The topic of this blog post will be Geotargeting, sometimes spelled Geo-Targeting
BroadProximity • Dec 21, 2020

We left off in our last blog post by giving you a definition, the difference between Geofencing and Geotargeting, here it is again incase you were not able to read the previous blog post. 


The difference between Geofencing and Geotargeting is this: Geofencing refers t the drawing of a virtual, invisible boundary line around a building, event, neighborhood or anything physical. Where as Geo-Targeting is the action of targeting specific consumers based on demographics, behaviors, interest, brand infinity and other filters in real time while they are at homes, a building, traveling throughout the city, county or any area, all in real time. Geotargeting also has the ability to exclude or include consumers or a specific group of people. 


Geotargeting, sometimes spelled Geo-targeting is the act of sending information or an advertising message to consumers that are in a specific location in real time based on filters and demographics. A mobile phone is found via GPS and identifies not the individual, rather the position of the mobile phone and reports that phone to ad servers. The ad servers then send out ads based on a lot of information such as and not limited to, parameters, demographics, location, behavior, brand affinity and many other filters. Privacy of the consumer is kept. 


What Geo-targeting will do is allow a local business to deliver different content or ads to consumers tailored to their geographic location. Geotargeting is 100% ethical, we down loaded the apps for free instead of paying for the app and the reason that the owners of the apps allow us to down load them for free is because they are in business to make money, so ads come across the apps. One of the best things about geotargeting is that ads are served to consumers who are most likely to have interest in the product or service. This is all based on filters and demographics that allow you to target the right type of consumer.


How could a local business use Geotargeting? If the consumer is at a large event, mall, stadium, airport or say a large college campus. You could use focus on engagements at different locations and different times helping the audience navigate the large venue. You could also use the filter of inclusion or exclusion to reach the right consumer at the right time of day, during the right season or even the right side of the street. 


Here are a few reasons how Geotargeting could help you, a local business.


If a family is on vacation for the first time to an unfamiliar place for the time there smartphone could help to improve their vacation. Thanks to GPS they could find a nice hotel nearby or a specific type of restaurant to get a meal. As a local small business you could notify shoppers of your store, be proactive with potential consumers who are looking to make a purchase of that special something to remember their vacation. Your message can also be timely and precise. If you were a tire shop nearby a grocery store you could send out messages to grocery shoppers of tire deals, short wait times or bring in your receipt to receive a 10% discount. By using geotargeting your going after the consumer who already is aware of your product or service, shoppers that are most likely to buy and are a warm lead.

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Targeted Display vs. Search Engine Marketing

By BroadProximity • 10 Sep, 2021
In general search engine marketing is any blend of SEM/pay per click advertising and search engine optimization/SEO with the goal of ranking your site higher. Targeted display are the ads that follow you around the web. This involves geo-targeting, site retargeting, search retargeting, keyword contextual targeting, category targeting and site list that are relevant. Geotargeting is marketing to people who are within a specific geography, on that you the business owner chooses. Data is used to ensure that your ads appear in front of users in your service area. Some data that can be use is: the county you do business in, the state yo do business in, zip codes or a radius of mile from where your business is physically located. Geo-targeting is part of every campaign that BroadProximity does. Site retargeting is marketing to people who have visited your website. Unfortunately when it comes to site retargeting over 97% of people who come to the site for the first time will not take action. So every business that has a website will loose 97 out of 100 visitors because of life's distraction and this results in no phone call or emailing. What BroadProximity will do is put a tag/pixel on the website and when the site visitor leaves and browses other pages online we can show them ads for the site they left, this could be your business site! One very important key is that your site must have a lot of visitors if yo don't then this tactic will not work as much. Search retargeting is marketing to those who are searching for products and services, this tactic will help the sites that do not have a lot of traffic. Keyword contextual retargeting is all about marketing to those who are reading content about products and services. Here users find their way to articles of interest trough social media, other pages your on and other channels. This method does not target the page. We are targeting the content. Category contextual marketing is marketing on sites where prospects re likely to be. This is similar to demographic targeting. Sometime there is not data on a search for a product or service. In this case sites are picked that make sense for the product or service which have a lot of search and is a good fit for someone on that site that should have interest in that product or service.

Why can't I see my ad?

