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Reach Your Community Where They Are
This may come as a shock to you, but the average consumer will check their phone nearly 80 times a day – and that doubles if they’re a Millennial or younger. However startling these statistics are, these contact check-ins can actually be utilized in a way that makes your advertising more effective.
How can this best be accomplished? Through HyperLocal Advertising. This cutting-edge technology enables you to beat your competition out of potential business by targeting consumers at the exact moment when they are primed and ready to buy.
There are three specific tools used to reach your ideal audience in this way. These are listed in order of the least to most targeted – GeoAdvertising with Google Ads, Facebook Geotargeting and finally, GeoFencing with Display Ads. We will break down each of these options below in order to help you decide which will be best for your specific industry.
We strongly recommend localizing your PPC accounts no matter the industry. With you being a Small Business Owner, this specific type of GeoTargeting gives your account additional visibility across search terms and enables you to engage your target audience while still staying on-budget. Geotargeting in Google Ads gives quite a few options to narrow down your audience: Country, State, City, Zip Code, and Radius.
In addition, if you are a Business that has multiple-city reach, there is the option to personalize your ad copy to fit the location of each search, without separate campaigns for each city, through the use of Geo Ad Customizers. As an example: if you are based out of Fort Worth, but you have a free shipping offer for your products, and someone in Austin is searching for that product, your ad copy will dynamically update to read “Free Shipping to Austin.”
While there are many fascinating and useful options, Google Ads is still the most broad in terms of HyperLocal Targeting.
As we’ve mentioned above, for local businesses, the more targeted your message is, the better it will perform. This is especially true for Facebook Ads.
Facebook is unique in the fact that you can get so extremely detailed and specific – not just in the location, but in the type of person you are targeting as well. There are countless ways you can narrow down your demographic and optimize your ad’s performance. You can choose to either include or exclude your audience based off relationship status, specific interest, audience behaviors, age and so much more.
In addition, you can pinpoint your exact area of interest by literally “Dropping a Pin” on the exact location that meets your targeting parameters then increasing the radius as needed. All of these options grant you the ability to HyperTarget your Audience in a way that increases your engagement and builds your loyal customer base.
Geo-Fencing – Display Ads on Mobile Devices
The main goal of Geo-Fencing? To connect you with viable customers in real-time, in the real world. In today’s mobile-obsessed world, there’s no doubt that HyperLocal Geo-Fencing advertising holds enormous weight. This type of advertising is also a great way to beat your competition out of potential business.
The idea’s pretty simple: Use your competitor’s GPS coordinates to build a virtual “Fence” around their location, then you can offer shoppers deals on products they’re on the hunt for in real-time. Give them deals, discounts or special offers that entice them to leave that competitor and visit your location instead. You can also target consumers in the vicinity of your competitors, like those at nearby convention centers or tourist spots.
In addition to being the most targeted, Geo-Fencing has a one-up on the competition due to the fact that you can track your ROI through Conversion Zones. When the customer enters the Conversion Zone with their mobile device and has previously been served the business’ ad, the Conversion Zone recognizes the user and attributes their visit as an offline conversion for the Geo-Fencing campaign.
Is HyperLocal Targeting right for YOU?
So which type of advertising is best for your business? Here at Ad Pages, we believe that each business is unique – thus, there is no “one-size-fits-all” for Advertising. Our professional team will do their best to partner with you to deliver a customized campaign that will help your business (and sales) grow. If you are wanting to generate hyperlocal leads into your business give Ad Pages Digital a call or complete the form below to request a demo of our platform and get Professional, Customized Marketing advice.