More on Ad Geotargeting

Here’s yet another campaign that might have profited from a little bit more “localizing.” It’s for auto insurance, which is not inherently local but effectively is because of the pricing strategies of the insurance industry.

Here’s the initial banner (from NYTimes.com)

Here’s the “landing page” that one clicks through to, which prompts for a zip code:

And here’s the beginning of the lead-gen form that follows after the entry of the zip:

What might have been done differently:

• The zip prompt could (should) have been in the initial banner itself
• The banner ad copy could have used IP targeting to mention the SF Bay Area where I live and am now. Of course if I’m traveling it wouldn’t be right, using that methodology. But most people will be at home and they could have taken the risk. CTRs would but better on the campaign.
• The landing or lead-gen page could be more localized and offer some ad copy tied to by location and/or a visual representation of the SF Bay Area (image, map, etc.). Again, using IP targeting there’s a risk here that if I’m not at home I’m going to get mismatched information.
• Moving up the zip prompt into the banner (the “landing page” [#2] ad copy is redundant and unnecessary) would yield more accurate market information, allowing the lead-gen form to be much more locally customized and “warmer” than it is now (just a generic form).

These are relatively simple changes the agency could have made that would make the campaign more effective and eliminate a step: IP-targeted ad copy in the banner with a zip prompt there, followed by a landing page/lead-gen form that offers a locally tailored image or ad copy (based on the zip entry).

A much better campaign and example of “national going local.”