7.21.10 clickable webcast best practices for geo-targeting
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Best Practices for Geo-Targeting
07.21.10
04/09/2023 1
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Who We Are
Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.
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Hanny HindiClickable Search Marketing Guru
Max KalehoffClickable Search Marketing Guru & Vice President of Marketing
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What is Search Engine Marketing?
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Agenda
Our Goal Today: To discuss the technical details and best practices of location targeting, or “geo-targeting”.
1. How networks determine location.
2. The variety of geo-targeting options.
3. Network-specific concerns.
4. Local campaign best practices.
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What is a Geo-Targeting?
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Geo-Targeting: Geo-targeting allows you to specify where your ads will or won’t be shown, based on the searcher’s location. (SEMPO)
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How Networks Determine Location
Level 1: Profile Data
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How Networks Determine LocationLevel 2: I.P. Address
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How Networks Determine Location
Level 3: Domain
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How Networks Determine Location
Level 4: Query Terms
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hotels in tokyo
movie tickets in chicago
french restaurants in
madison
malls in Germany
museums in miami
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How Networks Determine Location
Summary: A few examples, with the official, network-determined location:
A logged in user in Berlin searches for “hotels”: their location is their “default location” in Google (or Yahoo!/Bing) maps.
A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.
The user in Berlin searches for “hotels” using google.fr.: their location is France.
The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.
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Geo-Targeting Options
Standard Locations: continents, countries, regions, states, cities and “DMA’s”
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Geo-Targeting Options
Excluded Locations: standard locations that are deliberately excluded from your campaigns.
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Geo-Targeting Options
Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.
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Geo-Targeting Options
Polygon Targets: An area defined by a series of points on a map.
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Network-Specific OptionsGoogle AdWords
The most extensive targeting options, but, you’re limited to campaign-level targets only.
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Network-Specific OptionsMicrosoft adCenter (Bing)
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Network-Specific OptionsFacebook Ads
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Local Campaigns: Best PracticesDMAs are larger than you think
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Local Campaigns: Best PracticesCities are smaller than you think
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Local Campaigns: Best PracticesExpand the size of your targets
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IP Locatorsays I’m here.
But I’m actuallydown here.
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Local Campaigns: Best PracticesUse a combination of “Geo-Modified” and “Geo-Targeted” campaigns
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movie tickets in chicago
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Local Campaigns: Best PracticesCreate separate campaigns for each target
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(from SEMSunday)
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Local Campaigns: Best PracticesDistribute spend based on performance.
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