Reaching the people of Ipswich is just like reaching anyone else in the world, but there are subtle differences that I will uncover in this post, which will help you understand where everyone is hiding and how to reach them online.

Once we have found the people of Ipswich, there is another stage in which you want to talk to each of these people and the platform that they are on. This will be in another post later on.

Finding the People of Ipswich

What websites do people of ipswich use the most?

Well there isnt an easy way to find this information out, but what we can do is find out how many people search for brands to get an idea of what websites people visit most. If you are searching for Facebook on Google then that shows intent that you are going to be going onto Facebook right?

So in Google Adwords Keyword planner  I have put some popular websites that I think people of Ipswich might search for. Just a few of the popular ones that are popular in the UK.

Later on I changed the terms to exact brand name searches and changed my bidding amounts to get a decent estimate on the amount of impressions I could get for each brand name search, for people located in Ipswich.

This gives me an estimate or a relative insight into how popular these brands are to the people of Ipswich.

On the below you can see that I’ve highlighted in green and yellow. Yellow shows that the search in question has an associated app, which will skew the data somewhat and people wouldnt search for a brand if they have an app on their phone.

its interesting to see so many exact searches for the term “Ipswich” it seems that the people of Ipswich are hoping to discover something interesting about their home-town by just searching for it on Google. I wonder how this compares to other towns? How likely are we to search our own home-town on Google? Very much so if you live in Ipswich.

The stand out two websites from the brand name searches seem to be YouTube and the Ipswich Star. There is also Facebook too, which is not far behind. But it seems to be that a lot of people who are located in Ipswich are on Youtube a lot!

These are just estimates remember and these are based on brand name searches so its not an exact science but its certainly showing a lot of results for these 3 sites.

How many People live in Ipswich?

Looking at how many people live in Ipswich is important so we can know how many people we can reach online potentially.

Information relating to the population of Ipswich in 2014 show the following;

The population of Ipswich on August 6th 2014 is approximately 128,651. (Extrapolated from England populations of 50,760,000 on June 13th 2008, 23:11 and 51,446,000 on February 10th 2010, and a Ipswich population of 117,000 in 2002.)

When we look on the Google Display Planner tool, we can see that there are 500k to 1,000,000 different cookies. Cookies are not quite on a per user basis however. A user can use a different browser on their computer, or a different app or a different game that produces display advertisements.

So we cant be too sure of how many people of Ipswich are online compared with the population. But from the below it certainly shows that a lot of young people in Ipswich are online!

What does this data show us exactly?

It shows that if an app or website uses digital display advertising then we can pick up the data that is collected from the cookie and see all of the data together for Ipswich.

It shows that from our individual targetting of simply ‘Ipswich, UK‘ that the following Apps are popular in Ipswich, or the most relevant for our search.
Cookie Click, Scrabble(iTunes),
iTorch Flashlight,
Scrabble(Play),
Gumtree(Play),
Gumtree (iTunes),
Bike Race Fr..,
2048 (iTunes)

The website data on the other hand is mostly anonymous, but you can see eBay and Autotrader up there, which shows that classifieds are popular websites among Ipswich people. This is also seen with the popularity of Gumtree in both Google Play and Apple iTunes app stores.

The full list of Apps that are popular among Ipswich users can be seen below. But remember, these are apps that have display advertising opportunities. If they do not then they will not show on this data. So the Facebook App doesnt use the Google display Advertising network so they will not appear on the list. These are a list of Apps that are effectively monetising with display ads well in Ipswich and apps that appeal to Ipswich users that are using the Google Display ad network.

So if you want to reach the people on their phones playing these apps or games then you need to use display advertising. There are many different formats of display advertising (different sized boxes) all details are shown in the Display panel tool. Your best bet is to make sure you have a leaderboard 728x90px, an MPU 300x250px as a minimum. Then look to create other display ad units or get a designer to do so.

When deciding what to put in the box, please see my post on creating a digital display campaign that is effective. These tips apply to all formats.

We can also hit the google display networks of websites, to make our adverts appear in front of an Ipswich audience who are on websites. Although this list is mostly anonymous, it does show some decent names and you can select or de-select ones that are not required for your campaign.

In this example we are just trying to reach the people of Ipswich with a generic ad, but if you were in the used car sales Ipswich market then you might want to place your ad on AutoTrader or a suitable website where people are showing intent that they are in the market for a vehicle.

There is a lot of websites on here, are you from Ipswich and do you use some of these?

top-websites-ipswich-google-display

To see the full list of 400+ sites that the people of Ipswich are using just click the link above to download the excel file.

So we know which websites and which mobile apps to target from using the google display network. We have looked at how many brand searches there are on Google too.

We havnt covered Youtube, which seems to be the most popular of our selected search terms for Ipswich located people. YouTube is a gold mine for reaching people, and you can use video advertisements to reach your audience, or display adverts. There are so many options that ensure that there is very little wastage.

If you want to get a message to people of Ipswich then YouTube is a great way to do it, however you need to be able to create a professional video advert that will work hard for you. This is not easily done, and people are used to seeing some decent professional ads on YouTube, so dont upset your potential customers with badly produced video.

We also havn’t covered Facebook, which again is massive in terms of its reach in Ipswich or anywhere! as you probably are aware.

Facebook ads are powerful and you can quickly get a message out to people in less traditional ways. I wouldnt go with the hard sell too much on Facebook, try to speak with personality. What would the brand say if it could? Can you run a promotion or a giveaway to maximise the share-ability of the advert? We have shown previously that the people of Ipswich like a bargain as they use Gumtree and other classifieds websites and apps on their phones. Can you generate a bargain that is shareable on social media? An incentive to share works wonders. If you are targeting older people then can you use something that only they would remember and if you can make it personal to Ipswich then even better.