One of the hottest trends in digital advertising is running a geo-targeted ad campaign. Geo-targeting refers to serving advertisements to a specific set of users based on their physical location. So, for example, if you operate an ice cream shop, it could be advantageous for you to use geo-targeting to reach your nearby audience and serve them with a coupon to encourage them to stop by for an ice cream.
A well-implemented geo-targeting campaign can earn your business more foot traffic and more revenue, which is why so many marketers choose to explore this option. Here are some of the benefits of running a geo-targeted ad campaign:
Depending on your business, it’s worth it to be locally relevant. Restaurants, politicians, and real estate companies are all great examples of businesses that reap the benefits of running geo-targeted ad campaigns. While restaurants use geo-targeting to earn local foot traffic, politicians embrace this marketing tactic to reach voters in a specific congressional district. In real estate, agents can use geo-targeting to get their ads in front of buyers that are searching for homes in a specific city or neighborhood. The name of the game is being relevant to your audience, and geo-targeting is an effective way to help you accomplish this.
One of the advantages of digital marketing is that you can keep tabs on what your competition is up to. However, if you’re testing a new strategy or offer and don’t want your competitors to be in-the-know, you can use a combination of geo-targeting and IP exclusion to hide your ads from the competition.
While geo-targeting can provide you with a number of benefits, it certainly isn’t the right solution for every business. If you have a brick-and-mortar store location and want to get more bodies in the door, running a geo-targeted ad campaign will help you to accomplish this. However, if your business only operates online, using geo-targeting is probably not the best way to help you attract new customers.
All in all, geo-targeting can benefit businesses large and small assuming that the strategy is well-implemented. Before diving in head-first with launching a geo-targeted ad campaign, make sure you’re aware of how the campaign will align with your business goals.