GeoTargeting: Using Location and Demographics to Find New Customers
If you’re like most people, you probably don’t think about geotargeting very often. But if you’re a marketer, it’s something you should be thinking about all the time!
Geotargeting allows marketers to deliver ads to people inside a defined radius and meeting specific targeting criteria. Moreover, you can find people with strong buying intent and enable faster conversions.
So what are the best ways to use geotargeting? Here are a few ideas:
– For a brick-and-mortar business, you can use geotargeting to deliver ads to people within a certain distance of your store. Hence, this is a great way to drive foot traffic and increase sales.
– If you’re holding an event, you can use geotargeting to focus on people in the vicinity of the event. As a result, you can increase attendance and get people excited about what you have to offer.
– Suppose you’re launching a new product or service. With geotargeting, you can reach out to people living in the area where the product or service is available. Indeed, this is a great way to generate buzz and build anticipation for your launch.
What’s more in this blog? Let’s explore!
Geotargeting Campaigns: The Main Three Criteria
Location
Targeting Criteria
Ad Delivery
These are the three key parameters you need to consider when setting up a geotargeting campaign. Let’s take a closer look at each one:
Geotargeting Location:
At first you have to identify the location or locations that you want to target. The main four criteria used for location are:
Zip Codes
Metro Areas
Congressional Districts
States
Geotargeting Criteria: Demographic Overlays
Secondly, you have to use demographic overlays i.e., a way to target a specific group of people. It implies that you can focus on people based on their age group, gender, or income level.
As a result, businesses can easily tailor their products and services and appeal to a particular group, driving sales.
For example, a company selling baby products would use an overlay that includes parents of young children. By this way, the business can reach targeted audiences more effectively and grow their sales.
Next, you have to identify the targeting criteria you want to use. Over 400 categories are there which you can use to define your audience. You can categorize them in multiple ways, from occupation to a residence having pets.
Furthermore, under the targeting criteria, there are two (2) main categories.
1 – Residential Targeting
2- Property Targeting
So, if you want to know about these categories, you can talk with our friendly representative at www.getgeofencing.com.
Next, you have to identify the targeting criteria you want to use. Over 400 categories are there which you can use to define your audience and these categories range from occupation to a residence having pets. So, talk with your friendly representative at www.getgeofencing.com to go over options.
Furthermore, under the targeting criteria, there are two (2) main categories.
1 – Residential Targeting
2- Property Targeting
Residential Targeting:
Generally, several hundred categories are there to define your audience within an area. Some sub-category examples include:
Age
Education
Ethnicity
Gender
Language
Life Events
Marital Status
Number of Children
Pets
Vehicles
Property Targeting:
Property targeting provides data on properties at a county level. Some examples include:
Single Family Residence
Condominium
Mobile Home
Townhouse
Duplex
Apartment
Commercial Building
Office Building
The list is almost endless. But it is safe to say, geotargeting can curate a real-time audience matching the profile of your likely customer.
Ad Delivery
Ad Delivery: Finally, you have to decide how you want your ads to be delivered. It is equally important as other steps. The main four options for ad delivery are:
1- Display Ads
2- Video Ads
3- Audio Ads
4- Text Ads
Display Ads:
Display ads are the most common geotargeting ad that appear in the form of small banner ads. Moreover, you can display these ads on websites or apps.
Video Ads:
Video ads are becoming increasingly popular as more and more people consume video content online. They are usually short, 15-second ads which you can play before, during, or after a video.
Audio Ads:
In case of audio ads, you can play them on streaming music platforms like Spotify or Pandora. It implies, you can run these ads between songs. Hence, they need to be short, 15-second ads.
Text Ads:
Text ads are the least intrusive type of geotargeting ad. Generally, you can find these ads in small and textual format, displaying on websites or apps.
Ads or creatives are critical to the success of your campaign. So, make sure to work with a team of creatives that understand geotargeting. They can help you create ad copy and visuals resonating your target audience For more tips on ad design, click here.
Programmatic Distribution
Geotargeting uses programmatic distribution to deliver ads. It means you can target the user on whatever website or app they visit. Simply explained, when a user accesses a website or app, there is a 100-millisecond delay. In that delay, algorithms bid on available advertising inventory on that website or app. Then, the user receives the highest bidder’s ad. The entire process happens in real-time with the help of automated machines. Hence the term “programmatic.”
Furthermore, programmatic buying has been around for about a decade. But recently it has gained popularity in buying and selling.
Dayparting
Dayparting is the process of scheduling your geotargeting ads to run at specific times of the day or week. Specifically, the most common days and times for geotargeting ads are:
Monday – Friday: 8 am – 10 pm
Saturday – Sunday: 10 am – 8 pm
Remember, dayparting is very essential. It is because, mobile users are more likely to be online during these times. Therefore, when you are aware of the accurate timings, it becomes easier to schedule your ads and attain best results.
Geotargeting and Precision
The key difference with geotargeting is that it hones in on a specific consumer criterion. These criteria can be demographics, behaviors, interests, and a person’s location. As a result, you can target audiences more precisely than other types of marketing. Moreover, when you’re more precise with your targeting, you’re more likely to see better results.
Besides, geotargeting can also exclude specific locations. It is because you can define your locations more specifically using demographic overlays. As a result, you can strategically spend on ads that are likely to convert.
Additionally, using geotargeting, you can reach target audiences with laser precision. Whether you’re targeting consumers in specific metro areas or congressional districts, geotargeting can help a lot. Using this technology, you can reach the right people at the right time with the right message.
So, if you want to start with geotargeting, the team at www.getgeofencing.com can help. Share your business niche and goals and they will set up a campaign in no time.
Contact us for more information about Geofencing and how it works!
