Geofencing can mean a lot of different things and can provide a variety of options for businesses when it comes to targeting for your paid advertising strategy.
But, wait, what exactly is geofencing? It may seem complex, but I'm here to explain how we use geofencing to help our clients.
Here’s what you need to know.
What Is Geofencing?
Geofencing is a location-based targeting option used through your paid advertising strategy that allows you to create a digital "fence" or virtual boundary to reach potential customers.
Think of it in three steps: the location targeting is created, a customer enters the predetermined location and then an ad is triggered on their mobile device.
To sum it up, geofencing is a strategy that reaches people based on their location. Pretty cool, right?
Imagine this — If somebody visits a neighborhood or works in a specific location, we can use that information to trigger a Facebook or Instagram ad in their newsfeed or a banner ad on the next YouTube video they watch.
Although geofencing is an important aspect of your paid advertising strategy, it's only one piece of the puzzle. Your small business should also be doing the following:
- Remarketing ads
- Search ads that appear when people search for your service
- Making sure you have a solid location presence so people can find you
Keep in mind that there is a spectrum of geofencing and that every company may have a different definition of what it means and how they use it.
Why Should Your Business Use Geofencing?
Did you know that 52 percent of conversions are driven by mobile advertising? This makes geofencing an extremely powerful location marketing tool if used properly.
With geofencing, you have several options when it comes to who you target, such as:
- People who have visited your business or a competitor's business
- People who went to certain events
- People who work or live in specific areas.
By using geofencing, you can target based on location to the right people at the right time.
One benefit of geofencing is that you are able to expand your reach to mobile devices by targeting people based on their location. This will allow you to have more of a presence on mobile devices, in general. Geofencing can be considered a mobile marketing optimization strategy.
Remember, geofencing is just one piece of your paid advertising strategy, so don't neglect the other components!
Take a step back and think about who you want to target and their location. Whether you're new to the paid ads world or you've been around a time or two, our paid advertising team has the solutions you need! They can help you build a strategy and make suggestions that are best for your small business.