Location-based marketing is a fast-expanding marketing technique that resides squarely in the centre of the advertising ecosystem. Location-based marketing typically targets a particular area. Today, it is the upcoming big thing in digital marketing. Marketers focus on consumers in areas with significant demand for their products. As a result, location-based marketing has become increasingly significant in video marketing.
By concentrating your advertising, location targeting enables you to attract the ideal clients for your company. As a result, this particular form of targeting might raise your return on investment (ROI).
Choose the appropriate areas for your business
Compare the following location target types: nations, regions within nations, and radius.
Review the information about each level of location targeting below and the categories of companies that might be a good fit.
Countries- If you offer goods and services to such vast regions, it may be a good idea to target your adverts to one or more nations. You can gain more ad exposure by targeting entire nations as opposed to just a few particular towns or regions within a nation.
Businesses of all sizes that may profit:
- a nationwide business providing services
- An online store that ships internationally
- a global company doing business in various nations
Areas within a country- If your company only operates in a few cities or regions, or if you want to concentrate your advertising efforts in a certain country, think about employing more precise targeting. You can target areas, cities, or postal codes based on the country.
Businesses of all sizes that may profit:
- a company that provides services to a neighbourhood
- a company that offers exclusive deals in specific areas
- a company that sells goods in specific cities or areas
Radius around a location- Instead of selecting specific towns, regions, or nations, radius targeting (sometimes referred to as proximity targeting or “Target a radius”) enables you to decide which clients within a specified radius of your company will see your ads.
Businesses of all sizes that may profit:
- a company that offers delivery services within a certain area
- a neighbourhood business with a close-knit community of clients
Tips for locating your business in the best possible areas:
Broad geo-targeting
Consider how detailed you want your settings to be before configuring location targeting. With broad geotargeting, broad geotargeting can reach people who not only exist in your targeted places but have also expressed interest in those locations (“Presence or Interest”).
The advantages of broad geotargeting are as follows:
- Access to a range of targeted areas, including entire nations, regions within a nation like cities or territories, or a radius around a particular place.
- Possibility of obtaining more clicks, impressions, and conversions from users interested in your product or service.
However, it’s crucial to understand when targeting for “Presence” makes sense, even though broad geotargeting is advised as a best practice on Search. The following situations warrant “Presence” targeting:
- Your company operates in a sensitive industry with stringent targeting restrictions.
- Users that may be in other areas but are nonetheless interested in your product or service should be excluded from your list of users to target.
Set up location targeting
Only places that adhere to minimal privacy standards and have minimum user and area counts can be targeted by Google Ads. You won’t be able to target a place in the Google Ads interface if your desired location target does not meet these privacy requirements. For information on location targeting, choose a choice. Remember that each country has a different selection of location target kinds.
Bulk targeting of numerous places
As opposed to entering each place separately, Google Ads lets you add a bulk list of up to 1000 location targets at once. Additionally, they provide mass editing options. You can also target Ads on different countries like India, US, UK etc by
Where location-based marketing works
The ideal candidates for location-based marketing are brands with actual locations, which may sound obvious but is always worth repeating. Because location-based marketing and analytics organisations may include geofence locations to capture the audiences visiting them, these kinds of businesses are the perfect candidates for geotargeting campaigns. For their geotargeted efforts, marketers build audiences based on actual site visits rather than likes and followers on social media. By employing this technique, marketers can ensure that their messages are delivered to the appropriate audience at the appropriate time.
Location targeting is Google’s best attempt to deliver advertisements to users that match your location preferences. It is based on various indications, including users’ settings, devices, and behaviour on our platform. In every circumstance, 100% accuracy cannot be guaranteed due to the variability of these signals.
Always examine your overall performance data to ensure your settings align with your advertising objectives and make the necessary adjustments.