28 Jul Why Your Hyper-Local Campaigns Are Only as Good as Your Data
When it comes to hyper-local marketing campaigns, you’re only as good as your data. This holds true whether your focus is on PPC, organic, or a combination of the two.
If you want to execute a hyper-local campaign effectively, your location data must be accurate. The following is everything you need to know on how to ensure that it is.
Provide Accurate Location Information
Maintaining accurate location data begins with entering it correctly into Google My Business (GMB) for each of your locations. First and foremost, you need to provide information on the big three: name, address, and phone number (NAP). Make sure that your NAP information is accurate and entered correctly into Google My Business, especially your address, since Google Maps uses it to generate a geocode for your pin placement.
Although having accurate NAP information is critical, it would be a mistake not to fill out and optimize the additional business categories in GMB that are relevant to each of your locations. Google will use this information to match organic results to the right queries. If you haven’t filled out the relevant categories, or if the information you’ve filled out is incorrect or outdated, don’t expect Google to do you any favors when it comes to sending local customers your way. Likewise, even your hyper-local PPC campaigns will suffer if you fail to optimize the categories for your location extensions.
It’s not particularly difficult to manage and update your location information if you only have a few locations. But for larger brands, with potentially hundreds or thousands of locations, managing constantly evolving location data can quickly become a nightmare. As such, utilize a location management platform with Google My Business API connectivity to ensure that your location database serves as your single source of truth and easily feeds updated information back into GMB. Otherwise, you’ll be spending most of your time updating the data for each location individually, instead of planning and directing your hyper-local campaigns.
When it comes to location data, no piece of information is more important than having accurate geocodes. Your mailing address is not always the front door of your business. While leading customers to your mailbox might be good for delivering letters, it’s not all that useful getting customers to come through your front doors. Therefore, it’s absolutely critical that your geocodes are accurate so that mapping services lead customers to the right location. You’d be amazed at how often brands make this mistake. At Placeable, we often see business locations that haven’t just missed the street or the right block, but are leading customers as far away as the next town over, or worse, to their competitor’s front door. Therefore, always check where your geocodes are placing your mapping pins. Visually verify them and manually drag and drop the pin to the right place if need be.
Location and Audience Segmentation
Hyper-local marketing is all about delivering the right ad to the right customer at the right time near the right location. When it comes to PPC, accurate location data will make or break your hyper-local campaign. For example, a retailer that advertises for a product near a location that doesn’t have this product in stock is wasting money. If a customer who sees this misplaced ad shows up looking for that product and you don’t have it, expect them to be livid. Furthermore, advertising a skateboard to an eighty-year-old man in a wheelchair might not be the best use of your money—unless his search record shows that he’s been browsing skateboards for his grandson. Data is the key to unlocking location and audience segmentation. Be sure to maintain it. The better your data, the better you hyper-local marketing campaign.
Remember, your hyper-local campaigns are only as good as the data you feed into it.