IP Targeting Best Practices
Recently, IP targeting has made waves in the advertising industry. It also has brought up a lot of questions, often about how best to harness its unique marketing advantages. If you have been wondering about this up-and-coming method, read on to learn more.
What is IP targeting?
IP targeting is a digital data marketing technique, in which a company targets potential customers through data associated with their IP addresses, a numerical code tied to a specific device on a given internet network. It allows you to use an exacting level of specificity to connect with your audience.
IP targeting can be used to send advertisements to customers on a specific internet network. It works similarly to direct mail, in that you can target a chosen ad to devices at a specified location, selected by intentional, detailed demographics. It’s a great marketing method for targeting certain age groups or other demographics or advertising hyperlocal events or businesses to nearby customers.
So how do you make an IP targeting campaign the most effective? With so much possibility, it is easy to get overwhelmed with the details. Here are some tips to make sure your campaign stays focused and efficient.
- Define Your Use Case
It is important to really hone in on who is your target customer with your given campaign. Figure out what goals you hope to achieve, and don’t be afraid to really narrow it down and get specific. This is exactly what IP targeting is designed for!
- Use A/B Testing
A/B testing is great use of IP targeting. By running two similar marketing campaigns to two different groups, you can really refine your ad targeting. IP targeting makes this process very streamlined, and it is easy to make incremental changes as your test progresses.
- Do Not Over-Target
IP targeting can be so effective and efficient that it is easy to get carried away. While you want to narrow down your targeting to the individuals most likely to become your customer base, you do not want to do this at the expense of excluding other potential conversions.
One good tactic is to limit your campaign to two or three criteria. You can always adjust this later if you learn that a certain parameter has not been effective. If you feel you are not accessing enough people, try broadening one of your parameters a bit.
The top best practice is to hire a team of IP targeting experts to take care of all the complex details and data analysis for you. GMS has experience in this growing area of marketing and is here to help!