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How to Use Geotargeting Advertising to Get More Online Orders

Geotargeting is one of the most powerful tools dispensaries have for reaching customers in the right place at the right moment — and when applied correctly, it directly drives more online orders. This webinar, led by Eduardo Silva, covers how to use geotargeting advertising as a core part of your dispensary's digital strategy.The session walks through how geotargeting works, how to set up campaigns that capture local demand, and how to use location-based data to drive online order volume for dispensaries and delivery services. Marketing managers and dispensary operators looking to improve the precision and return of their digital campaigns will find this a practical and straightforward guide.

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Key Insights

Geotargeting allows dispensaries to focus their advertising spend on the specific geographic areas where their potential customers live, work, and spend time - reducing wasted impressions and increasing conversion rates.
Competitor geofencing - placing ads in front of people who visit competing dispensaries - is one of the highest-ROI uses of geotargeting because it targets consumers who have already demonstrated cannabis purchase intent.
Delivery zone targeting lets delivery services focus advertising spend precisely within their delivery radius, ensuring every impression reaches someone who can actually place an order.
Location-based behavioral data allows dispensaries to target consumers based on places they have visited over time, not just where they are right now, creating more accurate audience profiles.
Geotargeting campaigns for cannabis must account for regulatory restrictions in different states regarding where and how cannabis advertising can be served, making cannabis-specialist ad platforms essential.

Expert Answers

[{What is geotargeting advertising for cannabis dispensaries?}

Geotargeting advertising for cannabis dispensaries is the practice of delivering digital ads to potential customers based on their physical location. This can mean targeting consumers within a radius of your dispensary, targeting people who are currently in or have recently visited specific locations like competitor dispensaries or relevant neighborhoods, or targeting customers within your delivery zone. The precision of geotargeting reduces ad waste and increases the relevance of your campaigns.

{How does geofencing work for dispensaries?}

Geofencing creates a virtual boundary around a physical location. When a mobile device enters that boundary, the owner becomes eligible to receive your ads. Dispensaries use geofencing to target potential customers near their store, near competitors, near cannabis-friendly events, or near other locations their ideal customers frequent. Geofenced ads typically appear on mobile apps and websites that the user visits while within or shortly after leaving the geofenced area.

{How do dispensaries use geotargeting to get more online orders?}

To drive online orders with geotargeting, focus your ad delivery on consumers within your delivery zone with creative that highlights the convenience and selection of ordering online. Use timing to reach people when they are most likely to consider placing an order - evenings and weekends tend to perform best. Include a direct link to your online menu in the ad to reduce friction. Retargeting consumers who visited your menu but did not complete an order is also highly effective for order recovery.]

Webinar Highlights

00:00 - Introduction: Why Geotargeting Is a Game-Changer for Dispensary Advertising

The session opens with an overview of how geotargeting works in digital advertising and why its precision makes it particularly valuable for cannabis dispensaries trying to reach local customers.

10:00 - Geofencing Tactics: Your Store, Competitors, and Beyond

This section covers the key geofencing use cases for dispensaries, including store-radius targeting, competitor geofencing, and location-based behavioral targeting.

22:00 - Setting Up Geotargeting Campaigns for Online Orders

The webinar covers the campaign structure, creative approach, and targeting parameters that work best for driving online orders through geotargeted cannabis advertising.

32:00 - Measuring Geotargeting Campaign Performance

The session closes with guidance on the metrics that best capture geotargeting performance, including foot traffic attribution, online order attribution, and cost per visit.

Frequently Asked Questions

[ {What is geotargeting in cannabis advertising?}

Geotargeting in cannabis advertising is the delivery of digital ads to consumers based on their physical location. It allows dispensaries to focus their advertising spend on the specific areas where their potential customers are, whether that is a radius around their store, within competitor locations, within their delivery zone, or in neighborhoods where their target customers live and work. Geotargeting reduces wasted ad spend and increases campaign relevance.

{What is competitor geofencing and how does it work for dispensaries?}

Competitor geofencing is the practice of placing a virtual boundary around competing dispensary locations so that cannabis consumers who visit those competitors receive your ads. The goal is to reach consumers who have already demonstrated interest in cannabis purchasing and show them a reason to try your dispensary instead. These ads typically appear on mobile devices shortly before, during, or after a competitor visit, making them highly relevant to consumers who are actively in the market.

