3 Advanced Targeting Techniques Every Marketer Should Use

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Finding the right employees has always been a struggle. At GI Jobs, our experts are able to help you find the exact candidates you are looking for using our Military DSP. We are able to implement a number of advanced targeting techniques that allow us to cut through the clutter and advertise your opportunities directly to your desired audience. Our tactics will alleviate the pains that used to come hand-in-hand with recruitment techniques of the past.

1. Targeted Display Ads

In the digital age in which we live, people are now spending up to 5 hours a day on the internet. This makes online ads one of the best ways to reach a wide audience. The trick is knowing where to place those ads and that’s where Targeted Display comes in. Targeted Display means that you are putting ads in front of an individual based on what they are interested in, regardless of which websites they are on. Here’s an example. 

Say that an individual wants to buy a new guitar. The first thing that they are going to do is hop online and do some research. They may start on the Guitar Center website, which leads them to various other websites/forums where they can learn about different guitars such as Reverb or Musicians Friend.

Now they have gone down a rabbit hole and their internet activity is filled with guitar-related searches. Later, that same person is back on the internet browsing Facebook, and they see an ad for Sweetwater Music. Then maybe they are looking up movie times on the Cinemark website and they see an ad for Gibson Guitars.

We are essentially following the user and showing them ads that are relevant to them based on sites they’ve visited, what they’ve searched, and what they’ve read. This ensures that ads are being placed in front of the right people instead of them going to waste. That very concept can be applied to any business and any industry. Here at GI Jobs, we use Targeted Display to help increase exposure and awareness for our clients by getting their ads on the screens of the exact demographics they are looking for. 

2. Geo-targeting

a map with a pinned location showing the radius for a geo-targeting campaign

Businesses are no longer confined to advertising within their geographical location through the use of things like billboards and newspaper ads. Geo-targeting allows us to advertise to people wherever you see fit. Every computer in the world has a unique IP Address which identifies the location of every specific device that is connected to the internet. We can take that information and run ads to those IP addresses anywhere we want.

As an example, say the Baseball Hall of Fame in Cooperstown New York is running ads to promote an upcoming event. They’re not going to want to run ads around their physical location because everyone in Cooperstown already knows about the Baseball Hall of Fame. They would want to run ads in places that are filled with baseball fans such as cities with major league teams, or better yet, cities with major league teams that are within driving distance of Cooperstown.

This way you are increasing the chances that your ads are being delivered to relevant viewers while extending the reach of the ads. We can take this example a step further when looking at Geo-fencing, but the main point is that we are able to target specific geographical locations based on a business’s needs and where they want their ads to be displayed. 

3. Geo-fencing

an aerial view of a baseball stadium with an example of the geo-fenced radius for an advertising campaign

What is Geo-Fencing?

The ways in which people advertise is something that is always evolving, but never before have we been able to target people in such specific locations anywhere in the world. This is done through a targeting technique called Geo-fencing.

It works much like Geo-targeting in the way that it targets an individual’s devices to serve them ads. But instead of using the IP addresses from computers and laptops, although it still can,  it targets the location services on their mobile devices as well. If you are using a mobile app, there is a strong possibility that your location is being used. Many times, the app doesn’t even need to be opened to gather the person’s location. For instance, those that use weather applications on their smartphones, location is always being used so that you are getting accurate real-time information. 

We are able to create custom shapes, or fences, on a map as small as 100 meters. We can then pinpoint any device using location services within that fence and serve ads to those individuals. Even after they leave the location, we can continue to place ads in front of anyone who has been in that shape within the last 30 days. Back to my earlier example. 

Examples of A Geo-Fencing Campaign

Say that the Baseball Hall of Fame is running ads to promote an upcoming event, trying to increase their number of visitors. While Geo-targeting is an excellent tool that will help to get results, Geo-fencing takes it a step further. We are able to draw a fence around a specific baseball stadium and run ads to every mobile device within the fence that has location services turned on. We could even fence every stadium in the country if we wanted to. Because these people are currently watching a baseball game, we know that they are the perfect audience – baseball fans.

While they are still at the game they’ll see ads for the Baseball Hall of Fame event that’s coming up, and we can keep showing them ads for up to 30 days, making sure that it is top-of-mind.

Now let’s take a look at a different example. Say you own a furniture store and a competing store across town that has been getting a high volume of customers coming in. We know that these people are interested in purchasing furniture, after all, they visited the store. This makes them a perfect target audience people for your business.

You can set up a Geo-fence around your competitor’s location and put ads right on the mobile devices of their customers showing them why they should visit your store instead.

This feature isn’t just limited to a brick and mortar location. Here at GI Jobs, we can find the top talent for our clients who are looking to hire. We have the ability to Geo-fence a job fair, a university, an entire military base, you name it. This capability blended with the numerous other marketing solutions we include in our campaigns assist in making us the best at what we do. 


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