Geotargeting and Local Business
Geotargeting & Local Pay-Per-Click
Geographical targeting your market audience, also known as just “Geotargeting” will always be a relevancy factor.
To target an audience in a specific geographical location, you would have to somehow obtain the correct information, which every search engine or self-serving platform looks at with relevancy.
Granted you can do the opposite and start geotargeting random locations, however, this is not advisable to most businesses, and relevancy can help you just as much as non-relevancy can hurt you.
If you start to actively bid on ‘doughnuts for sale’ and you select Baltimore as your targeted location but your stores physical and online presence is really in Oregon, you will have successfully managed to waste money.
Geotargeting can be a fickle mistress, but once optimized over an extended period of time, the information gleaned from it can save any business hundreds, if not thousands, of otherwise ill-spent funds.
If you’re concerned that your geotargeting settings are hindering the growth of your company, reach out to WebCroppers for an audit today!
Local Business Advantages
Search marketing was a great way for small mom and pop shops to compete with the giants that dominated old school marketing.
With more updates coming from Google, Bing, and Yahoo! tailored for the benefit of big spenders and diverse product lines, more local businesses are leaving the pay-per-click scene.
However, not all is lost! There are many different methods that can undercut Target, Wal-Mart, Petsmart, and many of the other retail giants.
Geographical targeting is one of them and one of the most underused or often overlooked in relevancy.
Retailers that can afford to spend thousands of dollars on a monthly basis can do so because of the amount of products they carry.
Mom and pop shops have the luxury of deciding how to attack retailers in the areas which they are weakest, the easiest one is relevancy.
If Target carries 10,000 shirts, you wouldn’t want to attack them on the premise that you have just as many shirts as Target.
The route most local businesses should take is to attack them on what they don’t have. If they carry 10,000 shirts, but only have 100 different varieties of button up shirts, that is something that can be exposed and gouged repeatedly due to the inability of retail giants to shift focus immediately in the PPC world.
To take this strategy to the next level, a seasoned marketer would simply introduce geotargeting to co-ordinate the route of attack.
This does not mean that just anyone can start doing PPC. You have to sacrifice either time or money in order to move forward at any given time because the key to it all is data.
If you have enough money, you can save yourself time. If you don’t have much financial room, you always have time to collect the data piece by piece.
Any local business seriously considering PPC marketing should be ready to invest anywhere from $2,000 – $5,000 per month to see a return within the first year. Anything less and you will have to sacrifice time, which will elongate not only the duration of PPC strategies but also one’s patience.
WebCroppers upholds a strong knowledge and understanding of populations or segment based marketing to further assist businesses on making the most of their local target audience.
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