Pubcon - Localized Geotargeting with AdWords
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Susan Wenograd's presentation discusses strategies for effectively targeting customers through online advertising, emphasizing the importance of geographic and interest-based segmentation. She advises against hyper-local targeting which can lead to decreased volume and higher costs, suggesting broader targeting with exclusion methods instead. The presentation also highlights the effectiveness of call-only campaigns and the need to adapt to mobile user behavior.
Pubcon - Localized Geotargeting with AdWords
- 1. #pubcon @SusanEDub Local Savvy In Global Ad Platforms Presented by: Susan Wenograd
- 2. #pubcon @SusanEDub Who Am I? • 11 years online marketing • Agency and in-house experience • SEM & Social Advertising, Partner at Five Mill – AdWords – Bing Ads – Facebook Ads
- 3. #pubcon @SusanEDub Reaching Customers In Your Desired Area Let’s talk about how to target and get them to you, and the challenges in doing so.
- 4. #pubcon @SusanEDub Even With Simple Targeting… Control and anticipation of later needs is important.
- 5. #pubcon @SusanEDub Target Wide, But Plan By Adding Segments
- 6. #pubcon @SusanEDub Doing So Makes It Easier Later
- 7. #pubcon @SusanEDub Side Note: Location Characteristics Aren’t Always Physical
- 8. #pubcon @SusanEDub Got a Google Business Page? Link It.
- 9. #pubcon @SusanEDub Not There, But Need It There • Reaching users outside your geotargeted area who still might need what you offer specifically in your region.
- 10. #pubcon @SusanEDub 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.
- 12. #pubcon @SusanEDub 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)
- 13. #pubcon @SusanEDub Interest vs. Physical Location Ew.
- 14. #pubcon @SusanEDub 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.
- 15. #pubcon @SusanEDub 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
- 16. #pubcon @SusanEDub Think Smart About Mobile Immediacy Campaign Type: Call Only Geo: 5 miles around address Keywords: “near me” and town names Results: 44% conversion rate (3% on regular campaign) Cost per Call: $64 ($163 on regular)
- 17. #pubcon @SusanEDub 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
- 18. #pubcon @SusanEDub Challenges With Hyper-Local Higher CPCs combined with less volume = disaster FL CPA running nationwide: FL CPA its own Campaign: $130.99
- 19. #pubcon @SusanEDub Well, That Sucks. But, one way we have seen better volume…remember this?
- 20. #pubcon @SusanEDub Manhattan Zips vs. Borough Zips Only Zips OnlyCity minus non- serviced zips
- 21. #pubcon @SusanEDub If Zips Are a Must, Consider… Some zips are too small to be geotargeted. Use a radius around found zips to help with coverage.
- 22. #pubcon @SusanEDub Also: Let’s Not Do the Opposite of Segmenting, Please.
- 23. #pubcon @SusanEDub 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