76% of people who search for something nearby on a smartphone will visit a business within one day.
PPC (Pay-Per-Click) campaigns are a leading way for brands to reach audiences quickly and promote their products. Done correctly, PPC can be an effective strategy, however, overextending can be financially expensive. PPC experts focus on ways of maximizing returns through these campaigns by segmenting audiences that are more likely to purchase from the brand. One effective way of doing this is through geotargeting.
Geo-targeting is an effective way of customizing your reach to local audiences. This allows brands to target prospective customers with customized ads that are more likely to aid conversions. Also, known as local PPC, geo-targeting saves the expense and hassle of showcasing the ad in locations where brands and not servicing their products and instead focus solely on customer-centric locations.
Here are some effective ways of using geo-targeting to enhance our PPC activities.
Identify which locations to include and exclude
The first step in opting for local PPC is identifying those locations where prospective customers are most likely to be. There is no point in boosting reach to all international locations where you don’t have any buyers.
Similarly, it is equally important to identify those places which need to be excluded. For instance, if your services are particular to one city in a state, exclude the rest of the cities or you will end up paying for clicks across the state which don’t result in sales. Further, it can lead to customer dissatisfaction if their search results in an ad that later excludes their location.
Appeal to the local customers with specific terms
Every region or area always has certain terms that are specific to their dialect. Instead of using a general term for your service in English, add some location-specific terms in your ad copy. This will help connect better with the local audience and grab their attention faster. Additionally, be sure to stay clear of any terms that may be offensive to the locals.
Often, the same words have different meanings across cities and regions. Browse through community forums to see how locals in your target area prefer to communicate so as to create an ad that best connects with them. A PPC company in India can help you maximize your campaign efficiency.
Prioritise high-target areas
Even within your target locations, there will be certain regions that offer higher traffic or better conversions. The next step is to identify and prioritize these market segments. It is important to single out these market segments and ensure the ad is visible for all relevant searches.
Research to check if certain timings or days offer increased traffic and leverage this information. A PPC services company in India can help you boost your campaign strategies by taking advantage of all these opportunities.
Identify local cultural celebrations and other beliefs
Another differentiating aspect across locations is local religions, cultures, or beliefs. For instance, some regions may consider certain periods auspicious to make new purchases. For a consumer goods company, this is an important time to flood their ads online.
Similarly, there may be certain lean periods where purchases are fewer. Identifying these trends can help companies improve their marketing strategies. It is also valuable to follow the local news of these areas to glean if any regulation or law impacts the business positively or negatively.
Monitor, test, and adjust your ads
Now that you have geo-targeted your PPC campaign and finalized your copy, you need to test the ads and monitor the results. Often, brands leave out this step because they start seeing certain positive results. Keep in mind that consumer behavior is constantly evolving and trends are changing.
To ensure that the ads function well at all times, it is important to keep testing and monitoring the results. Once you have the metric result, ads can be constantly optimized for better performance without losing out on any opportunity.
The success of any digital marketing campaign depends on being able to approach the relevant customers directly. By using geo-targeting strategies for your PPC campaigns, you can effectively capture the attention of customers most likely to make a purchase. By opting for local solutions that better resonate with your customers, you may have better metrics that strengthen your ranking on search engines. To make the most of your advertisement campaign, be sure to consult with a PPC agency in Mumbai.