Geo targeting is delivering different content to a website consumer based on their geographic location. The way this system works is by taking the IP address of a server in order to determine the location of the consumer. Advertisements that match the criteria and the location of the web consumer are then sent out to them. All of this is generated through servers like Maxmind, Digital Envoy, etc..
In order to geo target correctly and effectively businesses should be as specific as possible when choosing the appropriate demographics. There are many ways to do this depending on the media platform you wish to have your advertisement available. For example, if the advertisement were to be posted on Facebook, you could click on “Boost” on your company’s page and select the location, demographic, and interests related to your advertisement and the audience you wish to target with it. For Twitter there is a similar option available for your tweets.
On WordPress websites, you could geo target to specific audiences by downloading free geo targeting plug-ins. Geo targeting server, Geolify, is a one that works along with WordPress in order to help in this aspect by transcribing IP addresses so that it can determine the location of the web consumers (city, state, and zip code).
If it is not yet clear why geo targeting is something that should interest you, here are some points that will clarify it for you:
- It helps advertise to the appropriate consumers and locations in order to make advertisements effective.
- Geo targeted ads are two times more effective than the average advertisements (Source: SearchEngineLand.com)
- It can help increase the amount of pay-per-click advertisements when it is targeting the appropriate people.