<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1349615188509663&amp;ev=PageView&amp;noscript=1">

OUR BLOG

All Posts

Don't Bait-And-Switch With Your Geotargeted Ads!

You’ve heard of the old bait-and-switch sales tactic.

You know the old super shiny offer that gets you into the store, only for the store to then say “oops, we’re all out!”

Screen Shot 2019-04-16 at 3.45.59 PM

Now, I’d never accuse digital marketers today of intentionally practicing marketing fraud, but lately it has occurred to me that there’s been a digital version of the old bait-and-switch that’s becoming the default operating procedure for much online marketing.

It works like this:

You’re on a website and a digital ad catches your eye – it contextualizes whatever it's selling to your location. It knows you’re in Addison, TX, and it tells you that last year, crime rates were up in Addison. So you click, because, finally an ad is targeted toward you and your local interests and needs.

shutterstock_1312727765

Then, the ad leads you to a landing page that asks for all of your personal information... INCLUDING WHERE YOU ARE.

Wait, what? Didn’t that ad literally just tell you where you were? 

Isn’t that why you clicked? 

Why doesn’t the landing page know that? Why isn’t the landing page as smart as the ad that’s driving to it?

shutterstock_590386457

Why were you digitally bait-and-switched?

This is the landing page experience for most customers. And it’s disappointing.

Our landing page solutions can give your audience a hyperlocal experience throughout the process. Imagine that person in Addison now landing on a geotargeted page for a home security system that compared Addison to Dallas and Carrollton. This landing page breaks down crime by neighborhood, and by category and includes news stories from Dallas County.

No bait. No switch.

You delivered what you promised – a truly localized conversation about something the customer is interested in. And that you want to sell them.

And that’s important because the real problem with the old bait-and-switch was that it was bad for the customer.

But this more recent and increasingly standard approach to geotargeting? It’s bad for you.

Nicole Vitale
Nicole Vitale
Growth Marketing Associate

More From Our Blog

The Virtuous Circle of Brand Localization

Too many times, it goes this way: you run a digital ad. Someone clicks on it. Maybe they complete a transaction, maybe they don’t. After that, the customer goes away. Once your paid campaign stops, so do your interactions. If you want to re-engage, you need to start at Square One with yet another digital ad. 

The Local Brew #83: Driving Local Relevance With Nextdoor

The point of Nextdoor is neighborhood. To leverage this emerging platform, make sure that your content is relevant to that local audience. Here's how.

The Local Brew #82: Where I Want To Be - How Marketers Screw Up Geotargeting

In this video, Mike Raleigh, VP of Growth, discusses how sometimes brands spend time geotargeting their digital media to start a conversation with customers, then drop the ball when they click.