Display Ad Server
Serve ads in standard fixed-size units
Native Ad Server
Build native ads into your web page or app
VAST Video Server
Serve MP4 video ads as pre-rolls
Display Ad Server
Native Ad Server
VAST Video Ad Server
content_pasteRelease Notes
error_outlineNetwork Status
Terms of Service
Security Policy
Ad Tags
auto_storiesMacros for Ad Serving
auto_storiesAMP HTML Ads
Best Practices
auto_storiesEvaluating 3P Ad Tags for Speed
Campaign Setup
auto_storiesFlight Dates, Quantity & Pacing
auto_storiesCampaign Tiers
Getting Started
auto_storiesGetting Started with AdGlare
auto_storiesAdGlare Glossary
Good To Know
auto_storiesAdblock Detection Script
auto_storiesRevive vs AdGlare
auto_storiesThe Importance of Async Ad Tags
auto_storiesAd Server Pricing
auto_storiesVideo Ad Server with VAST Support
License & Billing
auto_storiesCDN Bandwidth & Fees
auto_storiesDownload Invoice PDFs
auto_storiesCancel License
auto_storiesReplace Credit Card
auto_storiesUpgrade Plan
Native Ads
auto_storiesNative Ads API
auto_storiesConversion Tracking
auto_storiesMetrics & Dimensions
auto_storiesExporting Data
auto_storiesCustom Formulas
auto_storiesFrequency Capping (GDPR)
auto_storiesKeyword Targeting
auto_storiesKey/Value Targeting
auto_storiesGeotargeting Locations
auto_storiesBrowser/OS/Device Targeting
auto_storiesWhite Labeled Ad Serving
auto_storiesBot Filtering for Ads
auto_storiesLazy-Loading Ads
auto_storiesKeeping Ads On The Screen
auto_storiesAdding a 3rd Party Tag
auto_storiesMove to different Folder

Geotargeting: How it improves CTR

menu_book Knowledge Base chevron_right Targeting
AdGlare Ad Server

Geotargeting of digital media is a method to target ads to visitors from different geographical locations. It's a widely used targeting method used by Adwords and Facebook to restrict ads to be seen only by users located in specific countries or regions.

Most third-party ad servers let you geotarget your audience by:

  • Continent
  • Country
  • Region
  • City

Why are we using it?

If the ad copy is written in Georgian, it doesn't make sense to show it to people who don't speak that language. You probably don't want to show ads for expensive Rolex watches in countries that have average wages of around $100/month. And why would someone promote a service worldwide that's only available in a handful of countries?

Geotargeting allows you to optimize the ad's budget by delivering ads to users who are most likely to convert.

How is the visitor's location determined?

The user's physical location is commonly determined by using a large database containing IP to Location data. These databases are updated routinely, containing detailed information about each subnet of IP information like the country, region, city, timezone, coordinates, etc. AdGlare is using MaxMind's GeoIP2 City Database - one of the leaders in geolocation technology.

IP to Location Geotargeting
A snippet of an IP to Location database.

Best practices to increase CTR

A commonly used strategy is to let your campaign running for a moment without geotargeting enabled. Then, generate a report by country and sort the list by clicks, CTR or conversions, based on your metric of interest. Now target only the top X best-performing countries. The campaign will get fewer impressions, but will improve CTR and increases engagement.

What about hyperlocal targeting?

Ever seen an ad of MacDonald's on your phone while there's one just around the corner? That's hyperlocal targeting in action. Some ads even show you the directions on a map to get you there, before your Big Mac gets cold.

Hyperlocal Targeting - AdGlare
Hyperlocal Targeting: based on your phone's GPS coordinates.

The exact GPS position of a user may be known if that person has granted a web page access to the phone's location. The web page first asks if the user wants to share its location. Once approved, the exact GPS location can be sent to the ad server. Geotargeting can now be performed with incredibly high precision, allowing to target visitors who are 200 feet away from a certain store.

Hyperlocal Geotargeting, wants to know your location.
Web page asking to share your GPS coordinates.

Be careful: GDPR/CCPA

Europe's General Data Protection Regulation law prohibits processing or storing personally identifiable information without user consent. It's therefore imperative that the user cannot be identified when determining its location. One way of doing so is to make sure that the resolution is low enough, like targeting at city level. Cities usually contain more than one person, and thus one would not be able to match the location to an individual. If you're using hyperlocal targeting, you may want to follow Google's policy to round latitudes/longitudes to 2 decimals. This translates to a radius of ~1 km.

External Resources

Share This

emoji_peopleMore about AdGlare

Since 2013, AdGlare powers the ad serving stack of hundreds of brands and publishers worldwide. With ideas and suggestions coming from Publishers, AdOps and Marketeers like you, we're proud to offer one of the most up-to-date ad servers in the market. We adhere to IAB's LEAN Ads Program and Google's Coalition for Better Ads.

Are you a publisher or brand? Reach out to see how we can help you.