Geofence Advertising

Geofence Advertising Geofence Advertising, geofencing, or geotargeting, is a location-based way to reach your target audience. This can be done a couple different ways but is a highly effective way to reach your preferred customers. The best way to think of this is like so: If you own a car dealership and are tired of customers going to the dealership down the street, you can use geofence advertising to place ads for your dealership to people within the competitor's dealership. You already know they're interested in buying, why not hit them with an ad for your cars?

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Geofence Advertising or Geofencing can be highly profitable

Why Use The 407 Group for Geofence Advertising?

Going back to the previously mentioned example of a car dealership losing customers to the competitor down the street,  doesn’t it make sense to fight back? Our digital ads will be placed around your business at popular intersections and your competitors so that when they’re taking your clients your marketing works to fight them back! But this doesn’t only work for car dealerships. In fact, it works for all types of businesses and our strategy can generate a lower acquisition cost. The way we approach geofencing is second to none. Anyone driving on your street, neighboring streets, or your competitors locations should all be aware that your business exists! They need options and you have them, get your brand in their mind at the right time – the time a purchasing decision is being made.

Google and Facebook Location-Based Advertising Strategies

Our team of strategists use industry-leading technologies including:

  • Automated bid & budget management, which uses market-leading algorithms designed to help maximize your return on ad spend.
  • Instant alerts combined with daily URL testing, to help us understand when we have errors and at-risk campaigns.
  • A global estimator tool, which combines our proprietary technology with Google’s to provide clearer estimates.
  • Google Analytics integration with UTM tags, which automatically helps us optimize your client’s campaigns over periods of time.

We also take advantage of Google’s library of extensions to maximize conversions.

  • Click-to-Call Extension: adds a call button next to the search result, driving qualified phone call leads directly to your business.
  • Review Extension: showcase reviews you have received throughout the web, influencing new customers to trust their business.
  • Location Extension: make it easy for your customers get directions to their business.

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Still Not Sure? Our team will maximize your search advertising - driving customers most susceptible to be a buyer!

  • Show your ad at the right time, every time. Your customers are driving near your store – why not advertise to them when your business is most relevant?

  • Your competitors are probably doing this to you! Your competitors spent money to get their customers in the door – don’t you want to capitalize on that with your superior product?!
  • Superior awareness & exposure: we use the most advanced data-driven advertising technologies to promote your client’s business to the right prospects on the world’s most popular search engine.

  • Rest easy knowing your campaign is being fully managed by a Premier Google Partner.

  • We develop a custom strategy for your campaign based on your client’s needs which includes: providing a free call tracking number, attractive and high converting ad creative, plus landing pages when applicable. Designed to work flawlessly on both desktop and mobile.

  • Fantastic ROI: detailed reporting showcases the number of impressions, clicks, CTR, Avg. CPC, campaign costs, average position on search, and the average share of daily search impressions. Your clients can even track clicks by days of the week, and by which platform they’re using (such as desktop, mobile, or tablets).

Geofencing FAQ

How do my ads show up?

We use marketing channels like Google and Facebook to reach your customers. Ads appear how other ads would, they’re just triggered on a locational-basis when they matter most.

How are customers targeted for my campaign?

When ordering this service, you’ll have the opportunity to specify the goal of the campaign and who we should target. But we’ll consult you on the best strategy for placing ads. Your surrounding intersections, competitors business address, and areas your target customer would hang out maximize the efforts.

How is reporting delivered?

We will provide monthly reporting to you!

Where will my ads be shown?

Thanks to the way Google Adwords works, we can place your ad at the top of search results, effectively paying your way to the top of Google for important keywords that drive traffic. Additionally, Facebook and Instagram ads help us get the word out once the viewer enters the geofence.

What Is Geofencing and How Can It Help Your Business?

Geofencing is a location-based service. It is otherwise known as location target or geo targeting.  Many apps and browsers use location data to provide optimum service to their users, determining location through cellular data, global positioning (GPS), satellite radio frequency identification (RFID) and WiFi.

Once the location is set, the information gathered can trigger an action such as alerts, SMS messages or push notifications. Geofencing is used primarily in digital marketing, online advertising, search engine advertising and social media marketing.

Geofences may also be set up to track activities in specific locations. Alerts can be set up to send notifications when anyone enters or leaves a particular area. Businesses can track employees or automate their time cards. It is crucial for companies to use and optimize geofencing for their marketing or advertising campaigns. The importance of defining and specifying geofencing for digital marketing in order to include or exclude locations and audiences cannot be understated.

