Situation #1:
Geotarget your Web Site Advertising and Promotions
Messaging that includes local terminology, such as the name of the city in the headline or a list of local stores, can improve your click-through and conversion rates. Integrating IP geolocation data into your Web application gives you the ability to adapt your ad and promotional copy for different geographical regions, enabling you to provide a unique online experience tailored to each visitor’s location.
By knowing the location of your Web visitors you could:
- Create geotargeted dynamic landing pages. Based on the visitors location the ad graphic or product offer might change, while the rest of the copy remains static.
- Tailor your Web content, ad copy and landing pages to the visitor by including local currencies and pricing.
- Restrict visitors from other countries from seeing certain promotions – no angry customers.
- Offer the visitor a printable coupon or notify them of special offers based on their location.
Solution:
To geotarget your site advertising and promotions, Neustar IP Intelligence recommends you query the IP address location of each visitor to the pages containing those items. Depending on how granular you want to get, you could review the Neustar IP Intelligence-provided data fields for Country, State, Region, City, Zip Code, and Area Code. You would then write a simple IF THEN rule to interpret the data and display the appropriate ad or promotion.
Depending on your objectives, you also could review the Neustar IP Intelligence provided fields of Designated Market Areas (DMA’s) and Metropolitan Statistical Areas (MSAs). DMAs are groupings of US counties that can be reached by a specific group of TV stations as specified by Neilson Media Research. There are 210 DMA’s in the US. MSAs are geographical boundaries of US counties or towns using data gathered by the US Census Bureau. There is extensive demographic information available for these areas, and Neustar IP Intelligence provides them to help our customers understand the demographics of their populations. For example, you could study a visitor’s behavior by calculating the distance between their actual location and your target promotion location. Latitude and Longitude values may also be helpful for calculating distance.
The landing pages containing the advertising and promotion elements can be dynamic, meaning that only a portion of the page needs to be geolocated. For example, you could change the promotion offer graphic or the banner ad depending on location, but leave the rest of the landing page template the same. Additionally, best practices call for having a generic “image” to default to if you are not certain of the location.
Neustar IP Intelligence customer Continental Airlines promotes regional offers and fares in key route cities. Their geotargeted banner ads display localized fares in metro areas. Based on location, a visitor will see either a generic promotional banner or a localized promotional offer to fly from that city. Continental did not change their landing page template, only the banner ad dynamically changes based on the location of the user. After implementing geolocation, the company saw a 200 percent increase in click through of its localized banner ads in just six months. The company is also experimenting with geotargeted e-mail campaigns with a link leading readers to a localized landing page with a geographic offer.
Depending on the traffic volumes expected, Neustar IP Intelligence’s data can be accessed locally using API calls to the highly efficient Neustar IP Intelligence GeoDirectory Server which runs in your data center. Alternatively, for lower traffic volumes, Neustar IP Intelligence data can be accessed using SOAP calls to the Neustar IP Intelligence On-Demand Web service. In either case, the data retrieval is as easy as making a single API or SOAP call.
Situation #2:
Increase Ad Inventory with Geolocation
More and more advertisers are requesting geotargeting to optimize the performance of their campaigns. Publishers and ad networks need to enable these marketers to reach specific geographic areas online just as they do with offline media, such as radio, television, and yellow page listings. By offering geotargeting capabilities you can ensure that each impression reaches its target audience and the impression is not wasted, increasing the value of your ad inventory. Integrating IP geolocation data into your ad platform gives you the ability to adapt your ad for different geographical regions, enabling you to provide a unique online experience tailored to each visitor’s location. By knowing the location of Web visitors you could provide capabilities to select the state, city, DMA, zip code, or telephone area codes in which to run an online campaign, or define a radius in miles to target.
Solution:
Advertisers know that serving localized ads will increase response and they are willing to pay a premium price for these impressions. Publishers and ad networks can increase their inventory and rates by offering geotargeted banner and box ads to their customers. To geotarget ads, Neustar IP Intelligence recommends you query the IP address location of the ad viewer when it is served. Depending on how granular you want to get, you could review the Neustar IP Intelligence-provided data fields for Country, State, Region, City, Zip Code, and Area Code. You would then write a simple IF THEN rule to interpret the data and display the appropriate localized ad.
Depending on your advertising objectives, you also could review the Neustar IP Intelligence provided fields of Designated Market Areas (DMA’s) and Metropolitan Statistical Areas (MSAs). DMAs are groupings of US counties that can be reached by a specific group of TV stations as specified by Neilson Media Research. There are 210 DMA’s in the US. MSAs are geographical boundaries of US counties or towns using data gathered by the US Census Bureau. There is extensive demographic information available for these areas and Neustar IP Intelligence provides them to help our customers understand the demographics of their populations. For example, you could study a visitor’s behavior by calculating the distance between their actual location and your target promotion location.
