How do geolocated ads work?
Posted: Sat Dec 28, 2024 7:12 am
When a customer browses the internet, on their social networks or even on their GPS, they are exposed to different advertising content. Among these contents, geolocated advertisements .
But what is geolocated advertising?
These are local ads, i.e. adapted to the customer's place of residence or browsing. A consumer living in Rennes will not see the same ads as someone living in Marseille. And targeting can be refined to different neighborhoods in the same city!
This level of precision is possible thanks to our mobile location data, IP address, GPS geographic position or even wifi connection. Tools like Google ads, Waze ads or Facebook Ads retrieve this data and allow you to determine very precise targeting criteria. You can also rent contact files by geographic area.
Find out in this article how geolocalized advertising work buy el salvador cell phone number list s and how it increases your drive-to-store .
1. What are the advantages of geolocated advertising?
2. Which channels should be favored for local digital advertising?
Conclusion
geolocalized advertising advantages
1. What are the advantages of geolocated advertising?
The first advantage of geolocalized advertising is that it allows for high targeting precision . You will be able to adapt your ad to the catchment area of each of your points of sale.
A contextualized and personalized message will lead to a better drive-to-store rate . Let's take Jean as an example, who is walking around downtown Rennes. He needs new glasses, but that's not his priority today. He opens his Instagram account to look at the latest posts, and there he comes across a local ad for his optician located two streets away. He thinks that it's the right time to go there because it's right next door. The geolocalized ad therefore encouraged Jean to go to the store. If he had seen a non-targeted ad, he probably wouldn't have made the trip.
Local ads also allow you to expand and refine your catchment area . In addition to the prospects you usually communicate with, you can increase your audience with passing customers (tourists, workers, etc.). For example, Facebook Ads allows you to choose an option that includes all the people currently located within a radius (that you determine) around your point of sale.
Facebook targeting geolocalized advertising
Example of choice for Facebook targeting
of a geolocalized advertisement
Finally, geolocalized ads have the advantage of being very flexible and agile. You can modify them instantly and at any time. Perfect for adapting to a local context that can fluctuate.
Local advertising is therefore a flexible and efficient drive-to-store tool .
local ads to increase drive-to-store
2. Which channels should be used for local digital advertising?
To set up geolocalized advertising campaigns , you have the choice between several tools and several targets.
According to a study carried out among advertisers, the data used to target and attract customers to points of sale are: geographic (for 73% of them), socio-demographic (67% of respondents) and schedule (35%) 1 .
Geolocalized advertising on Google
We no longer present Google to you with 92% of market share in France 2 . But do you know Google Ads? Google's advertising campaign management tool.
Thanks to Google Ads , you can configure all of your communication campaigns, and even more so choose the geographic areas in which your advertisements will be broadcast.
Google Ads offers you different targeting choices:
by country
by national areas. You can choose departments, regions or cities.
by concentric rays around one or more locations. By choosing this option you can, for example, broadcast your local advertising in a 20 km zone around each of your points of sale.
You also need to choose the location where your geolocalized advertising will be displayed . Google Ads offers the search network (ad link that appears in the top 1 of searches – example of the broker), the display network (visual ads generally found on the right of the search page or on certain websites – example of shoes), or even a presence on Google Maps.
Google local advertising in the search network
Example of a geolocalized advertisement on Google
in the search network
To conclude, know that for 63% of Internet users, the ads displayed by Google actually correspond to their needs 3. Geolocalized advertising on Google therefore allows you to effectively reach your target.
Local advertising on social networks
Social networks represent 1.8 billion daily users 4 . A wealth of prospects to capture to generate traffic at the point of sale !
Facebook, Instagram, TikTok… here the formats are adapted to a younger target and your ads must be presented in the form of photos, videos, carousels, stories, etc. These are also the media of influencers and recommendations. Know that 62% of Instagram users say that they became interested in a brand or product after seeing it in a story 5 .
Facebook Ads offers an interesting option for retail networks: “point-of-sale traffic” . With it, you can create geolocalized ads around your points of sale in a few steps:
Add the locations of your points of sale
Choose which ones you want to show your ads to
Define the broadcast radius around each establishment
You can even retrieve personalized information like hours or phone number
But what is geolocated advertising?
