When it comes to getting results with digital advertising, bigger isn’t always better. If you are still building big national campaigns, you might be missing a lucrative opportunity at the local level.
With a localized display media campaign, you can deliver tailored content, allowing you to reach the right people with the right message at the right time. So what should you think about when developing a localized media display strategy? Here are the big questions we ask when clients are considering this strategy:
Do you need a local presence?
Whether you have physical locations spread across the country or you’re an online business serving several communities, a local paid media presence is most likely a good idea. If you’re a single-location shop, you’ve likely already got this covered.
The path to conversion varies from person to person — and location to location. For each location there are a wide range of targeting options that can bring the right consumers to your business with targeted content relevant to their journey.
Is your main KPI to drive online purchase or in-store traffic?
There are several ways a business can benefit from localizing campaigns and targeting the right audience. But what are your KPIs? Make sure that when you set up your localized campaign it is set up with tools and analytics that will allow you to measure:
- Brand lift – Is the brand name being searched more in local areas due to the advertising efforts being executed?
- Attribution – Is the advertising you are running having an impact on other marketing channels like search or SEO?
- Online purchase
- In-store traffic – Are the marketing efforts you execute online driving people to visit the store? This KPI is referred to as cost-per-visit (CPV).
- Audience learnings – This includes on-site behaviors such as time on site, pages visited per session, age, income, topics, interests, offline activities and places they spend their time.
Are you worried about limiting your exposure by being too localized?
If the answer is yes, let us set your mind at ease.
The only time you will be limiting your ad exposure is if you layer on excessive targeting criteria. Also, by localizing your ads you are going to find that the audience who engages with your ads will be more likely to convert or engage, making them a more qualified audience.
At DAC Group, we regularly see companies boost business results by setting their sights on customers at the hyper-local level. If you’d like to learn more, for more insights on how to leverage your target audience, please get in touch!
Michael Jurik is the Display Media Director at DAC Group and is based out of New York.