Finding the right person in marketing is very important. Hence mobile targeted ads are paramount to success.
GEO Fencing / Targeted Marketing / GPS Targeting
Mobile targeted ads are GPS-based. This allows you to reach your consumer based on their specific location using the GPS information gathered from their device. Examples of the targeting would be serving ads to apartments to get in front of renters. Another would be targeting the home and garden section of lowes for a nursery. You as well can do a radius search around a specific address or venue. Mobile targeting is compatible with 92% of smartphones. The average consumer spends 5 hours a day on their mobile device. 3 out of 4 consumers complete an action after receiving a message when approaching a specific location. 53% of shoppers visited a retailer after receiving a location-based message. (sourced by Bussiness2Community)
Benefits of GPS Targeting
The benefit to Mobile targeting ads is that you are able to put your message in front of them at a specific time and place. You can drive future shoppers to your location by being in front of them when they are doing an activity that would lend them to visiting you. An example would be Honda putting a targeted campaign together targeting Ford and Kia parking lots, to lure buyers to Honda. This is a marketing technique that can drive traffic to your site.
Types of GEO Targeting
GPS / real-time targeting is serving ads to consumers based on a predetermined location. So you are serving ads in real-time based on their GPS location. Let’s be clear we are not talking about forced ads. We are saying that due to the location of the consumer we have the ability to serve ads if they are on their phone and are using apps or surfing the internet. Not 100% of the users in that defined area will be getting ads pushed to their phones.
Historical targeting allows you to find consumers that have been ( last 12 months) to a specific location over a predetermined time and then deliver the ads to the consumer. Using behavior that historically leads to another event is how this is used the best. For example, a Realtor might do Historical GEO on high-end jewelry stores or wedding dress boutiques to find prospective homebuyers. There are an estimated 1.3 billion unique devices that are available to serve ads on currently. There are roughly 600,000 different applications on which to serve ads.
You have the ability to track how many people saw your ad which is impressions and that is the basis of your purchase. So you can control how many times your ad appears based on your budget. Then you should be given the number of clicks that are a result of that campaign. Depending on who is managing the campaign you have the ability to see where they go on your site and how long they stay. Those two metrics are very important. Edwin at Giraffe Marketing can help you set that up so that you are utilizing all metrics to judge success. Reach out to Giraffe Marketing for more information about tracking your GEO campaign.
Conversions for your GEO
Another tracking and metric to use is conversion zones. Many marketing campaigns offer this if they don’t talk with Giraffe Marketing ASAP. A Conversion zone is basically the best way to judge effectiveness. So consumer X sees your ad for real estate about a new home community while at Starbucks. Consumer X drives to the new community. Now on the back in we are able to track that Consumer saw the ad and took action. With that being said, understand that if the sales manager goes to Starbucks and then to work he is counted. If the consumer sees the ad and calls the husband to go look at a home he is not counted. So take this conversion zone as you see fit. But it will show that there is a correlation between seeing the ad and not.
If you are ready to make your mobile advertising campaign even more effective, or need to add mobile to your current digital advertising, contact us today.