Geolocation advertising is advertising designed to boost the visibility and traffic of your products...
Location-based advertising is advertising designed to boost the visibility and traffic of your physical points of sale to individuals within a defined geographical area. The message communicated can be customized according to a given location and the audience you wish to target. This enables you to reach a greater number of prospects and spread the word about your brand. A customer will be able to find your point of sale instantly by performing a nearby search.
This marketing lever can be used via both offline and online communication channels, although the latter remains the preferred method for a greater number of companies, as it is more powerful and direct. Indeed, in today's ultra-connected society, 82% of shoppers use a "see near me" search on their smartphone. Mobile GPS data on smartphones enables more precise geolocation down to the kilometer, while also offering finer targeting.
Geolocation-based advertising on the Internet is therefore an effective strategy for achieving objectives and reaching quality, interested targets, as it is based on people's location data. This data can be collected and processed using GPS geolocation, as mentioned above, as well as WIFI, satellite and IP address data.
This method is also less expensive than more "traditional" communication solutions. It depends entirely on the budget you wish to invest, which can be modified at any time. To give you a better idea of how much a campaign can cost, a billing indicator called cost per thousand impressions is provided automatically.
What's more, geolocation advertising gives you greater flexibility. At any time during the broadcast of your local communication campaigns, you can modify your message (visuals, text, etc.), the budget allocated, and also the targeting. This allows you to offer a more personalized experience to your prospects.
Before engaging in location-based advertising, it's important to define a clear objective. You need to know why you're going to run an advertising campaign, whether it's for visibility or to drive traffic to your points of sale. Once you've established this parameter, you'll need to create attractive advertising content, in terms of both text and visuals.
Once you've created your geolocation advertising, you'll need to choose the right tools to distribute it. With the boost of digital technology, there are numerous solutions, each as interesting as the next. It's important to understand their advantages and limitations. Here are a few examples of the most commonly used tools, from a non-exhaustive list:
You can use Google Adwords and its geolocation service. You can directly display your ads (google or display) in the catchment area where your outlet is located. This solution enables you to appear directly in searches when consumers use a local query.
You can also use the Ads services of social networks such as Facebook Ads or LinkedIn Ads. These tools enable you to promote your point of sale, products or services directly to Internet users. Here too, you can specify a well-defined geographic perimeter, as well as ultra-precise audience targeting, with numerous socio-demographic criteria taken into account.
Applications also offer you the possibility of targeting customers if they are located in a specific geographical area. Such is the case with the Waze application. In fact, this tool uses the GPS data of motorists to offer them advertising related to the businesses around them. Several advertising formats are available, including Search, Pins and Takeover.
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By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.