Post on 31-Aug-2014
description
transcript
GEO-TARGETSEARCH GLOBALFIND LOCAL
Geo-Target eBook
AGENDAWhat is Geo-Targeting?
Why Geo-Target?
Geo-Targeting in Action
A How-To Guide on Geo Targeting
WHAT IS GEO-TARGETING?Geo-targeting is the process of focusing the
visibility of your business in order to target certain
segments based on their location. Geo-targeting can
have different applications, for example in Google
AdWords, Facebook, or mobile advertising. On the
web, the user’s zip code, city, country, etc.
Have you ever realised that the ads you see on
Google vary depending on the location you’re in?
Or have you ever wondered why global brands on
Facebook seem to have an awful lot of Australian
specific posts, as if they know you’re not interested in
content that’s only relevant to other countries?
This is geo-targeting at work, and it has a number of benefits that can produce a positive impact on your business.
DID YOU KNOWof all searches on
the internet are
for local products
and services.60%
WHY GEO-TARGET?The biggest advantage of geo-targeting is its ability to
be relevant. By having a specific target market, you
can tailor the message that you want your
business to deliver and make it as relevant
as possible to them.
In today’s extremely competitive and saturated market,
consumers are exposed to thousands of brand messages
each day. Irrelevant ads are seen as spam. This is why
mass media such as television advertising has become
less effective, and mediums such as online advertising are
booming. Despite its smaller reach, online advertising, like
mobile and geo-targeted advertising, have the advantage
of being contextually relevant. Specifically, geo-targeting
has the advantage of being locally relevant.
There are a number of benefits to this. As mentioned
above, being locally relevant allows you to deliver
more personalised messages, which, for customers,
means less spam. They’ll also be more likely to
engage in the conversation you’re trying to
start with them if they feel that what you’re
talking about is applicable to them.
Furthermore, geo-targeting allows you to save
costs. By identifying specific segments that
you want to target, you can stop spending
resources marketing to those you don’t want
to target. For example, if you are an Australian
business that has no operations overseas,
advertising globally on Google would just be a
waste of time and money.
However, on the other end of spectrum, if you’re a
large international corporation, geo-targeting allows
you tailor the message you send out to each
country, demonstrating your business’
credibility as being highly
professional, far-reaching, and
globally aware.
Ultimately, geo-targeting is all about engaging the
right customers, at the right place, with the right
message. If you can show your customer that you
are relevant to them, they will respond to your
message, increasing not only traffic to your website,
but higher quality traffic, which results in higher
conversion rates. Remember, non-specific
targeting leads to lower conversion rates, also
known as a waste of money!
DID YOU KNOWof advertising
professionals say
that geo-targeted
ads deliver
stronger ROI
than other buys. 60%
GEO-TARGETING IN ACTIONTo illustrate just how effective and creative campaigns
using geo-targeting can be, here are some examples
we think are fantastic.
NPR’s Facebook PageIn October 2011, NPR, a non-profit media organisation
in the U.S, conducted a little experiment to test out the
power of localisation. Their Facebook page had 2.3
million fans from cities all over the world. The aim was
to try out for themselves the geo-targeting function
on Facebook, using it to promote the KPLU website,
which was a member station of NPR.
To do this, NPR posted content that was only visible
to Seattle residents, KPLU’s target market. The posts
all had to pass their “coffee shop test” - the content
had to be controversational - style with a local
flavour, discussing things that would typically be
talked about at a local Seattle coffee shop.
The results? The experiment achieved three
milestones for the KPLU website: record traffic for a
single day, second-highest traffic for a single month
(October 2011) and the highest traffic for a single
month (January 2012). Through Facebook Insights,
NPR also found that customer engagement rates
(percentage of customers who liked, shared, and
commented on a Facebook page) were much higher
for their Seattle posts compared to their global ones.
The Coke Machine FairyIn 2010, Coke teamed up with Foursquare, a location-
based mobile application that allows users to “check
in” at different venues. The way in which the campaign
worked was the users could befriend the Coke
Machine Fairy on Foursquare, and they would be
notified when the Fairy checks in at a vending machine
that has been loaded with a special bottle of coke.
The first person to get to the machine and obtain
the special bottle had to announce their success on
Foursquare, and then the Coke Machine Fairy will
arrive and reward them with a prize. There were 10
prizes in total, which included flight vouchers, private
movie screenings, and gift certificates to clothing
stores.
The campaign was successful in that it
communicated Coke’s brand message of “hapiness”
and engagaged their customers. Simple and well-
executed, the campaign also leveraged social media
by posting hints about the next Coke Machine Fairy
location through Twitter and Foursquare.
DID YOU KNOWof smartphone users
frequently use apps
that require them to
give their location.60%
A HOW-TO GUIDE ON GEO TARGETINGGetting started with geo-targeting is as
complicated as you think. Below are two
simple how-to guides to incorporate
geo-targeting into your Facebook and
AdWords campaign.
Geo-Targeting on Facebook
Geo-Targeting on Facebook is a matter of
limiting the visibility of your posts, either by
langugage or by region. Follow the steps below
to use the geo-targeting function on Facebook.
Step 1Sign in to your company’s Facebook Page.
Step 2Go to your Newsfeed page. At the top of the page,
enter what you want to post into the Status Update
box.
Note: the geo-target function is not available if you try to
update your status from your company’s Profile Page, so make
sure you’re updating your status from your Newsfeed.
Step 3At the bottom left-hand corner of the Status
Update box, click on the drop down box that
says Public (this means that currently, your post
will be visible to everyone), and select Location/
Language instead.
Step 4A pop up box should appear, where you can enter
a location (either by country, sate, city, etc).
Alternatively, you can specify a language,
so that only users that have
identified as speakers of that
language on Facebook would be
able to see it.
Step 5When you’re done, click POST.
GEO-TARGETING IN ADWORDSGeo-targeting enhances the advertiser’s ability to
target ads more effectively by using location. In
AdWords, this is done by telling Google to show (or
not to show) your ads based on two factors:
1. Where the searcher is (where are your prospects located?)
2. What location keyword they type in (what are your prospects looking for?)
As such, there are basically two campaigns that
you can run in AdWords using geo-targeting:
1. Locally targeted ads using general keywords.
2. Universally targeted ads using local keywords.
Here’s an example of the first scenario. You own a
takeaway pizza shop in the suburb of Camberwell,
Melbourne. You can use geo-targeted ads on Google
so that when someone who is in Camberwell
searches “takeaway pizza”, they will see your ad.
But if someone in Sydney enters the exact same
keywords, your ad won’t come up. By using the
general “takeaway pizza”, you can target local
relevant customers based on where they are.
In the second scenario, someone might live in
Balwyn, but works in Camberwell. They want to
get some takeaway pizza for dinner on the way
home after work. So they’ll google “takeaway
pizza”.