One of the most common and effective ways to target audiences in digital advertising is by location. It’s typically a primary attribute, especially for local businesses. You likely use it in most campaigns for your advertisers. You can also use location-based retargeting to improve performance, which marries geofencing and retargeting.
What Is Location-Based Retargeting?
As noted, it’s a strategic approach that combines location with retargeting. Retargeting is the ability to serve ads to people who previously visited a website, whether through an ad, by searching or directly. It’s an effective tactic because there’s familiarity and awareness of the brand.
In location-based retargeting, you can help businesses capture the attention of past visitors, regardless of where they saw an ad. It uses a rolling 30-day lookback window, which refreshes weekly throughout a campaign’s duration. It allows advertisers to reach audiences who visited a geofenced location in the past.
How Effective Are Location-Based Retargeting Ads?
The great thing about all types of retargeting is that ads serve people with previous engagements with a brand. In this type of retargeting, those seeing the ads have been in physical spaces near the business or in places where ideal customers spend time.
When included in a campaign, location-based retargeting acts as an optimizer to focus on “repeat” consumers, and it can drive in-store sales. The ads people receive are likely more relevant, increasing their likelihood of responding. As more local businesses seek to improve foot traffic and store visits, it’s one more way to improve ad performance.
So, when is this a good option for campaigns?
When to Use Location-Based Retargeting
This strategy works for a variety of businesses with physical locations. Here are some examples.
- Car dealerships: If consumers visit a dealership, they often have the intent to buy. However, buying a car is a long process, with people doing lots of research. Additionally, dealerships tend to be in close proximity. A campaign could deliver video ads about the latest models, financing deals and promos to anyone who has been in this area, driving them back to close the deal.
- Shopping centers and complexes: Retailers are always eager to drive more foot traffic. In today’s environment, malls are old news, but retail complexes often have many stores. The outlet mall is also an increasingly hot area for shoppers. Locals may visit these places weekly, and brands have the chance to hook them with new deals when they return.
- Casinos: Another industry that depends on people visiting their locations is casinos. They often use geofencing to attract locals and visitors to their venue. You could recommend this type of retargeting to boost reengagement and offer promos for restaurants or entertainment at the casino. This gets people in the door and spending more money.
- Recruitment: Geofencing competitors and places of learning has become a smart way to recruit. Layering the campaign with this type of retargeting reminds a potential applicant of the opportunities. This could eventually become very appealing and drive action.
Expand Tactics and Strategies for Better Campaign Performance
Location-based retargeting can be an excellent addition to advertisers’ campaigns. It provides a way to target ideal customers and can lead to more foot traffic and conversions. Get inspired on how this tactic can work for your customers by reading this case study featuring a manufacturing company.
