What are the best ways to target mobile ad audiences by location?

1 Why location matters

Location is more than just a geographic coordinate. It's also a signal of intent, behavior, and preference. By targeting mobile users based on their location, you can tailor your ads to their needs, interests, and context. For example, you can show them ads for nearby businesses, events, or offers, or you can customize your creative and message based on their location history, weather, or traffic. Location-based targeting can also help you measure the effectiveness of your ads, by tracking foot traffic, conversions, and loyalty.

2 How to choose a location strategy

Depending on your goals, budget, and data availability, there are different ways to target mobile users by location. Geofencing involves creating a virtual boundary around a specific area and targeting users who enter or exit that area. It is useful for driving awareness, engagement, and visits to physical locations or reaching users near competitors. Geotargeting involves targeting users based on their broader location, such as a country, region, or state. It is useful for reaching users in the target market or segmenting the audience based on location characteristics. Location-based audiences involve targeting users based on their location behavior, such as frequent or recent visits to certain places, travel patterns, or distance from home. This is useful for reaching users who have a high affinity or intent for your products or services, or creating personalized and dynamic ads.

3 How to collect and use location data

To target mobile users by location, you need access to accurate and reliable location data, which can come from GPS, Wi-Fi, or IP address. GPS is the most precise but consumes a lot of battery and requires permission; Wi-Fi is less precise but more available; and IP address is the least precise but most accessible. Depending on your location strategy and data source, you may use ad networks, demand-side platforms (DSPs), or location intelligence platforms. Ad networks offer various location-based targeting options, such as geofencing and geotargeting, while DSPs offer more advanced and granular capabilities like custom geofences and real-time bidding. Location intelligence platforms specialize in collecting, processing, and analyzing location data to provide insights for marketing campaigns. They can also partner with ad networks or DSPs to enhance their targeting offerings.

4 How to optimize and measure your location-based campaigns

Targeting mobile users by location is not a one-time activity; it requires continuous testing, optimization, and measurement to ensure your ads are delivering the best results. Before launching your campaign, you should define your location goals and KPIs. This will help you determine the right location parameters and tactics for your campaign. Additionally, experiment with different creative and message variations to increase ad relevance and engagement. Once your campaign is live, track and analyze performance in comparison to benchmarks. Also, look for issues or opportunities to improve your campaign and make necessary adjustments to optimize ROI.

5 How to avoid common location-based targeting pitfalls

Location-based targeting can be an effective way to reach your mobile audience, but you should be aware of the challenges and risks it involves. Privacy and compliance are critical; you must follow the relevant laws and regulations, such as the GDPR or the CCPA, and the best practices and guidelines, such as the NAI or the MMA. You should also ensure accuracy and reliability of location data by verifying and validating it, using multiple sources and methods. Additionally, it’s important to consider the user’s needs, interests, and context when creating a successful location-based campaign. You should provide them with relevant and valuable ads that match their location, while respecting their location preferences and expectations.