Over the last four years, I have explained to over 1,000 clients the difference between Adwords and Mobile Geofencing.
Adwords is a great tool and now has the ability to geotarget a location and place ads in mobile apps. Adwords has made a strong splash in mobile marketing.
One of the issues Adwords has is that it needs a lot happen in order for the mobile impressions to be delivered to the correct demographic in the right geotarget. A trained Adwords agency can pull all the right levers and make this happen but there’s a small room for error. One error and impressions can be delivered to a location thousands of miles from the target. The feedback can take days and Adwords doesn’t report in real time.
Google is always changing their algorithms and one day a cost per click may be $1.00 then it is $2.00 then back to $.80. A dedicated Adwords agency can manually track and change the cost per click on at least a daily basis to ensure your total pay-per-click rate is reasonable.
Mobile geofencing is clean. The geofence is set around a location (lat-long). Then tags all the Smartphones in that location. A filter can be put in place to target the desired demographic (age and gender) or behavior. There is a 1% chance of the wrong demographic seeing your ad. When the tagged user leaves the geofence they will still see the ad for up to 30-days and their phone ID will be placed in a retargeting folder for future campaigns. Mobile campaigns can change locations, creative and goals in real time.
The big differences between Adwords and Mobile Geofencing boil down to that mobile geofencing has:
Robust Retargeting – the ability to capture an ID of a targeted user that clicked on the creative and then retarget the user after they leave the geofence for 30 days or more.