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Uses of Geofencing

Geofences are commonly integrated within the code of an app or software because users need to opt-in in order for the geofence to work. For instance, a local business could create a geofence around their store or outlet to trigger alerts for customers who downloaded their app or 

opted to avail of their location services. Before integrating geofencing, it is important to create a virtual boundary around your target location using GPS or RFID-enabled software. This geofence would trigger a response when a device enters or exits the area as specified by the targeting settings. There are modern software applications that use geofencing technology and graphical interfaces which allow users to create precise boundaries.

Some lifestyle or productivity apps allow users to choose their address or location, which could help trigger an alert or notification. This is referred to as the “if this, then that” function, where an app is designed to trigger an action following a user’s entrance to the desired location.  The same response can be triggered by the desired action as well.

Home automation services allow their users to control their home’s devices from a remote location using the app. They increasingly offer automated functions such as auto-locking doors, engaging alarms, tweaking the home’s climate settings, or other actions based on geofencing triggers.

Geofencing isn’t exclusive to generating sales with mobile apps. It has been used to control vehicles and track containers. Even drones are now programmed for geofencing.

The Many Benefits of Geofencing

  • More than 95% of Americans use cell phones, and 77% of them have geofence app access. 80% of mobile users use apps with geofence access. As you can imagine, the potential to reach target markets through geofencing is practically limitless! It’s no wonder that geofencing has become an integral function to many business models.
  • Geofencing has become one of the most popular location-targeting tools for marketing.  People can move from one location to another in minutes and advertisers, having only a small window for promotion and marketing, can optimize campaign strategies by following people as they move from one location to another.
  • Geofencing apps can be optimized for various purposes. They are perfect for companies that are holding events by connecting people with event-related messages. Geofencing is also commonly used to connect with old or new customers, loyal clients and even customers who have just visited your competitor’s location.
  • Geofencing helps businesses determine how their dollars are spent, and their investments are returned. It can show information about users who have reacted to your ad, visited your store or made a purchase.  

Online Marketing With Geofencing

  • Geofencing can be used across many types of online marketing or advertising campaigns.  This includes remarketing, search engine advertising, online video advertising, display advertising and other social media campaigns.
  • A small store could create a geofence in the area surrounding its location. When people pass through this area, they would receive a location-based alert that would prompt them to stop and check out the store.
  • A car dealership could set up a geofencing ad which targets people who are leaving a competitor’s dealership. The dealership can actually send them a real time message with an offer such as zero-percent financing.
  • Event producers, artists and musicians can use geofencing for relevant offers during events. They could set up a geofence around different tour venues. Geofencing could also help collect data about the people in the area in order to understand the mindset of potential attendees. They can then prepare and predict possible concert turnouts.
  • Lawyers and other professionals as can set up geofencing advertising campaigns designed to target people interested in a specific area of case law. They could also geofence competitor’s locations or locations of related services such as bail bondsmen.
  • Medical practices can improve marketing strategy by using geo targeting. This can be a part of their comprehensive marketing strategy. It is a great way for a plastic surgery clinic to reach potential clients.

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Setting Up Mobile Geofencing Advertising on Google Ads

  1. To set up geo target advertising with Google Ads, first select the campaign that you would like to manage. Google Ad allows geofencing on campaigns, including searches, displays and Youtube. Pay attention to the exclusions though when you set up your geo target ad. In Google, geofencing is referred to as location targeting. When you geofence with Google Ads, you increase your quality score and your ads become more relevant to local users.
  2. Use the search feature to set the location. It will return a match as well as possible reach for each of your geo-targets. Reach is the actual estimate of the number of people who are nearby.  The target or exclusions of your geofencing settings find the users near your location.
  3. Select Advanced Search to access the advanced geofencing options. Once you’ve selected Advanced Search, you can opt to add or exclude locations based on your selections. If you exclude a location, then your ad won’t serve the people in that location.
  4. Google Adword’s Radius Targeting options are set at either number of miles or kilometers around the location.  If you are running a campaign with tight geofencing settings, it might be best to set the radius in kilometers instead of miles.  This helps set a tighter geo targeting.
  5. For radius targeting, make sure to select the radius option on your geofencing. For example, you can set a one-kilometer radius around your location, which is particularly helpful for law firms and hospitals.

