How to attract clients to a geo-referenced business? This question is asked by every owner of a restaurant, beauty salon, music school or any other offline business.
Of course, flyers and promoters are more common ways to attract people from the street, and they still work. But the world is flowing to the Internet: people are looking for goods and services online, and before going to an institution they read reviews about it online.
Traditionally, contextual advertising is perceived as a tool for promoting online stores, goods or services that are not dependent on location. The main targeting method is keywords. This means that ads are displayed in response to a relevant user request in Yandex or Google search. But besides the keys, there are other tools with which you can find your target audience.
There are ways to advertise offline businesses. Let’s analyze them using the example of promoting a beauty salon.
So the first way is standard keyword targeting. But in this case, the keywords should include georeferencing – the name of the district, street, nearest streets, metro station. For example, “hairdresser on the Arbat”. A city request would be too general.
That is, in key phrases, you need to combine the name of a product or service with a location. It is also worth adding branded queries here. It is better to set geo targeting (region of impressions) for such advertising for the whole city. This type of targeting works on search.
I used georeferenced words to advertise a beauty salon in Khamovniki. We managed to attract two segments of the audience: those who live nearby and those who work nearby. The traffic went to the landing page with an online appointment to the salon. During the first 10 days of the advertising campaign, 12 applications were received worth 488 rubles. If we take into account the average check of the service from 1,500 rubles and the long lifespan of the client, then this can be considered a good result.
Keys, geosegment targeting and adjustments in Yandex.Direct
This is also keyword targeting, but with georeference not in the query itself, but by the user’s location. We’ll use regular keywords for customization, but adjust the bid so that ads are shown only to people in a specific location.
This can be done using the Yandex.Audience service. In it, you need to create a segment by geolocation and add it to an advertising campaign in Yandex.Direct with an adjustment of + 1000%. And set the bids in the campaign itself at a minimum, for example, 3 rubles, so that impressions are only for the geosegment audience.
The method is suitable for advertising on the search engine and in the YAN.
Using this method, you can add queries from people looking for a place nearby. For example, these can be words: on the map, next to me, not far, closest, etc. It is better to target such an advertising campaign only to search.
To advertise a beauty salon, a geosegment was created within a radius of 2 km from the location of the point. The keywords were general: “sign up for a manicure today”, “a manicure near me”, “a manicure studio near”, etc., as well as brand queries.
For all key phrases, the minimum rate was set at 2 rubles. And in the campaign parameters, an adjustment for the target audience has been added – an increase in the bid by 1000% for the geosegment. This brought us six applications.
Keys and geotargeting in Google Ads
This is analogous to the previous method, but in Google Ads. In this advertising system, you can immediately, without adjustments, target the campaign to a specific place or radius on the map. You need to set these settings at the campaign level in the Locations field, place a marker on the map at the point where the office is located, and select a radius of 2-3 km.
To promote the beauty salon in Google Ads, a targeting was set in the area of 2 km and keywords were used with queries about places nearby. 21 applications received.
That is, during the month of promotion of the new salon, we managed to attract an additional 39 leads only with the help of contextual advertising.
Geo-targeting and gender and age adjustments in Yandex.Direct
In this case, we are targeting ads to a specific location, we do not use keywords, but we add demographic adjustments. To do this, you also need to create a geolocation segment via Yandex.Audience.
In Yandex.Direct, when creating an ad group, instead of keywords, you need to select targeting for “audience selection criteria” and then specify your segment. Additionally, in the campaign settings, you need to add gender and age adjustments based on the portrait of your target audience. For example, exclude an audience under 18, exclude men, increase the rate for women 25-34, etc.
The method works more to increase brand awareness, but it can also be a source of targeted leads if the target audience of the project is in a certain place.
We combine the previous
And the last method is a combination of the described methods. For example, you can use both georeferenced keywords and demographic adjustments. Or set key queries indicating geo and additionally increase the bid for the geosegment. The main thing is not to be afraid to experiment.
For example, my combination worked great for promoting a stretching studio, where I added demographic adjustments to georeferenced keywords. This made it possible to reduce the cost of the application by 2 times.
Separately, it should be said about the setting of rates. In each case, the optimal bid will have to be searched for by testing, comparing the reach by keywords or segment, which was determined by the system, and the number of impressions. It is better to start with a small bet and gradually increase it by tracking statistics.