Opportunities and Chances of Geo-Targeting
Geo-targeting uses IP addresses, GPS data, and other technical tools to determine the location of a user and serve regional advertising. Geo-targeting is a crucial part of geomarketing and is primarily used in online marketing.
Geo-targeting enables Location-Based Services. Through geo-targeting, national campaigns can also be tailored with different regional content. This allows for more precise audience targeting and differentiated product promotion. Depending on the provider, you can “target” based on: postal code, travel time, distance from a store, etc. The advertising material can be delivered without overlap, which can be an important criterion for chain businesses due to sales protection.
Areas Where Geo-Targeting is Used:
- Market Research: Geo-targeting data can determine in which regions products or services are highly demanded.
- Online Stores: In e-commerce, geo-targeting also plays a significant role. Online stores with international presence offer different versions of their website under the same URL. The websites differ in language, currency, or product selection, for example.
- Online Marketing: Geo-targeting allows you to tailor online campaigns regionally and increase your conversion rate.
- YouTube: Geo-targeting is used here to block videos from being displayed in certain regions.
Other Areas of Geo-Targeting Applications
You can also use geo-targeting to gain relevance in SEO search results. On the one hand, keyword combinations along with locations rank well (e.g., Trebbau Cologne), and on the other hand, you can mark your website to be displayed for local search queries. Texts with as many regional references as possible and an entry in Google Maps can also increase your website’s relevance through geo-targeting.
However, geo-targeting still cannot reliably locate users. Users who conceal their IP address, use VPNs, or proxy servers remain highly anonymous on the internet.
In advertising, the mechanism of geo-targeting is relevant for targeted advertising delivery, i.e., location-based advertising. For example, if you want to advertise for your furniture store and limit the discount offer to a small potential customer base, you would focus on customers who are within the vicinity of your furniture store. These individuals are identified through geo-targeting.
Your Contact for Geo-Targeting
To learn how to use geo-targeting to target your online advertising regionally and achieve more conversions, feel free to reach out to Tanja Hensler, our online specialist (hensler@trebbau.com, Tel.: 0221/37646 – 330).