Geofencing is used to create custom audiences of people based on their offline behavior. Google can only create custom audience via their online search when you use Google.com search query, less than 4 searches per person per day which takes less than 2 minutes on average. The other way that Google allows you to target your ads is by using Geotargeting. This is where you can create geo-location zones that you display your ads, these are usually a city, county, zip code or 5 mile radius.
Google displays ads to people based on their online searches using the Google search query.
With Geo-fencing you create custom audiences based on people’s offline behaviors like attending an event/expo, or walking into a certain business to then display your ads which can be either banner ads or video ads.
What you need to be aware is there is two types of Google ad networks, there is Google Search and there is Google Ads network. The Google Search Network uses the data from search boxes on websites that have a search bar. So any website has a search bar, is a data point for keyword based ad discovery. The Google ads networks are all the website that are using Google (Google Adsense) to control the ads that are placed on their websites. The site owner then get’s paid by google for placing these ads on their website. (This is the role of the ad network.)
For example if I have a website and I want to get paid for placing ads on my site, but don’t want to have to deal with selling the ad space. I can contract companies that are called Ad Networks to manage all of this for me. This is where LeadFollow comes in. We have integrated with these ad networks to publish your ads onto 98% of the internet via 355+ different ad networks.
Instead of you just using one ad network like Google Ad network you can use LeadFollow and publish to over 355+ different ad networks. Your ads are displayed on various apps (over 600,000 apps and games) including Angry Birds, Words with Friends, Weather.com, ESPN etc etc. Your Ads are also displayed one various websites via our 355+ advertising publishing networks. We give you real-time reporting of each location your ads have been placed as we follow your users around the internet.
LeadFollow also makes use of the contextual keyword discovery because we process 30 Terabytes of user data a day. This means our systems are analyzing the content you are consuming and based on that we can display your ads. So if a person is reading a page, or watching a video that matches one of your 1,000 keywords we can then trigger your ads to display. This allows us to display your ads to customers based on the content they are viewing or have viewed within the last 30 days.
No, if people search on Google.com using a search query they will nope see the ads. However based on the website that loads in the search results and the other content that the user is reading, or engaged with can trigger the display of the ads via our advertising networks. Users will only be seeing your ads based on if they have already been to your website and you are using our website visitor retargeting or they have applied a keyword contextual display element to your campaign.
That's right the internet is larger than Facebook and Google. According to a recent study, the average American spends 10.6 hours per day online. Less than 2 minutes or 4 searches per day is on Google.com. There are forums, blogs, new websites, video sites, TV streaming services and the list goes on.
Just think about the websites that you visit daily. Or the Apps that you use, when you use.
Take a moment to think about how you use the internet. For most people to complete any of the above tasks they are going to be connected to a website or an app or a streaming device.
Geofencing and retargeting advertising solutions can gain 97% more reach than your traditional geo-targeting (zip code) marketing campaign.
GeoFencing integrates with your existing offline marketing channels to provide real-time tracking and analytics. With LeadFollow we can track the people who have seen your ads online and walked into your stores. This is what we call the Conversion lift report and tracking via our geo-fence conversion zones.
90% of people typically have their geolocation services turned on for their mobile device. Many of the apps you use on a daily basis or websites you visit require you location. For example if you have done any of the following it's likely that your location services are on:
It would be harder to find someone that has location services off! And let's face it if you do find those people what are the chances they are your ideal customer? And are all of these people your only customer… didn't think so. Because if they are you are not an ideal candidate for geofencing.
Let me ask you a question. Can you successfully track your TV, Billboard, Radio and or direct mail ads? Can you track how many of these people have walked into your store because of them?
You can track if you are using special offers or coupon codes. But just because I received your postcard does not mean I didn't walk into your store without the coupon. This happens all the time!
With our LeadFollow geo-fencing conversion zone tracking we can track the people who see your ads and then walk into your stores. This is because the person has seen your ad on their device and this device is usually in their pocket or hand when they walk into your store. Therefore giving you their location data.
The process is simple.
Now you can track who is seeing your ads and then walking into your stores. I am sure you might be getting some ideas. Yes, you can use this with your direct mail campaigns to track who you are sending direct mail and how many of those people are visiting your conversion zone locations. There are many use cases and we are more than happy to discuss them with you.
The LeadFollow Geofencing and Retargeting Analytics are so detailed that we can even compare the people who naturally visited your store without seeing the ads versus the people who did see the ads and visit. This is what's called the natural conversion lift score. How did your ads boost your natural walk-in traffic. Not only can you measure foot traffic we can measure the impact your ads are having on your location foot traffic.
Ways you can track campaign effectiveness and optimization. Results cannot be guaranteed, and should not be considered typical. Results may vary from client to client. You should monitor the data from a campaign for up to 90 days after the campaign ends on LeadFollow.
What's certain is that we can help you build your brand awareness and help you build new audiences with buying intent that you can market. Here are several ways you can track the success of your LeadFollow Geofencing and Retargeting campaigns.
For example with one client, we helped them bring back 887 people to their website, which resulted in a 35% increase in the request for demo's that month. means we helped them recapture leads who have left their website previous and help get these customers back into the sales funnel. How many customers are leaving your website?
