Targeting Options and Best Practices

Master the art of precision targeting to reach the right drivers at the right time.

Geographic Targeting Options

Radius Targeting

• Define circular area around point
• Ideal for local businesses
• Adjustable from 0.5 to 10 miles
• Multiple radius zones possible

Polygon Targeting

• Draw custom shapes
• Target specific neighborhoods
• Exclude certain areas
• Perfect for delivery zones

Route Targeting

• Major highways and roads
• Specific intersections
• Bridge and tunnel coverage
• Exit ramp precision

Location Groups

• Chain store locations
• Shopping centers
• Business districts
• Event venues

Demographic Targeting

Available Demographics

• Age ranges
• Gender
• Income levels (estimated)
• Vehicle type (when available)

Privacy-First Approach

• No personal data storage
• Aggregate targeting only
• GDPR/CCPA compliant
• Opt-out respected

Behavioral Targeting

Travel Patterns

• Regular commuters
• Shopping trips
• Entertainment seekers
• Business travelers

Time-Based Behaviors

• Rush hour drivers
• Weekend travelers
• Night shift workers
• Lunch break traffic

Frequency Capping

• Limit impressions per user
• Prevent ad fatigue
• Optimize budget
• Improve experience

Advanced Targeting Features

Contextual Targeting

• Traffic conditions
• Weather triggers
• Local events
• News triggers

Competitive Conquesting

• Target competitor locations
• Intercept their traffic
• Win-back campaigns
• Comparison messaging

Retargeting Options

• Previous zone visitors
• Website visitors
• App users
• Lapsed customers

Lookalike Audiences

• Similar to best customers
• Expand reach intelligently
• Find new segments
• Scale efficiently

Best Practices by Business Type

Restaurants

• Meal-time targeting
• Weather-based triggers
• Event attendee targeting
• Competitive conquesting

Retail Stores

• Weekend shoppers
• Seasonal campaigns
• Mall/center targeting
• Sale event promotion

Service Businesses

• Commuter targeting
• Appointment reminders
• Emergency services
• Maintenance schedules

Healthcare

• Hospital vicinity
• Insurance reminders
• Wellness campaigns
• Appointment scheduling

Optimization Strategies

Layer Your Targeting

1. Start with geography
2. Add time parameters
3. Include behaviors
4. Apply demographics
5. Set frequency caps

Testing Framework

• Broad vs. narrow
• Different times
• Various messages
• Multiple creatives

Performance Indicators

• Click-through rate
• Conversion rate
• Cost per acquisition
• Return on ad spend

Common Targeting Mistakes

Over-Targeting

• Too narrow audience
• Missing opportunities
• Higher costs
• Limited scale

Under-Targeting

• Wasted impressions
• Poor relevance
• Low conversion
• Budget inefficiency

Jacksonville-Specific Targeting

Key Corridors

• I-95 North/South
• I-295 Beltway
• US-1 (Philips Highway)
• Beach Boulevard
• University Boulevard

Prime Locations

• Downtown business district
• Beaches communities
• Southside shopping
• Town Center area
• Airport vicinity

Local Events

• Jaguars games
• Concerts at Daily's Place
• Beach events
• River Run
• Jazz Festival

Targeting Calendar

Seasonal Opportunities

• Spring: Tax season, spring break
• Summer: Beach traffic, tourism
• Fall: Back to school, football
• Winter: Holidays, snowbirds

Monthly Patterns

• Beginning: Payday targeting
• Mid-month: Steady state
• End: Budget-conscious
• Holidays: Special events

Expert Targeting Tips

1. Start broad, then narrow
2. Use data to guide decisions
3. Test one variable at a time
4. Monitor performance daily
5. Adjust based on results

Your targeting strategy can make or break your campaign. Use these options wisely to maximize ROI.