What is Geotargeting?
Geotargeting is a marketing technique that involves targeting customers in a specific geographic location. This can be done through a variety of means, such as targeted ads, pieces of content, special offers, or coupons. Geotargeting can be an effective way to reach a local audience with a message that is relevant to their location.
Example of geographic targeting is, if a user is visiting a shopping mall, the advertisers who are targeting the same location will be able to send customized notifications, personalized text messages and more to promote their local business and generate revenue.
Importance of Geotargeting
Geotargeting is a process of tailoring content to a specific audience based on their geographic location. This process can be used to target ads, content, and products to users in a specific region. Geotargeting can be used to improve the relevancy of search results, increase conversion rates, and drive traffic to local businesses.
This means, if you know that increasing traffic to your local store will drive more revenue, you can precisely target the potential audience that is available in that region, rather than focusing on a random group of people.
Compared to offline advertising, geographic targeting ads and content will also lead to a better personalization for your marketing message. As, the organization will know what the local person is looking for at the right time and the same content will be served.
Types of geotargeting
Geotargeting can be done in a number of ways, including:
– Targeting by country
– Targeting by region
– Targeting by city
– Targeting by zip code
– Targeting by GPS coordinates
– Targeting by IP address
– Targeting by weather
Factors affecting Geotargeting
There are a number of factors that can affect geotargeting, including:
– The accuracy of the location data: The more accurate the location data, the more precise the geotargeting will be.
– The type of location data: Different types of location data (e.g. IP address, GPS coordinates, zip code) can be more or less accurate, depending on the quality of the data and the technology used to collect it.
– The granularity of the location data: The more granular the location data (e.g. street address, city, state), the more precise the geotargeting will be.
– The number of location data points: The more location data points that are available, the more precise the geotargeting will be.
– The quality of the geotargeting technology: The better the geotargeting technology, the more accurate the geotargeting will be.
– The limitations due to improved privacy: Technology companies are making sure that their audiences’ data stays secured, thus many smartphones won’t allow accurate data for geotargeting.
Majority of the marketing platforms including Google Ads, Facebook Ads Manager and more provide an option to use geotargeting for brands and marketers to reach out to their optimal audience at the right time.