pubcon - localized geotargeting with adwords
TRANSCRIPT
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Local Savvy In Global Ad Platforms
Presented by:Susan Wenograd
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Who Am I?• 11 years online marketing• Agency and in-house experience• SEM & Social Advertising, Partner at Five Mill
– AdWords– Bing Ads– Facebook Ads
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Reaching Customers In Your Desired Area
Let’s talk about how to target and get them to you, and the challenges in doing so.
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Even With Simple Targeting…
Control and anticipation of later needs is important.
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Target Wide, But Plan By Adding Segments
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Doing So Makes It Easier Later
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Side Note: Location Characteristics Aren’t Always Physical
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Got a Google Business Page? Link It.
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Not There, But Need It There• Reaching users outside your geotargeted area
who still might need what you offer specifically in your region.
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The Definition of “Showing Interest”“People can show interest through terms used in their searches, content that they viewed online, if they were recently in a location, or other methods.”
Shady.
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Viewing Performance
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Viewing Performance• Geographic Report
– Users in and those interested in your area• User Location Report
– Users only IN your area• Distance
– Performance based on how far away they are from your business location (Google My Business)
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Interest vs. Physical Location
Ew.
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Better Bet
+Montana
• Campaign geo’d to outside your target.
• Exclude your target.• Add intended area as
a modifier so it’s required in the search.
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Like Phone Calls?• Call Only Campaigns. (Love ‘em or hate
‘em…)• Set up campaigns within a certain radius of
your physical location• Focus on mobile/immediacy searches.
– Tailor ad copy around the urgency
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Think Smart About Mobile Immediacy
Campaign Type: Call Only
Geo: 5 miles around address
Keywords: “near me” and town namesResults: 44% conversion rate (3% on regular campaign)
Cost per Call: $64 ($163 on regular)
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Before You Go Crazy and Go Hyper-Local On All the Things…
• Parts do not equal the whole– Every zip together doesn’t equal the city
• Especially an issue with mobile targeting
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Challenges With Hyper-LocalHigher CPCs combined with less volume = disaster
FL CPA running nationwide:
FL CPA its own Campaign: $130.99
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Well, That Sucks.But, one way we have seen better volume…remember this?
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Manhattan Zips vs. Borough
Zips Only
Zips Only
City minus non-serviced zips
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If Zips Are a Must, Consider…
Some zips are too small to be geotargeted. Use a radius around found zips to help with coverage.
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Also: Let’s Not Do the Opposite of Segmenting, Please.
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Let’s Recap.• Be wary of hyper-segmentation that kills volume• Plan for differences in performance between geos• When possible, target wide and exclude vs. targeting specific and
excluding larger• Consider adding a radius around targeted areas for mobile users