{How accurate is geotargeting for cannabis advertising?}

Modern geotargeting uses GPS data, cell tower triangulation, and Wi-Fi signals to determine device location. In most cases, location accuracy is within 50 to 100 meters, which is precise enough to distinguish between consumers at your dispensary versus across the street. Behavioral location data, which tracks device location patterns over time, adds additional accuracy by building location profiles based on places people regularly visit rather than just their current location.

{Can dispensaries target consumers in competitor locations?}

Yes, competitor geofencing is a widely used and effective strategy for cannabis dispensaries. By placing geofences around competing dispensary locations, you can deliver ads to consumers who visit those locations - reaching people who are active cannabis purchasers at the moment their purchase decision is most relevant. This strategy should be used in combination with compelling creative that gives consumers a clear reason to visit your dispensary instead.

{What creative works best for geotargeted cannabis ads?}

Geotargeted cannabis ads perform best when they are locally specific, time-relevant, and include a clear call to action. Creative that references proximity - like 'Just 5 minutes away' or 'Now delivering to your neighborhood' - performs better than generic creative. Promotions that have a time element create urgency. Creative should always include a direct link to your menu or a location-specific landing page to minimize friction between the ad and the desired action. ]

Webinar Full Transcript

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Introduction

wonderful welcome once again everybody thank you o much for carving the time on your chedule to join u today uh once again my name i eduardo ilva today we're going to be covering how to u e geotargeting adverti ement to get more online order for your di pen ary we're al o going to be di cu ing how to get your ad in your cu tomer hand o in other word how thi whole platform work before getting tarted today i want to ju t give you a quick introduction on my elf once again my name i eduardo ilva i am your pre enter here for today um i have around 18 year of ale and marketing experience o i'm hoping to be able to join you today with ome of that le on learned along the path of my career if you will and yeah o i'm really excited before getting tarted i alway like to find out where our participant are joining from if you could get familiar with the interface of the pre entation here there i a ection in the pre entation which you will find ha a q a ection o if you can ju t brow e around the interface to get familiar with it would certainly be helpful i will tell you a little bit about foot traffic before we get tarted foot traffic i a digital marketing agency with four and a half going on five year of experience working in the cannabi indu try we are olely focu ed in the indu try of cannabi and have been o for the duration of our exi tence and that ultimately bring to you experience right the e are ome of the cu tomer we have worked with um and continuou ly work with today at any given point we may be working with 200 plu di pen arie acro the united tate and canada obviou ly that varie from location to location a well a the need of our cu tomer no two initiative if you will are the ame there i no uch thing a a cookie-cutter approach in a indu try which ha o many different type of regulation between different tate o we have to focu on a trategic approach per location ultimately we work acro all 20 tate in the u.

