Reaching your target audience is important for any business and is one of the many great benefits of geotargeting campaigns. Geotargeting campaigns allows businesses to identify and direct advertisements at the locations their target audience frequents. Even more, recent research has indicated that proximity is the top indicator of where consumers will shop for purchases. To increase the effectiveness of your business’s next geotargeting campaign, Media Venue has compiled a list of our top 3 tips based on capabilities, past performance, and the latest consumer research.
#1 CHOOSE A CONCENTRATED AREA
To set up a successful geotargeting campaign, the first step is to choose a concentrated area in which you want your ads to target consumers. Geotargeted areas can be large or small, but you will want to find the areas with the biggest concentration of ideal customers in order to create the best value of individual impressions. Although this can take some research, it is worth it for increased rates of ROI.
For example, one of our client’s ideal target audiences is adults with children under 12 with discretionary income. We canvassed the overall area of a large metropolitan city for activities, venues, and events that would appeal to this same audience. We then targeted those locations—which included places such as organized sports leagues, children’s theatre, and fun centers. These businesses met both elements of the ideal audience (children under 12 and discretionary income), rather than targeting locations in which income was not a factor in attendance, such as a children’s library, town parade, or park.
#2 CHOOSE AN EFFECTIVE RADIUS
Once you have determined your target location(s), the next step is to establish an effective radius around the specific location(s). An effective radius can vary based on several factors, but research indicates that 80 percent of consumer spending is made within 20 miles of home.
Purchase frequency also has an impact on the most effective radius of a geotargeting campaign. The more frequent the purchase, the less consumers are willing to travel.
Another factor is simply how busy the target locations are and your budget, as geotargeting campaigns are pay-per-impression (PPI). A smaller radius is a better choice and will incur less cost when a heavily trafficked area is nearby.
#3 LOCATION-SPECIFIC LANDING PAGES
The third tip for an effective geotargeting campaign is to set up location-specific landing pages. If your business has multiple locations, you should set each specific campaign to navigate users to the closest location. Although each page does not have to be creatively unique, it should provide as localized information as possible. Conversion rates are often lower for ads with generic site landing pages. You should also consider placing interactive maps and easy to read contact information on each location’s landing page. This provides both useful information and a personalized experience for the site visitor.
HOW TO LAUNCH A GEOTARGETING CAMPAIGN
Geotargeting campaigns provide many great opportunities to identify your target audience. Then, you can present them with ads promoting your business and encourage them to visit your storefront. If you would like to learn more about how your business can succeed with geotargeting advertising and how to get started, visit the Media Venue website or email our Director of Digital Marketing—Cassie Rogers—at cassie@mediavenue.com. Enhance your marketing investment with Media Venue!
