By focusing on precise, location-based targeting, geofencing advertising on Google allows you to deliver customized ads to users within a specific geographic area. Geofencing targeting involves creating virtual boundaries around a specific area to deliver ads to mobile devices within that space. Imagine drawing an invisible line around a location, like a store or event. When a person with a smartphone enters this area, they can receive targeted ads or notifications. This approach uses technologies like GPS, Bluetooth, Wi-Fi, and RFID to pinpoint a user’s location and trigger relevant marketing messages.
While geofencing is a powerful marketing tool, businesses must navigate certain challenges to ensure success. Real estate agents can target potential homebuyers searching in specific neighborhoods by showing ads for available properties nearby, increasing the chances of closing deals. The average small business spends $2,500-$5,000 per month on geofencing ads. 53% of consumers say they have received a geofence alert containing a special offer or discount and have acted on it, according to a 2018 geofencing survey. You can target a geofenced area for specific times and days, or 24 hours a day, seven days a week. It comes down to why you are targeting that area and who you are targeting.
How Geofencing Ad Targeting Works
For example, if you target the city of Portland, we may also show your ads to people in nearby suburbs of Portland. This is a powerful way to promote customer engagement and increase foot traffic in a seemingly spontaneous manner. It has been a successful way for Starbucks to increase customer engagement and foot traffic at local Starbucks stores. Geofencing is a location-based targeting feature that is available with a host of marketing platforms and apps. Usually, as is the case with Google Ads, there is no additional setup cost.
When creating a successful location-based marketing strategy, preparing for geofencing setup is a crucial step. The Google Ads platform allows you to use geofencing across search, display, and YouTube campaigns. It’s flexible, so you can choose the type of campaign that best suits your objectives. Geofencing is like drawing an invisible line around a place in the real world. When someone with a smartphone crosses this line, they can get ads or notifications.
Calculating Your Optimal Geofence Radius
Therefore, optimize your landing pages so that your ad will help convert a curious visitor into a paying customer. Check out our landing page guide so you know exactly how to create great landing pages. When prompted to add your URL when creating your ad, ensure that the URL you provide leads to a relevant landing page.
Creating a new geofencing Google Ads campaign
Small businesses can target hyper-local audiences, making geofencing a cost-effective marketing strategy. Start by identifying high-traffic areas or locations where your ideal customers are likely to be. This could be competitor stores, event venues, shopping malls, or business districts. Choosing the right location ensures your ads reach the most relevant audience.
Find the Right Audience Size
- Real estate agencies using geofencing saw a 50% increase in foot traffic to open houses and property viewings.
- This could be competitor stores, event venues, shopping malls, or business districts.
- A campaign may cost anywhere from $5 to $15 per CPM (cost per 1,000 impressions).
This smaller audience will be more qualified and ads can be personalized based on location specific factors. When done well, geofencing can increase foot traffic and brand awareness because ads reach people who are physically near or already showing interest in a specific place. Pairing it with retargeting and localized ad creative usually strengthens the results.
Your competitors are using Google Ads (and might even be bidding on your branded terms). Google Ads is a pay-per-click (PPC) advertising platform where advertisers pay per click (or impression) on an ad. Learn PPC terms, bidding strategies, and best practices to create effective advertisements on Google Ads. Let’s take a deeper dive into the process required to build a geofence within Google Ads and Facebook – our two favorite platforms for enacting this type of activation.
With the right targeting and an optimized strategy, geofencing advertising Google ensures you’re not wasting your budget on irrelevant audiences. In today’s digital landscape, geofencing stands out as a powerful tool for businesses looking to improve their marketing strategies. At Fetch and Funnel, we specialize in using the potential of geofencing to help brands achieve their marketing goals. Geofencing ads are transforming how businesses connect with customers by providing real-time, location-based targeting. Whether you run a local business or a national brand, leveraging geofencing advertising can drive more foot traffic and conversions.
If a customer visited your online store but didn’t make a purchase, target them with a geofenced ad for a discount when they’re near your physical store. Build custom geofencing zones around locations where you know your target audience is likely to visit. A clothing store can send a geofenced ad for winter wear to users near a ski resort during the winter season. Geofencing ads Google targeting repeat customers can improve retention rates by up to 25%.
Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business because they’re searching for products and services like yours. With Google Ads, you can boost your website traffic, receive more inquiries, and increase in-store visits. In that sense, geofencing ad platforms offer geotargeting options but go beyond to also offer a broader range of location-based geofenced targeting. By combining precise location targeting with custom audience settings, you can maximize the impact of your geofencing campaigns. These virtual boundaries, known as geofences, can be set up using Google Ads.
Geofencing marketing takes targeting in advertising to the next level, ads are delivered in real-time where they’re most impactful. You can make the most of a restricted budget by improving targeting options and getting your ads in front of users who are much more likely to convert. The location you choose to target at the campaign level and your location of interest can be different. Use geofencing on Google Ads to target individuals at live events, trade shows, or conferences. By geofencing the event venue, you can send personalized reminders or exclusive offers to attendees.
The use of geofencing can be a method of reducing your overall budget spend and optimizing your campaigns. While it can be useful for businesses on limited budgets who cannot afford to target vast markets and locations, as well as local businesses who mainly service their local area. It can also increase conversions due to a more targeted and personalized approach to ad copy. According to recent data, businesses using geofencing on Google Ads have seen a 20-30% increase in foot traffic when targeting customers within a specific radius. One of the standout features of geofencing ad targeting is its ability to deliver highly personalized content.
Does Google sell my information to advertisers?
Think of traditional geofencing like drawing a circle around your favorite coffee shop. But with AI-enhanced geofencing, google geofencing ads it’s like having a smart assistant that knows exactly when your ideal customers are most likely to want coffee. I’ve seen small businesses double their foot traffic using these exact steps. Let me show you exactly how to make your location-based advertising work across different platforms without giving you a headache.
- Geofencing is a method of establishing invisible geographic boundaries with GPS or RFID (i.e. radio frequency identification).
- For example, a restaurant can send a lunch discount to nearby office workers, making offers more relevant and appealing.
- By geofencing the event venue, you can send personalized reminders or exclusive offers to attendees.
- These virtual boundaries, also known as geofences, enable businesses to trigger targeted actions or notifications when a mobile device’s location enters or exits one of these areas.
- This highly localized approach converts casual browsers into paying customers, capitalizing on urgency.
Performance beyond Display
Pro Tip – Navigate to your campaign settings to ensure that your targeting is set to include users in your specified area only. The default setting targets users who are in, or show interest in your targeted locations, which can include users who are not physically in your desired area. For businesses with limited budgets, focusing on a smaller, targeted audience means spending less while achieving more. By narrowing the scope to a local area, businesses can optimize their ad spend and get the best bang for their buck. By layering behavioral data with location data, you can target the right people more effectively.
This specific type of targeting could help increase your return on investment (ROI). It’s a type of content targeting that you can use in Display and Video campaigns. (We covered one of your other options, Display/video keywords, in a previous column).
You define the area you want to target, and when a potential customer enters this area, the magic begins. This could be a radius around a physical store or a specific zone in a city. Google Ads allows advertisers to target their ads using geofencing and geotargeting. Geofencing allows you to target ads to users within a particular geographic area. At the same time, geotargeting will enable you to target ads to users in a specific country or city. Another exciting development is the integration of augmented reality (AR) and virtual reality (VR) in geofencing campaigns.
