Target Audience-Based Location Testing for Increased Reach
Project Goal
İdaş is a furniture brand with dealerships across Turkey. The brand aimed to make its digital advertising campaigns more effective by focusing on priority dealerships in specific cities, achieving higher reach rates in local markets. To accomplish this, we tested a location-based segmentation strategy to optimize audience targeting.
Current Situation and Campaign Strategy
Previously, digital ads were launched under a single nationwide campaign, aiming for equal engagement across all locations. However, since some cities had a higher dealership density and priority, it became clear that these areas required greater ad focus. Based on this insight, we implemented location segmentation at three different priority levels, creating tailored campaigns for each segment.
Test Process and Implementation
Before the test, the national campaign targeted an audience universe of 35 million people, with an actual reach of 1.2 million users (3.4%). During the test, we segmented cities based on priority levels and allocated the budget accordingly for each category, creating separate, targeted campaigns for each priority group.
Test Results and Performance
At the end of the test process, the results were as follows:
- 1st Priority Cities Campaign: Reached 1.5 million unique users out of an average target audience universe of 20 million, covering 7.5% of the target audience.
- 2nd Priority Cities Campaign: Reached 705,000 unique users out of an average target audience universe of 8.5 million, covering 8.2% of the target audience.
- 3rd Priority Cities Campaign: Reached 348,000 unique users out of an average target audience universe of 2.5 million, covering 13% of the target audience.
Results and Improvement
By the end of the test, location-based segmentation significantly improved audience reach rates. Overall, the reachable audience ratio in priority cities increased from 3% to a range of 7%-13%. This demonstrates the effectiveness of segmentation and the positive impact of focusing on targeted cities.
Conclusion and Implementation
This test highlighted the importance of location-based segmentation in enhancing ad performance for İdaş. With higher reach rates and more efficient budget allocation, the brand successfully expanded its audience in key dealership locations. The successful outcomes of this test reinforce the significance of location-based segmentation in İdaş’s future digital marketing strategies.
