Location targeting is a fairly new concept in the world of ad delivery online. Targeting by location is often discussed as the next logical step in a campaign. First, you launch and then you tweak targeting to get everything right. The trouble with this assertion is that it ignores the variables involved with your campaign. Affiliate marketing isn’t a simple industry. Geotargeting, like every other form of marketing online, takes work and research to discover which targets are worth taking aim at.
Reduce Quantity, Increase Quality
When you narrow your targeting, using any method including geotagging, you effectively reduce the number of eyes that will see your ads. This is a double edged sword, so to speak, because views do translate to conversions. If you geotarget properly, you effectively cut segments of display advertising traffic that you might not otherwise need. Perhaps you have a location specific offer for home improvement services. Marketing too far out of your local area will just hurt your campaign.
Have Specific Purpose
Geotargeting is a hot buzzword in the world of banner advertising these days, but not everyone using it knows what they are doing. If you don’t have a specific purpose in mind for your campaigns, you’re basically reducing the traffic your ads receive to no greater end. Geotargeting is not something you test because you’re looking for ways to improve your ads. It won’t bring you greater volume of traffic, and it won’t affect quality unless you have specific reasons that it should.
Test Cases
Reasons to test geotargeting might include a high value per lead. Some states might net you higher revenue because the product sells for higher. You might also notice that certain states perform better than others, or that certain deals have restrictions on which states they can be marketed to. This is usually because of local laws, but don’t waste your time figuring out why that is. The offer might be bound to a location, such as an airline offering discounted flights to certain cities or a limited home delivery program for a small drop shipping company.
Final Thoughts
Geotargeting can be powerful if put into the right hands. It’s something you should use sparingly, but use it if you have reason to do so. Always start with the campaign: figure out your core audience and look for methods to market to them.
Bio: Ted Dhanik is a confirmed animal lover and co-founder of engage:BDR. With direct marketing experience online, Ted Dhanik is an expert on all things banner advertising. Find Ted Dhanik online and learn how to transform your business with banner advertising.
