How Mediaqart
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How to use location targeting to optimize returns from a digital ad campaign

A full scale explainer for using location targeting on Mediaqart

One of the important factors that help you maximize your returns from an ad campaign is the location where your ad is to be shown.

On Mediaqart, regardless of the size and spread of your business, you can run highly optimized ads. Our location targeting allows you to go from as broad as the entire nation to as narrow as a 3 KM radius around your business.

Let’s dive deeper into the location targeting options available on Mediaqart and how and when they are to be used.

On Mediaqart, you can easily select the objective requirement as per your budget and reach and also select plans and platform which gives you the maximum benefit based on our prediction index model.

Let’s dive deeper into the campaign objective options available on Mediaqart and how and when they are to be used.

Radius based targeting

Why choose this:
This targeting option can be used by small businesses and local stores and service providers for local advertising

Available range:
You can select a range of 3 to 10 km around your business location.

Background:

  • Radius based targeting is based on a location you select and the radius will be calculated around the selected address.
  • This address can either be automatically detected by Mediaqart or can be manually entered by you

 

Two ways of radius targeting on Mediaqart:

  • My Location: Use this option when you are physically present in your office or store. All you have to do is allow Mediaqart to automatically pick your location
  • My address: Use this when you are physically away from your office or store and want to set up radius targeting. This allows you to add an address or location that is different from your physical location

 

When to use it:
This is an option you can use to try out different radiuses and see for yourself how much more audiences you can reach with each selection.

Pincode

Who should use it:

  • Pincode targeting is a great way to advertise if you are a local business who wants to advertise in one or multiple pincodes.
  • This might also be helpful if you are running local promotional campaigns for a brand which has a chain of outlets.

 

When to use it:
This option can also work if you wish to grow your business by fetching customers or orders from nearby pincodes where you think you can get some business.

City-wide

Who should use it:
This can be used by businesses who have city-wide or much larger operations and want to do customized advertising for a particular city or bunch of cities.

When to use it:
Before you opt for this targeting option, make sure your service capability matches the targeting area. Also, compare this option with pincode and radius targeting to see which gets your more returns for the same budget.

State-wide

Who should use it:
This is once again a broader targeting option, but restricted to one or multiple states

When to use it:
A state wide targeting is extremely broad and might scatter your efforts if you don’t select your audience and demographic settings appropriately. Please consider comparing state-wide targeting with city-wide for your unique cases

Nation-wide

Who should use it:

  • Businesses with a large brand and operational presence can consider using this targeting option.
  • Even an online business with delivery and operations across the entire nation can use this targeting option.

 

When to use it:
A nation wide targeting is extremely broad and might scatter your efforts if you don’t select your audience and demographic settings appropriately. Please consider comparing nation-wide targeting with state and city for your unique cases.

How to use pre-estimated campaign results to optimize your ad campaign

Compare results from different location targeting and ad budgets to understand ROI

The pre-estimated results can help you compare outcomes of different settings for your ad campaign.

Before we begin, please remember that pre-estimated results are based on the audience, location, budget and campaign objectives you select

Example:

You want to set up a Google search ad campaign targeting potential fitness audiences in the pincode - 400063 - with a budget of INR 10,000 spread across 5 days.

POTENTIAL AUDIENCES AND AD REACH

Potential audience:
25,262 denotes the potential audience available for your campaign. It depends on

Reach:
The percentage number is the fraction of the potential audiences your ad will reach. In this case, you will reach close to 9,230 (36.54%) of potential audiences. This depends on:

Points to consider:

  • You can change location targeting and budget to target a ‘small slice of a larger audience’ or a ‘large chunk of a small audience’
  • What you select depends on product, pricing, ad budget, and business objective.

 

PERFORMANCE RESULTS

The performance results are the objectives of the campaign. This could be likes, engagement, traffic, clicks, etc

Results estimates:
The campaign with its current settings will fetch clicks in the stated range - 199 to 272.

Takeaway:

This helps understand your returns on investment and make decisions about budgeting.

