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In relation to paid search campaigns, geofencing is targeting a specific geographic area and serving ads or alerts to only people physically located in the area. Often, you will see this with advertisements in apps on your smartphone when you enter a certain area (like a certain neighborhood or local attraction). The smallest location you can target in AdWords is a one-mile radius.
How You Can Use Geofencing
This type of paid search advertising allows you to:
- Show your ads to consumers on-the-move or directly in your area (when they are physically near you even if they don’t live or work near you)
- Promote special offers or messages to potential customers near you
- Push relevant and local consumers to take action (such as calling to schedule an appointment or using a coupon on their phone)
- Reach prospects that may be on their way or visiting a local competitor
- Gain new awareness and business from those in your area
- Run A/B split tests on different campaigns or offers to a very similar group right near your location
Geofencing vs. Audience Targeting
Geofencing usually applies for very specific locations and typically sees better success and performance for brand awareness campaigns and getting people to click on the ads. Audience targeting and traditional targeting through the ad networks may be better at driving people to call and visit a store.
Should I Use Geofencing in Paid Ad Campaigns for My Business?
Most marketers agree that geofencing is most useful for businesses with an actual storefront that people come visit. An ice cream store tucked off the main road, a furniture showroom, or a tax specialist could all be businesses that may benefit from geofencing, as they’re trying to draw in foot traffic near their brick and mortar stores.
In contrast, geofencing is not as valuable to a business that serves customers at their location (whether work or home) since the main value behind this approach is taking advantage of the customer’s proximity at that moment.
If you’re not trying to draw traffic to your specific location, there are still benefits of using geofencing by targeting a location where it is likely that the people there would be interested in your products of services. Even if you’re a need-base service, you could target an area where a really bad storm hit if you’re an electrician, or roofer, or restoration company that can help repair any damage.
PPC Management from Blue Corona
Blue Corona is a PPC management company with certified Google AdWords experts and Bing Ads PPC specialists, and as such, we have the tools, training, and knowledge it takes to maximize the return of your paid search campaigns. We are a Google Premier Partner, a distinction reserved for the top 3% of all Google partners, as well as a Bing Partner.
Regardless of your industry, we can make recommendations on the best PPC approach and budget to meet your growth goals. We’ve helped all types of businesses optimize their campaigns—from contractors to shredding companies and remodelers to doctors. Get started today with a FREE analysis of your current paid campaigns:
About The Author: Hannah is the SEO Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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