Background and Context

plu canada a well o 20 plu tate recreational medical and delivery o really excited to be joining you here today now before we get going here um i did a k you a que tion where you're calling from i ee here that any feel free to u e the chat window for thi que tion thi i ju t a little gauge on who do we have on the line i ee here we have atlanta georgia thank you o much for joining u penn ylvania in the hou e we have pitt burgh nice and au tin texa keeping it weird in au tin loving it thank you o much for joining u um we are peaking to you from an franci co california a well a penn ylvania o uh o we do have a pretty wide expen e here um that we're covering today uh before we get tarted um once again let' take a quick moment here to ju t familiarize your elf with the interface um for zoom conferencing if you have not u ed it before do note that there i a q a button now we do have moderator for our webinar we're going to be moving quite fa t o i do encourage you to a k que tion throughout the entire pre entation u ing that q a function do not u e the chat window u e the q a function plea e our moderator will be able to pick tho e que tion up and an wer them on the fly we will have a little ection here toward the end to addre more que tion a well o not your worry i there and then make ure to tick around a well we will have a pecial offer for the attendee of today uh we will be haring with that with you in the end of our webinar and then finally one la t a k plea e ilence your cell phone we are going to be moving through a lot of content and very fa t okay thank you very much o let' get tarted our agenda for today how it work and why it' effective obviou ly peaking about geo adverti ement our main topic for today three be t trategie that will get you re ult very very important okay and then eight tip to maximize the e geo ad campaign and how you can get tarted we will carve out a few minute in the end for ome que tion live a well however once again q a will be addre ed a we are going through our webinar okay perfect o let' get tarted there are a lot of rule when it come to cannabi ad mo t of you already know that and they differ by tate country and province yet adverti ing i e ential for remaining competitive in our growing indu try o how can you get the word out about your di pen ary when o many place don't accept cannabi adverti ement today we're going to be an wering that que tion we're going to di cu the three trategie you can u e right now to maximize your reach plu we'll cover tho e eight tip on how you can get tarted and a a bonu we're going to fill you in on a number one thing you can do to maximize your campaign we have a great deal today o we'll be helping you get tarted with thi crucial tool and let' dive in o too many place don't accept cannabi ad a we ju t alluded to and trying to find web ite and app that do can be a pain o you have to check that they have the right kind of audience that' the fir t and mo t important um a pect of a ucce ful adverti ing campaign and al o that the channel by which you're u ing primarily reach a adult and that they're willing to di play di pen ary ad tho e are very important with foot traffic jio adverti ing ervice for di pen arie you can kip all of the hard work and get your ad een by the cannabi friendly audience o geoadverti ing which i ometime called geotargeted adverti ing or geo ad i the u e of di play ad on mobile device with any et geographic region you're definitely you have definitely een them while brow ing on your phone plenty of companie out ide of the cannabi indu try u e them to increa e their reach including amazon and wayfair why becau e geo ad allow you to connect with cu tomer right there where they are located okay o thi i very important and very compelling with the increa e of internet u e ince the cri i uh tarted online di play ad help keep your di pen ary front and center with your cu tomer once they enter one of the perimeter you've created for your ad they will ee your ad if they u e one of the mobile ite or app within your network o again one of the bigge t problem facing di pen arie i the lack of compliant way you can adverti e our geo ad ervice not only addre e thi concern but we make the whole proce plug and play o let' check out a ca e tudy o you can better under tand the value of geo ad o here' a very intere ting and compelling ca e tudy o our partner high ea on wa entering a new market they had no cu tomer and they needed to really find an ea y and compelling way to get people in their di pen ary launch o for foot traffic what do we do we employ geo ad a part of the longer digital marketing trategy with new cu tomer being the primary goal thi i very important in order to get tho e new cu tomer we drew a 20-mile radiu around the high ea on new tore launch location we were able to how ad acro 600 plu di play network and acquire over 1 000 new cu tomer for our client high ea on imagine being able to get that many new cu tomer to your tore that' what geo ad i geo ad are a great way to reach people and acquire new cu tomer thi i n't the only way you can u e geo ad though we offer three different way in which geo ad can help your bu ine and they can work well by them elve or in combination the fir t it' proximity where you can effectively draw a target of con umer within a pecific area of your di pen ary and your di pen ary delivery area o thi i an excellent way to reach everyone that' at home brow ing the web or playing app on their phone or waiting for grocerie to enter a grocery tore um next i competitor targeting which i the ability to target competing retailer to gain market hare thi tactic i e entially trying to lure people away from your competitor and then finally we have geofencing thi i the ability to draw on a map around the area where you want to target o with le mobility and more people at home imagine thi great opportunity to target pecific neighborhood area the beauty of all three of the e method i that they are all target adverti ing and thi i where the trategy really provide value you can hare your me age where you want to when you want to do o for example we can et your ad to only run when your di pen ary i open o that your cu tomer can ea ily place an order once they ee your ad thi help you in two way by targeting cu tomer u ing both geographic and demographic data you make the mo t of your adverti ing dollar you're e entially targeting people who are more likely to buy them okay to buy from you excu e me re ult in a higher quality number of lead thi i called pecific pend efficiency ba ically more of your ad dollar are actually leading to conver