Factors affecting results:

While this is an estimate of the results, it is possible to do better or worse than this metric. Final results depend on:

How to select ad platform,
objective and budget

An overview of what you need to keep in mind while setting up the most critical part of the ad campaign.

Following are the most critical variables to determine in the campaign selection process.

1. Platforms you can run ads on


You can select from

  • Facebook
  • Instagram
  • Google search
  • Google display network
  • Youtube
  • Gmail ads

Selection of platforms depends on

- where you expect your target audience to spend most of their time,

- the budget you can afford,

- the results you want,

- the objectives you are running the campaign for, and

- the kind of graphic designing toolkit you have.

2. Type of ad objectives

    There are broadly 6 ad or campaign objectives
  • Promotion- This is to create awareness about your brand, product or service and increase the reach of your ad.
  • Video promotion -Promote your business with a video. The performance of the ad is based on the impressions (views) your video gets
  • Page Likes - This campaign will help you increase the following and likes for your business page on Facebook. You can use these followers to run a variety of campaigns.
  • Engagement - With this objective, you can get social media audiences to interact with your ad in the form of likes, comments and shares
  • Website Traffic -If you wish to drive user traffic to your website then this ad objective helps. This is important for an ecommerce business.
  • Lead Generation - If you have a landing page or a third party listing page where people can sign up or subscribe, then this is the right objective type.

3. Ad budget

  • The budget you choose should depend on audience and location targeting, ad platform, objective and the duration of the campaign.
  • The way this budget is spent depends on the number of days for which you are running this campaign.
  • Typically, the budget is evenly distributed over the duration of the ad. A INR 5,000 budget campaign stretching over 5 days will expend INR 1,000 per day.
  • The minimum budget for an ad campaign is INR

4. Duration of campaign

  • The number of days, in addition to other factors, decides whether or not your audience sees your ad multiple times.
  • Typically, audiences respond to your ad when they see it 5 to 7 times
  • So, it helps when your audiences see your ad multiple times

Reading a campaign placard

We will look at the information on an objective placard and how to make sense of it.

Icon ---> the platform your ad will run on

Timeline ---> where your ad will show on the platform. This changes with platforms

Website traffic --->objective of the ad or campaign

INR 5,000 ---> ad budget for the ad

Automobiles ---> the audience segment you are targeting

Across India --->the location you are targeting for the ad

19,300,414 --->total audiences for the audience segment and location you have selected

0.04% ---> the fraction of the total audiences (above) that will be targeted. This is based on your ad budget and duration.

855 - 1,174 clicks ---> the estimated result from the ad campaign. The estimated number depends on audience segment, location, platform, budget and duration.

Learn more about using pre-estimated results here

How to use Mediaqart analytics
to make informed decisions

Performance insights that help you do better with each new campaign

Mediaqart’s analytics reporting helps you understand how your ad campaign and boosted posts performed.

To select a campaign, hover over your profile picture and click on ‘My Campaigns’. Select a campaign from the list that you wish to analyze

For this example, we will select a completed Page Likes campaign.

What’s Measured

The Breakdown

Daily analysis:

This a daily breakdown of impressions and reach. This way you can find out the days your campaign performed well and can use this insight for future campaigns.

Location analysis:

This helps you understand which locations gave you the most impressions and reach. This is especially helpful when you are doing a mult-location campaign or just want to test out different locations for advertising.

Placement analysis:

Ad networks:

Here you can compare the campaign results between different ad networks. Thus, if you ran the ad on Facebook and Instagram, you will be able to find which of the two gave your better results.

Devices:

Based on your campaign results, you can find out which devices were used more by your audiences. This could be used to create marketing that is optimized for specific devices.

Age and gender analysis:

  • The charts under this help you see your campaign results broken down by age and gender.
  • With this information, you can optimize demographic targeting for future campaigns.

 

All performance reports and invoicing details on Mediaqart are shareable and printable, thus, making it easy to share information.

How to use Mediaqart’s Scheduler

Plan content, schedule ahead of time and see a monthly snapshot of your social media activity.

