What is geotargeting and how can you use it?
Geotargeting specific buildings instead of Geofencing a broad area
Geotargeting has opened several doors for advertisers. It helps businesses display ads to specific markets, resulting in more relevant messaging and a better return on investment. For example, a car repair shop or auto dealership can run a geotargeting advertising campaign to show a certain ad to people who are within 10 miles of the shop’s location.
What are the benefits of geotargeting?
There are multiple reasons why it makes sense to incorporate geotargeting into your marketing strategy. First of all, it allows you to create more relevant content marketing to increase engagement. The more relevant the content is to the customer, the better. It makes them feel more connected and gives them a greater sense of ease about reaching out and interacting with your brand.
Efficiency is another benefit of geotargeting marketing. Local ads are proven to be more efficient at generating traffic. If you have a local business and you’re trying to reach more people, the area around your business is the first place you will want to target your ads.
In addition to relevancy and efficiency, geotargeted ads are reliable solutions that marketers can count on. Location tracking is more relevant than ever online. Maps and other location-specific software are already gathering data about physical locations—it’s easy for marketers to take advantage of this since there are so many tools available.
How can your business use geotargeting?
When it comes to geotargeting, there are several platforms and approaches to consider. If you’re interested in targeting potential customers in a specific country, city or zip code, you can use Google Adwords, or any other search engine pay-per-click software, to determine the location of customers. You can also target people based on historical location, meaning places someone has visited in the past. The people you’re targeting don’t necessarily have to live in the area where you’re business is—you can target ads to customers in any region that you select. For example, if you are a local bed and breakfast interested in serving ads to potential visitors in another city or state, geotargeting is a successful strategy.
The best way to target customers during an event
While geotargeting is great for reaching customers in a certain area or zip code, there’s another targeting method that’s ideal for events: GeoMoments. As a newer technology, GeoMoments allow you to post ads on customers devices during a specific time and place. For example, you can display ads to fans at a sporting event or concert, or reach people at a trade show. With GeoMoments, you can advertise directly to people in attendance without the high cost of sponsorship advertising or less accurate geo-fencing which uses cell towers to configure location. It doesn’t even have to be a live event. You can also obtain IP addresses from people who attended a past event and advertise to them as well.
At Early Express, we offer GeoMoments and other forms of targeting, including IP targeting, to help you create an effective, omni-channel marketing strategy for your business. Get in touch with us to get started on a results-driven marketing plan specifically designed for you.
