Benard Kiplangat September 4, 2022
Geotargeting and Multi-regional campaigns are two of the most popular geomarketing approaches that you can use to improve your PPC strategy.
These two approaches can significantly increase your return on investment and deliver relevant messaging to your specific market and locality. But how can you use them effectively?
If you’ve been asking yourself how Geotargeting and Multiregional campaigns can improve PPC campaigns, this article is for you.
So, let’s dive right in!
What is Geotargeting?
Geotargeting is a type of location-based advertising. It is where marketers try to reach audiences from a specific locality with messaging optimized appropriately to match their unique behaviors.
For example, if you own a small restaurant for the locals in your town, you can run a Geotargeting advertising campaign to encourage the people in town to visit your restaurant.
You may promote local foods that would otherwise be irrelevant to someone outside your location. To do so, that’s when Geotargeting comes in handy! With Geotargeting, your ad will be visible only to people near your restaurant.
What is a Multiregional Campaign?
Unlike Geotargeting Campaigns, Multi-regional campaigns are a type of advertising with optimized messaging tailored for multiple geographic regions. Multiregional campaigns are also known as International or global PPC campaigns.
Tips for using Geotargeting campaigns to improve your PPC strategy
Here is how you can use Geotargeting campaigns to increase the performance of your PPC campaigns:
Use location-specific keywords in your campaigns
People online often search for particular businesses using location-specific keywords to find the services or products they need within your target market.
For example, users who need web development will most likely use a search query with a location keyword, like their city or region. So, they’ll probably use this search term if they need such services in Florida: “Web Development Company in Florida.”
Therefore, for your ad to match their search query, you should include location-specific words in your ads. You can continuously experiment by varying the choice of your location terms, like street names.
Apart from honing your target audience, location-specific keywords can also help you remove unqualified traffic that may never convert.
Your main goal is to match the user intent so that you can get the highest conversion rates. That way, your company gets more business and an increase in revenue.
Identify local trends in your target locations
Local trends are crucial for finding what people in specific regions are thinking about your brand. Through the insights, you can know where your product has the highest demand.
Although Google Trends is mostly used for content marketing and SEO purposes, you can use it to refine your local ad campaigns. It will help you to understand if particular keywords are popular in a specific region or country.
You can also gain local trends by watching local news, events, influencers, and personalities. Here, you are looking for events that can spike the demand for your products and services. And in the end, local insights will ultimately help you to create relevant ads that result in higher conversion rates.
Use only the locations where customers will be
To avoid targeting the wrong customers and wasting your time and money, choose a location where your customers are. Also, you should exclude the areas with no market for your products and services.
When determining an ideal location to target, it is also advantageous for you to avoid high-demand target locations. Thankfully, many advertising sites allow you to remove ads from the areas you don’t want to target.
For example, Google Ads enables you to hide your ads from specific target areas using the exclusion option. So if your services have no demand in a region within your target area, you can easily adjust the reach of your ads to exclude those locations.
Use a language that your customers understand
Using local terms and phrases that resonate with your customers is another way to improve your PPC strategy. Speaking their language allows them to understand your ads easily and makes you sound local if you are not.
To be successful here, you first need to do your research thoroughly. You can find all this information in local magazines, newspapers, social media, or forums.
Tips for creating a successful PPC strategy with Multiregional campaigns
Here is how you can use multiregional campaigns to improve the performance of your PPC strategy:
Identify differences in regional concerns and user behavior
Different regions have users with different needs and concerns for your products and services at all levels of your sales funnel. It is necessary to identify these differences to increase your chances for a better ROI for your PPC campaigns.
And to know the concerns in different regions, partner with experts with experience in market research or analysis to help you understand more about these regions.
More importantly, do more research on your own to know more about these areas better. You can use tools like Google Trends to determine seasonal trends in the regions you want to target.
And after knowing the regional concerns, your next aim should be user behavior. You need to understand the user’s behavior for your multiregional campaigns to know what will work best in every region.
Why?
Because your well-working funnel in one area may not work best in the other, thus you can easily add context to your messages.
Therefore, when you address the differences in regional concerns, you can refine your sales funnel and the type of content you offer in different regions, which will significantly improve your PPC strategy.
Keep an eye on your ad spend
It is common to forget your ad spend when dealing with multiregional campaigns. Managing how much you spend on different campaigns tailored for various regions can be challenging, and you can easily overlook how much you pay for them.
Another crucial area you can easily overlook is your live ads, which can cost you more than you expected when you fail to monitor. You should always watch all your live ads to know if the results meet your expectations.
More so, monitoring your ad spend will also help you to see the effect of budget adjustments on your PPC campaigns.
Do keyword and competitor research
Running keyword research can help you know more about what users in multiple regions search for the products or services you offer in their market.
When you understand what different users use to find your products or services, you will know which keywords to use when creating your ads.
Alongside these actionable insights, you can also use keyword research to gauge the competition in the different regions that you want to target.
Create a consistent brand image across all your marketing platforms
Ensuring that the brand image that you portray in your PPC campaigns matches all your marketing platforms is another way to improve the effectiveness of your marketing strategy.
In a study by Malik, Muhammad Ehsan, and others on the impact of brand image and advertisement on consumer buying behavior, brand image can positively impact your customer’s buying behavior.
Therefore, a consistent brand image can help you to convey your messages effectively in your ads and improves your PPC campaign performance.
Also, this synchronicity will not only help users to identify and view your brand easily and positively, but it will also enable Google to give you quality scores and higher search page rankings. So, you should ensure that how you portray your business is consistent across all your marketing platforms.
Research the top channels in your target regions
When you do search engine advertising, remember that there is a significant number of users in other channels apart from Google. While it is not the case for every region, running multiregional campaigns necessitates understanding marketing platforms that work best in your target regions.
Therefore, you should learn the search and social channels that people in your target regions use because it considerably impacts your PPC campaign’s success.
To understand the disparities, take Google and Baidu, for example. According to Statcounter, Google has a global market share of 92% and only 3.13% in China. Conversely, Baidu, with over 66% market share in China, does not reach 1% in the global market space.
One last tip: How about measuring the performance of your Geomarketing campaigns?
Measuring the effectiveness of your PPC campaigns is one of the crucial tips you should know by heart. It could be impossible to determine if your campaigns are working or if you are wasting investments.
Pro Tip: Use Dataslayer to analyze and evaluate your marketing data for all your PPC campaigns in your favourite marketing platforms, be it on Google Data Studio, Google Sheets, Power BI, and more.
PPC reporting is an easier way to evaluate your marketing strategy. It helps you to know when and where your PPC campaigns are falling short and when you need to discontinue or improve on them for a better return on investment.
To manage your multiregional PPC campaigns effectively, you need to use most, if not all, of the creative ways we’ve discussed in this article that improves your PPC campaigns. Then, you should measure their effectiveness to get valuable insights that will shape your decisions about your campaigns.
