Geotargeting and Dayparting: How To Optimize Your PPC Marketing Strategy Across Space And Time

As a business, you don’t want to miss out on the opportunities that geotargeting and dayparting offer when optimizing your PPC marketing strategy.

To maximize your ROI and capitalize on the digital landscape, you must go beyond traditional strategies and consider the different spaces and times of day you can target with your ads. 

Geotargeting and dayparting are powerful ways to tailor your message to the right audience at the right time so you don’t miss out on potential customers and sales.

In this article, we’ll explore how you can use geotargeting and dayparting to optimize your PPC strategy from start to finish. Read on to learn more about taking advantage of the right location and timing to get your message in front of the right people.

What is Geotargeting? 

Geotargeting is a technique that businesses use to tailor their advertisements and services to particular customers based on their locations. Targeting ads or services to specific regions ensures your messages reach the right people at the right time.

Geotargeting also allows you to analyze customer behavior in different regions, helping you better understand your target market and adjust your marketing strategy accordingly.

The Benefits of Geotargeting

There are several benefits to geotargeting when optimizing your PPC campaigns. Research from MarTech Series reveals that 83% of marketers find their campaigns more successful when using location data. Here are more benefits of using geotargeting:

• Geotargeting allows you to tailor your message to the right customers in the right region, which can result in higher click-through rates and more conversions.
• It enables you to identify regional trends in customer behavior that can be used to fine-tune your targeting and optimize your campaigns.
• Geotargeting can help you save money by focusing on only the regions where customers are interested in your offer.
• It can help you maximize your ROI by targeting only the regions most likely to respond positively to your ads.

How to Set Up Geotargeting in Popular Ad Platforms (Google Ads, Facebook Ads)

In this section, we will go through the steps of setting up geotargeting in two of the most popular ad platforms: Google Ads and Facebook Ads.

How to Set up Geotargeting in Google Ads

1. Go to the ‘Campaigns’ tab in Google Ads and click on the ‘+’ icon to create a new campaign.
2. Select the ‘Target and bid’ option in the ‘Settings’ tab, then select ‘Advanced location options.’
3. Select the countries, regions or cities you would like to target with your ad campaign and click ‘Save’.
   
4. You will be able to see a map and geographic details for the regions you selected, as well as the estimated reach of your campaign.
   
   
5. Once you’ve set up your geotargeting, click ‘Save and Continue’ to proceed with the rest of the campaign setup.

How to Set up Geotargeting in Facebook Ads

1. Go to ‘Audience’ in the ‘Ads Manager’ tab of Facebook Ads and select a Camnpaign objective for your ad set.
   
   
2. Go to ‘Custom Audience’ and then click the ‘Locations’ tab.
   
   
3. Enter the countries, regions, or cities you want to target with your ad campaign and click ‘Save.’
4. You will be able to see a map and geographic details for the regions you selected, as well as the estimated reach of your campaign.
5. When you’re happy with your geotargeting settings, click ‘Done’ to save the audience and proceed with the rest of the campaign setup.

Tips for Effective Geotargeting

Here are tips you can use to ensure you’re using geotargeting in the most effective way possible:

1. Conduct market research to identify high-potential locations

Knowing which locations will likely give you the highest return on your ads spend is key. Market research can help you identify high-potential regions that will be receptive to your marketing message.

2. Use radius targeting for local businesses

Radius targeting is an effective way to focus your ads on people located near your business. You can use radius targeting in Facebook Ads by selecting ‘Geofence’ under the Locations tab in Ads Manager.

To set up radius targeting on Google Ads, follow these steps: click “Locations” and then the blue pencil icon. Next, select “Radius,” enter the address of the location you want to use as the center of your radius and click “Save” once the location looks accurate on the map.

3. Test different locations to find out which ones work best

Testing is critical when it comes to geo-targeting. Try targeting different locations and measure the performance of your ads in each region. This will help you identify which regions give you the highest ROI and optimize your campaign accordingly.

4. Consider excluding low-performing locations

If you’ve identified regions not achieving the desired results, consider excluding them from your targeting. This will help you focus your ads on regions more likely to give you a higher return.

5. Monitor and adjust geotargeting settings regularly

Geotargeting settings should be monitored and adjusted regularly to ensure your campaigns perform as expected. Review the performance of your campaigns in each region and adjust your targeting accordingly.

What is Dayparting?

Dayparting involves segmenting a day into smaller parts and targeting audiences during those specific times. This allows advertisers to serve ads to customers when they are most likely to be active and engaged.

