@hoffman8 #heroconf Amy Bishop | @hoffman8 Sr. Manager: Audits, Outbound, Training | Clix Where Are They? Leveraging Geography for PPC Success.

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Amy Bishop | @hoffman8

Sr. Manager: Audits, Outbound, Training | Clix

Where Are They? Leveraging Geography for PPC Success

@hoffman8#heroconf

Agenda When to Localize/Regionalize Campaigns

Why Getting It Right Matters

Useful Settings

Analyzing Performance By Geography

Making Optimizations Over Time

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Getting Started

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Choosing the Right Set-Up

Do You Have Local Brick and Mortar Stores?

Do You Target Multiple Countries?

Are Your Products Seasonal? Do You Do Business In Geographies with Varying Climates?

Does Your Demand Skew In Different Regions?

Are Your Income Targets Highly Specific?

Do Regulations for The Product/Service Vary in Different Areas?

Do Promos or Shipping Regulations Vary?

Do You Operate Across Time Zones With Fixed Hours of Operation?

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Why Localize? Control Messaging

Ads Landing Pages

Control Costs

Maximize Volume

Get the Most Out of Other Settings

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When Not to Localize Campaigns Low Search Volume

Low Budgets That Wouldn’t be Adequately Served Even With Shared Budget Features

Opportunities: Regionalize Campaigns Target localized areas within a broader scoped campaign Optimize your broader scope national campaign for geography, as best as

possible

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Helpful Settings Bid Modifiers Location Groups

Income Targeting Places of Interest My Locations

Bulk Locations In vs. Searching For

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Income Targeting Based Upon US Census Data

Income Targets Available Top 10% 11-20% 21-30% 31-40% Lower 50%

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Setting Up Mass Geo-Targets

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My Locations Quickly add a radius around each of your locations using the location groups feature.

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Uploading Bulk Locations

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In vs. Searching For Google

In In or Searching For Searching For

Bing: In In or Searching For Searching For

Facebook In (Anyone) Resident Traveler Recent Visitors (could be resident

or traveler)

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Analyzing Performance & Making Optimizations

Mmm.. Yeah, I’m going to need those reports ASAP…

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Reports Geographic Report User Location Report Distance Report

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User Location vs. Geographic Report

The Geographic Report

The Geographic Report Shows The Performance of Your Geo-Targeted Locations, Whether Your Visitors Are In or Have Shown Interest In Said Locations.

The User Location Report

The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.

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User Location vs. Geographic Report

The User Location Report

The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.

The Geographic Report

The Geographic Report Shows The Performance of Your Geo-Targeted Locations, Whether Your Visitors Are In or Have Shown Interest In Said Locations.

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User Location vs. Geographic Report

The Geographic Report

The Geographic Report Shows The Performance of Your Geo-Targeted Locations, Whether Your Visitors Are In or Have Shown Interest In Said Locations.

The User Location Report

The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.

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The Geographic ReportPivot data with a slicer to quickly spot where you’ve been spending money that isn’t generating conversions and add location exclusions as necessary.

Physical Location vs. Location of Interest

Pivot the Geographic report to determine if your advanced

location settings are helping or hurting

Zeroing in on Location of Interest

Looking closer at campaign 3, nothing looks out of the ordinary…

Zeroing in on Location of Interest

Filtering for ‘location of interest’ shows that Philadelphia presents challenges.

Zeroing in on Location of Interest

Volume Or Return?

Zeroing in on Location of Interest

If return is more important:

Adding a negative modifier might make CPA more tolerable, although it would likely also impact lead volume.

Zeroing in on Location of Interest

If volume is more important:

You could create a separate campaign just for Philadelphia and target only people that are physically in Philadelphia.

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Find Your Outliers

Which one of these is not like the others?

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Find Your Outliers

Create a pivot to determine which geographies perform better or worse than the average.

Add Modifiers

Add Exclusions

Potentially create new campaigns

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Case Study Before:

After:

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User Locations

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User Locations Add a slicer to determine locations to exclude.

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Optimization Recap Review geographic data to determine:

Setting Adjustments Bid Modifier Adjustments When & Where to Separate Out Campaigns

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Identify Opportunities

They Just Ordered Another Thousand Penny Blossoms!

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User Locations

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Spot Your Outliers

Consider Targeting New Geographies Outside of Your Geotargets, Using Geo-Modified Terms.

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The Distance Report Review performance by radius

Determine opportunities to tighten or expand location targeting

Implement hyper-local bid modifiers

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In Conclusion Consider Geographic Implications at Set-Up

Make the Most of Available Settings

Analyze the Available Reports

Make Optimizations

Rinse & Repeat

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Questions?

[email protected]

@hoffman8

www.ClixMarketing.com