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Category: Agencies

5 Unexpected Benefits of Geo-Targeting

‘No-Brainer’

Geo-targeting ads is a ‘no-brainer’ for search marketers. It makes sense to tailor your ad copy, offer, and landing page for the user’s location. The ability to see how your marketing partners and search competitors behave by zip code, city, country, and even language give incredible insights into what is happening in the market, and the ability to adapt your strategy accordingly. But geo-targeting has other, often-overlooked applications in the world of search marketing.

Unexpected Benefits

Not only does it make your offer more compelling to the customer, but also conveys the feeling that this company understands me and the things I care about. Seeing a localized ad that ties in with local knowledge and cultural aspects I care about, means I am more likely to have a feel-good factor about the brand and their willingness to connect with me. This ‘customer-centric’ approach to marketing is not new, it’s been utilized in marketing for a long time, but in modern, scalable digital marketing has sometimes been lost in the day-to-day grind for more clicks and conversions. So not only can Geo-targeting your products and offers help secure more customers, it can also give additional softer marketing benefits that cannot be overlooked.

Case Study: Europcar Reduces PPC Costs On Brand Keywords By 48%

COMPANY BACKGROUND

Europcar is a French car rental company operating in 140 countries throughout Europe, North America, Western Asia, and Africa.

CHALLENGE

Europcar competitors and partners were bidding on their trademark and branded keywords. Having campaigns in multiple countries and trying to monitor was an endless task that wasn’t producing the results they were looking for.

[PRESS RELEASE] The Search Monitor Launches New PLA Enhancement – Sellers Snapshots

The Search Monitor announces new enhancements for Product Listing Ads to help support the needs of Retail Marketers in Paid Search

Orlando, FL – October 18, 2021 –

[PRESS RELEASE] The Search Monitor Launches PLA Enhancements  

The Search Monitor announces new enhancements and added features for Product Listing Ads

Orlando, FL – September 28, 2021 – The Search Monitor announced today that it has released new and enhanced Product Listing Ads features. These exciting enhancements to The Search Monitor’s PLA Insights gives advertisers access to the most precise and comprehensive data available, resulting in the ability to make more effective campaign decisions and better compete in the online marketplace.

[PRESS RELEASE] The Search Monitor Launches Support for Vehicle Listing Ads on Google and Bing

The Search Monitor announces support for Vehicle Listing Ads on Google and Bing

Orlando, FL – August 20, 2021 – The Search Monitor announced today that it has added support for Vehicle Listing Ads on Google and Bing. This exciting addition to The Search Monitor’s SEM and PLA Insights gives automotive advertisers unprecedented access to the data they need to compete effectively in the online marketplace.

Brand protection Lesson #6: Brand bidding enforcement options

Once you detect unwelcome competition, what can you do about it from a legal standpoint?

We won’t bore you with case law here, but you should be aware of a few basic principles and how the law views brand bidding.

Brand protection Lesson #5: Reducing competition

If you have a brand worth protecting, competitors are already bidding on your brand name. Some bid directly on your name, while others will bid on obvious derivatives, such as when Marketo bids on phrases like “Pardot drip marketing” (and vice versa). Many large brands have competitors bidding to every available ad position for every imaginable brand and brand-plus keyword.

The question is, what can you do to deal with competitors brazenly showing up on your hard-earned name? Your best options include:

Brand protection Lesson #4: Partner/affiliate relationships

If you sell online, having an affiliate program can help you dominate page one, drive more revenue, manage costs, and build your brand. By carefully selecting a group of your best affiliates to work with you, you can use this powerful cost-cutting technique that can also boost clicks and sales.

Let’s dig a bit deeper into tactics that will help you better control the search engine results and your CPC prices by coordinating your brand bidding with partners and affiliates. Here are the basics:

Brand protection Lesson #3: Best practices & techniques for brand bidding

With the “why” now out of the way, it’s time to discuss the best practices of “how” to implement brand bidding campaigns.

Keyword Development

Brand protection Lesson #2: The value of brand keywords

Today, competition for clicks makes it challenging to derive meaningful growth from paid search advertising. From our experience, The Search Monitor’s customers have cracked this code by deploying brand bidding strategies. 

These strategies, discussed in the subsequent sections of this course, include ad monitoring, carefully crafted partnership agreements, addressing your competition head-on, making search engine complaints coupled with other available legal responses, and effectively employing brand bidding techniques. 

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