One of the best parts of advertising and marketing within the web world is that every interaction, click, impression can be tracked. We can know exactly how many users interacted with specific ads, as well as how many users saw an ad but didn’t click it. Taking it even a step further, with demographic and geolocation information provided by a user’s cookies and IP address, we can know the user’s location and general information like male/female, interests, and more.
It’s this kind of specific data that can give businesses a better pulse on the people that are interested in their brand. We can tell businesses information like “80% of your web users are female,” or “only 30% of your users are also interested in landscaping, so stop promoting landscaping.” If you are better able to understand the users your brand interacts with online, the better you can market to them.
However, within the past few months, a new method of specific targeting has started to become increasingly popular within the digital marketing community, giving companies like us the ability to target specific household, canvas neighborhoods digitally, and draw polygons around sections of maps to targeting users within a specific location on a map. These ads will lock on to the device itself so those users can be served ads regardless of location in the future. Plus, since this information isn’t based on cookie data, the cache clearing or cookie deletion processes that users often do won’t untag the users from our ads. Once an address is converted you can go in an remove the address from your advertising list if you’d like though.
Here's the thing...
If you’re a local business, and you want to make sure that you target the people you know are not your customers, then IP targeting can be used to target specific households and users that you want to receive your ads. Don’t throw too wide of a net, be precise with your campaign.
So, what do you do?
The Nitty Gritty
Here’s a video of a webinar from El Toro Marketing about how IP Targeting works. It’s a little long, but these technical subjects can be complicated to explain.
Build a list, onboard the list onto the IP targeting dashboard/platform, and market directly to your list by pairing physical addresses to IP addresses.
If that sounds complicated, don’t freak out. All your need to do is gather a list of physical addresses (1,000 address minimum) to send our way and we can handle the rest. By pairing the physical addresses to IPs from the Internet service provider and the devices connected to the Internet, we will match with at least a 95% degree of certainty the devices that you’re targeting.
Once we’re able to tag the devices we want to target, the advertisements will follow those devices even when they leave the connection to the Internet we marketed to them through. For instance, once we target a physical address, and see that Cell Phone X (CPX) is matched, we can then follow CPX outside the house and to work. If CPX then goes to Fox News, or Amazon, or The Weather Channel, we’re able to bid on that visit, and serve our ads to that user.
The first thing you need to do is start building your list of physical addresses you’d like to target. Some lists are able to be bought from 3rd parties, but it’s possible that much of that information is out of date or acquired through less-than-upstanding means. We would strongly recommend either building your own list, or thinking about digital canvassing instead.
Digital Canvassing works from the inside out within a neighborhood. Let’s say you’re a lawn care company, and you have one client in a particular neighborhood. Through digital canvassing, you’re able to import that physical address as your current client, and then have our system set up to “canvas” the neighbor like a digital doorknocker. Every household in that neighborhood will have targeted ads directed to them without having to import a large list of addresses.
IP Targeting gives your business the ability to avoid useless impressions and bot traffic from standard pay-per-click advertising. By engaging in one-to-one marketing tactics you can be sure that you are reaching the potential customers you actually care about, giving you a better ROI even faster than most other digital acquisition methods.
Are you a business looking to increase revenue by using web ads? Contact the V3 team and find out how we can help you reach your revenue goals through web ads.