Geotargeting is a powerful tool in the arsenal of a digital marketer. It allows brands to target specific geographic locations with tailored ads to reach their ideal audience. However, as with any campaign strategy, geotargeting can sometimes underperform. If you’re facing this issue, don’t fret. Let’s delve into the possible causes and how to fix an underperforming geotargeting campaign.
1. Evaluate Your Data Accuracy
Check Source Data: Ensure that the data source you’re using for geotargeting is accurate and up-to-date. Outdated or incorrect location data can lead to misdirected ads.
Cross-reference Data: Use multiple data points, like IP addresses and GPS data, to ensure accuracy. When you rely on a single data source, the chances of inaccuracies increase.
2. Refine Your Geotargeting Range
Zoom In: If you’re targeting an entire city but your service is more relevant to a specific neighborhood, consider narrowing your target area.
Zoom Out: Conversely, if you’re too hyper-focused, you might miss out on potential customers just outside your targeted area.
3. Revisit Your Audience Persona
Demographics & Interests: A specific location may have diverse groups. Ensure that your campaign is tailored not just to a geographic area but also to the demographics and interests of the inhabitants.
Time-based Adjustments: Understand the daily routines and behaviors of your target audience. For instance, a coffee shop’s ads might perform better in the morning, whereas a dinner restaurant will want to target the evening crowd.
4. Optimize Ad Creative
Localized Content: Ensure that your ad resonates with the local culture, values, and language. A generic ad may not resonate as well as one that’s customized.Test & Tweak: Regularly A/B test your ads. Change images, headlines, or CTAs to determine what resonates best with your audience in that geographic area.
5. Monitor External Factors
Events & Seasons: A drop in performance might not be due to a flawed campaign but external factors. For example, if you’re targeting a tourist spot off-season, you might see a decline in engagement.
Local Competitions: Keep an eye on local competitors. They might be running aggressive campaigns, which can affect your performance.
6. Check Your Budget and Bids
Budget Limitations: An exhausted daily budget can halt your ad display, causing missed opportunities.
Bid Strategy: Review your bidding strategy. If you’re bidding too low, your ads might not be displayed. Adjusting your bids based on competitive insights can help improve visibility.
7. Review Platform & Device Targeting
Platform Preferences: Certain regions may favor one platform over another. Ensure you’re targeting platforms popular in your chosen geographic area.
Mobile vs. Desktop: Depending on the nature of your business and audience behavior, optimize your campaign for the device most used by your target audience.
8. Track & Optimize Landing Pages
Even if your ad targeting is perfect, a poor landing page experience can sabotage conversions. Ensure that your landing page:
- Is mobile-optimized.
- Resonates with the local culture and language.
- Has a clear CTA and loads quickly.
Any Campaign is Fixable
An underperforming geotargeting campaign can be a source of frustration, but with the right troubleshooting approach, you can turn things around. By refining your strategy, optimizing ad creatives, and ensuring that you’re targeting the right audience in the right way, you can maximize the potential of your geotargeted campaigns. It isn’t “how to fix an underperforming geotargeting campaign” but the simple steps you need to take in order to prevent problems, or fix them if they do arise.
