Setting up digital barriers around a location or area and keeping track of when someone using a mobile device crosses them is known as geofencing marketing or geofencing advertising. When any of your specified triggers happen, a chosen form of advertisement will be delivered to that person’s mobile device.
For instance, when clients walk by a coffee shop, push messages for special discounts may be sent out. When customers are at their neighborhood mall, retail establishments can alert them to special offers. Or, like in Burger King’s Whopper Detour campaign, a business might set up a geofence around a competition in order to geo-conquer it.
In this post, we will discuss how to utilize geofencing for Google Ads, the targeting choices available, how to execute successful geofencing campaigns, and some advice on how to make effective geofencing campaigns.
Why Use Geofencing for Google Ads?
Since Google is the most widely used search engine, maximizing brand exposure there is crucial for your company’s success. However, with so many users, it can be challenging to focus your desired ad reach in a way that reduces your expense and increases your sales. Businesses can advertise their advertising in places where their target audience spends a lot of time using the geofencing function of Google advertising. You prioritize quality leads and raise your chances of conversion when you concentrate your marketing efforts on customers who have expressed an interest in the service you provide.
How to Use Geofencing for Google Ads?
For most advertisers and companies, geofencing is a crucial component of a Google Ads campaign. On Google Ads, geofencing advertising is simple to set up. Go to the Settings page of the campaign you want to use and then choose it. Numerous geo-targeting options are available, including Country, State, Zip Code, Radius, and City. Ads that appear in Google search results, the display network, and YouTube can have geofencing set up.
You can manually enter the precise location to target a place more precisely. Google will provide you the approximate number of users in the geofenced area that fulfill the other requirements you have specified. It’s crucial to avoid targeting areas with too few people, as well as avoiding targeting areas that are too large without a sufficient budget.
Targeting Options for Geofencing on Google Ads
- Demographic Targeting – Demographic targeting is a type of behavioral advertising in which marketers target consumers with internet ads based on their demographics. With Google Ads’ demographic targeting, you may target a certain group of potential consumers who are most likely to fall within a certain age range, gender, parental status, or family income. Examples of demographic definitions of your target market include: College students who work part-time, women between the ages of 40 and 50 who make at least $60,000 per year from a full-time job, and retired males who have never had children and are married.
- Time-based Targeting – Time-based marketing entails promoting something at a specific time or inside a specific window of time. This campaign plan is straightforward but successful. The outcomes of your campaign may be greatly improved by serving advertising throughout particular times of the day. There are countless ways to advertise; one is to run them throughout meals like breakfast, lunch, and dinner.
- Behavior-based Targeting – The process through which businesses target customers based on their behavior, interests, intents, geolocation, and other information is known as behavioral-based marketing or behavioral-based targeting. These details are gathered using a variety of tools, including web analytics, cookies, and search history. The most effective adverts and messaging are chosen based on people’s actions. To launch personalized marketing, it makes use of behavioral data, such as what users do or don’t do in your app, on your website, or with your campaigns. A consumer who frequently viewed a website with reviews of thermometers for home use or conducted a thermometer search might be a good candidate for behavioral targeting if they later went to a website for thermometer manufacturers. This blatantly demonstrates a desire to purchase a thermometer.
- Device-based Targeting – You may target individuals with your advertising according to the device they are using due to device targeting. With device targeting, you can decide how, when, and on which device people see your advertisements based on what’s best for your business. You have the power to successfully monitor campaign performance and return on advertising expenditure with bid modifications for each device type (PC, Tablet, Mobile). Delivering consistent messaging to your audience across several touchpoints, such as phones, laptops, desktop computers, tablets, and televisions, is known as cross-device targeting. Targeting a sizable user base across multiple platforms enables you to increase your reach and conversion rates.
- Custom Targeting – Using custom targeting, you may develop distinctive and adaptable targeting solutions based on your goals. You can set your own targeting parameters, such as age, gender, topic, etc., with the help of custom targeting. By utilizing your client database in this manner, you may increase conversion rates and serve the appropriate adverts to the required customer segments.
6 Tips to Run Successful Google Ad Geofencing Campaigns
The path of your clients should be taken into account before you apply geofencing. Where do they usually go? What other industries pique their interest? What inquiries do they make? You may design geofencing campaigns that are more likely to generate sales when you comprehend your target audience.
- Make an advertising copy that appeals to your target market. To capture the interest of your audience, you need pertinent ad copy. If your advertisement doesn’t speak to their interests, people won’t interact with it. You need to design ad content that resonates with your target audience in order to develop a successful geofencing marketing campaign.
