The delivery of marketing content or advertising to people based on their geographic location.
A targeting method used to make campaigns more locally relevant.
Short and sweet:
The delivery of marketing content or advertising to people based on their geographic location.
A targeting method used to make campaigns more locally relevant.
See also: Local SEO, Behavioral Targeting, Audience Segmentation
Geotargeting delivers different ads or content to people based on their physical location, ranging from broad targeting by country or region down to a tight radius around a specific address, like a store’s exact neighborhood. It lets a single campaign serve completely different messaging depending on where someone is, such as promoting a seasonal product only in regions actually experiencing that season, or directing an ad specifically to people currently near a physical storefront. Because location data varies in precision depending on the device and permissions granted, the accuracy of geotargeting can shift noticeably between a general regional campaign and a tightly targeted local one.
A regional pizza chain might use geotargeting to show a lunch special ad only to phones within a five-mile radius of its restaurants, avoiding wasted spend on people who could never realistically visit.
During severe weather, a hardware store like Home Depot can rely on this same location-based approach to push generator and sandbag ads specifically to areas expecting a hurricane, ignoring the rest of the country entirely.
Political campaigns rely heavily on this technique, tailoring different messages to voters in swing districts than to those in areas where the outcome is essentially already decided.
