In many internet marketing and online business circles, you often hear the term “location targeting.” According to Google AdWords, location targeting is defined as a setting that enables you to display your advertisements to consumers in a specific geographic location. It is sometimes referred to as geo-specific marketing or geo-targeting. This form of target marketing helps you:
• choose a local, regional, national, or global area to target
• focus your ads and marketing efforts in areas where your customers are located and hopefully increase your sales and profits
• select locations where you want your ads to be displayed for each advertising campaign
As more diverse advertising platforms evolve, the targeting options that they provide diversify as well. Consequently, we have to be more creative with how we find new customers and appeal to them. If you have a brick-and-mortar locations, location targeting can be advantageous. If you’re an advanced or moderate advertiser, you use location-specific marketing campaigns to target high performing areas.However, you can also build a strong online presence in the following ways if you want to expand your current customer base:
Cities and regions that are highly competitive – this involves focusing your efforts and targeting a segment of specific cities or regions where your competitors are located. This approach usually appeals to the following customer groups:
• are aware of you but have been overwhelmed with competitor brand awareness
• are aware of your competitor’s brands but not yours
• are searching for the same types of products or services that you’re offering but because of the competitor’s closer proximity, they purchase from them instead
Hyper-targeted vs. nationally targeted ad campaigns – vehicle rental companies are excellent examples of companies that hyper-target their ad campaigns. So if you’re rental agency is located in the Dallas-Fort WorthMetroplex, it’s likely that you’ll dedicate your entire campaign to targeting this region.
Presumed average HHI – you can target the presumed HHI or household income. This type of advertising enables you to conduct bid layering based on the presumed HHI. Or, you can target specific geographic areas based on that as well.
Retargeting lists – the easiest local or geo-targeting strategy involves the application of audience lists to the previous marketing tactics and the one that follows. By adding these lists to any of these tactics (but especially the following one), there is a greater likelihood of you re-engaging those website visitors from the past.
Targeting your competitors – for businesses located in highly competitive markets, you have to build a strong presence in front of those consumers who are shopping the competition. So you have to know which competitors is the greatest threat to your business and what geographic area they are located in. That is why this feature is fast emerging a trend that helps businesses grow faster. Sales have increased over time for local businesses.