Articles > Digital Advertising, Exponential Advertising Tip Exponential Advertising Tip #7: Visualize Performance by Geography

Level: Intermediate

By: Amanda Evans | Chief Advertising Officer

The Idea

Using a map to graph your geographic data can help reveal useful performance trends that will inform your marketing strategies and improve efficiency.

Impact

10-30% improvement in CPA

Explanation

Advertisers often overlook geographic performance data from their ad campaigns because generating insights from geo data can be hard when viewed a typical table format.  But the solution isn’t to ignore it.  It’s to use a report format that lends itself to the data: in this case, a map.  For example, we overlaid a client’s spend vs revenue by geography on a map – and then turned it into a time series animation that showed the trends over time more clearly. What this showed was that revenue/demand from the East Coast was drying up 1-2 months earlier than expected every year, resulting in a lot of wasted ad spend. In spreadsheet form this trend was difficult to convey, but when presented visually in this way, it was obvious. And the client reallocated that ad spend and increased their overall ROI dramatically. What actionable insights are hidden in your geographic performance data?

Works Best for Advertisers With

  • Large enough volume to identify trends from geographic locations.

Pro Tips 

  • Sometimes state-level is too broad and city-level is too granular.  Finding the sweet spot for your campaigns is key.

  • Map this on a monthly (or weekly) basis to spot trends over time often related to weather, vacation schedules, events, etc.

While no single tip or tactic is going to be a silver bullet, the cumulative impact of multiple tactics can ultimately make a huge difference and help you gain a competitive advantage. Here at Closed Loop, we believe success is about doing 1000 little things right and then keep them optimized at all times to ensure optimal results. We excel at this.

If you’re spending more than $30K/mo on digital advertising and wondering if you could be getting better ROI contact us for a free audit that is guaranteed to make you think differently about your campaigns.