geo-targeting gone wild webinar

Geo-Targeting

Gone Wild!A guide to Advanced Geo-Targeting

& Optimization Techniques

PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC

About Dan

linkedin.com/in/dangolden

WHERE I’VE BEEN

@thegoldendan

President & Chief Search Artist,

Co-founder at Be Found Online


About Michael

linkedin.com/in/mgards

WHERE I’VE BEEN

Agency Development Manager,

Google

• Partner with ad agencies to help them grow their clients and their business

• Michigander through and through• Fun Fact: Owner of 2 chinchillas


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Today’s Agenda• The Importance of Geo-Targeting

• Customer Use Cases

• Geo-Targeting Process

– Data Collection

– Offline Business Data Integration

– Digital Data

• Local Measurement

– Store Locator Usage

– Store Visit Data

• Tactics & Campaign Setup Ideas

• Takeaways


• Submit a Question…..Win a Chromecast! **

** No Stupid Questions.

20 Lucky Winners!


The Importance of Geo-Targeting


The Importance of Geo-TargetingThe data says it all:• 60% of consumers use mobile devices to find information on local products

& services

• 40% of those are on-the-go when searching

• Based on 10,000 real ad campaigns in Local Search Association’s new LSA

Insights database:– Graph 1: Geo-Fencing & Geo-Targeting resulted in a 2X improvement

– Graph 2: Geo-Aware ads performed 2X as well as DMA/Zip Code-based ads

Source: Search Engine Land


Key Benefits of Localization

Improved Performance

Improved Customer Relevance

Eliminate Waste

Smarter Targeting

Source: Search Engine Land


Customer Use Cases


Customer Use Cases

• Multi-Local Companies

–Ryder, Boston Market, White Castle

• Local Businesses

–Spice House

• Ecommerce Businesses

–Sports Chalet, Party City, Michaels


Ecommerce Use Cases

• Omni-Channel

– In-Market vs Out of Market Campaigns

–Market Level Performance Modifiers

–Day-Parting & Timezones

• Pure Play Ecommerce

–Market Level Performance Modifiers

–Shipping Deadlines & Cutoffs by Timezone


Geo-Targeting ProcessData Collection

Offline Business Data Integration

Digital Data


Data Collection

Discover who your customers are!

Pull data from your existing customer base:

– Use demographics & interest reports in GA



• Utilize Multiple sources:

–Store sales data

–CRM Data

–“Pump in pump out” reports show where buyers are coming from and where competitors are beating you

• Incorporate this data into ad campaigns to more effectively target your audience



• Utilize Multiple sources:

– Utilize CRM & Customer Data to Analyze Market Performance.

– Offline Data Onboarding (LiveRamp)

• Advanced Tips– Focus on CR vs Volume

– Remember: Highest Volume Markets are not always Most Efficient


Use Your Digital Data

• Analytics Reporting

–Which characteristics of customers should you pay attention to?

–Reference Demographics & Interest reports in GA

• AdWords Dimensions

–Proximity Reports

–Location Extension Reporting


Proximity Reporting

• Proximity Dimensions

• Location Extension Performance

Advanced Excel Tip – Export & Define Conversion Rates as % of Total


Geo Dimensions Reporting

• Location Type

• Most Specific (Zip)

• City

• DMA

• Region

• Country


3rd Party Data

• Google Trends– Regional Breakdown

– Region/Metro/City

• Google Keyword Planner– Regional Breakdowns

– Segment by Market Size


Local MeasurementStore Locator Usage

Store Visit Data

LiveRamp & Data Onboarding

Mobile vs. Desktop Conversions


Store Locator Usage

Location Extension Reporting & Targeting


Store Visit Tracking32% of consumers say that location-based ads have led them to visit a store or make a purchase

Requirements:

• Google My Business Account synced to AdWords

• Upgraded account-level Location Extension

• Locations must be verified

• More than 30 locations

• Medium to large store footprint size

Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014


Beacons

• Allow apps to pinpoint a user’s location within feet

• Exchange data with enabled apps on users’ phones to find your location & trigger campaigns to users


LiveRamp & Data Onboarding

• Leverage offline data from your CMS (demographics, behavior, purchase history) online for targeting, analytics, attribution, etc.

