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Enhance Paid Search Ads Performances Through Location Based Geo Marketing

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In a paid search Ads, there are countless ways to optimize performance toward improving return on investment (ROI). With so many options, look at areas where the positive results can be expanded and low performers can be reduced or removed to improve overall ROI. There are many different tactics that can accomplish this end. Location based GeoMarketing is one of the most powerful tactic.

A most world-widely accepted fact about search engine marketing is that geo-targeted ads perform much better than the non-targeted ads. There is plenty of data to support the use of location based data to improve the performance of ads including paid search ads. According to a report by the loyalty marketer’s association, 42% of US consumers see potential benefits in sharing their locations with retailers via GPS, while 28% are willing to do so. The worldwide mobile context and location services market will reach $43.3B in revenue by 2019, up from $12.2B in 2014 according to a research by Juniper Research, which is having specialization in identifying and appraising new high growth market sectors within the digital market world.

With the growth of mobile browsing habits and Internet shopping trends, traditional avenues of advertising have been gradually replaced or even supplanted entirely by new marketing strategies. Advancements in the last few years have provided marketers with a breadth of new ways to more precisely target their audiences. As these concepts advance, so too must marketing campaigns and the companies that seek to capitalize on them. Whether you are looking to offer coupons or promotions for customers just entering your specific store location, or trying to target a broader demographic of clientele within a ZIP code or region, geomarketing and location-based marketing strategies allow campaigns to be designed to target customers based on where they are. Whether targeting people in specific geographic areas or visitors at an individual store, the key is to get the right messages to the right people in the right place at the right time. Utilizing the growth of mobile GIS information, campaigns can be designed to incentivize customers to share their demographic data and location with retailers and businesses, and this information can then be leveraged to plan a campaign designed to reach exactly the targeted audience and encourage new and repeat business

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 Location-based marketing is not geomarketing!!!

Some people confuse Location-Based Marketing with the concept of geomarketing. Geomarketing is a set of tools and methods based on Geographic Information Systems (GIS)  focused mostly on three aspects: analysing spatial customer behaviour, retail location and spatial marketing management. Geomarketing methodology can be used to spatially analyze and optimize elements of marketing process but it cannot be considered a part of marketing communication channel itself. There it cannot be considered equal to Location-Based Marketing itself.

How to do Location based geo marketing:

Location based marketing

Exclude user locations that are not relevant to your business. To do this, go to the dimensions tab. Then select user locations from the view menu. Here, sort by clicks to see clicks coming in from locations and examine their performance. If a location is getting many clicks and no conversions, you can exclude this location from serving. Look for top converting states or other geography relevant to your business. If these geo targets are already targeted, use a bid adjustment to increase the bid for this location. If you are targeting a country, for example the U.S., you can add in states layered on top of that and increase the bid this way as well.

GeoMarketing

1) Geo-Aware Ads detect the real-time location of a mobile user and serve a location appropriate message. For example, in the image shown below, different ad campaigns can be formed according to the different coverage zones of San Jose city in Costa Rica.

geomarketing

2) Geo-fencing allow an advertiser to set up triggers so when a device enters (or exits) the boundaries defined by the advertiser, a text message or email alert is sent. Many geo-fencing applications incorporate Google Earth, allowing administrators to define boundaries on top of a satellite view of a specific geographical area. i.e. A restaurant can trigger a text message with the day’s specials to an opt-in customer when the customer enters a defined geographical area

3)Geo-Conquesting is a variant of geo-fencing, where boundaries are defined around a competitor’s location and ads are delivered to mobile users in that area. Rather serving a mobile ad to consumers who are in the vicinity of your store, ads are triggered when they are near your competitor to provoke them to do business with you.

So, to enhance your business, start geomarketing and and dig deeper into the data, Today, relevant data is available, even for small agencies, that permit highly local decisions about who, when, where and how to target ads.

Image Credits: Google

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