How To Setup Location Advertising Campaigns

Video Transcript: How To Setup Location Advertising Campaigns

Hello and welcome to episode number 64 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that helps companies achieve business results with the best paid media, data, and targeting available in the marketplace.

If you need sales and leads, talk to us. We are here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and anyone who is looking to grow their company. Today we'll talk about how to set up a hyperlocal advertising campaign.

The core elements of hyperlocal campaigns are about knowing the places that our audience goes and serving them ads. It's pretty straightforward. So we're really interested in understanding the signals that affect people and the things that they share with us that tell us something significant about them.

We're always looking for precision ways to reach the right consumer. That is one of the key promises of the programmatic advertising marketplace. Another way of saying it is really scaled precision.

So to create a hyperlocal campaign, we need to know four key factors and we'll list them out for you. Number one, who is your customer? Number two, where are they right now?

Number three, where have they been recently? And number four, what do we want them to do once they've seen the ad? So let's dive into these.

Number one, who's your customer? This is an overall broad way to start the conversation. We want to know their state of mind, interest, motivations, and habits.

This is asking a lot and we may not have all of this information, but it's a thought starter. It can be something as simple as our customers can only buy from two Walmarts in Los Angeles because those are our two test distribution stores. Or in the case of a restaurant, for example, they can only buy at our five restaurants scattered throughout Los Angeles.

So number two, where are your customers right now? Depending to the answers above, this may or may not be critical or relevant. In the case of Walmart shoppers, where they are right now isn't that important?

They could be anywhere at home, at the office, at the Walmart, or at another store. In the case of the restaurant example, we are interested in the two to five mile area that a user is in because that's how far most customers will travel for a bite to eat. Number three, where have the customers been lately?

In this example, the key question is whether the user's past behaviors share something interesting about the user that we should be targeting. So for example, in the Walmart case, we only want to target people who were shoppers at those particular Walmarts. And number four, what do we want users to do after seeing our ads?

This helps us flush out strategy messaging and media by details. The question here is whether people should click on the ad to get a coupon, to get more information, to look at a menu, to watch a video, or simply to drive on over for lunch at the restaurant. So that's a very brief top line way of looking at hyper local advertising data for marketing campaigns.

On tomorrow's episode, what we're going to do is take a look at some of the tools that are used to deploy the targeting and you'll see how you can get really granularly focused on where people are, where they have been, and breaking out different types of filters. So that's it for this episode of The Great Reset. We will see you tomorrow.