Localize to Optimize: Maximizing ROI with Geo-Based Targeting

geo-targeted cityscape

Are you looking for a way to target potential customers with precision and maximize your return on investment (ROI)? Look no further than geo-based targeting – specifically, geofencing. Geofencing uses the global positioning system (GPS) or radio frequency identification (RFID) to set geographical boundaries, creating a virtual barrier or “fence” around a specified location.

Geofenced campaigns can bring in almost double the amount of in-store visits compared to a non-geofenced campaign, as well as a 50% increase in mobile ad engagement. This isn’t just about reaching any audience; it’s about reaching the audience that matters most for your brand. Geo-based targeting puts you in the driver’s seat and lets you customize ads based on specific geographic locations. By placing locally relevant ads at the right place and at the right time, your business can gain valuable insights into consumer behavior and increase ROI. 

Geo-Based Targeting: Connecting with Precision

Geo-based targeting, also called location-based targeting, is a digital marketing strategy that focuses on reaching specific audiences based on their geographic location. Instead of casting a wide net, this approach aims to pinpoint potential customers in specific regions, cities, or even within a certain radius of a physical location. It’s like targeting your message to a bullseye, ensuring it lands right where it matters most. By pinpointing potential customers in particular regions, cities, or localities, brands can speak directly to local preferences and needs, significantly enhancing the impact of their messages and making the campaign experience more personal to the consumer.

Geo-based targeting is essential for successful digital marketing campaigns for many reasons. Mainly, this approach generates a higher level of relevance. When ads resonate with a user’s local context, they capture attention more effectively, fostering a stronger connection and increasing engagement. BRIDGE’s geo-fencing technology is the perfect way to overcome this challenge. Our data is real-people-based, ensuring your message will be delivered at the right place, at the right time, and to the right audience. 

For instance, when BRIDGE was approached by a planning committee in Kansas to increase community participation and drive sponsorship for their fall festival, Boo ‘n Brew, we knew geo-fencing would be the ideal solution to reach their hyper-specific audience. By delivering ads across desktop, mobile, and email targeted to residents of Johnson County, we were able to double their event participation and achieve a campaign engagement rate 754% higher than the industry standard. 

There are two types of geo-based targeting to know and implement in your next campaign:

1. Location Targeting

Location targeting involves narrowing down your audience based on specific geographic areas. This can range from targeting entire countries or regions to focusing on smaller units like cities, ZIP codes, or even a certain radius around a physical location. This strategy is particularly useful for businesses with brick-and-mortar stores or those aiming to drive foot traffic to specific places. For example, a local bakery might use location targeting to promote special deals only to people within a few miles of their shop. This method ensures that your message reaches the real people who are most likely to act upon it, saving resources and increasing the chances of conversion.

2. Localized Targeting

Localized targeting goes a step further by customizing your content and offers to match the preferences and needs of specific localities. By adjusting your messaging, you can create a stronger connection with your audience. This approach makes the audience feel understood and catered to, enhancing engagement and driving better results. It’s like speaking the language of your customers, both literally and figuratively.

Together, location targeting and localized targeting form a dynamic duo that ensures your ads hit the mark. You’re not just reaching a broad audience; you’re reaching the specific audience that’s most likely to engage with your brand, driving higher conversion rates and ultimately maximizing your return on investment. By harnessing the power of location, you’re creating a more impactful and relevant connection with your customers.

Implementing Effective Geo-Based Strategies

BRIDGE customizes target audiences with the ideal demographic characteristics for your marketing campaign. Then, we can deliver hyper-targeted ads to your ideal customers when they’re in a specified geo-fenced area. This area could outline the radius of just one store or an entire city. Once a user has entered this area and crossed the geo-fence boundaries, an advertisement or promotion is sent to the user’s mobile device in real-time.  

Plus, with BRIDGE’s people-based approach, we can help you gain valuable insights into the real people who interact with your brand. With our platform, you can quickly measure the success of campaigns by seeing key metrics like visits to stores and how long customers linger in certain areas. These analytics allow you to optimize the campaign as you go.

Leveraging geo-based strategies through a partner like BRIDGE can provide your business with a powerful, precise, and effective approach to digital marketing. By focusing on location and localized targeting, you can connect more meaningfully with the customers who are most relevant to your brand. It’s an adaptable and transformative tool that not only drives enhanced engagement but also provides valuable insights into customer behaviors and preferences. To learn more or to get started with creating your own location-based campaign tailored to your company’s goals, reach out to a member of the BRIDGE team today.

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