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What are the benefits of DMA vs State/National Geotargeting?

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# 1
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1 Expert replyverified_user

Re: What are the benefits of DMA vs State/National Geotargeting?

Participant ✭ ✭ ☆
# 2
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Hi Michael,

DMA targeting is beneficial if you only want to target a small area. DMA targeting is also beneficial for localizing campaigns in order to include city names or a local element to ad copy. It can help with optimizations, too; different cities have different levels of competition so you might optimize time of day differently or bid differently in different cities. You also might prefer to set up campaigns by city if you had brick and mortar locations. DMA isn't necessarily always the best way to go, these are just a few cases Smiley Happy

Hope this helps!

Re: What are the benefits of DMA vs State/National Geotargeting?

Top Contributor
# 3
Top Contributor

generally, dma tends to favor advertising that is focused on market segments,
demographic trends, lifestyle segmentation, etc., usually around metropolitan
areas where strict physical boundaries are less critical to success -- whereas,
geotargeting can be more beneficial to businesses with a limited service radius
or where physical boundaries are important.

importantly perhaps, there are also differences
between interest-based-ads (interest in a location)
and (physical) location-based-ads.

factors such as search-settings, search-domains, location-search-terms, etc.,
are mainly used to determine interest-based-ads -- as opposed to geolocation
or (physical) location-based ads, derived from network and device information --
that are not focused on user-intent.