Have you ever searched for “restaurants near me” and found an ad for your favorite diner? That’s a very straightforward example of geotargeting, and it’s a game changer for businesses looking to connect with a local audience.
Geotargeting uses a person’s location to serve them specific ads or content. It’s tailoring your message to meet someone literally exactly where they are.
If you’re ready to connect with your audience in more relevant ways, geotargeting is a good bet. Keep reading as we explain how to put it to work for your business.
How Does Geotargeting Work?
Geotargeting uses location data such as IP addresses, GPS, or a user’s ZIP code. Platforms such as Google Ads, Facebook Ads or X (formerly known as Twitter) enable you to target specific areas — from countries and states all the way down to just a few blocks from your own front door.
Geotargeting Benefits
Need a reason to get started with geotargeting? We have five:
- Better relevance: Your ads need to hit the right audience at the right time. If you have a veterinary practice in New Mexico, why waste your resources advertising to people in New York?
- Increased performance: Targeted ads generally perform better than non-targeted ads. Fewer wasted clicks and impressions mean that your advertising dollars work harder for you.
- Tailored messaging: With geotargeting, you can create campaigns based on what’s actively going on in your area. For instance, a landscaping company could run a special on gutter cleaning or leaf removal in the wake of a big windstorm.
- Increased foot traffic: For businesses with brick-and-mortar locations, geotargeting can be instrumental in getting people through your doors. Try offering special limited-time promotions to people in your immediate vicinity for a quick uptick in sales.
- Event-specific targeting: Are you running a drink special on game day or offering a discount on lodging during a music festival? Geotargeting can help you get your business seen by event attendees — local and out-of-towners alike!
Geotargeting Drawbacks
As great as geotargeting sounds, it does have a few downsides.
- Privacy concerns: Not everyone is keen to share their location. And without their location, geotargeting won’t work.
- It can be costly: Geotargeting is effective, and as such, it can come with a price. Depending on how competitive your area is, you might have to shell out more for a geotargeted ad.
- Narrowed reach: Limiting your target to a two-block radius might help you reach more people inside that radius, but what about the people three blocks away who might be just as interested? There’s a fine line between narrow and too narrow.
Who Should Use Geotargeting?
Geotargeting can work for many types of businesses, but it’s especially useful for local-focused businesses — coffeeshops, restaurants, nightclubs, salons, gyms … really, any business that relies heavily on local foot traffic.
But it’s also an effective marketing tool for event organizers. If you’re looking to promote a band gig, a book signing, a county fair or any other local event, geotargeting should work for you. Same goes for service professionals — from mechanics and plumbers to mobile dog groomers, geotargeting helps you get seen by the potential customers who need these services most.
Getting Started With Geotargeting
If you’re ready to give geotargeting a try, here’s a five-stpe quick-start guide:
- Choose the right platform: Decide which platforms will work best for your specific needs. Google Ads is great for general targeting, while X works well for event-based ads.
- Define your target area: Start broad and narrow it down from there. For example, start with a city, then refine to neighborhoods or a radius.
- Set up campaigns: Most platforms make it easy to add location targeting. In Google Ads, for instance, you can select “Locations” when setting up a campaign.
- Customize your messaging: Tailor your ad copy or content to speak directly to the people in that location. Mention landmarks, local events, or weather trends to make it feel personal.
- Test and optimize: Start with a small campaign to get the feel of things. Look at performance data and adjust based on what works best.
Ready to Give Geotargeting a Go?
Like any marketing tactic, geotargeting has its challenges. But when you’re tactical about how you use it, the benefits outweigh the drawbacks. Our advice? Pick your platform, set up your campaign, and watch your ads and content land in front of the people who need it most!
Whether you’re looking to reach the people in your neighborhood or the world at large, Mischa Communications can help tailor a marketing strategy that will get you noticed. Let us make your job easier!