Have you heard about IP targeting, but really don’t know how it can be beneficial to your business?
IP targeting allows you to reach specific households based on their Internet Protocol (IP) addresses. The IP address is a range of letters and numbers that identifies your Internet connection through your Internet provider company, making it unique to every household or business.
Similar to direct mail, but to its benefit, IP targeting eliminates the high cost of printing and postage. Another huge advantage is the frequency opportunity. With retargeting pixels, the sky is the limit at a relatively nominal cost. Something very difficult to consistently implement with direct mail campaigns unless you have an endless pool of money.
So, first things first. Who do you want to target?
- A potential client list (owned or purchased), email information, phone or physical addresses are needed.
- Your target list is uploaded and matched to IP addresses.
- Great banner creative is essential along with a well-organized, responsive landing page or website.
No matter where your potential client goes online, your campaigns will land on their device screen via network/programmatic technology. These ad serving platforms match your ideal client with your direct message.
Concerned about what sites your ads might run on? No problem. There is also the option of blocking certain sites so that your brand is not being advertised across websites you do not want your business to be affiliated with.
How do we measure KPI’s? Typically via banner engagement, click-through rates (CTR’s) and what’s deemed to be a conversion by the client. This can be a number of items, such as dedicated phone numbers that can be tracked by dynamic number replacement pixels tagged on the landing page/website and by form fills. Both are easily tracked in Google Analytics and are great campaign success indicators. Ultimately, tying all of your digital campaigns (display, sem, seo, social, video and content marketing) together via an email marketing automation platform is ideal. Don’t have one? We can help with that as well.
For more detailed information on IP targeting and how it can be a marketing asset for your business, feel free to contact us – email@example.com.
Krista C. Pouncy-Dyson