Implementation of Secondary Radius Geotargeting Strategy Proven to Help Balance Inquiry Flow

June 15, 2016 Jeff Meola

The DMS team recently proved that an advanced geotargeting strategy is an effective solution to balance inquiry flow for a higher education institution. Click here to read the full case study.  

After reviewing the historical success rates for a school that needed to boost volume for a growing, hands-on program and scale back on volume for a slowing program, a secondary radius was defined. The expanded radius allowed for the inflow of incremental inquiry volume from geographies proven to convert for the school in the past.

In addition to increasing exposure for the program in need, the increased volume was achieved without providing cost per inquiry (CPI) increases to third-party vendors.

Four months after implementation of the secondary radius, volume was up 68.6% for the hands-on program and start volume was up 19.4%.

Because campaign budget was shifted toward this program to fund the larger radius, inquiry volume for the slowing program was down 10-15% at each campus during the same period.

The What & Why of Geotargeting

Geotargeting maps where your marketing efforts will be utilized to recruit customers and drive interest in your brand. For brick and mortar establishments, this will take on a different look than for an online division. It’s essential to use as much data as you can get your hands on to develop the most intelligent strategies that drive toward your campaign goals.

A handful of significant factors come into play when mapping out your geotargeting approach:

  • Demographics: Know who your target audience is. At the simplest level, geotargeting should include the areas where they live and not include the areas where they don’t.
  • Traffic/congestion and transit options: Especially in or around large cities, it’s important to understand how people get from point A to point B and the time it will take. Be realistic as to what can be overcome.
  • Competition: Your targeting should carefully balance being competitive with being inefficient. Don’t go out of your way to compete head to head.

The Evolution of Geotargeting Strategies

Large, 60+ mile radii are a thing of the past. With increased access to data, advertisers have tightened campaigns to restrict under-performing volume. But just reducing the size of a targeting radius doesn’t maximize results. The best approach is to heat map your data and target only the geographies that convert.

Are you intrigued? It takes time to review and analyze data to define an optimal geotargeting approach, but once implemented the results are immediate and dramatic. 

Want some support on your campaigns? We’re happy to help. Contact us via this form for geotargeting advice and more.

About the Author

Jeff Meola

Jeff Meola is the Consumer Insights & Marketing Analytics Director at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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