The final and arguably easiest strategy for using geolocations is to apply audience lists to the previous tactics. By adding retargeting lists to any of these, especially Competitor Placements and Complementary Behavior Targets, you not only re-engage past visitors, but also lower CPAs and improve conversion rates. . The theory: In the example of competitor radius targeting: When is it better to remind your users that you are alive and ready to provide the service you are interested in rather than when they are considering another?
The previous five strategies can all support your branding and prospecting initiatives, but for past visitors to your site, the investment is even more assured: they have seen your site and potentially considered your product or service. As their behavior jewelry retouching service indicates continued, renewed, or additional interest in your offerings, this extra layer can be the final piece of the puzzle to drive conversion. The building: By layering remarketing audiences on top of these strategies, you can start to see data populate in your various past visitor groups. Once you see where the best performance is,
it may behoove you to add bid modifiers to amplify or deter traffic from those listings. Finally, goals and performance may dictate that an entirely new campaign is warranted to best deliver messaging, bidding, and budgeting to these users. Final Thoughts Location targeting is an integral part of any marketing strategy, but targeting your location to a deeper degree can allow you to approach new (and old) customers in a whole new way. The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.