• Data Onboarding brings your CMS, sales, and other customer data into the digital marketing applications you use to target customers more effectively.

• Match Offline Sales (Credit Card & Loyalty) to Online Clicks.


Mobile vs. Desktop Conversions• Compare impressions, clicks, conversions, cost/converted click, and other metrics

occurring on mobile vs. desktop over time.

• Depending on performance, optimize campaigns accordingly (i.e. high volume of clicks but low conversions on mobile may be indicative of a poor mobile landing page experience


Tactics & Campaign Setup IdeasDynamic Copy Insertion

Bid by Weather/Business Data Inclusion

Bid Modifiers

Geo Campaigns vs. Multi-Campaigns

International & Multi-Language


Geo-Campaigns vs. Multi-Local

Campaigns

• Business Rules That Determine Structure

–Market & Store Level Budgets

–Franchisee Contributions

–Multiple Local Reps

–Overlapping Territories

• Recommendation:

–Optimal Platform Conditions vs. Translating Business Rules to Search


Dynamic Copy Insertion

• Write the same version of ad copy for all campaigns & use a parameter to dynamically insert a city, phone number or zip code into your copy.

• Based on a searcher’s IP address or search query, AdWords will display the appropriate local information in your ad.


Bid by Weather

• Define sets of rules for campaign data to be displayed in specific geos when a weather condition is met


Geo Bid Modifiers

• Automatically adjust bids accordingly by geo or device depending on campaign performance


Basic Targeting Options


Advanced Targeting Options

• Who are you targeting?

–Locals?

–Visitors?

–Researchers?

• Location Exclusions

• Recommendations

–Start Inclusive & Hone in targeting based on Performance Data


Geo-Modified Keywords

• Geo-Modified Keywords

–Radius Targeting

–Long Tail Optimization

–Geo-Prioritization

• Volume & Importance is Shrinking

– (Google Makes searchers lazy)

Keyword Geo-Modifier Tool

http://www.5minutesite.com/local_keywords.php


Geo-Databases

• “Demo” Targeting through Geo-Segmentation

• Bid Modifiers by Geo-Attribute

–Sub-Targeting Groups

Median AgeMale Median AgeFemale Median Age# of BusinessesQ1 PayrollAnnual Payroll# of EmployeesEmployment FlagCounty Growth Rank2010 Housing Units2011 Housing UnitsNumber Increase in Units% Increase in UnitsCBSA PopulationCBSA Division Pop.114th Congressional District114th Congressional Land Area# Residential Mailboxes# Business Mailboxes

Households / ZipWhite PopulationBlack PopulationHispanic Pop.Asian Pop.Hawaiian Pop.Indian Pop.Other Pop.Male Pop.Female Pop.Persons / HouseMedian Avg House ValueMedian Income per HouseholdMSA Code & NamePMSA Code & NameCSA Code & NameCBSA Code & NameCBSA TypeCBSA Division Code & Name

Zip Code Database Attributes


Mobile Activation

• Psst… Mobile is Local!

• Tactical Tips

– Mobile Preferred Ads

– Mobile Landing Pages

– Adgroup Level Mobile Bid Modifiers

Source: comScore, Neustar Localeze, 15 Miles


Key Takeaways

Start with Data first! Don’t just start using all of the features.

Things change. Relook at your geo-data seasonally, and reset tactics accordingly!

Segment geo-targeting by campaign, not all categories perform the same!

Keep testing. Get more granular.


Stay in Touch

[email protected]

http://www.linkedin.com/dangolden

@thegoldendan

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