In our last Ring Partner post on geo-targeting, we discussed How to Build Your Geo-Targeting Parameters (link to previous post). This post devotes time to discussing some advanced approaches you can take to further narrow down and more accurately identify the target consumer you want to see your ads in a Pay Per Call, or any mobile ad, campaign. We’ll pick up where we left off, discussing advanced targeting features.
Location Groups and Bulk Locations
Expanding upon the information from our last post, some additional means for building out your targeting include deeper regional targeting options and bulk targeting locations. AdWords allows you to target regions using places of interest, demographics, and even prior saved locations you may have given up on before.
Bulk location allows you to look up a large number of ZIP codes and add them to the list of specified regions you’d like to target. You can enter as many as 1,000 of these locations in a single marketing initiative.
Proximity Marketing and Mobile Devices
If you’ve only scratched the surface in your attempts to specifically target mobile searches, 2016 is the time to quit messing around and get serious. Statista found that by next year, 2017, more than 90% of web browsers will access content via smartphones. Further, businesses are expected to spend $42 billion annually on mobile advertising alone by 2018.
Proximity marketing directly targets a consumer’s mobile device when they are within proximity of your business. For example, if you own a small coffee shop, you can use proximity marketing to send a coupon for 10% of a small coffee when they are within range of your business. Proximity marketing targets consumers using Bluetooth or WiFi, and sends valuable content to users when they are in the proximity of your business, and does so in real-time.
Proximity marketing has a number of benefits, but the most important is the fact that it allows you to target the right audience at the right time to help extend your brand reach and increase your conversion rates for marketing spend. Ads using proximity marketing vary by platform, but most allow you to craft specialized keywords (max of 10 different combinations), select content categories that apply to your business, and geo-target your audience in the specific cities your business is located. You can even select the size of your ad space in many cases.
Geo-targeting isn’t just a means of drawing a line on a map to determine where you want to advertise. With AdWords and other platforms, you can build a comprehensive, geo-targeting campaign that effectively locates the right customers, in the right place, at the right time for your business to cash in on their buying mood.