What Is Geo-targeting?
refers to the practice of delivering different content or advertisements to a website user based on his or her geographic location. Geo-targeting can be used to target local customers through paid search campaigns.
Location data, geotargeting, geofilters. Location-based technology is opening up a world of possibilities for marketers — but it’s also complicated, as new capabilities and use cases seem to emerge every day.
What Is Geo Targeting?
By definition, geotargeting is the practice of delivering content to a user, based on their geographic location. This can be done on the city, town, local area or area or right down to radius based targeting to as little as 1km to a chosen area. The opportunity here is to deliver, relevant, targeted content to an engaged audience active on their mobile device.
Hyper-Local Geo Targeting
This is a technique that we’ve developed here at Brisbane SEO, where we target direct consumers in a 1km radius of your location. We also target your direct competitors, so as they arrive at your competitors store, we can deliver direct, targeted campaigns.
Practical Applications Of Geo Targeting
Theidea behind geotargeting is that understanding a consumers real-time — or past —location helps marketers achieve the holy grail of delivering the “right message at the right time.” In a simple example, an adult customer visiting car dealerships is likely interested in buying a car, and serving a local Honda ad to this customer more likely to be successful.
Serving a Holden ad to someone at (or near) a local car dealership is an example of geotargeting on a hyperlocal level. But it applies on a larger scale, too.
In the print days, taking out an ad in the Courier-Mail allowed businesses to know that primarily Brisbane residents who could actually visit the business would see the ad in question. Not so in the era of mobile ads which, if delivered indiscriminately and without location context, can be less successful because they aren’t relevant or personal. Ad creative targeted at — and customised for — an Brisbane consumer versus a Sunshine Coast one is likely to be more effective in driving a physical sale.
In more sophisticated use cases, geotargeting doesn’t have to be solely based on a consumer’s real-time location. Locations or businesses a customer has visited recently can be a great predictor of interests and intent, so adding targeting based on historical location as well can be key to delivering a captivating, relevant message.
How are some brands using geotargeting?
In an example of a particularly successful geotargeted mobile ad campaign, one of our retail customers set up geo-targeting around their competitors locations, delivering relevant advertising to potential customers while they would be browsing. This led to customers visiting the store and showing the ad to sales staff, you can’t ask for anything better than that!
There are thousands of potential customers passing you by every day. Being top of mind at the right time is critical. Geo-Targeting presents a real world solution that works!
It is quick and easy to get started and extremely cost effective. Get in touch to find out more. You could have it up and running today! Give us a call on 1800 256 843 or email firstname.lastname@example.org to find out how geo targeting can help drive traffic to your business.