If you want to understand this more visit our Traffic Recapture Calculator to help you calculate the possible ROI on a retargeting campaign.
What's the cost of the Geofencing campaign or what should I budget?
This is a great question and the only way you can answer it is by understanding what we call the impression math. At LeadFollow we offer geofencing and retargeting based on impressions, not clicks, not call and not leads. Impressions is the metric that creates all of the clicks, calls, form fills and client walk-ins. So the questions become really how many impressions are needed to influence your leads. Therefore programmatic display advertising is not like Facebook ads or Google AdWords or Bing Ads because it's billed per impression.
An impression is when an Ad via a mobile app or website passes your line of site or purview. Similar to your driving past a billboard or listening to a radio spot, those count as impressions. CPM is Cost Per Impressions and is billed in units of 1,000 impressions. So a $15/cpm is $15.00 per 1,000 impressions. The cost of banner ad impressions is different to video ad impressions.
There are several variables that influence your impressions:
These are all important questions you need to ask yourself and understand. If we were to provide you with a rule of thumb we recommend to clients that they allocate 20% of their advertising budget to geofencing and retargeting campaigns.
For example we had one client use retargeting alone to bring 887 people back to their website, which resulted in a 35% increase in requests for demo's.
Your Cost Per Impression (CPM) varies based on the advertising networks we are using to display impressions to your leads. It's recommended to deliver 4 impressions per day per person you want to target for 30 days at least. This results in a $1 per person for a 30-day campaign.
I recommend that you mix video ads with static banner ads and within your creative flight you can have 3-6 different types of video ads and banner ads in one campaign. Rotating your ads helps with brand awareness and recall awareness.
Our team has created packages for people who are looking to geofence event audiences and retarget these event attendees for 30 days after the event.
The good news is with LeadFollow you can get a campaign started for a little as $500. It's recommended that you always run campaigns for 3-6 months, and retargeting should always be part of every marketing campaign you complete and should be just part of your monthly budget.
Some companies choose to charge based on this model. However, at LeadFollow, you can include a maximum of 1,000 geofences per campaign. We recommend that you have at least 20 if not 30 geofences as part of a campaign. If you have 20-30 geofences a good budget is $1,000/month for engagement. This will give you 100,000 impressions.
With LeadFollow we give you access to your LeadFollow Dashboard which allows you to manage your campaigns. Our team will help you set up and activate your campaigns. We have found that clients like the hands-on support of our retargeting campaign management. This ensures you have your campaigns setup and optimized automatically by our team. This means your campaigns can be launched in as little as 72 hours.
Yes, LeadFollow can help you with your geofencing banner ads and retargeting banner ads. We have made the process fast and simple:
All you need to do is complete the banner creative design wizard and our team will design your banner ads for you to approve. Once your banner ads are approved our team will load them into your campaign and then activate your campaign.
Inside your LeadFollow account you get access to a real-time analytics and reporting dashboard for each of your campaigns.
There are many factors that will influence the results of your geofencing and retargeting campaign. Like any other marketing campaign it needs to be optimized over a period of 3 months. (90 days)
Here are some of the factors that will influence your campaigns:
When you are reviewing your campaign strategy, you need to be very clear on what your goal is. For example:
These are just some of the engagement metrics you need to be aware of with your campaign goals. Because you can experience all of these as part of one campaign, it's hard to achieve one of these without the other when using these type of branding campaign.
It sounds like a simple question, but how well do you know your geofence audience?
Have you created a buying persona and know their emotions and how to trigger and engage them. Are they price sensitive and what will trigger them to engage with your marketing campaign?
For example, knowing what your target audience is experiencing and doing prior and after the geofence target area. Where do they go after, what do they do for the next 30 days after this geofenced area? Who are they seeing, are they in pain? What are their fears, desires, frustrations?
Being able to answer these questions will allow you to design better creative that captivates their attention. Remember you are not speaking to everyone here. You are only targeting a very specific person so make sure you speak directly to that person.
There are other simple examples like if you are geo-fencing a shopping mall what is the mall layout. Is there a cheaper end to the mall and an expensive end? Is there are movie theater or food/bar area that you want to include or exclude in your target zone.
It sounds like a simple question, but how well do you know your geofence audience?
Some of the simple locations to think about are as follows:
If you want to think about expanding this audience here are some strategies we call advanced custom audience expansion:
Your campaign does not need to be just about the Click through Rate (CTR). If can be about educating your clients via the banner ads or videos. Think of your banner ads or video ads as another way to distribute your content, create awareness and engage your audience in the content you are creating.
Yes, your website is extremely important in the conversion process. Here are some of the simple things you can do to ensure you website is optimal. First, ensure your website loads in less than 3 seconds. If your website is slow you are reducing your conversions significantly. Speed is one of the most important factors with any website.
Is your website 'mobile responsive'? Does your website load on cell phones when there is no wifi connection? Does your page load in less than 3 seconds? It's amazing how many websites suck on cell phones
There are a lot of tools out there that can help you understand the user experience on your website. If you need some ideas, reach out to our team and we will give you some suggestions. Team@LeadFollow.io
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