What is Advanced Location Target Marketing?

Advanced location target marketing is a great way for businesses to ensure their ads get in front of the right people. It’s a marketing method that allows a business to select relevant geographic locations to show ads, For example, if you have a dog grooming shop in Toronto, you can target ads to people who live in the area, are visiting the area, or people who have recently visited.

Why Your Business Should Use Advanced Location Target Marketing

2018 study conducted by Lawless Research and titled “2018 Location Based Marketing Report” provides some significant insights into the business benefits of location-targeted marketing. The report found that 85% of marketers said location-based advertising produced growth in their customer base. 83% also said they experienced a higher response rate, and saw higher customer engagement.

Businesses can personalize ads to better connect with their target audience and increase revenues. A study by Boston Consulting Group found that brands that produce personalized ads see a revenue increase of 10 percent. Businesses can personalize ads to reference local holidays, events, or dialects and increase brand awareness in that city or district. Having personalized location targeted ads allows businesses to engage directly with their community. A 2016 study by Salesforce found that 58% of consumers say a personalized experience is very important to them, and 57% said they are willing to share data in exchange for a more personalized experience.

Google Ads also allows businesses to show ads to people who regularly travel or commute to target locations. It’s also possible to use an exact coordinate on the map to target people who visit specific addresses. With this method, you can target people who live at a specific address or travel to it. This allows businesses to put their products in front of customers even after they have left their store, opening a direct marketing channel to the customer. Facebook allows you to do this and also exclude certain address or coordinates so you can tailor your ads further to reach the right people.

For business to business marketing location targeted ads can help a business market to their end customer. For example, if a business makes jars of honey and knows the honey will be sold at a particular shop, they can target ads to people in the shop or in close proximity to it to drive more sales.

Being able to target specific addresses is extremely valuable for all types of businesses because you can target customers when they are most likely to buy. A 2014 study commissioned by Google found that 53% of consumers were at home when they were searching for local information, 41% were in a store, and 33% in their workplace. 30% of consumers also said they would rather buy in store than online if they knew they were in close proximity to a store. By targeting ads to people close to your store or in the base of B2B, a store that sells your product, you can drive more sales.

How To use Advanced Location Target Marketing

With Facebook and Instagram, you can choose where to target your ad, down to a particular city, or even Countrywide or statewide if you have a broader audience. You can also target your ads to users who have shopped in a particular store previously.

These services are designed so that even small businesses with a low budget, or businesses who just want to try it out, can still access the service for a low cost. You set the budget, say $10 a day, and Facebook or Instagram will never spend more than your maximum budget.

When to Target

Facebook

You should also be smart about when your ads are running because not all days are equal. Facebook has the highest levels of engagement on a Wednesday, and particularly between 11 am and 1 pm. Sunday sees the least amount of engagement on Facebook. You can target office buildings or popular lunch hotspots during the working week to target consumers using their phones during lunch breaks or between meetings.

Instagram

The best times to target your ads on Instagram is Wednesday at 11 am and Friday from 10 am to 11 am. Much like Facebook, Wednesday has the highest levels of engagement and is the best day to have ads running. Sunday also receives the least amount of engagement. Generally speaking, weekday mornings up until around 5 pm are a good time for ads because people will be checking their phone during lunch breaks or while they’re out and about.