A guide and case study from MaxAudience: Creating a Google Ad campaign approach for geographically audience targeting.
Caring Companions is a domestic referral agency that helps seniors to age-in-place by remaining at home safely and with dignity. They offer service providers that are experienced with all types of care from high-level personal care, to respite, or companionship care.
They were running their own Google Ad campaign, and the key objective was to increase business mainly through phone calls. However, they were not getting the traffic that they needed.
That is when they approached digital marketing agency MaxAudience for support.
The overall strategy that was designed was to focus on the ad campaigns, specifically rework their Google Ad campaigns to reach qualified targeted audience in a specific location.
Implementing the Strategy
Google Ads is a powerful tool for audience targeting as it allows a company to reach people in the relevant demographics who have similar search queries to the product or service.
The strategy is to get the right ads, to the right audience at the right time. They looked into the campaigns that Caring Companions created and analyzed the keywords, the targeting methods including the geographic location.
Caring Companions wanted to focus on very specific zip codes in Southern California for their clientele base. In order to help them advertise to this target audience, MaxAudience used location-based marketing. Location-based marketing allows you to vary your marketing message based on where your target consumers are geographically. These marketing tactics can be applied to the keyword strategy, SEO, social media, and PPC (Pay-per-Click) campaigns.
Location-based marketing makes it easy to segment your target audience when creating ads and use your ad spend efficiently. They implemented this within the Google ad creations so that they could decrease the DRA’s CPA while building their bottom line.
Since MaxAudience has taken over the ads their call volume went up by 300%. Their starting point was 27 calls to 108.
As the business is location-based, it is very important that the potentials seeing the ads in a specific geographical region of the business. They were able to get that laser focused and redirect his largest subset of visitors from over an hour northwest of his location within 15 minutes of his location.
They were able to run 4 ads versus 1 with the same budget, and the direct traffic to their website increased by 69%.
Mark McIntyre, MaxAudience CEO stated:
It’s a pleasure working with companies that care so deeply about their clients.
MaxAudience is a strategic brand and marketing consultancy with online lead generation and conversion at its core.