Rocco Alberto Baldassarre
Google is constantly improving and expanding its reach to more and more kind of businesses.
Have you noticed that you can target more than 350 airports through location targeting?
Smartphones and tablets have become a basic necessity for travelers across the globe. Nowadays people use smartphone applications to check on flight deals, schedules, to retrieve their boarding passes, and much more. This information reveals a huge opportunity for you to reach your busy customers.
Airport targeting gives you insight into the very specific physical location of your customer. You can use this to offer travel and entertainment opportunities for people on their vacations. If you are a restaurant or offer a unique service for tourists, consider this your bread and butter. This is a great way to deliver relevant ads to the travelers already in need of your goods or services.
Many advertisers also employ airport targeting as a chance to encourage people for their mobile apps. Because people set aside so much of their awareness to their mobile devices during travel time, this is a chance to seize their notice which in turn, with a bit of luck results in more traffic and sales afterward. Extra smartphones signify more app downloads, so putting into practice an airport targeting campaign could mean significant new app users for you. Creating ads with “Click to Download” app links, and making use of mobile app extension features can help to improve downloads.
Once you activate this airport targeting feature within your AdWords account, you will have the capability to get to customers in airports across the globe on your mobile devices, as well as desktops (if the airport is mentioned as a place of interest). Ever since the launch, airport targeting has turned out to be available for more than 350 airports internationally, and Google expect that this list will rise in the future. To apply this feature, you will need to go to your Campaigns tab, and alter your targeting settings. You will need to spell out the full name of the airport, as well as the country in which it is to be found. If that is ineffective, attempt putting the official airport code.
If you want to measure the efficiency of your airport targeted campaigns, you can go to the “Dimensions” tab to get to geo-targeted performance reports. From this tab you will be able to measure the data in one of two ways, by Geographic Location (customers’ physical locations or places of interest deduced from Google searches/maps) or by User Location (only their physical locations). By pulling the reports you should be able to get a sense about where your most active customers are concentrated.
With airport targeting, you can offer relevant, last-minute travel and entertainment opportunities, promote your mobile application to airport travelers, amplify interest in your in-airport campaigns, build your brands with mobile display ads, and much more. Plus, you can easily review the performance of these campaigns using geographic performance reports.
Using airport targeting is a great way to build your brand and implement new messaging tactics to holiday and business travelers. Frequent mobile browsing also means that you’ll have plenty of time to drive brand recall and recognition. If people see your ad come across their mobile device multiple times, you are more likely to have them remember your brand at the moment of a purchase.