Improving Local Click-Through Rates With GEO-Specific Messaging





Blog Date

May 27, 2024


UK, Manchester

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Improving Local Click-Through Rates With GEO-Specific Messaging

Putting the “Geo” in Genius: How to Boost Local Click-Through Rates with Targeted Messaging

In the ever-evolving world of digital marketing, one strategy has been quietly stealing the spotlight: geo-targeting. It’s the superpower that allows us to deliver hyper-personalized messages to our audience, right where they are. And let me tell you, when it comes to boosting local click-through rates, this geo-specific magic is a game-changer.

Mastering the Art of Geo-Targeting

Imagine this: you’re scrolling through your social media feed, and an ad for sunscreen pops up. Except, you’re in Seattle, where it’s been raining for days. Talk about a missed opportunity, right? That’s where geo-targeting comes in to save the day.

By serving ads based on a user’s geographic location, we can avoid these kinds of blunders and laser-in on the exact messaging that’ll resonate with them. In fact, research from BIA/Kelsey shows that geo-targeted ad sales are expected to skyrocket from $12.4 billion in 2016 to a whopping $32.4 billion by 2021.

Geo-Targeting in Action: 5 Inspiring Examples

But it’s not enough to just slap a city name on an ad and call it a day. The real magic happens when brands get creative with their geo-targeted campaigns. Let’s take a look at five companies that are absolutely nailing it:

Purple Mattress: Weather-Savvy Ads

As an e-commerce brand, Purple Mattress knows a thing or two about reaching customers far and wide. But they’ve found that their ads perform best when the messaging is tailored to the local weather. For example, when targeting consumers in hot-weather locations like Phoenix, Arizona, they’ll include phrases like “start sleeping cooler” in their ad copy. By aligning their message with the current conditions, they’re able to drive higher click-through rates.

Whole Foods: Geo-Conquesting and Geo-Fencing

Whole Foods took a two-pronged approach to boosting their mobile ad performance. First, they implemented geo-fencing around their store locations, serving up special offers to shoppers who entered those boundaries. But they didn’t stop there – they also used a strategy called “geo-conquesting,” targeting ads to consumers visiting nearby competitor stores and luring them in with better deals. The result? A post-click conversion rate that’s more than 3 times the industry average.

East Coast Wings + Grill: Hyper-Local Social Media

As a fast-casual dining franchise with over 60 locations, East Coast Wings + Grill knew they needed to get creative with their social media strategy. During the Super Bowl, they launched campaigns with dynamic, location-specific content, targeting users within predetermined radii around each restaurant. By funneling clickers to local pages with details on specials and events, they were able to measure the impact through metrics like sales, guest count, and social engagement.

Urban Outfitters: Behavioral Geo-Targeting

Urban Outfitters took their geo-targeting game to the next level by leveraging location data to understand their customers’ behaviors. Working with partners like Appboy and PlaceIQ, they used dynamic audience filters to deliver tailored messages based on where shoppers had been. For example, they’d send push notifications about party dresses to females who had recently visited bars and nightclubs. This strategy resulted in a 75% increase in conversions and a 146% boost in revenue.

Toyota: Hyper-Customized Ads

In an effort to breathe new life into their “Let’s Go Places” campaign, Toyota turned to Snapchat’s localized Live Story feature, serving up geo-targeted ads to users in the Los Angeles area. But they didn’t stop there – they also updated their Google campaigns with customized ad banners for over 15,000 U.S. cities, pulling in city-specific information to encourage local exploration (and, hopefully, Toyota car purchases).

The Geo-Targeting Goldmine

These examples just scratch the surface of what’s possible with geo-targeted marketing. By aligning our messaging with the unique needs and behaviors of our local audience, we can create campaigns that are not only more relevant, but also more impactful. And let’s be real, who doesn’t love a good weather-based sunscreen ad, am I right?

So, if you’re looking to take your local click-through rates to new heights, it’s time to embrace the power of geo-targeting. Get out there, get creative, and watch your audience engagement soar. And don’t forget to check out our website for more tips and tricks on optimizing your digital marketing strategy.

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