MEDIAQART’S SCHEDULER IS A DASHBOARD THAT HELPS YOU

CONTENT PLANNING AND SCHEDULING

Significance

  • Mediaqart’s scheduler helps you visualize your monthly content goals and posting on one dashboard.
  • Now you can create posts for your social media pages and schedule them in advance.
  • This allows your brand to be active and relevant, while saving you the hassle of posting content one post at a time.

HOW TO SCHEDULE ORGANIC CONTENT

New Post: Click on ‘new post’ and select a business page that you would like to post on.

Facebook log in: Log into your Facebook account and connect it to Mediaqart.

Post type:Select the kind of post you want to upload - image, video, or plain text.

Scheduling:Then select whether you want to post it right away or schedule it for a later time.

Creative builder:Once you hit ‘create’ you will be taken to the creative builder where you can make the post from scratch.

INFORMATION DISPLAY

The scheduler also gives a monthly overview of all organic content that has been posted or scheduled.

POST DETAILS

The scheduler also gives a monthly overview of all organic content that has been posted or scheduled.

When you click on a day’s content, you can see status details like

  • The digital channel it was posted on,
  • The time and type of posting, and
  • Whether it’s posted.

EDITING A POST

If a scheduled organic content isn’t posted, you have the opportunity to edit it. Clicking on the edit button brings you back to the creative builder, where you can make changes to the post.

VIEW AND FILTERING

If a scheduled organic content isn’t posted, you have the opportunity to edit it. Clicking on the edit button brings you back to the creative builder, where you can make changes to the post.

Types of views:

    Your view of the monthly calendar can be changed between
  • Calendar - a more spread out and visual view, and
  • List view - which is a staggered view of all posts

TIMELINE, INSIGHTS AND POST BOOSTING

The timeline allows you to see all organic content from a business page for the last 30 days. It’s a deep-dive into the post analytics and a place from where you can boost the post with 1 click

HOW TO ACCESS TIMELINE

Your facebook business should be connected to Mediaqart.

Sync page: Hitting ‘sync now’ updates the timeline for the selected business page

Custom time range: If you want to see the timeline for a specific period of time you can add the from and to dates and hit ‘Get Post.’

HOW TO READ TIMELINE

Your facebook business should be connected to Mediaqart

Your facebook business should be connected to Mediaqart

How to read timeline: Click this to view your post on your Facebook page

Bottom panel:

  • Has a count of likes, comments, shares, reach and engagement the post has received up to that point
  • You can also view insights, respond to comments and boost the post from here

POST INSIGHTS

Clicking on insights reveals metrics on engagement, reach and reactions

POST INSIGHTS

Clicking on insights reveals metrics on engagement, reach and reactions

LIKES, COMMENTS, AND SHARES

  • It shows to what extent people have engaged with the post, which is indicative of brand reach and popularity.
  • These numbers also play a role in determining which news feeds your content will appear in.

ENGAGEMENT

Negative feedback on your post could be indicative of the times it was flagged as a spam or inappropriate.

Fan engagement indicates how many existing fans (followers) of your business page on Facebook could relate to your post and engage with it.

Unique clicks helps you understand how many viewers clicked on a URL, should you have included one in your post copy. This is an indication of how relevant and action-oriented your content is.

REACH

  • Reach is the number of people in whose newsfeed your post appeared, either organically or through boosting
  • Your post’s reach could get you new fans (followers), which the scheduler breaks down into organic and paid respectively
  • This helps you understand the relevance of your post content as well as returns on boosting

REACTIONS

  • This is a facebook-specific metric in which people’s response to your post is recorded and broken down.
  • The responses are labelled the same way as Facebook does and a breakdown helps you understand the sentiment it aroused in your audience.
  • This helps you understand the relevance of your post content as well as returns on boosting

PROMOTION STATUS (PAGE BOOSTING)

  • This indicates the boost status for a post.
  • Page boosting is an easy way to reach audiences beyond your existing followers.
  • To boost a post, click on ‘boost’ and select a target audience, budget and time the same way as described under audience selection

RESPONDING TO COMMENTS

  • You get a collated view of all the comments made on your organic post.
  • You can take action by clicking on ‘response.’ This will take you to your facebook business page.

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