Several different labels and definitions exist for geolocation-based marketing, targeting and messaging. This document outlines the geolocation based terminology and explains what it all means!
Personalization utilizing Geofencing
If Geofencing is activated on the DI Platform, the tool is accessed through “Personalizer”. A geolocation can be searched on the map via the business address or name. A pin is then dropped on the desired location and a geofence can be drawn in the shape of a circle or square around the designated area. The geofence can be of any size and there is no limit to how many geofences can be created. Once the geofence is published through Personalizer, the personalized message will display on the indicated page (typically the homepage) for the customer when they are inside the defined geofence and are on the Dealer Inspire website.
The customer must be on the DI website to see the personalized message, this is not a “push notification” to their mobile device. An example of a Personalizer geofence would be a Naperville dealership who draws a geofence around the nearby city of Plainfield, enticing Plainfield residents to make the drive to Naperville by displaying the Personalized message “Plainfield residents! Test drive a vehicle and receive a $50 gas card!”
Please note geofencing will only work on secure https:// sites as long as the customer has agreed to share their location when prompted.
DI Wallet Utilizing Geofenced Push Notifications
When a client has the Wallet plug in activated and wallet passes created to integrate with Fixed Ops coupons, geofences can be drawn in order to push notifications to a customer’s mobile device if that customer has downloaded the wallet pass. A maximum of 10 geofences can be drawn, with a maximum radius for each of 100 yards (this is regulated through Apple and Dealer Inspire has no control over this aspect of Wallet). iOS devices will access their passes through the Apple Wallet app, whereas Android devices will need to download an Android friendly app such as “Pass2u” to access their passes.
If the customer has downloaded the pass from the Fixed Ops coupon, and then travels through the geofence, they will receive a push notification to their phone with the message (as long as the customer has agreed to share their location when prompted). An example of a Wallet geofence push notification would be drawing a geofence around a busy intersection near the dealership and then pushing a notification that reads “Don’t forget to stop in and take advantage of our $19.99 oil change today!”
When the customer comes in to redeem their coupon, the dealership will record the redemption code and enter it into the Wallet tool in the backend of the DI site.
Google Ads Geotargeting
Google Ads location targeting allows a client’s ads to appear in the geographic locations of the dealer’s choosing. Location targeting helps dealers focus their advertising on the areas where they’ll find the right customers, and restrict it in areas where they won’t. Dealers can reach people who are likely to be physically located in their targeted location, as well as people who have shown interest in their targeted location (if the brand allows).
An example of Google Ads geotargeting would be targeting a set of 10 zip codes surrounding the dealership’s address, or setting a 10-mile radius around their competitor so that ads can show in those specific locations.
Local Search Optimization Utilizing Geotargeting
This service offered by DI can create an effective organic strategy through the utilization of local geotargeted keywords to improve ranking in local results on Google Search and Google Maps (as well as other search engines). This strategy can produce results in similar places as PPC ads, but the local SEO geotarged results refer to the organic results. By including these geo keywords in a site’s content, meta information, using the same business information that is in online business directories, and the Google My Business listing, the chances to appear organically in local results will increase.
These local search results appear on Google in SERPS (Search Engine Result Pages), map packs, and Google Maps. Other search engines and maps services show results similarly. Mobile devices and many web apps utilize GPS that allow Google, Apple or app makers to use a customer’s current location to serve up more accurate results. Google will show local results first for local related queries, before expanding its reach to non-local results. When people search for nearby dealerships on Google.com or Google Maps (for example, “Honda dealership near me”), they will see organic results for locations that are relevant to that search query.
Google Beacons
Google Beacons are a Google initiative. Google has been sending beacons to select businesses who use Google Ads and have enabled location extensions. As of October 2018, quite a few DI clients have received these from Google and didn’t know why or what they were, so we wrote a blog post about it! https://www.dealerinspire.com/google-project-beacon-faq/
Ultimately the purpose of the Google Beacons is to help mobile devices more accurately determine a user’s location. Without a beacon, a phone relies on WiFi and GPS signals to figure out a person’s location, but that can sometimes be inaccurate, especially in congested areas where multiple businesses can be packed together.