ion here' ome urpri ing tati tic targeting ad like the one we create can have a click-through rate that i five time higher than regular di play ad but you get tho e re ult you need to work with a team that know their tuff and that' where foot traffic come in the econd way that targeted ad can really help you get more ale i that our geo ad platform allow u to determine what cu tomer are going to ee your ad and when they ee your ad are they clicking them how long are they taying on your web ite are they placing an order in other word i there revenue attribution thi i very very important o thi revenue attribution let u create even better ad for you we can te t different photo tax and deal to create ad that have high return on inve tment okay o what' the bigge t worry when it come to adverti ing for your di pen ary compliance right here' the beauty of u ing our geo ad ervice not only do you create the ad for not only do we create the ad for you but we're al o already done the heavy lifting of creating the network of compliance canopy cannabi friendly ite and app that allow you to hare your di play ad okay o in other word you don't have to go out and re earch which di play network allow cannabi friendly ad right we've already done the heavy lifting plu we'll re earch additional requirement for your tate or province for example if you're in california you need to put your licen e number on the ad if you're in maryland or wa hington you can't talk about benefit of cannabi the e type of requirement vary tate by tate and they change over time a well our team i well aware of the hurdle that can impair your adverti ing capabilitie o we pride our elve on not only overcoming tho e barrier but creating even more opportunitie for our client let' jump into our top tip for creating high quality di play ad fir t under tand your con traint di play and banner ad mu t be made to fit certain ize that mean that whatever you choo e to put on the ad need to look great at the ize and re olution requirement remember people will be looking at the e on a mobile device you will need to maximize the pace you have while till working within the ize of the e limit okay o you al o need to con ider how your ad will look on different mobile device o we've we've broken thi out into three ba ic compatible dimen ion for you in pixel okay o the fir t i 300 by 250 which i the top one here on the right 320 by 50 which i the econd one in the middle and then finally the 728 by 90 which i the third one on the bottom very important a a digital marketing agency thi i omething that we can actually do for you o you don't have to add another item to your long to-do li t right we'll ju t do all of thi a part of the campaign that we will be running for your geo ad tip two before you tart planning how to get creative with your new canva you will need to et a goal thi i extremely important do you want to increa e your delivery' ervice range do you want to get more people igned up for your vip loyalty program are you looking to ju t get new cu tomer having a clear goal i vital for being able to determine how effective your campaign i ye we all want to ell more and increa e revenue but you need a mea urable goal that me he with the metric that are available for geo ad thi may be omething like 500 online order 500 new m ub criber or 50 000 in revenue whatever you choo e ju t make ure you're able to track the progre very very important tip number three what doe an ad need to do it need to grab attention cu tomer are on their phone but many have trained them elve to ignore ad you need to nap them out of their zone your ad hould draw their eye and then once you have them paying attention you need you need to actually offer them omething o they will act on it okay at the ame time you want to create an eye you don't want to create an eye ore o tick through to three color with no more than two of them being bright okay u e your brand tyle guide to make ure your imagery and font are brand appropriate and don't forget to include your logo thi i your opportunity to build brand awarene a well even if they don't click on your fir t ad that they ee cu tomer will tart recognizing your logo and your brand keeping you top of mind when they when they're ready to purcha e in the future if you're u ing a photo try to tick to an original photo or to high quality tock image thi i very important a well tip number four go light on the copy cu tomer are more likely to kim an ad o make ure that your copy u e few word but that the word that you u e are very very powerful that mean get the point acro quickly if you're haring a deal make it obviou if you want them to click through to your menu make it obviou don't bury your text in the action and the action on your deal okay you mu t make that very apparent otherwi e you're going to ee a you're not going to ee a good of a re ult okay o don't bury text make it very compelling and tran parent what the action that you want them to take i i ju t mentioned a deal and that' tip number five hare a great deal increa e click by offering a deal to your cu tomer that they can't pa up di count can help encourage people to pull the trigger and purcha e from you when they ee your ad you're giving you're not giving product away here guy ju t remember that you are inve ting in cu tomer acqui ition that i the goal o giving thing away without action doe not tran late to a ucce ful deal o remember that you're inve ting in cu tomer acqui ition tip number ix create a unique landing page for your offer thi i very very important why becau e thi could be right if you think about it the way you're going to track the effectivene of your campaign o a unique landing page could be a delivery page a deal page or even a pecial coupon page thi i another ervice we provide our cu tomer and when you work with u we actually leverage whatever information you have to determine what type of page would be t fit your campaign you can al o lead cu tomer directly to your menu though thi i only the ideal cenario if your men your if your manual i actually ho ted on your web ite o you can actually do revenue tracking very important tip number even a b te ting once you've created your fir t ad it' time to create another one the battle ha not been won yet okay a b te ting i crucial to determine the effectivene of your ad create multiple variation of your ad will with different color text image a well a deal o you can determine which one convert better and get you clo er to meeting your overall goal it may be that one of the ad i better at driving ale while another help you capture more cu tomer phone number you won't know thi though unle