Geofencing is an up and coming digital advertising trend that’s really making its mark in the industry. In fact, according to Post Funnel, 53% of consumers visit a location after receiving a location-based targeted ads on their phone. Now that’s an area worth exploring! We helped launch successful targeted geofencing campaigns for a few of our clients including Saccucci Honda, Prestige Auto Mart, and Rob Levine & Associates!
There is so much to absorb when it comes to the latest technologies we all are exposed to. We compiled this outline to help explain the process.
- Choose target location(s) to geofence- normally competitors and heavily populated areas
- Determine amount of impressions that will be used in campaign. You should consider impressions like radio and TV spots, the more the merrier. High frequency is most effective
- One pixel is used to capture Abandoned Visitors (AV) on landing page(s) during the campaign
- One pixel is used with banners ads created to support campaign- URL link
- One pixel is used to GEO-Blanket your location. This will allow us to capture data from anyone who has a cell phone that enters your location and opted in to be marketed too by third party companies
- Custom email blast sent out to anyone 30 seconds after they click on the ad
- A custom direct mail piece can be mailed to potential customers 3 business days after they click on the ad
- All data captured can be used for drip campaigns automated in your CRM system
If You Don’t Understand What Captured Data is, Keep Reading…
When cell phone enters geo fenced area whether you click on ad or not your phone will be tagged and this will allow ads to be served for up to 30 days and cross pollinated to home or work computers/tablets as long as you are connected to internet/wi-fi. Any of their compliant info will also be extracted and provided in separate nightly reports. These people can/will be funneled into CRM and spoken to any way you would like through drip campaign. We normally capture first and last name, email and/or cell phone number and mailing address.
If You’re Not Sure What an Abandoned Visitor is, Keep Reading…
If anyone clicks on your ad (geofence) or visits your website and leaves (Abandoned Visitors) we can get ALL of their available information like first and last name, mailing address, phone number, email etc. We will get reports daily allowing you to cross reference the data or do whatever else you would like with this information!
Geo-fenced advertisements, which capture the Mobile ID, can be cross referenced with the compliant information grabbed from the Abandoned Visitors pixels.
Here’s an example from another campaign!
For example, there is someone in the emergency room in a hospital, they get served a geo-fenced advertisement, click through and visit the landing page where we have the abandoned visitors pixel located. We are able to capture that person who saw the ad, clicked through to the landing page and extract any information, if it is compliant.
The banner ads from the Geo Fence are sent to 1 person 1 time per day. However, if for example, the person goes to their house after they have gotten the banner on their cell phone they could potentially get more messages on other devices as the devices cross-pollinate on the same network.
Next, a virtual Conversion Zone is traced around your location. This will result in offline conversions. Which are virtual boundaries drawn around your business location via a GPS map. Conversion Zones will allow us to track what amount of physical traffic at the targeted location have previously seen one of your ads from visiting the geo-fenced location.
The SkyNet option keeps competitors from placing a Geo-Fence around your physical locations.
Here are some DEFINITIONS of other important factors in a geo-fencing campaign. These are the tactics we use to execute the job.
Competitor Keyword- these are users who have searched for the competitor’s name in your market. Once they do that your ads will be served to them.
Category Contextual- these are people who are searching for information that relates to “people who are actively searching to go to, say for example a casino” and visit websites that fall in that particular industry. Again your ads will be served to these people.
Abandoned Visitors- people who have visited your website. They may or might not have filled out any contact information. Guess what happens, you got it your ads will be served to them.
Keyword Search Retargeting- these are people who are searching using specific keywords that relate to “people who are actively searching info about, say for example your casino” these include monthly offers/promos, entertainment, dining, table games etc. You got it. We will most definitely serve ads to these people as well.
Over the last couple years, we have been executing more and more of these types of campaigns. Geofencing is very effective, provides lots of valuable reporting, and the transparency is crystal clear.
Here are some creative banner designs we used for display and mobile ads that ran.
Banner ad designs for display and mobile
Ads served on mobile devices
Email blast designs sent to customer emails after geofenced ads were served
Direct mail pieces mailed out by USPS within 4 business days after users clicked on banner ads
In totality, these are only a few examples of geo-fencing campaigns we have executed for serval clients in numerous industries. These all resulted in a great return on investment for our clients. Over 2,000 people visited Saccucci and over 900 visited Prestige Auto Mart. Over 40 people visited Rob Levine’s office in just month one of his campaign. We have collected tens of thousands of emails for remarketing, acquired new customers, sold vehicles, steered website traffic, and drove additional online and in-store purchases.