These are local ads, i.e. adapted to the customer's place of residence or browsing. A consumer living in Rennes will not see the same ads as someone living in Marseille. And targeting can be refined to different neighborhoods in the same city!
This level of precision is possible thanks to our mobile location data, IP address, GPS geographic position or even wifi connection. Tools like Google ads, Waze ads or Facebook Ads retrieve this data and allow you to determine very precise targeting criteria. You can also rent contact files by geographic area.
Find out in this article how geolocalized advertising work buy el salvador cell phone number list s and how it increases your drive-to-store .
1. What are the advantages of geolocated advertising?
2. Which channels should be favored for local digital advertising?
Conclusion
geolocalized advertising advantages
1. What are the advantages of geolocated advertising?
The first advantage of geolocalized advertising is that it allows for high targeting precision . You will be able to adapt your ad to the catchment area of each of your points of sale.
A contextualized and personalized message will lead to a better drive-to-store rate . Let's take Jean as an example, who is walking around downtown Rennes. He needs new glasses, but that's not his priority today. He opens his Instagram account to look at the latest posts, and there he comes across a local ad for his optician located two streets away. He thinks that it's the right time to go there because it's right next door. The geolocalized ad therefore encouraged Jean to go to the store. If he had seen a non-targeted ad, he probably wouldn't have made the trip.
Local ads also allow you to expand and refine your catchment area . In addition to the prospects you usually communicate with, you can increase your audience with passing customers (tourists, workers, etc.). For example, Facebook Ads allows you to choose an option that includes all the people currently located within a radius (that you determine) around your point of sale.
Facebook targeting geolocalized advertising
Example of choice for Facebook targeting
of a geolocalized advertisement
Finally, geolocalized ads have the advantage of being very flexible and agile. You can modify them instantly and at any time. Perfect for adapting to a local context that can fluctuate.
Local advertising is therefore a flexible and efficient drive-to-store tool .
local ads to increase drive-to-store
2. Which channels should be used for local digital advertising?
To set up geolocalized advertising campaigns , you have the choice between several tools and several targets.
According to a study carried out among advertisers, the data used to target and attract customers to points of sale are: geographic (for 73% of them), socio-demographic (67% of respondents) and schedule (35%) 1 .
Geolocalized advertising on Google
We no longer present Google to you with 92% of market share in France 2 . But do you know Google Ads? Google's advertising campaign management tool.
Thanks to Google Ads , you can configure all of your communication campaigns, and even more so choose the geographic areas in which your advertisements will be broadcast.
Google Ads offers you different targeting choices:
by country
by national areas. You can choose departments, regions or cities.
by concentric rays around one or more locations. By choosing this option you can, for example, broadcast your local advertising in a 20 km zone around each of your points of sale.
You also need to choose the location where your geolocalized advertising will be displayed . Google Ads offers the search network (ad link that appears in the top 1 of searches – example of the broker), the display network (visual ads generally found on the right of the search page or on certain websites – example of shoes), or even a presence on Google Maps.
Google local advertising in the search network
Example of a geolocalized advertisement on Google
in the search network
To conclude, know that for 63% of Internet users, the ads displayed by Google actually correspond to their needs 3. Geolocalized advertising on Google therefore allows you to effectively reach your target.
Local advertising on social networks
Social networks represent 1.8 billion daily users 4 . A wealth of prospects to capture to generate traffic at the point of sale !
Facebook, Instagram, TikTok… here the formats are adapted to a younger target and your ads must be presented in the form of photos, videos, carousels, stories, etc. These are also the media of influencers and recommendations. Know that 62% of Instagram users say that they became interested in a brand or product after seeing it in a story 5 .
Facebook Ads offers an interesting option for retail networks: “point-of-sale traffic” . With it, you can create geolocalized ads around your points of sale in a few steps:
Add the locations of your points of sale
Choose which ones you want to show your ads to
Define the broadcast radius around each establishment
You can even retrieve personalized information like hours or phone number