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Old 02-01-2009   #1
johninbrooklyn
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Overlaying search with geography

I'm doing a tiny project for a friend of mine who owns a yoga and pilates studio. We're trying to use search to figure out how far from her studio we should be advertising. Should we advertise just in Manhattan? Should we advertise in Long Island/New Jersey where a lot of people might live but they work in Manhattan? With Google geo targeting we can show the ads within a small radius but I'm concerned we won't go far out enough. At the same time I don't want to be advertising to a broad population of people that will never travel to her studio. Any ideas?
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Old 02-02-2009   #2
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Re: Overlaying search with geography

Apply the same principles that physical retails stores have applied for years. Determine consumer behavior and physical traffic patterns in your area and then advertise within that circumference.

Simple approach:
Depending on cost, use your gut feel and cover a wide area and then cut back if conversions from outer areas are low.

A bit more detailed:
Research commuter traffic, interview locals, refine your targets. The daily routine of a person in Long Island is a world different from that of one in San Diego. People here regularly commute 60-80 miles each way to work by car. Some 20 miles by bike as we have bike lanes! That makes them a target for a lot of local businesses along that path. Long Island, some people may do all their business within two city blocks. You know your local town best, talk with 10 friends who live in MH and ask them what their weekly territory looks like. This may help you pinpoint the circumference of your local market.

Let us know what turns out best for you, Sir stretchalot

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Old 02-02-2009   #3
lizcamps
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Lightbulb Re: Overlaying search with geography

A recent survey by Nielsen found that the majority of consumers who search for a local business/service online, will be willing to travel about 20 minutes to reach the business. This includes where they live and where they work. Try setting up multiple campaigns geo-targeted to different areas; for example:

Campaign 1 - 20-minute radius from the actual studio location
Campaign 2 - Manhattan, definitely, some people will be surfing from work to find a place near their home
Campaign 3 (optional) - Nassau/Suffolk, Long Island, NJ or whatever other area makes sense, but keep in mind that people don't want to travel too far to get to your studio, certainly not inter-state. You may want to test various other locations and turn them off if they don't perform well.

In *all* the campaigns, even though they're geo-targeted to different locations, make sure the ad copy and keywords are all consistent with the actual location of the studio.

This way your ad will be shown to people whether they are surfing from home or work. And will only get clicks from people who will actually call or visit you. And finally, by dividing up into separate campaigns, you can measure performance with great granularity.

Hope this helps!
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Old 02-03-2009   #4
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Re: Overlaying search with geography

That's a great idea but won't campaign 1 and campaign 2 compete with each other if the business is in Manhattan.
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Old 02-04-2009   #5
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Re: Overlaying search with geography

Yes JohnInBrooklyn, if the studio is actually located in Manhattan then campaign 1 and campaign 2 are just one and the same campaign.
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