Geofencing on Facebook and Instagram

To set up geofencing for Facebook and Instagram, start with the normal campaign creation. In Audiences, select the location to target or exclude areas. To drill down to a specific location, select your target geography first. You can select “Drop Pin” on the location that matches your parameters. Then select the radius to target around that location. To specify even further, you can set additional targeting exclusions to refine your geofencing. Once you’ve set your location, to drill down to at least one-mile radius with geo targeting you can start setting exclusions around that radius.

How Much Does Geofencing Cost?

Geofencing marketing does not cost as much as other online advertising campaigns. Bid prices might be somewhat higher than blanket geo targeting, but the cost depends on the competition and targeting options. Geofencing cost would be either CPM, CPA or event cost per conversion,  depending on the campaign goal.

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Does Geo Targeting Perform Well?

Absolutely! It works and performs exceptionally well, especially if you add specific layers to your local marketing campaigns. The more targeted your message and specific your location, the better your geofencing campaign will work.

Advertise Where Your Target Customers Are

With the increasing buzz surrounding geofencing or geo targeting, it is not surprising that more and more businesses are ensuring that geofencing is part of their online campaign. At least every few weeks an online marketer will talk about geofencing, the approach they use, and what method works for them. Unfortunately their claims are far from the realities of unrefnied geofencing. It is important to combine a smart strategy with accurate data in order to set up your geo targeting campaign properly.

Some advertisers focus on narrowing their audience by location, and they completely ignore important other factors. Digital markets need to think about their strategy to ensure that their ads will be more effective.

Do’s and Don’ts of Geofencing

  • Geofencing is a highly effective digital marketing tool. However, in order to be effective, it needs to be executed properly.
  • Geofencing is not limited to mobile devices. It can be done just as effectively using your desktop or tablet. There are instances when mobile geofencing is not advisable.  Sometimes, people aren’t in an area long enough to respond to a geofencing campaign. 
  • In order to do geo targeting, the user must be using an app or a web browser. Making calls, checking emails, sending out text messages do not create the right environment for the service of targeted ads.  
  • For geo targeting to work, the user must be able to use his phone. If it is in the pocket or in a purse, there is no opportunity for geo targeting to work even if they are in the exact spot where you want them.
  • Geofencing will only work when the user is in a position to comfortably and safely use their phone. Will the users be walking? Will they be stationary? Geofencing doesn’t work well when people are driving, as at that time they (hopefully) won’t be using an app.
  • Consider the geofence boundary. Are there clearly-defined areas with equally-defined boundaries? Are there cluttered areas where zones blend into each other? In these cases, geofencing might not be the best approach.

Get the Most Out Of Geo Targeting

Geofencing is a great way to communicate with your customers. It is a simple way to market your business to people who will likely act on your offer. Many businesses have discovered that mobile devices can act as a bridge between online and offline advertising. Geofencing has made it possible for advertisers to direct their ads to location-target users.

 

It is easy to see why local businesses are so eager to try this innovative technology. Geo targeting can engage consumers based on their location, and that can trigger a lot of sales and actions. It also helps to understand the mindset of the shopper.

For many business owners who are used to setting up sale signs outside the door or handing out flyers on the street, the idea of geo targeting campaigns to reach their target customers on their mobile phones can be a bit overwhelming. So, how do they start?

Keep it simple. Start with app-based messages as opposed to web-based messages. The old method of sending messages via cellular data is being phased out. Businesses are opting for a combination of cellular data, GPS, and WiFi as well as creating an app with geofencing capabilities. Customers can receive location-based messages within a specified area. The user only needs to turn on location services in their settings.

But how can businesses encourage users to turn on location services? The answer is simple: build customer awareness.  Let people know that they can avail themselves of special offers or discounts if they turn on their location-based services. They can receive loyalty points and rewards when they download the app or use it.

Other sophisticated forms of geofencing include making sure that every customer will see a mobile ad when they pass through a target location and within the radius of that location. It is important for businesses to work with companies that specialize in location-based advertising to create and start optimized geofencing campaigns. 

It is important to reach your audience in real time and gain valuable access to insights about your target market. Although at first it may seem challenging and intimidating, there are businesses that could help you understand the process, create a plan, set up your advertising system, implement your plan and monitor the results.The opportunities offered to businesses of all sizes through mobile advertising are virtually limitless!

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