Competitive analysis can help frame your own product context, discover other problems your customers have, and even bond the team together against a common foe. For all of these reasons and more you shouldn’t ignore your competition. However, if you don’t properly understand how they impact your organization’s strategy, competitive analysis is simply a waste of time.
After setting your campaign goal and choosing the right platform for your ad, the next step is to plan your ad targeting for your most relevant audience. There are two types of targeting. You can target audience for a specific geographic location and you can also optimize your campaign for a specific device type, operating systems and wireless networks.

In more sophisticated use cases, geotargeting doesn’t have to be solely based on a consumer’s real-time location. Locations or businesses a customer has visited recently can be a great predictor of interests and intent, so adding targeting based on historical location as well can be key to delivering a captivating, relevant message. Denny’s had great success with this tactic in a campaign with xAd, detailed below.


Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.
Now the ad servers don’t create this table themselves, they license it from another ‎company like MaxMind or DigitalEnvoy, whose primary business is geolocation ‎data.   This is no enviable task; IP addresses themselves don’t necessarily have an ‎obvious pattern in the way they are assigned like a telephone area code would.  It’s ‎a bit like solving a mystery, and the geolocation companies use a variety of ‎methods to approach the problem.  ‎ /injects>
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