Latitude and Longitude values may be helpful for calculating distance. They can also be used with other attributes, like country, to build a richer picture of the relationship between two locations (e.g. distance may be treated differently depending on whether the two locations are in the same country or not). For example, you could increase the span of a targeted campaign by using the Latitude and Longitude data fields of the visitor’s IP address to include visitors within a certain radius of the campaign area.
You can even target ads for a particular time-of-day. Using the Time Zone data field to determine the visitor’s local time by adding/subtracting the Time Zone hours from the current GMT hour.
To further leverage your ad space offerings, you might charge premium rates for serving ads to the highest confidence geotargeted visitor based on Neustar’s Confidence Factors. Neustar IP Intelligence assigns a confidence factor for the elements of Country, State and City. The higher the number, the more evidence is available to accurately determine the location of the user. You also could review the IP Routing Type, which specifies how the connection is routed through the Internet and can be used to determine how close the user is to the public IP address. For example, a user connecting through a “fixed” connection is likely very close to the connection. A user connecting through a “regional proxy” is likely in the same country as the connection, whereas a user connecting through a “satellite” connection may be anywhere.
Or you could offer discounts to advertisers and region-based-ad-targeting* when serving visitors having a less precise location. Neustar’s Region field includes generic regional information (e.g. Northwest) and some country-specific regions (e.g. Northern Ireland). Region information is currently available for the US, UK, Brazil, France and the Philippines.
Depending on the traffic volumes expected, Neustar IP Intelligence’s data can be accessed locally using API calls to the highly efficient Neustar IP Intelligence GeoDirectory Server which runs in your data center. Alternatively, for lower traffic volumes, Neustar IP Intelligence data can be accessed using SOAP calls to the Neustar IP Intelligence On-Demand Web service. In either case, the data retrieval is as easy as making a single API or SOAP call.
Situation #3:
Localize your Keyword Search and PPC Landing Pages
You are targeting your search engine ads to a local audience by purchasing location-specific keywords or using geotargeting capabilities offered by the major search engines such as region and city, but you have neglected to tailor your ad copy and landing pages to that local audience. Messaging that includes local terminology, such as the name of the city in the headline or a list of local stores and local phone numbers, can improve your click-through and conversion rates. Integrating IP geolocation data into your Web application gives you the ability to adapt your ad copy for different geographical regions, enabling you to provide a unique online experience tailored to each visitor’s location.
By knowing the location of your Web visitors you could:
- Deliver relevant messaging to visitors for stores in their local area.
- Create geotargeted dynamic landing pages. Based on the visitors location the headline or offer might change while the rest of the copy remains static.
- Automatically show visitors the closest store without the need to type in an address.
- Offer the visitor coupons or notify them of special events based on their location.
- Offer order online/pick up in stores services.
Solution:
To automatically redirect your keyword search and pay-per-click (PPC) traffic to a localized landing page, Neustar IP Intelligence recommends you query the IP address location of each PPC visitor. Depending on how granular you want to get, you could review the Neustar IP Intelligence-provided data fields for Country, State, Region, City, Zip Code, and Area Code. You would then write a simple IF THEN rule to interpret the data and display the appropriate landing page.
Depending on your objectives, you also could review the Neustar IP Intelligence provided fields of Designated Market Areas (DMA’s) and Metropolitan Statistical Areas (MSAs). DMAs are groupings of US counties that can be reached by a specific group of TV stations as specified by Neilson Media Research. There are 210 DMA’s in the US. MSAs are geographical boundaries of US counties or towns using data gathered by the US Census Bureau. There is extensive demographic information available for these areas and Neustar IP Intelligence provides them to help our customers understand the demographics of their populations. Latitude and Longitude values may also be helpful for calculating distance.
The landing pages can be dynamic, meaning that only a portion of the page needs to be geolocated. For example, you could change the graphic, banner ad, store location, etc., depending on location, but leave the rest of the landing page template the same. Additionally, best practices call for having a generic “location” page to default to if you are not certain of the location.
Neustar IP Intelligence’s customer WyzAnt, an online tutoring matching service, saw a huge increase in conversions by implementing geolocation into their AdWords funnel. For example, if a student did a search for “calculus tutoring” WyzAnt’s ad would show up in the number one position in the Sponsored Links. The title of their ad would say “Local Calculus Tutors.” The student would then be directed to a landing page displaying truly local calculus tutors. Without localization they would have to geotarget all of their AdWords campaigns.
Depending on the traffic volumes expected, Neustar’s data can be accessed locally using API calls to the highly efficient Neustar IP Intelligence GeoDirectory Server which runs in your data center. Alternatively, for lower traffic volumes, Neustar IP Intelligence data can be accessed using SOAP calls to the Neustar IP Intelligence On-Demand Web service. In either case, the data retrieval is as easy as making a single API or SOAP call.
