Evelyn Aguilera
Associate Director, Brand Strategy
Our location solutions.
Audience Targeting allowed Goodwill to home in on reaching audiences based on their past visitation to brands and locations that overlap with the Goodwill brand. The Goodwill Loyalist Audience was the strongest visitation driver, leading to 1,949 visits with a 0.45% Visitation Rate, a rate 44% higher than the retail industry benchmark. Behavioral Targeting drove the most amount of new visitors with 269 users who had not visited a Goodwill store in the last 90 days.
Location Targeting effectively reached potential shoppers in close proximity to participating Goodwill locations to guide them to the store nearest to them.
Neighborhood Targeting powered reach to users based on areas of high visitation affinity with Goodwill stores, in essence concentrating targeting efforts to specific trade areas where Goodwill shoppers, or shoppers with similar behaviors commonly frequent.
Products Used:
Real results.
We have known GroundTruth for years and were happy when they reached out to us about working together to help drive potential shoppers into select Goodwill retail locations. Mobile and location targeting were not new to the “Bring Good Home” campaign, but the opportunity to make real-time optimizations on the Ads Manager platform was a big win. It was great to be able to hone in on specific types and locations of shoppers and help Goodwill drive impact in Indiana.
