Articles

Best Practices in PPC Geotargeting

by Suyog R. Digital Marketing

Geotargeting supports scaling, reporting, and budget optimization and aligns these efforts with digital and non-digital marketing channels. Irrespective of the scope, paid search strategy works best with geotargeting. This is because the benefits of geotargeting extend beyond paid search and enhance marketing efforts.

Benefits of Geotargeting

It is possible for you to start small and scale it up when you see results. However, it is very important that you work with a professional PPC management services provider in order to derive maximum benefits for your business.

Geotargeting allows you to identify the most efficient and least effective traffic segments.

It helps you to gauge your performance and make necessary adjustments periodically to tweak your PPC campaign.

A geotargeted PPC campaign will enable you to properly direct your efforts by aligning with the insights provided by other channel analytics.

Having said that here are some of the geotargeting best practices that a reliable digital marketing company in Cochin would follow when you entrust the job to them:

They Avoid Unnecessary Hyper-Targeting

It is not wise to try granular level hyper-targeting just because search engines offer a number of tools. This is because the outcomes from small campaigns might not be as expected. In general, small geographic regions do not provide consistent results because of low traffic.

They Split Campaigns by Time Zones

They target the locations where you have your customers. This is because your target area could be in a different time zone. Therefore, the launch, reporting, as well as stop times have to be suitably adjusted. If there are multiple time zones, multiple campaigns may have to be set up.

They Group Similar Markets Together

Professional AdWords management services group the areas that perform in the same manner to achieve optimum results. This will also help in better management of the budget allocated for PPC campaigns.

They Deal With Strategically Important Markets and Rest of the Markets Separately

Some areas need to be singled out for specific reasons. For example, flagship store locations, offices of the field sales team, and regions where competitors have a strong presence have to be treated differently. However, it is important to ensure that targeting is large enough to drive traffic.

They Follow a Naming Convention That Is Scalable

When several different campaigns are to be run, they follow a naming convention that can be easily scaled up. This is essential for making reporting easy and consistent.

They Employ the Best Targeting Method

The three options available are as follows:

People in the Target Location

This option is employed when targeting people physically present in a specific location.

People in the Target Location That Express Interest

This option is chosen when people are not physically present in the targeted location. However, they may be doing searches based on the location.

A Combination of Both

This broadest way of targeting is very difficult to be analyzed. Therefore, it is generally not recommended.

In conclusion, geotargeting trends keep changing. Therefore, it needs to be constantly reviewed and suitably adjusted.



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About Suyog R. Freshman   Digital Marketing

6 connections, 0 recommendations, 22 honor points.
Joined APSense since, December 15th, 2018, From Kochi, India.

Created on Feb 15th 2019 08:44. Viewed 550 times.

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