When marketing your business, your online content must be relevant to your chosen location. You want to attract the right type of visitors: customers looking for information, products or services related to a specific city or region.
Yet many marketers are still stuck in the age of mass media. They want to reach as many customers as possible because they think the more customers they reach, the more sales theyâ€™ll make. But this type of broadcast marketing isnâ€™t profitable in the digital world. Instead of targeting a broad audience, you can micro-target them by location, demographics, and interests.
Hereâ€™s how geo-targeting using location-specific images and offers can boost your ROI.
1. Location Targeting Boosts Your Local SEO
Internet users expect Google and Bing to tailor their search queries and bring local results. And a third of mobile searches are location-related.
Link for more information – https://www.thinkwithgoogle.com/consumer-insights/local-search-mobile-search-micro-moments/
Because customers expect local results, they use fewer terms to qualify where theyâ€™re searching from. This means people expect Google to respond accordingly.
Thus, investing in geo-targeting your advertising efforts by using location-specific images and offers can boost your local SEO. Google will serve your content to customers who expect it and this will boost your sales.
2. Location Targeting Creates Effective Ads That Drive Conversions
Location targeting by using location-specific images and offers helps you create relevant ads that convert leads.
For example, a business with branches in different parts of the world can appeal to more customers by creating different ads for different countries. And by adding location-specific images and offers, customers are more likely to pay attention because they only see ads that are relevant to them.
Location targeting reduces confusion for customers. Because without location targeting, the same business would show its ad even in places where they have no branches. And they would show ads with images and offers that are irrelevant to customers in certain locations. This is annoying and it looks as if you donâ€™t care about your customers. These customers wonâ€™t convert and the ROI drops because of wasted traffic and irrelevant offers.
3. Using Location-Specific Images and Offers Drives Quality Traffic to Your Website
Using location-specific images and offers in your marketing campaigns will drive better traffic to your website. This traffic will have a positive effect on your ROI, because better traffic means more leads and more conversions â€” thus improving your ROI.
High-quality traffic also reduces your bounce rate, and it increases the average time visitors spend on your website. This shows your ads are valuable and relevant to your customers.
Driving high-quality traffic can boost your search rankings and this in turn will benefit your quality score; youâ€™ll get more organic traffic and paid traffic at a lower cost via Google.