Online Geo-Targeting Strategies for Retailers
When it comes to online marketing, retailers often have significant opportunity to expand their presence. However, limited budgets and/or ROI goals restrict them from reaching many customers seeking the types of products and services they sell. Geo-targeting allows retailers to accomplish their goals without an overwhelming incremental investment. Here are four strategies: 1. Increase sales while maintaining ROI goals. Identify campaigns with low impression share. Then pull an geo report (under the "Dimensions" tab in AdWords) for those campaigns to find local markets with high conversion rates. Develop separate campaigns targeting these markets and increase your CPC bids to ensure your ad is showing up in a top position. 2. Earn market share. Identify local markets where competitors are attracting more customers, either in-store or online. Beyond your internal competitive intelligence here are other ways to identify these markets: Use syndicated data like Hitwise or Com...