Geo-Targeting & Localised Ads: Reach Your Customers Where it Matters Most

What Are Localised Ads?

Localised Ads takes Geo Targeting one step further by allowing us to customise the content of our ads to fit the location targeted, some changes with would tap into would be—Local Culture, Language & preferences of our target audiences.

Should you be a local, national or international business we would always look to utilise some form of localisation.

Benefits Of Localised Ads

• Increased Relevance: Ensure your ads have a local feel relevant to the user’s location. For instance, a restaurant chain can promote special offers to users within a certain radius of its locations, making the ads more appealing and actionable.
• Higher Conversion Rates: Since geo-targeted ads are closely aligned with the user’s immediate environment, they tend to result in higher engagement rates. People are more likely to click on ads that offer them something nearby or within reach through the thought of convenience. This hyper-local targeting can also lead to greater conversion rates, whether it’s increasing foot traffic to a store or driving online purchases. By offering location-based solutions, geo-targeting simplifies the decision-making process, this is a behavioural nudge called decision fatigue.
• Cost Efficiency: Depending on the size of your business you will be able to identify different uses for localised ads. Starting with a local business, you would experience the best performance when focusing on users local to your business. A National & International business can identify particular locations within their targeting to focus on or even avoid altogether. For instance, you might focus on the whole of the UK across your targeting however you notice Kent is performing strongly compared to the rest of your locations. We would take this as an opportunity to explore how to improve Kent further through localisation and identify other locations to introduce localisation ad tests to understand how this changes performance.  
• Localised Branding: Geo-targeting allows you to tailor your branding and messaging to fit local cultures, languages, and preferences, fostering a stronger connection with your audience. This could be as simple as ensuring your business vehicle has your work area on it to adding a localised headline to your Google Ads headlines creating a unique headline for each town/city your ad appears in. 

How We Implement Localised Ads

• Understand Your Audience: Research to understand the cultural nuances, interests, and behaviours of users in different locations. This will help us craft messages that resonate with each local audience.
• Use Location to our Strength: We can significantly improve performance by customising ads for local audiences. This might be as straightforward as adding a dynamic headline to a Google ad, such as ‘Fast delivery to [Location]’ or ‘Boiler installers in [Location]’. On the more complex side, it could involve tailoring creative assets for each location, ensuring the backdrop reflects a place of local interest. A notable example is the Magnum ad in Piccadilly Gardens, London. While the idea was solid, the execution missed the mark—Piccadilly Gardens, with its traffic and tram stops, isn’t exactly a prime spot for sunbathing or relaxing, making it an odd choice for an ad promoting a leisurely treat like a Magnum.

• Highlight Local Events and Trends: With continued localisation, we would then be able to start incorporating local events, holidays, or trends into your ads. For instance, promoting a special sale around a local festival or sporting event can create a sense of urgency and relevance, This could be a local Hotel based in Maidstone promoting their last remaining rooms available during a Maid Of Stone festival weekend.
• Customise Offers and Promotions: Tailor your offers and promotions based on local preferences and needs. A promotion that works well in one city might not have the same impact in another. An example of this could be pub chains promoting special offers based on sporting events local to the area. This would enable the business to drive additional foot traffic into the pub with a special offer boosting sales. 
• Monitor and Adjust: As with everything we work on, localisation is something we will regularly review the performance of your localised ads, to see what works and what doesn’t. Use this data to refine your strategies and ensure your ads continue to meet the needs of your target audience.

Key Takeaways

Localisation can take your ads to the next level through testing & a greater understanding of how your business can benefit your target audience. 
By leveraging localisation, you can create marketing campaigns that resonate on a personal level, drive higher engagement, and ultimately boost your business’s success. Embrace the power of localised ads to ensure your marketing efforts are hitting the mark where it matters most.

Key Points - 

• Increased Relevance
• User Engagement & Conversion Rate Improvements
• Cost-Efficiency
• Improved User Experiences

Want to level up your Geo-targeting and target your audience further, contact us now!