Geo-Targeting

One strategy used by Agencies to increase click-through rates of PPC campaigns (while decreasing CPC’s and CPA’s) is to Geo-Target their clients keywords and campaigns.  The impact of these strategies are fairly significant as demonstrated in a recent study by Marketing Sherpra.   However if you look closely, you’ll realize an important metric is missing, Conversion Rates.   

The agency in the Marketing Sherpra example was able to drive traffic efficiently and convert at low costs but they would have realized significantly hirer conversion rates if they worked in tandem with personalization efforts.  For example, lets say they used keywords geo-targeting New York.  They we’re able to pick these keywords up cheaply, however once a visitor landed on the site (and saw no refernce to NY) the trail of relevancy built by the potential visitors keyword, and the adtext, would have come to an end.  To fully maximize their advertising dollars the next step in this strategy should be to personally address that geographic segment on the landing page.

Now, unless the site created hundreds of variations of each web page to speak to each geographic segment how could they address these geo-graphic segments?  The answer lays in personalization technologies such as Sitebrand.  Their technology allows site owners to create custom banners that are automatically triggered based on the the visitors location.  Used in conjunction with advanced PPC strategies this is a powerful solution that has been proven to provide huge lifts in conversion rates.  

Shameless product plug.. where do you go to find this solution, look no further than Solid Cactus.