Is Geotargeting Right for Your Company?

It’s obvious that geotargeting has opened lots of doors for marketers. Geotargeting assists marketers in focusing on a specific market, leading to more appropriate messaging and a much better return on investment.

Within the next year, it’s anticipated there will be at least 4.8 billion mobile phone users around the world. As organizations and marketers try to reach this growing audience, location-based approaches like geotargeting have become even more important. This guide will describe what geotargeting is and why it might be right for your company. It also shares details on the effectiveness of geotargeting. Let’s begin with the meaning of geotargeting.

What is Geotargeting?

Geotargeting is a type of marketing that uses area information to reach consumers with messaging suitable to their habits. This advertising technology shows content based upon an assumed understanding of the customers’ place. For example, car dealer might run a geotargeting advertising campaign. This will show the advertisement to people within 10 miles of the shop. Geotargeting marketing is even more particular. Geotargeting marketing lets you reveal ads based upon their real place. This is when customers opt into area services for apps on their phone. For example, if you run a fast service dining establishment or clothes shop. You can show ads to target customers who are close to the properties and motivate them to check out. In a nutshell, geotargeting helps marketers develop more appropriate, targeted promotions for customers, resulting in increased engagement.

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How Does Geotargeting Work?

Google Ads geotargeting allows search marketers to define locations, in the only area(s) where they want their ads to show.

This is a technique for businesses that depend on foot traffic and/or house deliveries. Some examples are dining establishments, brick-and-mortar shops, and e-commerce websites.

Why? Because showing advertisements to consumers beyond the relevant location(s) drives wasted impressions and clicks. Therefore, cutting into an organization’s marketing budget plan without offering any type of return. For most marketers, geotargeting is key to an effective usage of marketing funds.

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Radius Targeting

Radius targeting is a more specific kind of geotargeting. It is used when you want to target customers in a really specific place. Utilizing your Google My Business account, you can set up a radius around a business location. Then you can adjust your bid to make it higher when consumers enter within a radius of that location. 

You may choose to change your bid amount depending on number of stores if your business runs out of locations.

You could also set up a radius of seven miles from your Boston place. Then, establish another radius of just 2 miles from your New York City location.

Ultimately, radius targeting can be beneficial as a marketing method if you want to increase foot traffic to your store. Also, if you offer a product and services that is frequently bought on-the-go.

Two examples? A shoe store because many people select shoes in-person to guarantee right sizing. Or a sandwich shop because sandwiches are typically bought fairly on-the-go without excessive initial buyer research.

Mobile device with map

Geotargeting Best Practices

Let’s begin with an easy one: target the locations your service serves. If your dining establishment has an area in Chicago, set your search campaigns to only show to searchers around Chicago! If you’re an ecommerce website that serves the Pacific Northwest, don’t reveal your advertisements beyond Washington, Oregon, Idaho, Montana, and Wyoming. This is one of the most basic ways to guarantee that you’re not squandering clicks– and cash– on customers who can’t convert.

Audience Targeting

This helps you to:

  • Target advertisements to people who have gone to a classification, brand, or location within a particular period.
  • Use behavioral targeting by consisting of data on both demographics and visitation.
  • Develop custom-made audiences through the inclusion of consumer behavior data. 

Is It Effective?

There are a number of reasons it makes good sense to include geotargeting into your marketing technique. First, the possible audience is substantial. In the United States alone, 81% of individuals own a mobile phone, and the portion is even greater for young customers. In the millennial market, 94% own a smartphone, and spend more time utilizing their smartphones than they do watching television. A research study from MarTech Series expresses that 83% of marketers find their projects are more effective when they utilize location data. In addition:

  • Geotargeting technology can assist online marketers in increasing their business and enhancing client relationships. Since geotargeting is based on consumer habits, marketers can understand and fulfill their clients’ needs, leading to higher engagement with campaigns.
  • Geotargeting is especially effective for increasing online traffic, in addition to foot traffic to a shop.
  • Utilizing place data is proven to make marketing campaigns 80% more effective. If you understand where possible clients are, it’s easy to show them the best promotions at the right time.

Geotargeting Examples

Ulta Beauty utilized geotargeting to improve the effectiveness of brand-new store openings. The company leveraged Location Audiences and Behavioral Audiences to reach possible customers who were near rival shops. Warrior Sports utilized Visit Optimization as well as behavioral audience targeting to assign media spend to techniques that were driving visitation. They were able to engage an audience of fitness enthusiasts. This project drove 33% more views to particular retail locations than the previous project approach. 

Contact our marketing experts to see how we can assist you in your geotargeting marketing!

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