you're running a b te ting o once again t tip number even a b te ting and then tip number eight u e data to make your campaign better everybody know that the ucce of any e-commerce practice lie on the metric that you can gather in other word the data once you tart getting your re ult back it' time to make ome deci ion if your ad i working do you want to tweak it to ee if you can make it even better or if it' not working what can you te t next to make your campaign even more ucce ful if you have data attribution et up properly you can create better ad in re pon e to the information that you are getting and have an even higher return on your inve tment for the mo t part very important here for you to take away i that your competitor are not doing thi o capitalizing on it before even more and more of your competitor learn about thi trategy i key by tarting out your di pen ary can be ahead of the competition tart building momentum o that when the other di pen arie tart it it won't be too late for you right o you will have already ma tered a game and they will tart actually playing catch up with you a oppo ed o very important right not enough people out there taking advantage of thi trategy you could be the fir t one to lead the race o are you ready for number one tip on maximizing your geo ad let' get to it the number one thing you can do to maximize your geo ad campaign i to combine it with a text opt in to nurture relation hip and create loyal cu tomer o by offering a percentage off their fir t purcha e you can encourage them to ign up for your m li t in other word your loyalty li t combine the e ervice help you build your compliant m li t o you can nurture the e cu tomer and create relation hip with them in addition you will have to pend money in the future to capture the ame cu tomer again and again remember you are inve ting in capturing cu tomer and o if you can reduce the amount of your inve tment to capture thi cu tomer in the future you are etting your elf up for ucce thi i omething we can ea ily et up for you with a tru ted m partner looking to increa e your cu tomer ba e and introduce more people to your di pen ary well do you want to maximize your ad dollar are you lo ing ale right now under the current cri i ready to tart your po t tay at home order marketing trategy whatever your goal i work with foot traffic to tart with a bank and get people to order from your menu or come to their di pen ary today we covered what geo ad are the different way they can be u ed and ome of the be t practice to get you tarted what que tion do the audience have now that we could potentially addre that have not been addre ed yet let' take a quick break here to addre any que tion you may have once again navigate to the q a panel where you can a k que tion directly to u and we can take it away one que tion while we're waiting here for you guy to actually um draft tho e que tion to u one que tion that i get quite often i what i the bigge t differentiator between um the different platform for geo adverti ement and the the an wer to that i the di play network you know i have a cu tomer who had a poor experience with geo adverti ement becau e he aid the ucce wa really minimal when i a ked him the que tion of you know where are your di play ad actually being po ted on he replied with one location only and that wa pornhub and i wa pretty urpri ed by that right becau e really the ucce of geo ad i how many location you can di play your ad here at foot traffic we di play acro more than 600 mobile app and mobile web ite that i the key to ucce o here' the que tion can the geo ad ay anything pertaining to cannabi di pen ary can we ay cannabi marijuana or di pen ary o the key here i to not promote um you know pecific keyword term within the indu try okay that would be the tip number one that' omething that we have ma tered and ultimately what that' going to do i drive the attention of your audience without flagging your adverti ement right or appearing a though you are elling right the notoriou drug right and o that i the key what ite do you ee the be t conver ion right o the the ite that we ee a lot of great conver ion here are tho e mobile app uch a gaming port and tho e are all part of our di play network o for example e pn i part of that zynga i part of our network right tho e are very huge conver ion and i ju t got clarification here although you can you your mo t ideal way to di play your keyword on cannabi uh adverti ing when it come to geo ad right if you are working with u we do work with cannabi friendly provider in other word our geo network our cannabi friendly o you have the ability to u e ome of tho e keyword term a little bit more loo ely okay wonderful thank you very much for tho e que tion let' move it right along here o once again i i hope that you've all found thi hould be very helpful and you've found that geo ad can be of value to you a well the hour roi on the e campaign i great right now becau e there i n't a lot of competition but that' going to change a more di pen arie learn about it o to get the mo t out of the e type of ad and increa e your online order you need to get tarted ooner rather than later o let' get you um you know the deal that we promi ed o we are running a pecial offer for today' attendee only o we are till running a promotion here of 500 new cu tomer in 90 day what i that going to give you that give you a combination of geo ad and google ad to get the mo t out of your ale o to get tarted i would like you to text geo to the number 411669 o we can get you tarted with a call okay o we can chedule now we're going to po t that on the chat window here a well but once again ju t text geo to 411 669 to get tarted and for ticking around with u today you've al o qualified for a free yeti tumbler now if you don't know what a yeti tumbler i it' only the be t mug it' made out of teel con truction and heavily in ulated and it i foot traffic branded o it' really really cool and you've qualified for one o go ahead and navigate to foot traffic dot me forward la h call to chedule a time o we can one qualify you get the appropriate hipping information a well a an wer any que tion offline once again i want to thank everyone for taking the time from the we t coa t to the ea t coa t a well a the north ide all the way in canada for joining u on thi webinar today we really appreciate your time and we look forward to getting you tarted with a 500 cu tomer and 90 day promotion and if you do text geo to 411 669 we'll go ahead and get you cheduled for a talk thank you once again have a wonderful re t of your day and we look forward to helping you get you tarted ]