Geofencing campaigns are a unique way to get your message in front of an audience when you know where they’ll be, and when. Allowing you to target hyper-specific locations, geofencing is an inexpensive way to reach an audience you might otherwise miss.
Any campaign budget depends on several factors, including audience size, campaign length, and desired number of impressions per person.
Unfortunately, with a Geofencing campaign, you do not know the number of people you will be advertising to, as you are targeting future foot traffic in a given area. If you’re targeting a conference, you may have a ballpark figure for the number of expected attendees, but it’s only a rough estimate. Thankfully, Feathr takes historic web traffic data into account when configuring its recommended budget.
If you choose to enter your own budget, we recommend budgeting at least $50 per day for any geofencing campaign you run. It is important to keep an eye on how the campaign is doing on at least a weekly basis. Live campaign reporting provides insights that will help you make budget adjustments on the fly if necessary.
The most important factor to consider in any Geofencing campaign is where your prospects will be and how long they’ll be there. Most Geofencing campaigns run concurrently with an event, such as a competing or industry-related conference or trade show. In those instances, we recommend running the campaign to capture the entire event, plus a little before and after. The extra buffer can make sure impressions go to organizers and exhibitors setting up and breaking down.
Additionally, keep in mind that all Feathr campaigns are synced with Coordinated Universal Time (UTC), also known as Greenwich Mean Time. That means your campaigns will launch at 12:01 AM London time on the date you choose. So if the event you want to Geofence is in San Diego, for example, the campaign would launch 7-8 hours before midnight on the day before you entered into Feathr, and end 7-8 hours earlier than the date you entered as the end date. Always take the local time zone into consideration when choosing Geofencing run dates.
The audience for a Geofencing campaign is simply whomever happens to be within the targeted area. That’s why the only consideration you need to make is when and where you think an appropriate audience will be gathered.
Your ad creatives should be eye-catching, simple, and contain a direct call to action, such as “register now” or “sign up today.”
For simplicity’s sake, limit the content of your creatives to a few essential elements: a strong, branded visual, a bold headline, and a specific call to action. It’s important to remain on brand with every element of your creative image because you want your audience to instantly recognize your brand.
Because Geofencing is a mobile-only campaign type (meaning ads can only be shown on mobile devices), only mobile-friendly creative sizes are supported. Here are the sizes compatible with Geofencing campaigns:
- 300 x 50
- 300 x 250
- 320 x 50
- 320 x 480
- 336 x 280
It is best to add creatives in as many of those sizes as you have the bandwidth to create, because it will maximize the locations where you can serve impressions. For a complete set of creative specs supported across all campaign types in Feathr, see this article.
A goal is what you tell Feathr to define as a conversion for your campaign. In the Goals section of Feathr’s campaign creation wizard, it will ask for a goal segment to be connected to the campaign. This is a segment you would like to see grow as a result of the campaign. As the campaign influences people to perform the goal activity, the segment will grow and each person added will be counted as a conversion and included in your campaign report.
Geofencing campaigns tend to work best as awareness builders, so keep your goals realistic. You will be tracking visits to the campaign’s destination URL by default, so consider making a goal segment that indicates further interest, such as visits to a page linked within your destination URL, rather than a conversion activity such as an event registration.
People rarely register for an event they’ve never heard of or join an association upon first touch with an ad campaign. We recommend following any Geofencing campaigns with a retargeting campaign to the audience that engaged with your Geofencing ads.