Zip Code Targeting allows you to target only users in the predetermined list of zip codes. You can target as many or as few zip codes as you want, and it is a great tool to target relevant areas for local campaigns.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Audio, Video, CTV
• Use Case: This is a great tactic for local businesses looking to target users in and around their store location(s). Campaigns with Zip Code Targeting deliver high CTRs, excellent conversion rates, and drive efficient ROIs for small budgets.
• Placement: Available across all media types.
• Bid Structure: This targeting tool follows the Bid ranges for the Campaign’s media type. Some zip codes are less populated than others, and the smaller the audience, the more the bids will need to be increased.
• Audience Data Targeting: : First and Third-Party data segments are available for targeting but can limit the Campaign’s ability to serve.

Note that there are two places in the Pontiac Platform to implement zip code targeting:

1. In the Audience tab
   • Under New Custom Audience
   • Build an audience of zip codes to be used on by ANY Line
2. Line Item Level
   • Available in the Targeting menu, under the Zip Codes tab
   • Specific to this Line Item