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Geotargeting: How to Find the Right Customers for Your Brand

Geotargeting is a marketing tactic that uses geographical locations derived from a user’s IP address to serve city- or neighborhood-specific content or advertisements to them.

So if you’re a business and you’re running Google Ads, you’re probably doing geotargeting, either by state or zip code. But you may be missing out on a powerful option for advertising your goods or services: Nielsen’s DMA regions, which are the geographic areas in which local television viewing is measured by Nielsen.

If you want to maximize the buying intent of your audience – not to mention your ad spend – consider adding this powerful targeting option to the mix, as getting your targeting wrong is one of the worst mistakes you can make in advertising. If you’re spending ad dollars to reach the wrong people, then you’re throwing money away.

In general, there are two major ways that advertisers reach the wrong people. First, they set their parameters too broad, which means that you’re putting yourself in front of a lot of unqualified eyeballs – people who have no interests or behaviors that would indicate that they’d be a good potential customer for you.

On the other hand, you can also go wrong by making your parameters too narrow. This one may seem surprising, but when it comes to good advertising, you need good data. If your targets are too narrow, you’re missing out on an opportunity to learn about what works and what doesn’t. And if you get it wrong? You won’t see any results.

When Should You Use Geotargeting?

It’s hard to think of a situation where geotargeting wouldn’t be helpful, but there are some areas where it’s especially beneficial. For example:

  • You have a business with one physical location only
  • You’ve created different landing pages that you want to serve to people in different areas
  • You offer products that are seasonal to some areas, but year-round to others

These are just a few situations where geotargeting is an absolute must, but I still think anyone can benefit from it. Even if you’re a national brand, there are certain markets that you’ll do better in than others, and those preferences are likely to change over time. The more targeted your advertising is, the more you’ll be able to learn about your customers.

Along with other types of demographic targeting, location targeting can tell you a lot about where your message is resonating and that information goes beyond individual states or cities. For example, maybe you have an e-commerce company that gets a ton of business from North Carolina. You sell a lot in Raleigh but can’t quite crack Charlotte. Is it the city itself? The region? The messaging? You can learn a lot by honing in on specific areas to target campaigns.

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How Does Geotargeting Work in Google Ads?

Google Ad Manager allows advertisers to “geotarget” – that is, to target the specific IP addresses of users in geographic locations. There are several options for geotargeting:

  • Airport
  • City
  • Country
  • County
  • Neighborhood
  • Zip/Postal code
  • State
  • DMA region

Most advertisers focus on zip/postal codes and states, but they’re missing out on a potentially powerful targeting option by ignoring DMA regions.

 

READ MORE:Geotargeting: How to Find the Right Customers for Your Brand

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