local ppc mastery - jordon meyer

JORDON MEYER• Director of Digi tal Market ing @ Globe

Univers i ty• Owner @ Jordon Meyer LLC• Partner @ Granular Consu l t ing

@JORDONMEYER

Local PPC Mastery

Russian Search Marketing

Local PPC

Ad Extensions Click-to-call Location / Directions Maps Ads

Location Extensions vs Location Bidding

Stats and Analysis

SEO Local Techniques

The Goog

Local PPC Basics: 3 Main Options

Locations

Phone #

Map Listing

Local PPC Basics: Location + Phone Extensions

https://support.google.com/adwords/answer/2453991

Local PPC Basics: Mobile CTC

Google Maps Ads: Opt-in Search Partners

Local PPC Basics: Why Do It?

• Common sense usability

improvement

• ~10% CTR Boost

• Take up more ad real estate• Search Network only• Search Network with Display Select• Display Network only

What if I don’t have locations?

Location Extensions vs. Location Targeting

Extension

Targeting

Location Targeting

Location Targeting: Beyond Basics #1

Location Targeting: Beyond Basics #2

Location Targeting: Beyond Basics #3

Location Targeting

Target: All of USA

Target: 50 States

http://jordonmeyer.com/50-states-list-text/

Location Targeting: Bid Adjustments

Location Targeting: Granularity = ROI

Target: All of USA

Target: 33k zips

Location Targeting: US Types (In Google)

Targeting Type CountPostal Code 33,046 City 17,071 County 3,098 Neighborhood 536 Congressional District 436 DMA Region 210 University 169 Airport 168 Municipality 128 State 51 Country 1 https://developers.google.com/adwords/api/docs/appendix/geotargeting

Location Targeting: Refinement

All USA

50 States

State + Radius or

Zip

Zips

We Need To Talk About Your Geo Targeting

Location Targeting: Why?

• ROI• CTR• Hyper-local• Reduce Waste

Location Targeting: Reports & Analysis

Location Targeting: Reports & Analysis

Reports & Analysis: Google Fusion Tables

Reports & Analysis: Free Heat Maps!

Reports & Analysis: Excel

Download & Clean the report

Reports & Analysis: Excel

Conditional Format

Reports & Analysis: Excel

Figure Your Avg Bid Difference = New Bid Mod

Data Viz Tools

Free:Google Fusion Tables*Excel PowerMap

Not Free:TableuEspatialBirst

*That’s what I used.

Thanks!

JORDON MEYER• D i rec to r o f D ig i t a l Marke t ing @ G lobe Un i ve r s i t y• O w n e r @ J o r d o n M e y e r L L C• Pa r t n e r @ G r a n u l a r C o n s u l t i n g

@JORD ONMEYERJordonMeyer. comGranu la rConsu l t ing . com