Fluency offers multiple parameters and functions to target campaigns to specific locations. Use these guidelines to fine-tune your location targeting for optimal results.
Location-targeting parameters
Country
State/Region
Counties
DMA (Designated Market Area)
City
Postal Code
Specific Address Radius
Drive Time Radius
Fluency-defined syntax
Use predefined targeting options associated with the location of an account:
drive:## - The number of minutes it takes to drive to the location (drive:20)
driveRadius:## - The radius is determined by the number of minutes it takes to drive
driveRadius:##:Y - The number of minutes it takes to drive with a maximum radius of Y (driveRadius:30:10)
drive:##@ - The number of minutes it takes to drive to a specific address (drive:30@100 Bank St, Burlington, VT 05401)
drive+:## - The number of minutes it takes to drive to the location, with degradation the further you get away from the main address
convert:zip to radius ##### - The zip code you would like to convert to radius targeting. Note: You can also select Convert Postal Codes To Radius Targets under Postal Code Use.
radius:## - The radius (in miles) around the location
radius:##@ - The radius (in miles) around a specific address (radius:30@100 Bank St, Burlington, VT 05401)
##### - The zip code you would like to target
national or country - Targets the nation/country of the account location
state or province - Targets the state/province of the account location
city or town - Targets the city/town of the account location
county - Targets the county of the location
all states - Targets all states in the country of residence
continental - Targets all states in the continental United States
other states - Targets any state outside of the account's state or that's not covered by the geo-targeting radius
other countries - Targets any country outside of the account's country or that's not covered by the geo-targeting radius
outside north america - Targets all areas outside North America
Notes:
Use commas and no spaces if locations are in list form in a polling source. For example: "country,city,country" or "radius:XY,country,city,country"
The default unit of distance is miles. To set a radius in kilometers, add "km" after the number (e.g., radius:10km).
Using canonical name format for geographical locations
At times, different locations may have the same name, such as Georgia (state) and Georgia (country) or Springfield (MO) and Springfield (IL). To avoid confusion, format geographic locations using the Canonical Name format (e.g., Georgia,United States or Springfield,Missouri,UnitedStates).
Excluding locations
Exclude a location by adding a hyphen "-" before the target (e.g., -Other Countries, -Seattle, -95014, etc.). Google does not allow the use of negative radii.
Location bid adjustments
Include location bid adjustments to your targeting by adding ->###% after the target. For example:
drive:30->110%
national->150%
radius:30@100 Bank St, Burlington, VT 05401->120%
Aligned and localized targeting
In rarer situations, you can also input aligned or localized to manage competition between accounts. Aligned targeting eliminates competition between accounts with nearby business locations, while localized targeting fine-tunes strategies within the same account. Explore simple steps for implementation and examples below.
Aligned targeting
Aligned targeting
Aligned targeting prevents competition between accounts with nearby business locations. In the Geo Strategy field, enter "aligned" followed by your geo target on the next line. For example:
aligned
drive:20
Note: Aligned targeting currently does not support radius targeting methods.
This feature searches for campaigns with the same name in other accounts using the same Blueprint. If targeting overlaps, Fluency gives preference to the zip codes closest to each business location by applying negative bid modifiers to the overlapping zip codes from the other account.
Note: Because aligned targeting works with bid modifiers, it is not compatible with smart bidding strategies.
If you're using local targeting around a business location but want a broader message to a wider audience, you can negate targeting in another Blueprint. For example:
New Jersey
-existing:Blueprint 1
This negates targeting from the Blueprint named "Blueprint 1" for an account tied to your current Blueprint. Remember, changing a Blueprint's name requires updating the Default Geo Strategy field.
Localized targeting
Localized targeting
While aligned targeting spans accounts, localized targeting is for the same account. Type "Localized" followed by your geo target on the next line. For example:
Localized
drive:30
Note: Localized targeting currently does not support radius targeting methods.
To use localized targeting, include an address element (e.g., street, state, city, etc.) in tag form in the campaign name, like [Georgia Locations.city]. This dynamically builds a campaign for each location specified in the Georgia Locations polling source. If targeting overlaps, Fluency gives preference to the business location closest to the overlapping zip code(s) by applying negative bid modifiers to overlapping zip codes.
Note: Since localized targeting works with bid modifiers, it is not compatible with smart bidding strategies.
If you're using local targeting around a business location but also want to target areas outside of your selected range in your localized campaigns, you can negate this targeting setup in another campaign using the syntax below, where the name of the campaign you want to negate is, in this example, Brand - [Florida Locations.city]. Here's what the negation would look like:
Florida
Negate:Brand - Florida Locations.city
In this example, the brackets ([ ]) around any tag in the campaign name are omitted.