Key Insights & Tips To Success – Getting inside the mind of a home buyer and learning how they think is helpful when developing a custom marketing campaign. Spotting trends and being able to pivot is critical to achieving success. With the power of big data and deep dive into analytics, we can see the path to victory.
Today’s Tip – Location, location, location. Almost all the clients I work with in the real estate industry run ad campaigns across multiple states, targeting large metro areas and Nielsen DMA regions. This is a great strategy for targeting new leads and has been defined as the industry standard for years now. What I found to be most helpful with increasing new leads is using the Google ads location report to show which counties, cities, and zip codes are providing the greatest R.O.I. A quick comparison over the last 12- 24 months will reveal patterns in your buyer’s locations. Allowing you to focus more of your effort and marketing dollars in the right places.
Understanding Location Reports
Google Ads provides comprehensive location reports that offer valuable insights into user behavior and preferences based on geographical data. These reports allow marketers to analyze performance metrics such as clicks, impressions, conversions, and click-through rates for specific locations. By examining these reports, marketers can identify patterns, trends, and opportunities for optimization.
Key data points to consider within location reports include:
- Geographic Performance: Identify high-performing regions, cities, or neighborhoods where your ads generate a significant number of conversions. Evaluate the performance of different locations to allocate resources effectively.
- Device Insights: Understand which devices are commonly used in specific locations. This knowledge can inform device-specific bidding adjustments and ad creative optimization.
- User Interactions: Analyze the behavior of users in different locations to uncover insights such as the time of day they engage with your ads, the actions they take on your website, and the types of conversions they complete.
Refining Targeting Strategies
Once armed with location insights, marketers can enhance their targeting strategies to reach the most relevant audience segments. Here’s how to optimize location-based targeting:
- Geotargeting: Use location-based targeting to display ads to users within specific regions, cities, or even neighborhoods. This ensures that your ads reach users who are more likely to convert due to their proximity to your business.
- Location Bid Adjustments: Adjust bids based on the performance of different locations. Increase bids for high-converting areas to maximize visibility, while decreasing bids for low-performing regions to optimize budget allocation.
- Localized Ad Copy: Tailor your ad messaging to resonate with specific regions or cities. Incorporate location-specific keywords, local landmarks, or references to make your ads more relatable and appealing to users in those areas.
- Ad Scheduling: Leverage location reports to optimize ad scheduling based on users’ engagement patterns in different locations. By targeting specific times of day or days of the week, you can increase the likelihood of conversions.
Utilizing Advanced Location Targeting Options
Google Ads offers advanced location targeting options that marketers can leverage for more precise targeting:
- Radius Targeting: Specify a radius around a specific location to target users within that area. This is particularly useful for businesses with physical storefronts or those targeting customers in a specific vicinity.
- Location Exclusions: Exclude certain locations where your ads are underperforming or where you don’t provide services. This ensures that your budget is not wasted on irrelevant clicks or impressions.
- Custom Intent Audiences: Create custom intent audiences based on users’ demonstrated interest in specific locations. By targeting users who have shown intent or interest in your target locations, you can increase the relevance and effectiveness of your ads.
Tracking and Optimization
To measure the impact of location-based targeting on conversions, it’s crucial to set up appropriate tracking mechanisms:
- Conversion Tracking: Implement conversion tracking in Google Ads to measure and attribute conversions accurately. This helps you understand which locations drive the highest-quality leads or sales.
- Store Visit Conversions: For businesses with physical locations, consider enabling store visit conversions to measure the foot traffic generated from online ad campaigns. This feature provides valuable insights into the offline impact of your online advertising
