535media and the client developed a strategy of site retargeting, keyword-level retargeting, and audience targeting to reach individuals. The team built geo-fences around more than 100 microbreweries statewide as well as around large population centers such a major league ballparks, competing festivals and other key locations. The team also established a zone around their festival to track conversions. After launch, we optimized the campaign by adjusting keywords, shifting budget, and tweaking pacing to ensure proper delivery.