Geofence Targeting: Fence in More Sales

The ability to target people online is powerful and becoming more advanced by the day. Through tools like search engine marketing and social media advertising, it’s possible to get very specific with the audience that receives your ads. You can specify demographics, behaviors, interests, past activity online, and more. But limiting your ad targeting to what a potential customer does and shares online is just that – limited. Geofence Targeting allows you to target ads to people visiting places in person – physical locations that demonstrate a prospect’s interests and intentions in a tangible way.

Geofence Targeting is a tool that allows you to draw a custom map around any known geographic location to then target ads to visitors within that map. The opportunities are endless when it comes to the locations your dealership could target. If you are a powersports dealer, you could target a local racetrack or motocross event. An RV dealer could target a camping supply store. A dealership of any kind could target popular local restaurants or other businesses (including competitors) as well as entire neighborhoods. It is even possible to target specific households by address, accessed through your CRM system.

Using Geofence Targeting, you can customize the message within your ad based on the location where it is appearing. For example, if you are targeting people visiting your competing dealership, you could advertise your newest units on stock or your current sales promotion – something that would entice customers who are clearly interested in buying. This strategy is intended to pull a customer’s attention away from the purchase they are considering at your competitor and draw them to visit your dealership instead. The move they make from that targeted location to your store is the conversion zone, and you can measure the number of people you convert to become your customers.

It gets even better. Not only can you target ads to people visiting your targeted location while they are there, but you can continue to target them with your ads for up to thirty days post-visit. People rarely make a purchase decision after seeing just one ad, so this capability is key. The “Rule of 7” used to be a common marketing belief – that a person needs to see something (i.e. an advertisement) seven times to remember it. In this heavily digital age, even seven times is likely not enough. Seeing an ad for your dealership while visiting another location is powerful, but it’s the repetitive nature of continuing to target those visitors that really drives the message home.

Geofence Targeting is a powerful, highly focused technique to reach customers you know are likely to buy. With the dynamic ability to reach people in nearly any location, with customizable ads that deliver your message multiple times, Geofence Targeting is a tough strategy to beat.