Benefits of Dayparting

If you’re looking to improve the efficiency of your campaigns, dayparting can be a great way. These are some of its key benefits:

• Improved Ad Performance: By targeting customers during specific times, you can ensure that your ads reach the right people most likely to be engaged. This can help improve your ad performance and lead to higher ROI.
• Cost Savings: Dayparting can also help you save money by targeting customers only when they are likely active. This allows you to focus your ad budget on when customers are more likely to be receptive to your message.
• Increased Targeting Accuracy: Dayparting also allows you to better target customers in different time zones or regions. This can help you reach customers when they are most likely to be interested in your product or service.
• Improved Visibility: Dayparting can also help improve visibility by targeting customers on specific days or when they are likely to be active. This helps ensure that your ads are seen by the right people when they are most likely to take action.

How to Set up Dayparting in Popular Ad Platforms 

Follow these steps to set up dayparting in popular ad platforms:

How to set up dayparting in Google Ads

1. Log into your Google Ads account and select the campaign, ad group, or keyword for which you want to set up dayparting.
   
2. Click the Settings tab and select “Ad Schedule” from the drop-down menu.|
   
   
3. Select the days of the week and times you want to run your ads.
   
   
4. Click “Save” at the bottom of the page to save your changes.

How to set up dayparting in Facebook Ads

1. Log into your Facebook Ads Manager and select the campaign you want to set up dayparting for.
2. Click on the Ads tab and select “Edit Schedule” from the drop-down menu.
   
   
3. Choose which days of the week and times you want to run your ads.
   
   
4. Click “Save” at the bottom of the page to save your changes.

Tips for Effective Dayparting

Use these tips to ensure your dayparting strategy is effective:

1. Analyze historical data to identify peak performance times:

By analyzing your performance data, you can identify the times and days of the week when your ads have higher click-through rates and conversions. This will help you maximize your ad budget and ensure your ads are seen by the right people at the right time.

2. Test different dayparting strategies:

Don’t forget to test different dayparting strategies and adjust accordingly. You can identify the times and days that work best for your campaigns by testing different times and days.

3. Monitor performance regularly:

It’s important to watch your dayparting strategy and adjust as needed. Monitor your performance regularly to ensure you’re making the most of your ad budget and targeting the right people at the right time.

4. Take advantage of special days and holidays:

Special days and holidays can be a great opportunity to increase visibility. Take advantage of these days by targeting your audience with special offers or discounts to attract more customers.

5. Consider your audience’s time zone carefully when setting up dayparting:

Before setting up dayparting for your campaign, consider the time zone of your target audience. This will ensure you’re targeting people in the right time zone when your ads run.

Combining Geotargeting and Dayparting

While most dayparting strategies focus on targeting people based on the time of day, combining geotargeting with dayparting can give you more control over your ad targeting. 

The benefits of using both strategies together

Using geotargeting and dayparting together can give advertisers even more robust targeting options. With this combination, they can reach people in specific regions at peak times and adjust their budget accordingly. This will help them maximize their reach and get the most out of their advertising budget.

Additionally, geotargeting and dayparting can help advertisers tailor their messages to different audiences in specific regions. Combining these strategies also allows them to target the right people at the right times, ensuring they see relevant ads when they are most likely to take action.

By leveraging geotargeting and dayparting in their ad campaigns, advertisers can optimize their budget and maximize the impact of their ads. This combination can be a powerful tool for any advertising strategy.

How to create a cohesive geotargeting and dayparting strategy

Use these steps to create a cohesive geotargeting and dayparting strategy:

1. Identify your target audience and their locations.
2. Analyze historical data to determine peak performance times for each region.
3. Set up geotargeting and dayparting to reach your audience at the times they are most likely to take action.
4. Monitor the performance of your ads and adjust your strategies accordingly.
5. Test different geotargeting and dayparting combinations to find the best results.
6. Leverage user feedback to understand your target audience and their needs better.

Measuring the Impact of Geotargeting and Dayparting

The success of a geotargeting and dayparting strategy can be measured in terms of ROI and conversion rate.

When calculating your ROI, consider the cost of running your ad campaigns and the revenue generated by those ads.

Additionally, measure the number of conversions achieved through geotargeting and dayparting, which will indicate how effective your strategy is.

Key performance indicators (KPIs) to track

1. Click-through rate (CTR)
2. Conversion rate
3. Cost per conversion
4. Return on ad spend (ROAS)

Choose an Orange County PPC Agency To Optimize Your PPC Marketing Strategy

The Flying V group is the premier Orange County PPC agency for creating and optimizing your digital marketing campaigns.

With years of experience managing successful campaigns, our team of experts has the skills and knowledge to maximize your ROI.

Our in-house data analysts utilize advanced analytics tools to identify key trends in the market and develop targeted strategies tailored to reach your target audience.

If you want to try geotargeting on numerous platforms, we are the team to help you achieve your desired results. From Facebook to Google to Instagram and Twitter, we can do geotargeting to ensure your ad reaches the right people at the right time.

For dayparting, we will analyze the best times to target your audience based on their behavior and preferences. We also use advanced tools to test different geotargeting and dayparting combinations, ensuring you get the most out of your campaigns.

Contact us today to see how we can elevate your PPC strategy.