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Right Customer, Right Place, Right Time—Put Them Together with Location-Based Advertising

October 25, 2017 at 9:00 AM

finding the right customer with location-based advertising

Advertising to the right audience is key. Paying to serve mobile ads to people who don’t want or care about your product is a waste of your money. The timeliness of your mobile advertising is also important. You want to catch customers in micro-moments when they’re most eager to buy what you have to sell. When you have a local business, the final piece of the advertising puzzle is location. You need to find customers who spend time in your business area, and you want to reach out to them at times when they’re near you and ready to buy. And that’s where location-based advertising comes in.

Clearly, catching the right people in the right places at the right time is the answer. So, what's the best way to do that? With location-based, targeted ads that find the people you want at the moments and places when they want to find you.

Location-Based Advertising Lets You Compete with the Big Brands

Location-based advertising integrates with your mobile advertising campaign. It serves ads to mobile devices near your business where they’re likely to make the most impact. These hyperlocal ads appear at moments when your target audience is most likely to show interest in your offerings.

This is a major step forward in the world of brick-and-mortar advertising. Location-based advertising boosts profits and drives sales with accurate customer-targeting methods by using technology formerly available only to big brands and online businesses. Yet this powerful, state-of-the-art ad strategy is actually more economical than traditional advertising channels.

Targeted Ads Provide a Better Return on Your Ad Dollars

Hyperlocal advertising is location-based advertising focused on customers within a short distance. It usually aims at customers one mile or less from your business. A major benefit is that it avoids advertising overreach. Why pay to advertise to large areas when you could pay less to capture more relevant people? Location-based ads find clusters of your most likely target customers. These people are more likely to visit your business, return to your location and become customers. You can reach this valuable audience by focusing on the demographics, interests and location of your most probable customers.

With location-based advertising options, you can fine-tune your message and exposure to address your most valuable audience segments. You can spend less on location-based ads than you did with traditional widespread advertising media options. But while you may spend less, you can reap a higher return on your advertising investment.

choosing the best ad platform for location-based advertising

Choose the Best Platform for Your Advertising Needs

Two of the most popular location-based ad platforms are Google AdWords search ads and Facebook local awareness ads. AdWords search ads reach people in your business area. These are people actively looking to find a business like yours in the moments when they are most likely to visit. Google research shows that three-quarters of mobile searchers visit a store within 24 hours of searching. Google also tells us that people who view local ads are 25% more likely to make a purchase in the store.

Consumers who search for products and businesses locally have a high likelihood of converting. Because Google searchers actively seek places to spend money, AdWords search ads are best at reaching potential customers with a high intent to purchase.

Facebook ads serve location-based advertising content to users within a specific distance of a brick-and-mortar store location. They appear in a user’s Facebook feed unbidden. This means the audience may not be interested in doing business with them at that moment. However, these ads are targeted to people with the right demographics and interest profile. They are the people most likely to find the ads appealing.

Facebook ads boost product and business awareness. They appeal to people who wouldn’t know to look for your business without a hyperlocal nudge. These ads are best at reaching potential customers with a lower intent to purchase. They may not buy now, but they’re likely to find your business interesting and are more likely to be swayed over time.

Now Add That Special Sauce: Spatial Behavior Targeting

Both Google AdWords search ads and Facebook’s location-based advertising allow you multiple targeting options. You can target by location, demographics and interests. Facebook in particular allows extremely detailed interest-based targeting ability. But to get the most from hyperlocal advertising, add one more layer of crucial audience information: spatial behavior data. You need to know where potential customers have been and where they’re going. It’s one thing to know where they are right now; it’s another to know where they regularly spend their time.

Where do the people near your business live and work? Are they local or just visiting? Do they shop near you already? They’re within a mile of you, but do they come to your neighborhood, or spend time and money elsewhere? Buying ads to attract people who don’t visit your area wastes precious ad dollars. Focusing on people who already spend time around the corner from you makes more sense.

Spatially Ads is our own location-based advertising platform designed especially for small businesses. With it you can serve Facebook local awareness ads and Google AdWords search ads to the most valuable members of your market. Spatially Ads identifies the clusters of customers who best fit your ideal customer persona. We overlay Google’s and Facebook’s targeting algorithms with our proprietary spatial behavior targeting technology.

Now you can discover new market segments. Find out where your target audience lives, works, plays and shops. See how much money they make and spend, and how likely they are to stop by your shop. Broaden your location-based advertising horizons with accurate, actionable data about customers’ behaviors. This saves you money and boosts your likelihood of conversion.

Spatially Ads location-based advertising

Move Beyond Old Fashioned Radius-Based Local Advertising

At its most basic, location-based advertising creates a radius around a business, then aims ads at everyone within that radius. It might blanket everyone within three miles, or one mile, or a single kilometer. But it doesn’t account for geographical obstructions like toll booths or waterways. It assumes that everyone in that area is equally likely to convert from stranger to customer.

Spatially Ads targets customers differently. Using spatial behavior targeting, we find clusters of your most likely customers throughout an area. We avoid consumers who are near you but unlikely to visit your business. We account for geographical benefits and impediments. Now you can fine-tune your targeting in ways that a standard hyperlocal radius would never allow. You spend less money to find and reach a more relevant market. How great is that?

Yes, e-commerce is ever-expanding. Brick-and-mortar businesses are feeling the squeeze. But 90% of consumer dollars are spent in physical stores. Brick-and-mortar business is still a vital, essential segment of the economy. So take advantage of the benefits of being local. Reach out to customers who appreciate the benefits of your location. Make it easy for them to find you with effective, economical, location-based advertising.

 

More on Location Intelligence:

Location Intelligence: A Quick Guide for Modern-Day Businesses

Geodemographic Segmentation: The People Behind The Coordinates

How Small Businesses Can Leverage Location Intelligence

The Evolution of Hyperlocal Marketing: Tapping into Spatial Behavior

5 Ways To Grow Your Business With Location Intelligence

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