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From SMX East - Improving Your Geographic Targeting Tactics on Google & Bing - What We’ve Learned About Geo-bidding Since Enhanced Campaigns by @SamOwenPPC - #SMX #11D Slide deck from Sam Owen of Hanapin Marketing
Citation preview
WHAT WE’VE
LEARNED ABOUT
GEO-BIDDING
SINCE ENHANCED
CAMPAIGNS
#
Sam Owen
Hanapin Marketing
@SamOwenPPC
#SMX #11D
October 1, 2013
#
A Little About Me
• CRO & PPC Account Manager at Hanapin Marketing
• PPC Hero Blog Writer
• Lived in UK, Germany and USA
@SamOwenPPC
Sam.owen@hanapinmarketing.com
Key Questions
What’s changed since Google launched Enhanced Campaigns?
What does an “ideal” account look like now?
When should your campaigns be separated by geography?
How much benefit do we gain from separating campaigns out?
Straw Poll:
How many of you use
separate campaigns
for geographic
reasons?
Back in the day…
• Sample content goes right here
– Point 1
– Point 2The Pre-Enhanced
Campaigns world was
indeed a crazy place
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 - Desktop
Search Campaign 2 - Desktop
Search Campaign 3 - Desktop
Display Campaign 1- Desktop
Search Campaign 1 - Mobile
Search Campaign 2 - Mobile
Search Campaign 3 - Mobile
Display Campaign 1 - Mobile
Search Campaign 1 - Tablet
Search Campaign 2 - Tablet
Search Campaign 3 - Tablet
Display Campaign 1 - Tablet
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 – Desktop – CA
Search Campaign 2 – Desktop – CA
Search Campaign 3 – Desktop – CA
Display Campaign 1- Desktop – CA
Search Campaign 1 – Mobile – CA
Search Campaign 2 – Mobile – CA
Search Campaign 3 – Mobile – CA
Display Campaign 1 – Mobile – CA
Search Campaign 1 – Tablet – CA
Search Campaign 2 – Tablet – CA
Search Campaign 3 – Tablet – CA
Display Campaign 1 – Tablet – CA
Search Campaign 1 – Desktop – FL
Search Campaign 1 – Mobile – FL
Search Campaign 1 – Tablet – FL
Search Campaign 2 – Desktop – FL
Search Campaign 2 – Mobile – FL
Search Campaign 2 – Tablet – FL
Search Campaign 3 – Desktop – FL
Search Campaign 3 – Mobile – FL
Search Campaign 3 – Tablet – FL
Display Campaign 1- Desktop – FL
Display Campaign 1 – Mobile – FL
Display Campaign 1 – Tablet – FL
You, before
Enhanced
Campaigns
4 Campaigns
3 Segments (Computers, Mobile, Tablet)
50 States
600 Campaigns!
Problems
Not enough data
Hard to manage accounts
Post-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
No functionality removedSimplified structure
Post-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
Search Campaign 1 - NYC
Separate Optimized
Bids For Device /
Location Within One
Account
Geo-Campaigns Possible
Still Where Strategy
Dictates
When should I separate
my campaigns?
Pre-Enhanced Campaigns:Any time you need a separate bidWhen you want to show a separate, location-specific ad or landing page
Separate Campaigns?
Post-Enhanced Campaigns:Any time you need a separate bidWhen you want to show a separate, location-specific ad or landing page
Separate Campaigns?
Optimizing Without Geo-
Segmented Campaigns…
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculating Your Geo Bids
Are You Including Brand Traffic?Which Campaigns Are You Looking At?
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculated Fields:Average Order ValueReturn On Ad SpendClick-Through RateCost Per Conversion (CPA)Conversion RateCost Per ClickAverage Position
Calculating Your Geo Bids
Sort
Calculating Your Geo Bids
Calculating Your Geo Bids
=( “Goal CPA” / CPA )– 1
Calculating Your Geo Bids
Cap Change Limits –Experiment With Max 25% per Time
Calculating Your Geo Bids
Decide On Goal:
Cut CPA?
Increase Conversions?
Calculating Your Geo Bids
Project Impact
Changing Your Geo Bids
Changing Your Geo Bids
CPA 3% Higher
25% More Conversions
Calculating Your Geo Bids
Create a list in AdWords Editor of
50 states + Washington DC
Much Easier To Copy & Paste
Use enough data
Segment as needed
Blanket bid impact – keep a close
eye on your data
Caveats
Wrench in the works time!
Your Geo-
Optimizations
Conversion
Optimizer
What about accuracy?
Optimizing With Geo-
Segmented Campaigns…
Case Study
Hotel Resort Client
Goal – Increase Room Bookings
Different Products for Local vs. National Customers
Campaign For Each StrategyHotel Resort
Hotel Stays -National
Spa Trips - Local Golf - LocalSame Day Golf–Local - Display
Golf & Hotel-National - Display
Hotel Stays - Local
Post-EC
Hotel Resort
Hotel Stays -National
Which Cities/States Have High Average Booking Values?
Golf & Hotel-National - Display
Post-EC
Richest Neighborhood in the US
Post-EC
Target Entire USExclude Local MarketsIncrease Bids On Specific High-Value Markets
Impact?
Beat Previous Year’s Bookings By 14%Beat 11 Year Average By 31%
Enhanced
Campaigns
Are Good?!
Results?
What About Accounts Where Location Isn’t Important?
Location Specific Ads
Should You Always Geo-Segment?
vs.
2.99% CTR 3.25% CTR
Location Specific Landing Pages
5.6% C/R = Location Specific
5.5% C/R = Regular Landing Page
Should You Always Geo-Segment?
National vs. International Level
Call Center – Diff. Number / Hours?Product Differences – Free Shipping, Taxes?
Final Thoughts
Get The DataThink About TargetingSeparate Campaigns?
@SamOwenPPC
Sam.owen@hanapinmarketing.com
http://www.slideshare.net/SearchMarketingExpo
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