How geo-targeting helped IFA

The challenge

IFA Promotion promotes the benefits of independent financial advice to UK consumers and businesses. Through their website www.unbiased.co.uk they seek to direct people to contact details of their local IFA’s. Search is one of the channels used to raise awareness of this service and geographical targeting is key to the campaign. i-level uses both paid and natural search to promote the IFA service.

Our strategy for Paid Search

We created separate geographical campaigns for paid search. Within these campaigns a series of categories were set-up for every relevant location – this allowed creative campaigns to be tailored by location, ensuring they were as relevant as possible to the user. Core campaign keywords were then matched up with the specific location to ensure that IFAP were visible for every relevant geographical search made.

The results

Geographical keywords currently provide 10% of overall paid search volume.

Our strategy for Natural Search

Natural search is also an important part of the strategy which, from a geographical perspective has been approached in two ways. Firstly on-page site optimisation has helped to increase rankings for relevant geographical terms. Secondly a feed of the locations of over 9,000 of IFAP’s members was uploaded to Google maps.

The results

Once indexed, users of Google maps found IFAP’s members when searching for relevant key terms as demonstrated above.

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