By Alexi Venneri – Contributing Writer
Location advertising is exactly what you think it is – targeting people based on their geographic location.
While the term itself is relatively straight forward, there are a few things Phoenix marketers should be aware of when it comes to effective location advertising. With technology being advanced enough to reach anyone at any location, this is your cue to move some marketing dollars out of traditional media and into digital. Mobile ad spending is at a record high—and that’s because it works.
Ultimately, advertising comes down to wanting the most ROI for as few dollars as possible, and location advertising is an easy and cost-effective solution. This type of advertising works great for both display and digital video formats, and by having a basic grasp on how to take advantage of location advertising for your business, you should start to see results sooner rather than later. As all marketers know, there’s nothing better than getting more than what you paid for.
First things first, let’s discuss the different types of location advertising. While there are several different approaches, here are the ones you should be familiar with:
• Geofencing: This is advertising to people based on their real-time location, and it works by targeting individuals in a defined area. For example, fans attending major sporting events or concerts who are surely looking at their phones between the action.
• Geotargeting: This approach is similar to geofencing, except it targets a larger area. It’s typically executed by using zip codes, cities or designated market areas to deliver relevant ads to a nearby audience.
• Geoconquesting: Location advertising isn’t limited to your past and present customers—it can also be used to convert your competitors’ customers. Whenever someone engages with your competition, your business can target ads to lure them to you instead. This will give you an advantage that’s so good, it’ll almost seem unfair.
• Geocookies: Geocookies target mobile users based on historical location data, and it’s a great way to re-engage past consumers and visitors. Just like geoconquesting, geocookies can also be used to capture competitor visitors. Does it sound too good to be true? Don’t worry, it’s not.
• Proximity marketing: While this might seem like geofencing at first, it’s a little more hands-on. A great example of this location-based tactic is 13 Crimes Wine. The user can download an app that brings the character on the bottle to life, which engages the potential buyer within feet or inches of the product. By engaging and entertaining your potential customers while the product is in their possession, they’ll be more likely to convert.
Now that you’re familiar with the different location-based advertising tactics, let’s discuss how to make them work for you. The number one piece of advice is that big fences don’t work. When it comes to location advertising, the better you are at making your business the big fish in a small pond, the more successful your campaign will be. You want to grab the attention of your audience, not get lost among their stream of notifications.
For some businesses, this could even mean targeting away from their physical location. For instance, if you’re selling headphones, it might make more sense to target people at the airport than to target people at your store in the mall. Have you ever forgotten your headphones at home right before a long flight? Seeing that ad for headphones will make you think twice about whether you should grab a pair at the airport.
Location is key, but the time of day you target your ads is equally, if not more important. Your business can have all other elements of the ad campaign perfectly aligned, but if you’re targeting your customers at 11 p.m. after your business closes, this won’t be nearly as effective as targeting them on Saturday during the day. If you’re geotargeting on Facebook, check your audience insights to understand when the people who “liked” your page are most active.
Location Advertising and ROI
So now you’re probably wondering how all of this has a direct impact on your business’s ROI. For starters, location advertising allows your business to cut costs through Google AdWords. Because of AdWords’ supply and demand bidding system, keywords that are more popular will cost more. Your business can spend half its budget targeting “car dealerships,” but you’ll spend a lot less targeting “Honda dealerships in Arizona.” That’s because there’s less demand for more specific searches, effectively positioning your ad as the big fish in the small pond.
On top of that, location advertising can also boost your business’s local SEO. Not surprisingly, Google reported that one-third of all searches is local-related, meaning that strong location advertising can help increase your business’s bottom line in more ways than you might’ve originally thought. People have also come to expect Google to already know where they are, which can change some of the terms in their search. They’re more likely to search “gas stations near me” than they are to search “gas stations in Phoenix,” making the case for strong local SEO even stronger.
When determining the ROI of your campaign, nothing is more important than taking advantage of Google Analytics. Using Google Analytics will allow you to track where your traffic came from, which keywords are performing well and what you can do differently next time. Did you notice that your ad for your Scottsdale location performed better than your Chandler location? If so, you might want to compare your messaging, visuals, content and time-of-day to see which factors could’ve influenced the campaign results.
Location advertising is the new Super Bowl commercial, but only if it’s done right. If you need more assistance with location advertising, find out how Digital Air Strike’s solutions can help.