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