GEOFENCED ADS
for lead generation.
When properly used, digital marketing is already quite powerful in terms of targeting your perfect client. If you want to, you can combine interests, demographics, and location to target a very small and specific cross section of people most likely to align with your products and services.
But what happens when you need to be even more precise in your marketing and advertising That’s where the miracle of Geofencing comes into play!
What is Geofencing?
Think of geofencing as the digital version of those guys who stand on the corner, dressed up like the Statue of Liberty, dancing with their signs. Now, instead of only being able to show your dance moves to people that drive down your street, you can send your flamboyant dancing icon of freedom and opportunity directly to their digital doorstep.
Geofencing is a method of advertising to potential customers based on their specific physical location.
You can think of it simply as a more specific version of geo targeted advertising. Usually, there is some sort of virtual ‘barrier’ or boundary that a person must pass through in order to start seeing your ads. So, someone who is on the courthouse stairs might not see your ad, but as soon as they walk inside, they become eligible to see your ads.
This information about a person’s location is used to make an educated guess about the person having a need or desire for your products or services. So, for example, someone at a gym is likely there to work out or at least has enough interest in fitness to work there. Someone at a Yacht dealership likely has a high household income. And someone at a chiropractor may experience regular pain and/or is health conscious.
It’s important to note that geofencing works best in spaces where people will have some downtime. If your targeted area is filled with people on the move, who are not going to be looking at their phone to kill time – we’d likely advise against this style of advertising. Simply put, if the chances of people looking at their device are slim, then the chances of them seeing a geofenced ad is equally as slim. We wouldn’t recommend geofencing to any location where people walk in, grab products, pay, and then leave (like retail).
What Are Some Examples of Geofencing?
Let’s say you have a wedding cake business and you want to expand your visibility in neighboring towns. One way to do that would be to setup geofenced ads that place your branded ad in wedding specific traffic areas – like tux rental and wedding dress boutiques, wedding venues, floral or competitors.
Finding rational advertising avenues for small businesses is always a priority for our team. When it comes to investing your hard earned money into digital ad spending, we’ll pull together expert marketing research and data points to make sure you’re not wasting resources, and match you with a marketing channel that fits. Here are some practical examples of how different types of businesses might utilize geofencing ads:
Where Can I Geofence?
With Geofencing you can advertise almost anything, almost anywhere! We typically utilize the highly trafficked Facebook and/or Google platforms, so we can target ads basically anywhere that Facebook and Google are available. Facebook allows for a little more precision than Google Ads, but Google Ads provides wider opportunities of people seeing your ads. For most businesses, just getting Facebook Geofenced ads running is a great place to start.
You may see other advertisements for companies offering geofencing on their own private networks… but what are the chances that your potential clients will be on a website inside of that network? Probably pretty slim. This is why we simply use Facebook and Google to geofence; the chances of your potential client being on Facebook or Google while in your targeted location are high.
The only real limitations come into play if you:
Too Specific of an Audience
Targeting a very small area is completely possible so long as your demographic and other targeting settings aren’t too specific. For example, you could target ads to a fancy Northern Virginia Country Club, but as soon as you target people who speak Klingon on top of that geography filter, your campaign will likely be too specific to run ads. Each platform has a minimum reach in order to actually run the ads. So, showing ads to a single household is unlikely to work, but showing ads to a single commercial building probably would work. Does that mean you can’t target individual households? No, it just means you’d have to target enough houses to hit the minimum.
Exclusions from Larger Areas
While there really aren’t any limitations on how small of an area you can target, it’s difficult or impossible to exclude smaller areas from large areas. For example, if you wanted to target the highest net worth street in your town and all the houses and businesses on it, you could do that. But, if you wanted to exclude an individual building from that targeting, that would not be possible.
Have a unique idea for targeted ads that you want to explore? Let us know what you have in mind and we’d be happy to discuss if it can be done!
When starting out Geofencing, you typically pay when someone sees your ad. Since Geofencing isn’t necessarily considered high volume advertising, you can usually get away with a low daily budget. There’s a chance that if you’ve been advertising for a while on Facebook, they’ll let you pay only when someone clicks on the ad.
Geofencing is a high-tech and inexpensive way to reach potential customers in the best contextual locations. We’d be happy to have a conversation with you about how geofencing can help your small business! Contact us online or call (304) 207-0678 to get started!
Our industry is riddled with agencies that promise you the world when it comes to results and performance metrics for less than your monthly water bill. And unless you’re in a super niche market that has next to no competition – the likelihood that they are going to get you the leads your business needs is pretty slim.
We purposefully avoid this churn-and-burn business model of other agencies, by being a partner with you. And like any good partner, that means giving you access to your data on demand!
• Google Analytics
• SEO & Site Performance
• Google Ads
• Social Media
• Competitor Analysis
• Email Marketing
• Call Tracking
• & So Much More!
With LovelyAnalytics, our clients have total control to their marketing performance and are able to see the full spectrum of their marketing ecosystem. It also integrates with over 75 apps you use to manage your communications, social and marketing!
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+ Web Design Awards
Packaging + Branding
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Branding + Web Design Awards
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Web Design Awards
At LovelyPixels, we are so proud of the work we do for the non-profits and organizations we collaborate with. As a small business ourselves, our goal is always to elevate the entrepreneur and develop services, resources and tools that help small businesses grow. With us on your side, you’ll have expert branding, digital marketing and web strategists making a ruckus on your behalf.
LovelyPixels’ team consists of senior talent and collaborative partnerships that fine-tune themselves to your business goals.
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