Four Geotargeting Tips for Advertising Success

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By: AJ Beson, CEO Beson4

What is geotargeting? Geotargeting is the practice of customizing an advertisement for a product or service to a specific market based on the geographic location of potential buyers. Geotargeting can be a great asset to your advertising and marketing plan. 90% of U.S. advertising agencies had clients requesting geographically targeted online ad campaigns. Geotargeting ad placements allow you to take existing, fairly standardized concepts, and market it to defined geographic and cultural markets. Each geographic region is essentially a niche market that can be targeted. These four tips will help you learn how to better use geotargeting to your advantage.

  1. Find a specific venue to meet consumer wants and needs: Use a specific venue that allows you to hone in on consumer characteristics for a specific target market. Stadiums, airports, universities, and malls are examples of specific venues that can be targeted in order to reach specific interest groups. Stadiums provide a great opportunity to focus on specific short engagement events with an audience defined by that event.
  2. Predict your audience by geography: Knowing your business’ target audience and matching it up with where they live or work helps you to find those who might be most interested in your product or service. Geography can also be used to predict desirable demographics and information about users in the area.
  3. Use location-specific keywords for paid search ads: When using geotargeting, it doesn’t always mean you have to capture where someone is physically located. Consumer intent is conveyed all the time by search queries, and location is a commonly included term. Consumers often narrow their own searches by adding in the name of a city or district.
  4. Analyze Consumer preferences from past locations visited: Location history of a consumer provides a lot of information to advertisers: where they like to shop, what they like to buy, how often they make the trip, and even how they get there. Obtaining consumer preferences gives great insight to advertisers that enhance the ability to target consumers and deliver relevant, responsive location specific ads and information.