Overview
Geo-Targeting leverages location data to narrow targeting to only deliver impressions to audience members located within a specific location. You can segment these locations based on Zip Code, DMA (Designated Marketing Area), City, State, Countries, Regions, and more.
Prerequisites
This feature is available to all customers. For more information regarding your current plan, please consult with your Customer Success Manager or success@terminus.com.
Article Contents
Use Cases
Geo-location targeting has a variety of use cases. For example, you may want to target Walmart’s key decision-makers, but Walmart has close to 5,000 managers across the country. In this scenario, we’d set up a campaign targeting Walmart that restricts the geo to their headquarters in Bentonville, Arizona. Listed below are some verticals and areas where geo-targeting could also be implemented:
- Trade Shows and Events
- Retail/Banking Vertical
- Real Estate Vertical
- Education Vertical
- Healthcare Systems
- Accounts with multiple locations
- Accounts with manufacturing facilities
Limitations
The main limitation to be aware of when applying geo-targeting to an advertising tactic is decreased deliverability. Restricting your audience down to zip codes or small towns will significantly decrease your reach. Overlaying geo-targeting onto account lists with smaller company sizes may also result in such low reach numbers that the account cannot be targeted effectively.
It’s also important to note that audience reach numbers reported in the Tactic Details page will not reflect the total addressable audience after a Geo filter has been applied, as the reach number is dynamic to the location of the audience. You can request a Potential Spend report through the Terminus Support Request Form if you would like a better gauge of your audience size once a Geo filter has been applied.
Geo-Targeting Options
Geo-location can be applied at the Region, Country, State, DMA (US Only), City, and Postal Code.
Budgeting
Implementing Geo-Targeting will decrease deliverability, but increase spend efficiency. Daily budgets should be set lower when compared to similar audiences who do not have Geo-Targeting overlaid. You should still set budgets based on reach numbers, but it’s important to wait until Geo overlays have been applied. The table below should help with setting budgets based on reach size.
How to Apply GeoTargeting to An Advertising Tactic
Geo-Targeting is available across all campaign types (excluding LinkedIn integrated tactics; targeting criteria for these tactics is determined within the LinkedIn platform). within Terminus Ads Experiences. To have geo-targeting applied to a Terminus advertising tactic, please follow these steps:
- Create a new advertising tactic in Ad Experiences
- Configure your audience and establish a budget as you would a standard account-based display tactic (Typical budgets avg. between $20-$100/day but should be directly proportional to your audience size)
- Go to the Terminus Support Portal menu and select Custom Campaign Targeting > Add Geo-Targeting
- In the description field, include the name of the tactic and the specific Geo-locations you would like for Terminus to apply Geo-targeting parameters
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