- Select the ideal spot for your geofences. Consider where your fences will have the most impact while you are building them. Find out where your target customers spend their time before they come into your establishment. You should put up a geofence in the area of the city or the shopping center where your target audience is most likely to enter it.
- Maintain a modest fence. You must make your fence the proper size in addition to where you place it. Too-large geofences are a common mistake made by enterprises. To achieve the most successful results, it is best to keep your fences small. What then is the ideal fence height? If customers frequently walk to your establishment, a fence that is no more than four to five minutes away is perfect. A maximum four- to five-minute trip to your business is suitable for businesses where consumers typically drive.
- Include a strong call to action (CTA). You need to write attractive ad text for geofencing methods if you want to influence your audience. Calls to action (CTAs) are among the most important elements of appealing ad content. CTAs encourage your viewers to take action. Use a specific CTA that informs your readers what will happen if they click the ad, rather than using a general CTA like “Click here.” Instead, concentrate on CTAs that explain to your viewers what will happen if they click on the advertisement, such as “Learn More” and “Sign Up.”
- Don’t go after targets 24/7. Only use geofencing for advertising when customers may physically visit your establishment. By doing this, you’ll be able to save money. You won’t waste time wasting leads who can’t come to you. Ads that air at late hours, like 11 p.m., are just one example. perform less well from 6am to 7am because most people are asleep. However, if you operate a midnight business like a bar, you might have more success focusing on this period and less success focusing on the daytime.
- Improve your campaign. You run the risk of losing money and passing up chances to connect with more leads and close more sales if you don’t improve your geofencing methods. Check out the analytics and keep an eye on the effectiveness of your geofencing campaigns. You can determine what’s effective and ineffective for your company using this information.
How to Begin Tracking a Google Ad Campaign with Geofencing?
It’s critical to have a feedback loop through reporting when doing geographically targeted marketing or sales initiatives so you can assess your success. It’s critical to monitor those advertising campaigns as well because some ad networks have complex methods for geographically targeting consumers.
- Based on your campaign’s objectives, identify the critical metrics. Choose the metrics that are most significant to you and keep track of them throughout time. It will assist you in spotting patterns and implementing the required changes as you go.
- Make your selection of the necessary tools. You must select the tools you’ll employ to gather this data as you pick what metrics to prioritize and what data to track. Selecting the optimal alternative is made possible by initially identifying the toolkit.
- Put a monitoring tool in place. It is just impossible to constantly monitor everything that takes place online. The campaign’s performance can be measured much more accurately by setting up a monitoring program that will do it for you.
- Establish alerts. Monitoring systems also deliver notifications about events involving your business in addition to tracking and giving access to analytics dashboards.
- Produce the reports. To speed up analysis, visualize the collected data. You can complete it quickly if you have access to Determ. You can either choose from the ready-made reports offered or write your own.
How Can You Make Your Geofencing Google Ad Campaign More Effective?
You’ve seen how to set objectives for marketing campaigns and use metrics to monitor your performance in relation to these objectives. Let’s now discuss how to evaluate and enhance campaign performance.
- Review your targeting parameters for your audience. Examine your campaign’s positioning and creatives to see if they still fit your target audience if an ad campaign isn’t performing as expected.
- Select the ideal channel for your advertising campaign. After you’ve identified your target market, consider whether your campaign’s channels are fit for your goals and the demands of your target market.
- Enhance your campaign’s touchpoints’ copy, headlines, thumbnails, and visuals. Analyze the effectiveness of each touchpoint and pinpoint opportunities for improvement by taking a look at your customer’s journey as they engage with your campaign.
- To improve your campaign optimization process, set up A/B testing. For systematic testing and campaign performance improvement, use A/B testing. With the help of A/B testing, you may confidently incorporate tried-and-true adjustments in your campaign.
For most advertisers and companies, geofencing is a crucial component of a Google Ads campaign. Google will show you the approximate number of users who fit the criteria you specified and are in the geofenced area. It’s crucial to avoid targeting areas with too few users as well as areas with too many users without a sufficient budget.
Businesses should utilize geofencing since it provides you with the option to write enticing writing that generates more leads for your company. You can start using geofencing now that you understand how to do it. You may improve your return on investment by employing geofencing.
Do you want to launch a geofencing marketing campaign? SW Marketing and Consulting is an expert in different types of advertising platforms and we’ll provide advice in running a geofencing marketing strategy that produces tangible results!