How to set up geo-targeting and what are its advantages
What is broad geo-targeting
Suppose you decide to create an advertising campaign for those who are ready to order chairs to be delivered to another city. Residents of neighboring streets already know about your offline store.
If you don't set up geo-targeting and run the common contextual advertising, the ad will be displayed to residents of distant cities and countries that are not interested in buying your product. They won't order it because of the expensive delivery, but you will have to pay for each click. Therefore, it's profitable to focus your efforts on the audience of a particular location, so that the transitions to the website are relevant, and investment in advertising is justified.
You can set up geo-targeting through search engines and social networks. One ad should be adjusted to a single page on your website.
Advantages of geo-targeting
- Easy setup in the interface of popular social networks and webmaster tools (Google Adwords);
- division of potential customers into groups (segments) to create separate advertising campaigns;
- monitoring campaign statistics and the ability to adjust them;
- screening out irrelevant visitors.
How to set up geo-targeting in Google Adwords
Next, specify the exact location address or city and the radius of the advertising campaign.
How to set up geo-targeting on Facebook
Selecting a point on the map means starting an advertisement around a specific place. For example, you can invite people from a nearby park to a local restaurant. Or offer visitors from a local shopping center to drop in for a snack in a pizza place around the corner.
Facebook determines the population density of the selected territory. Make sure that the arrow does not fall into the red zone. The best is when the arrow is in the green or orange zone.
Geo-targeting on Facebook by city and country uses the interface shown below:
If you have a limited budget, it's better to select a part of the city or town with little competition. You can also select to advertise highly-visited large shopping centers. To exclude locals, choose temporary visitors.
How to set up geo-targeting on Instagram
To precisely determine goals and narrow the target audience, it's better to choose the second option. To synchronize the geo-targeting setup on Facebook and Instagram, you need to click on the triangle in the upper-right part of the profile and select the "Advertising on Facebook" tab.
We advise separating ads on Facebook and Instagram: the use of different placements allows you to get rid of the uneven distribution of traffic.
The effectiveness of such advertising significantly increases if you select the right choice of potential leads.
You can set up geotargeting on all popular social networks or using Google web tools.
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