Thanks to the release of Google Insights search engine marketing and website advertising is now more focused than ever. If you use PPC (Pay Per Click) advertising for your business then you will understand the benefit of targeting specific countries and regions within your advertising campaigns. Not only can you increase conversion rates and lead generation but you can save money and achieve greater ROI (return on investment) by fine-tuning your search marketing campaigns.
Fine-tuning is normally produced by means of analysing the historical data of customer records and profiles. Demographic information such as age, household income and gender are all important aspects to consider when planning an advertising campaign, however, location is a huge aspect of a customer's profile that is sometimes overlooked.
Consider the example of a computer games retailer (GShop*) advertising their inventory on Google Ads: GShop has a store based in the main shopping mall in Bristol, UK and a website distributing games throughout the UK. GShop advertise their inventory using the demographic information they have at hand and decide to concentrate their keyword bidding on some of the things they are asked about their stock, one such question could be "do you sell Sony PSP games?" GShop then advertise Sony PSP games using Google Adwords targeting customers from the UK. This is great so far as GShop have listened to their customers and advertised their products in an insightful way by addressing the needs and desires of their customers. However, using Google Insights GShop could go one step further and fine tune their Search Marketing activities to correspond with an audience who are actively seeking the products GShop sell.
Try the following search for Sony PSP games using Google Insights. As you will see their is a great deal of useful historical information regarding the amount searches over time and the locations of where these searches came from. Notably in this example and at the time of writing; interest in Sony PSP games is most avid in Birmingham. From this information GShop could then fine tune the display of their adverts to show only when a searcher is located in Birmingham and Bristol.
When local search information is mixed with historical customer profiles the search marketer is better informed of where and when to spend the advertising budget allowing for greater ROI.
In conclusion Google Insights provides a valuable tool for producing efficient and effective search marketing campaigns.
P.S. check out the rising searches list to really boost your efforts get the inside track on your competitors.
*Note: I have used the name GShop as an example of an fictitious company.