5 ways location targeting delivers big results
TRANSCRIPT
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5 Ways Location Targeting Delivers Big Results
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Presenters
• Caitlin Halpert
– Account Lead at 3Q Digital
– Blogger on 3Q Digital blog
– @caitlin_halpert
• Jacob Brown
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @jakebrownppc
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
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Agenda
◉Location Targeting Options
◉Reconciling Goals
◉Goal Measurement
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How does location targeting work?
◉IP Address
◉Device Location
◉User Intent (geo-modified
queries)
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Location Targeting
Zip codes, DMAs, HHI, Location Extension
Radius, City, Congressional Districts...
With so many options to choose from, what’s right for you?Things to consider:
◉For franchises, does each store own a territory?
◉Are there multiple locations within a single zip?
◉How far are customers willing to drive for the product/service?
◉Do you have an existing customer database with geo data?
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Reconciling campaign targeting
Multiple campaign location targets mean
you could have unintended overlap.
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Visualizations via Power Maps
Combine targeting & customer data to
visualize areas of opportunity.
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Local vs. Corporate
eCommerce vs. brick-and-mortar vs.
corporate goals vs. store manager goals
Your business’s financial organization impacts how you
should handle PPC targeting.
◉Franchise businesses
◉Lead generation
◉Retail / eCommerce complements
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Multiple Account Strategy
Using unique accounts for different goals
keeps budgets clean.
Use local accounts for each store & a national account for
support
◉Manage bids to avoid competing with yourself
◉Use a corporate account supplement to local budgets to avoid budget
exhaustion
◉If you have unique domains for each store, you may even be able to
double-serve, otherwise highest ad rank will serve
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Multiple Campaign Strategy
Lead Generation Location Strategies
Use separate campaigns for each location in order to allow:
◉Budget Management by Location
◉Easily Structured Campaigns/Ad Groups so Ad Copy Includes
Location
◉Build Location-Specific Landing Pages (each campaign can be
targeted around one landing page to make for ease of implementation,
tracking)
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Multiple Campaign Strategy
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Multiple Campaign Strategy
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Multiple Campaign Strategy
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Live Poll Question #3
What’s your mobile campaign most effective at driving?
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a) Foot Traffic
b) Brand Awareness
c) Phone Calls
d) I Don’t Know
e) I Don’t Have A Mobile Campaign
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Store Considerations
Local stores have different needs - settings
should match that
◉Consider using day-parting to only advertise during business hours
◉Mobile-preferred ads to get the right message out at the right time
◉Strong mobile experience is key to a high-quality local experience
Mobile-friendly landing pages
Address & phone number highlighted front & center
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Lead Gen Considerations
Different locations have different
goals/needs/budgets - settings should match
that
◉An example of this: If you offer Associate Degrees in one area
compared to Bachelor Degrees in another, sites and Ad Copy can
emphasize this per location.
◉Also, take into consideration the benefits of each location. An
example: if you’re advertising to gain employee interests, a San Diego
ad’s benefits will be completely different than a Minneapolis ad’s
benefits.
◉When setting bids and budgets, be sure to know where the need is in
each location.
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Goal Measurement
How do we know that we’re meeting our
goals at the local level? What are those
goals?
Potential Conversion Points
◉Lead capture
◉Unique coupon download
◉Proxy measurement - “Get Directions” clicks, Map interactions
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Goal Measurement
Mobile Desktop
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Live Poll Question #4
a.) FREE Solutions Blueprint from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of
AdWords account health from 3Q Digital (for accounts spending more than $50K/month)
c.) Both
d.) No Thanks
Would you like help with your PPC accounts
and management? I’m interested in:
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
3Q Digital Feedback: [email protected]