Via Facebook Advertising platform
To drill down further with your location targeting since polygon targeting is not available on Facebook, additional targeting exclusions can be set to block in your geofencing even closer than a mile around the location pin drop.
Facebook location exclusions with geofencing advertising
Once you set the location that you’d like to target, to drill down to closer than a one-mile radius with geofencing, then you want to start building exclusions around the radius that you’ve set to target. In the following example you can see the original targeting with the location pin drop, and then the location exclusions built around the target location to make the geofencing and geotargeting even tighter than the one-mile radius. This is how you build a geofence on Facebook advertising.
Geofencing vs. Hyperlocal geofencing
Geofencing in itself is a pretty powerful advertising tool, but it becomes even more powerful when you go hyperlocal. While basic geofencing can create that virtual boundary by targeting an entire zip code, a set of IP addresses from your customer database or all phones within a certain triangle of cell towers, hyper-local geofencing dives deeper than that. By using established GPS coordinates—along with the location-based tracking enabled in many apps and mobile devices—hyper-local geofencing is able to precisely target customers on the go. A hyper-local geofence can be as small as 150 feet. (That could be just one aisle of a store!). Ultimately, this type of hyper-local advertising can allow for much more targeted messaging and strategy, in the end, a higher ROI and more sales as a result.
Putting geofencing to Use
So how can advertisers actually use hyper-local geofencing?
Once you’ve established a GPS-based boundary, you can create campaigns that directly target mobile users within that area. You then set up “triggers,” which send those users text messages, email alerts, app notifications and more right to their mobile device when they enter the “fenced” area.
Here’s an example: Let’s say you run a coffee shop. When someone enters your block and is presumably walking down the street in your area, you can send a push notification that alerts them of a special deal—maybe a free donut with the purchase of a coffee or 10 percent off their bill.
Whatever it is, you’re: 1) Raising their awareness of your brand, & 2) Giving them immediate incentive to buy from your business.
You can even make the deal good for a future purchase, so they can come back at a later date if they’re strapped for time.
Hyperlocal marketing advertising like this can also be used in other ways—including in retargeting and contextual campaigns.
Using geofencing to oust the competition
Hyperlocal advertising is also a great way to beat your competition out of potential business.
The idea’s pretty simple: Use your competitor’s GPS coordinates to offer shoppers deals on products they’re on the hunt for in real-time. Give them deals, discounts, or special offers that entice them to leave that competitor and visit your location instead.
You can also target consumers in the vicinity of your competitors, like those at nearby convention centers or tourist spots.
At the very least, if your hyper-local geomarketing doesn’t work, it gives you information to boost your next campaign. You’ll know where consumers were and what message they saw, and you can refine and polish until your results improve. You can also use that data in retargeting efforts.
More geofencing and geomarketing tips
Though the idea behind hyper local targeting is pretty simple, the execution of such a campaign is not. If you’re thinking of getting into this type of advertising, you’re best off with enlisting a pro agency that can help get your feet off the ground.
Here are a few other tips from hyper local mobile advertising experts:
- Be specific, and use GPS coordinates over broader-based location targets
- Customize your messaging for every location you target
- Measure, analyze and tweak your campaigns as you go
- Augment your campaigns with retargeting and contextual advertising with the data you’ve gathered
In today’s mobile-obsessed world, there’s no doubt that hyperlocal advertising holds enormous weight. Giving you the ability to target specific, localized consumer groups in real-time throughout the sales funnel presents a significant opportunity for advertisers and marketers alike.