Google expands targeting options for local advertising campaigns

Google is expanding its “location-based targeting” options for advertising campaigns, giving us new ways to make Local Digital Marketing strategies more effective.

Until recently, the only option for targeting campaigns based on users’ location was to show ads to people who were physically inside one of the brand’s “target locations” – in other words, near one of its stores. This meant that users had to be, with their smartphone, tablet or PC, physically present in the area the brand had marked as a geographic area of interest.

Regular store visitors

From now on, it also becomes possible to target users who visit target locations “frequently,” even outside the exact moments when they are physically there. If a person works near one of your stores, and therefore frequently visits one of your areas of interest, your ads may appear to them whenever they run a Google search, even if at that exact moment they’re at home or anywhere else outside the “target location” in question!
It therefore becomes possible to be seen by users who are frequently near one of your stores at several points during their day, and without being limited by their exact geographic position at the moment they perform their online search.
For now, Google has not yet provided specific information about the metrics it uses to determine whether a user visits an area of interest “frequently” or not, but we can expect these details to be shared soon. In the meantime, this new targeting mode is definitely one to keep in mind when planning campaigns on Google. It will help local brands become more visible to potential customers, optimizing the effectiveness of their advertising strategies.

With RetailTune, the Drive To Store platform designed to bring traffic and increase in-store revenue, you’ll be able to implement an effective, successful Local Digital Marketing strategy that always keeps pace with what’s new!