing pages – It is not just about to target the right customer. It is also about to offer informative and relevant content. If the process of geo-targeting helps you to find the right client, then you have to make sure to show them a location-specific landing page. And that can help you to reflect on the reasons why they decided to click your link. Or else, you can also detect the client’s location when they visit your site for the demonstration of a relevant landing page.
  • Exclude locations where your targeted customers aren’t present – To decide which location you want to reach, you can decide which locations you want to avoid. For such a case, any location that can be specifically targeted can be excluded.

How Long Does Geo-Targeting Take to Start Working?

Optimizing your website is a crucial part of this Geo-targeting process. The sole aim is to develop eCommerce, advertising impressions, time-on-site, newsletter registrations or for any other purpose. Here, the working process of Geo-targeting is data-driven. You can modify or change the traffic to your site creates data which breeds insight intelligence. 

The techniques of geo-marketing allow you to run different campaigns in different locations. Your services or advertisements might be served all over the world. It varies according to the segment and the approach. The Google Chrome campaign is a very good example of geo-targeting.

When Google crawled geo Meta tags than the process of Geo-targeting start working. It uses Google Trends to see the regions which offer the most potential for conversions. This particular tool can break down the volume of searches for a given keyword by region, city, country, sub-region, etc. Most of the time, landing pages often referred to as permeable parts of the making funnel and many extensions.   

 

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Udit Khanna

Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).
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