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How does geotargeting work in digital advertising?
Geotargeting is a secret weapon, helping you grab your audiences attention and engagement. This location based marketing strategy uses a persons geographical location, delivery personalised ads and content that is relevant based on where they are located. This strategy accesses a users location using GPS signals, cellular data, and IP addresses.
It's not uncommon to get these two confused, they do sound similar. Both approaches use location data to delivery personalised ads, but that is where their similarities come to an end. Geotargeting focuses on adverts based on the audiences location, meeting their needs where they are. Geotargeting also ranges from regions to cities, even countries, or it can be down to a postcode.
Geofencing, on the other hand, is waiting for your consumer to come to you. You set a digital barrier around a certain area, once a user crosses that barrier, it triggers an action. The action can be something as simple as a push notification from a mobile app. With geofencing, your audience initiate the action based on their behaviours.
Geotargeting uses the users device to determine where they are located. This information then provides valuable information on what advert should be shown to that user. Geotargeting provides numerous benefits when it comes to your digital advertising strategy:
Let's be honest, how many times have you been shown an advert that doesn't interest you in any way? No one wants these adverts. With geotargeting your digital marketing adverts become more relevant, putting your content front and centre in front of those that will find your content interesting and relevant to their needs.
With location based targeting, you see better digital advertising performance. The content is relevant to the users needs right now.
When you run localised promotions, you increase your in-store traffic. Running a geotargeted advert campaign where you target your customers within a certain radius of your store, increases foot traffic considerably, because you are reaching the right audience at the right time.
Personalised and location based advertising will capture the attention of your audience, improving user engagement. You are reaching an audience that are likely to convert, as your digital advertising is relevant to them.
The responses you receive from your geotargeted digital advertising will vary across different areas. If you run blanket ads, you won't notice any differences, where with geotargeting, you gain a better understanding of your consumers behaviour and preferences, helping you make informed digital advertising decisions in the long run.
Geotargeting has proven to be one of the most effective and accurate digital advertising strategies. It can target specific postcodes to cities, regions, and towns. Geotargeting helps you save money on your digital marketing campaign, enjoying a higher return on investment.
If you are looking to connect with your local audience and boost your brand, then geotargeting is essential, helping you achieve success. Drive your business forward today with Genie Crawl, a boutique digital marketing agency with extensive experience in geotargeting. Don't delay, call us today.
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