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The use of geography in sales today is an important and popular tool in the hands of marketers. Users share information about themselves on social networks, and their behavior can be tracked by IP addresses. They use Maps and Search to find the right product or service.
All this makes geographic targeting possible. It makes advertising messages more targeted, which helps marketing campaigns drive more conversions.
Geo-targeting is a web development and online marketing algorithm that delivers content based on the user’s geographic location.
This mechanism for displaying ads and content allows you to segment your target audience as accurately as possible. At the simplest level, it is the use of consumer location data (country, city). More precise geolocation information allows you to collect even more data about the visitor and his interests, which helps to make advertising as relevant as possible.
Depending on the tasks and peculiarities of the business, geotargeting is used in search, contextual and display advertising, social media, and SEO optimization.
It is difficult to say in which situation geotargeting will not be useful. For some areas of activity, its use is essential. We are talking about:
However, even national brands will be able to feel more confident in the market if they customize campaigns for specific areas. In addition, more targeted advertising will help you better understand who your customers are.
It is present on all major ad management platforms. You can set up geo-targeting in almost any advertising system: Google Ads, Facebook Ads Manager, and others.
Before you start setting up, your marketing team should study the geography of your audience in detail. Determine what scale they want it to be and how individualized it should be. Targeting visitors based on their past or current visits?
The more you know about your customers, the more effective your advertising campaign will be. The following technologies are used to find out the exact location of a user:
All of these tools help to customize the most relevant impressions.
Google Analytics tools allow entrepreneurs to track the effectiveness of marketing campaigns by geography. This helps to optimize the use of the budget.
All in all, geo-targeting is not only a marketing tool, but also the art of balancing the use of technologies and strategies to achieve maximum results. Do you manage to cope with it? And share any fuck-ups you’ve encountered – we’d love to hear your feedback!
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