Geo-Targeting to Drive Conversions

What is Geotargeting?

 Geo-Targeting is a way for advertisers to specify the location they want their ads to show. It is an active response to a user’s geographical location. Advertisers can choose different content for their ads based on geographic locations. Once a site or a platform determines a visitor’s location based on their IP address, Wi-Fi, or GPS data, content specific to that location is delivered.

Why Does Geo-Targeting Matter?

Testing different ideas and approaches for location can create very interesting insights and different conversion rates. What will work better for your funnel – showing your traffic from France pages in French or English?

People expect content to be personalized to them, and geo-targeting is one way to deliver more accurate and relevant content.

Advantages of Geo-Targeting Ads

For Geo-Targeting ads to be successful, you have to target the right area with the right content at the right time. The easiest way to ensure you’re not wasting clicks is to use an accurate location.

• You can hide ads from your competitors.

You don’t want your competitors to know your new strategy or offer, right? Hiding your ads from your competitors is possible with a combination of geotargeting and IP exclusion. It keeps your strategy safe without removing an entire market from your search strategy.

• You will become locally relevant.

It pays to be local and relevant. Local and small businesses with few locations can benefit from localized advertising. But, big businesses can, too example real estate companies can reap the benefits of Geo-Targeting.

• Hyper Geo-Targeting may lead to locations competing against each other.

You can separate your campaigns by location or product or service. They both have benefits and drawbacks. But, when you have several locations close together, it can make a big difference in the success of a campaign.

Geo-Targeting Tests to Drive Conversions:

•    Experiment With Languages

Match the page language to the visitor’s country of origin. Measure what converts better.

• Match Local Currency

Experiment with another currency based on a region or country. You may want to keep it simple and try it on one popular product or landing page. Measure sales in combination with the location.

•   Match Paid Marketing Campaigns

Geo-targeting allows you to run different campaigns in different locations. Your ads might be served all over the world, so try varying in their marketing message according to the segment and audience location.

• Evaluate Visual Elements

As with any testing, modification of visual elements can make a big difference. Similarly, testing design elements based on the visitor’s location may provide better conversion rates. Example:

Marriott Website from France:

But the same site from Japan:

Conclusion:

Geo-targeting is simple and beneficial to most websites, advertisers, and as well anyone using PPC campaigns or SEO. It enables you to match the most relevant content to your visitor and also a great way to experiment with conversion rate optimizations.