Published on: 16 Aug 2023
Reading time: 2 minutes
In targeted advertising, geotargeting is a very important aspect. In marketing, geotargeting is based on a user’s location, unlike behavioral targeting, which is based on a user’s past behavior. If you want to reach users who are physically near the location of a business or an event, advertising using geotargeting can help you.
Traditional methods of advertising and targeting may lead advertisers to believe that focusing on the demographics of their audience is the only way to create successful ad campaigns. However, while targeting based on demographics does have its own benefits, geographic targeting cannot be discounted. Combining demographic and geotargeting can go a long way in helping advertisers reach relevant audiences more effectively.
Geographic targeting or geotargeting is an advertising methodology where an advertiser selects a particular geographic location where their paid ads will appear. The intention behind geotargeting ads is to target people in locations where they are the most likely to convert, which in turn helps increase the returns on ad spend from campaigns. It can be a location close to a brick-and-mortar outlet of a brand or a region that has exhibited high conversion rates in the past, and so on. One of the prime examples of geotargeting marketing can be of insurance companies that sell travel insurance, targeting the domestic or international airports of cities as locations for geotargeting ads about last-minute, quick-to-buy travel insurance policies.
There are several benefits of geotargeting, which make it a crucial tool for any advertiser or marketer. Some of these include:
The real-time components that may be involved in finding the location of a user for geotargeting advertising campaigns include:
Advertisers can create ad units with dynamic components/elements that are chosen and displayed in real-time to users, based on various locations. This can also go a long way in helping advertisers find winning combinations of brand communication, offers, creatives, ad scheduling, etc. for different audience segments.
To effectively add geotargeted ads to their marketing mix, advertisers must put in time and research into finding the right cloud-based advertising software or platform that allows them to utilize dynamic creative optimization to personalize their ads based on geotargeting. Using ad builders like Airtory ensures that advertisers have access to such capabilities and more, including real-time performance tracking and reporting, options to modify live campaigns in real-time, universally compatible ad tags, and so on.
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