Zip Code Targeting

Overview: 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.  

Use Cases: 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.

Case Study: CBD Across Display- CBD Brand Drives Conversions by Geo-Targeting Specific Regions

KPI: Click Through Rate (CTR)

Media Type: Display, Native, Audio, Video, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the Bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Slightly increasing the bids for these campaigns will win more impressions. 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.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

There are two places in the Pontiac Platform to implement zip code targeting.  The first option is in the ‘Audience’s tab, under ‘New Custom Audience’.  You can build an audience of zip codes to be used on any Line Item.  Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen.  Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown. Enter the zip code followed by a comma and the country code with each zip code on an individual line.

Line format: [Zip Code],[Country Code]
Example: 03102,US

The other option to implement zip code targeting is at the Line Item level.  This is available in the ‘Targeting’ menu, under the ‘Zip Codes’ tab.  Select the country from the dropdown menu, enter the zip codes you wish to target, and press save.