By BroadProximity • 03 Sep, 2021
There is no easy way to answer this and yes there is an answer. Targeted advertising is not your traditional advertising. Targeted advertising contains many elements, some from paid search and some from traditional types of media. It is a blend of both worlds. One answer is that based on the input of information, the filters that are used the profile that is created. The business owner may not fit the targeted audience and therefore will not see their own ad. Here is a list of possible targeting tactics that any ad campaign can be used. We have site retargeting, category contextual targeting, keyword search retargeting, geofencing, addressable geo-fencing, OTT and CTV. Each of these are a stand alone tactic and work extremely well when they are combines. Questions one, does the advertiser have web traffic? Yes or no. If the answer is no then site retargeting is not something that should be done at this point. Our goal will be to get as much traffic to their site as possible. If the answer is yes then site retargeting is definitely a tactic that needs to be used. Reminding the prospect about a website is needed, we're busy with our lives and we don't always remember the sites that we have visited. This is a warm lead, nobody visits a website by accident. This warm lead is surfing the net and site retargeting reminds them of their visit to your site and has the potential to make this warm lead prospect a customer. Search & keyword contextual targeting is a tactic that gets it's power from keywords that people search for and read on the web. Here the question that needs to be asked is, "Mr. or Mrs advertiser do consumers to any kind of research on your products, services or industry? This could be a direct search on line or maybe consumers read content and click on a hyperlink that takes them somewhere regarding a product or service that you provide in general. We know that 87% of all purchases begin with online research, so this tactic is almost always used. Category contextual targeting impact the prospect early in their purchase cycle. Here ads are shown to prospect that are categorically relevant, so there is already interest in the product or service the only questions are when will the purchase be made and from whom. This shopper does not have a digital footprint or breadcrumbs across the web that would identify them as a viable customer. This tactic is good for almost all businesses that sell a product or service, especially if this industry does not require a lot of research. Geo-fencing is that invisible boundary line that is drawn in the real world that when the prospect enters will trigger a notification. Mr. or Mrs advertiser, are there places in the real world or events where you think we could find your ideal prospects and show them an ad for your product or services? The answer to this is almost always yes, because potential customers can be found everywhere. They can be found at your competitors, while shopping across town or even on vacation. If your business has a physical location a conversion zone can be created for the purpose of tracking conversions to your store. Addressable geofencing can also be used and is helpful if the business has it's own list of addresses they want to target. This list could be their own or a list they purchased. Programmatic video is where the advertiser wants to use the video to target their audience with sigh, sound, motion & emotion. This works just like the display ads on our mobile devices with the added benefit of sight and sound. This has the ability to inform and influence the consumer in ways that display ads cannot. This should not be more than 15 second long, it would be rare to go longer than 15 seconds, even if the prospect has interest. CTT and OTV is where we follow the prospect from conventional TV at home to streaming TV. This will take advantage of the new internet TV space. BroadProximitys OTV and CTV targets users based on, online behavior, their physical location aka their address and demographics.

Targeted Search Data, how is this done?

By BroadProximity • 27 Aug, 2021
This can be done by capturing the terms that users search. Many sites have their own search feature. The user can input search words into the search box and find content that interest them. These search boxes are very common and popular on news sites, blogs and vertical search engines like Hotels.com or Expedia. Another way keywords are captured is by looking at domains. When users visit specific sites the domain becomes part of the users profile. Domains that are relevant to a businesses products or services can and should be used as keywords. Yet another way keywords data is through page visits. Google, Yahoo and Bing all have search boxes and we have all typed in searches. While Google, Yahoo and Bing to not share their search data it is possible and with good accuracy lean the interest of prospect and target them to make them a customer. How does this happen? After we click on one of the results that Google provides, the keyword we just searched for appears in the url. And because the url of every page visitor is captured this is additional keyword data and it build a profile of this user. This will apply even if the user comes from a page that does not share its data, like Google, Yahoo and Bing. And when there is no search done at all keyword data is captured based on contextual phrases on the web pages that uses visit. As an example when you on a page and you see something that interest you and you click on that link your taken to content that you have interest in. Even though the user never did a keyword search because they clicked on the link the publisher can determine that this user has interest in the information that the link provided. This is why it is so important to include keyword contextual targeting along with keyword search targeting campaign. Best practices would be to use short 1 to 3 word phrases. Yes long tail keywords are effective in search engine marketing campaigns they are harder to deliver impressions for targeted display. Quantity of keywords is usually better, the more the better. Our technology will keep track of all the keywords and tell us which keywords are performing the best so we can focus on them. This allows us to focus on the top performing keywords and increase the budget for those keywords so you win out over your competitors. Don't know what your keywords should be, no problem BroadProximity can help you create a robust keyword list. It would also be a good idea to include relevant domains in the keyword list. Make your competitors names part of your products and service list.
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