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Go Local: Seven Steps to Running Geotargeted Campaigns Like a Pro

by Kfir Moyal  |  
June 8, 2011
  |  9,776 views

In this article, you'll learn...

  • Why your business should get local
  • Seven vital steps to launching an effective geotargeting campaign

This is the decade for geotargeted local advertising. If the '90s was the decade to get online and establish an online presence, and the 2000s was the decade to get global and bring that online presence to the world, then the 2010s can easily be defined as the decade to get local and bring the global presence to the local user.

Monster-sized corporations like Google and Yahoo deliver content and advertising to their users based on location. Social networking sites and apps like Foursquare and Yelp are appealing to local users. Neighborhood businesses, such as a local dentist's office or dry cleaner, are able to advertise online in their local markets while small and medium-sized businesses can target multiple geographical areas. And sites like Groupon and DailyCandy offer local deals to local users.

Local is the new global.

Companies are noticing the trend and hopping on the geotargeted local-advertising bandwagon. Global companies can no longer afford to relate to customers in Italy the same way they relate to customers in Los Angeles. And smaller businesses benefit from targeting advertising to locations outside of their own.

Where in this paradigm do you fit?


To some, getting local may seem like a local headache. After all, in this case, it seems like the sum of its parts is greater than the whole world and there is no easy guide to taking on that world.

But, in reality, geotargeting your online advertising is not nearly as daunting as it seems. Just follow seven simple steps.

1. Decide which geographies to target


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Kfir Moyal is a lifelong online media entrepreneur with experience in global advertising, media buying, affiliate marketing, online traffic and lead generation, social networking, and competitive business intelligence. His initiatives use the premium proxy network toolbar GeoSurf, developed by one of his companies.

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  • by Holly Gage Wed Jun 8, 2011 via web

    Thanks for a great article Kfir, I think these points are equally relevant if you are marketing B2B or B2C. I would add one more thing to watch out for - make sure that any online forms asking for address details work for your geography. It can be very frustrating and off-putting dealing with a mandatory field that is irrelevant to you - not all countries have states, provinces, postcodes or even city names. Tailor your form to suit the geography.

  • by Michael De Piano Thu Jun 9, 2011 via web

    There are several interesting points made here. In spite of the current economic situation, there are still opportunities for businesses looking to grow, as the growing global access to the internet is making it easier for firms to cross borders and sell to new localities.

    However, it is essential for companies to communicate correctly. This means that all written copy needs to be translated accurately, while ensuring that each promotional campaign speaks to, and engages with, your new target market.

    By employing the service of a professional translation agency, firms looking to localize can use creative translation, or transcreation, services. Transcreation not only provides a precise translation of texts, but by utilizing the expertise of local linguists, it can also guarantee that the content will remain relevant and interesting to read.
    For more information, visit http://www.translatemedia.com/translation-of-web-content-and-websites.html.

  • by Nicole Bojic Fri Jun 10, 2011 via web

    Some really great, actionable ideas here. A couple weeks back I was at the Event Marketing Summit in Chicago, and sat in a session about trends. Going "glocal" was, of course, one of those trends.

    What I loved about one of the case studies presented was that they created a campaign in a "box." This ensured the global campaign was uniform in look and feel, but gave those on a local level the tools to customize the campaign as needed. A great way to ensure the campaign stayed relevant to those on a local level as well!

  • by Dean Constantine Tue Jun 14, 2011 via web

    Excellent advice! I work with a lot of small businesses who do not focus on geo targeting in their advertising campaigns.

    One thing that is missing in the geo targeting channels is email. There are companies (like BrandMailers if I may pat myself on the back) that do Geo Targeted Email Marketing. We are able to reach consumers by zip code and layer a lot of segmentation on top of their geo location to create really well targeted local campaigns.

    Check us out at http://www.BrandMailers.com/

  • by Dan Brisbane Mon Aug 22, 2011 via web

    Hi guys, thanks for the tips.
    But what about Geotargeting settings in google webmaster tools.
    I have a .org domain but my main business is in Australia. I changed the settings in google webmaster tools but still no results. Does anyone no how long it takes for the settings to take effect. My website is http://hotwaterquotes.org

  • by Dan Miller Wed Jan 25, 2012 via web

    I found GeoEdge (www.geoedge.com) as a great service to view my geo targeted campaigns. They have a friendlily tool bar with access to proxies in 102 countries.

  • by Kit Wed Nov 7, 2012 via web

    I also have a question on geotargeting in Australia. Do you think its important to get many incomming relevant links from the same domain extension such as .com.au? For instance a site on kit homes (mine btw) http://free.kithomequotes.com.au will need relevant incomming links form .com.au extensions?

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