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Michael Schott | @michaelschottDirector of Online Marketing | OpenEnglish
Where in the world is…Leveraging Geography for PPC Success
22015 Agenda
AgendaWhat’s happening today!
• Intro
• Strategic Overview
• Settings & Tactics
• Reporting & Optimization
32015 Intro
IntroFavorite quote: “Can’t manage what you don’t measure”
Worked with brands like:
• Over 9 Years in Performance Digital Marketing
• Managed campaigns in markets across US, LATAM, APAC, EMEA
• Passionate about learning & teaching
@michaelschott
www.linkedin.com/in/michaelschott
A Strategic ViewKnowing the who, where & what to target
5Strategy
Going Geo & LocalWhy should I care about geography for PPC?
What is at risk ?Reaching the wrong audience
MONEYTIME&
Follow the 80/20 Rule
20% tactics80% strategy
6Strategy
It’s all about controlBe a Control Freak! Don’t let Google, Facebook or Bing control your targeting!
Selecting the right geographic locations is a key component to the success of any PPC campaign!
– Audience• Where is my audience? Where do they hang out?• The message: Ads, landing pages, website, video…
– Deliver relative content to the users search, whether its physical or interested in your location
– Cost & Performance• Optimize you bids & budgets based on location performance• Demand of your product or service varies• Control performance per location (ROI)
– Time, Location & Device• What time zone are they in?• Operational:
– Call centers in different location than my user, warehouse for delivery, local stores
• Is my customer mobile & close to my location?
7Strategy
When should I go Geo/Local?ALWAYS! the question is...
How targeted should I go?International, Country, State, City, Zip Code?
• Accounts • Campaigns • Bid adjustments• All of the above? A hybrid…
Things to consider:– Scalability of your account & team– Type of business
• Where is my customer located?– Retail store, restaurants, local consulting practice?– Online: physical or digital product
– Demand for my product/service from one location to another– Shipping & taxes– My time zone & customer’s time zone
8Strategy
Types of geographical business: Quick Examples of Businesses affected by geography!
Local Business • Restaurants & Food Delivery • Services: Handyman, Plumbers,
Electricians, Car Wash, Mechanics, Airports, Doctors, Lawyers
National • Airlines• Hotels • Car Rental
Multinational / International• Ecommerce • International brands:
• Coke• McDonalds or BK• Large Hotel Chains• Nike• Car Companies
9Strategy
Know before you go!If you aim at nothing you will hit it every time –Zig Ziglar
Research before setting up your Account / campaigns
Common tools of the trade:• Keyword tool & AdPreview Tool• Google Trends• Competitive Tools: iSpionage, SEMRush, Spyfu
Other marketing channels for research:• Google analytics• SEO• Emails• TV• Display/programmatic data
• Database or CRM• AdWords: search query report• Market research: Addressable market size, competitors, market
penetration & saturation
Ready, Fire, Aim!
10Strategy
Start your keyword researchGoogle Keyword Tool with & without location settings
11Strategy
Match your KWs with target locationAll keywords & locations are not created equal all
Same set of keywords – difference between locations US English vs British EnglishEx. in Spanish: Auto, Automovil, Coche, Carro, Vehiculo
Google TrendsGoogle Keyword Planner
12Strategy
Competitive ResearchWho am I up against?
• Who is bidding on your keywords?• What is the keyword overlap?• Are they competitor local or global?• Are you missing keywords?• Are they missing keywords?
Local Search in Miami Local Search in London
https://adwords.google.com/apt/AdPreview
13Strategy
Build local targeted keywordsExpand your keyword list to all target locations…
www.ubersuggest.orgwww.ranks.nl/keyword-combinationswww.keywordlizard.com/www.wordstream.com/keyword-generatorwww.keywordmachine.com/
A Tactical ViewTips, Tr icks & Best Pract ices
15Tactical
Choosing An Account StructureStart from the top
Is the business local today…How about 5 years from now?
Risks of a poor account structure:• Lose historical data• Lose performance (QS, History, CTR)• Control the message• High cost of restructure• Management of accounts
PRO CONS• Local Messaging,
Ads, Landing Pages,
Keywords• Scalability• Performance &
Efficiency• Goals & ROI
• Data loss & shared
across different
accounts or
campaigns• Same message for
everyone• Generic keywords• Team or one
person: A lot of
work
Ideal structure for local business
16Tactical
Choosing An Account StructureStart with an account today but plan for tomorrow…
Go fully international, an account by country?
Benefits:• Granularity• Better Control of targeting, message,
business units & P&Ls
• Need more hands on deck for management
• Complexity
Naming ConventionsUSA-Fl-MIA-GSN-Brand • brand• brand +1USA-Fl-MIA-GSN-NB-RunningShoes • running shoes• mens running shoes• women running shoes• track running shoes
17Tactical
Campaign settings - AdwordsBest practices will depend on your business…
In AdwordsLocation & Language Targeting are required
How is location determined by Google? • Domain TLD (Top-Level Domain) Extension
• Google.com vs Google.co.uk• Users query: location + or + location / Previous Queries• IP Address• GPS, WIFI• Cell Tower• Mobile IP Address
18Tactical
Campaign settings - AdWordsBest practices will depend on your business…
Main differences between settings
Things to consider:
• DO NOT LEAVE default settings (recommended)
• Use exclusions to avoid overlap depending on account structure
Campaign for Florida: Exclude Miami from campaignCampaign for Miami: Exclude the rest of Florida, USA, Other Cities
Campaign for All Florida: Use bid modifiers to adjust your locations
Strategic Decisionup to your needs
1
2
19Tactical
Setting the account upChoose your locations - Advanced
There are three choices you can click on for each location:
Add (adds the location of your intended target)
Exclude (prevent your ads from showing to this location)
Nearby (generates a list of nearby regions that you might consider adding.)
20Tactical
Setting the account upChoose your locations - Advanced
There are three choices you can click for location groups:
Places of Interest (airports, universities, central commercial areas)
Demographics (based on income)
My Locations (Target ads around your location feed.)
21Tactical
Setting the account upChoose your locations - Advanced
Bulk locations are very valuable if you have a database of current customers
Pair online effort with OOH, Magazine distributions, Flyers or via an API
22Tactical
Campaign settings - FacebookLocation settings on Facebook
Differences between Facebook & Google
• Homes or most recent location• Home within location• People who are around the area• Traveling to selected area
23
Geo-targeted Ad ExtensionsAd Extensions will help with geotargeted relevancy
Tactical
Location Extensions: specific retail locationsCall Extensions: Click to Call your location
24
Ad Extensions – Customize for localizationAd Extensions that can be adjusted to location
Review: specific retail location & servicesCall Outs: product offers, product highlightsStructured Snippets: events, amenities, productsSitelinks: Different landing pages per location
Tactical
Reporting & OptimizationBui ld ing a wel l o i led machine
26
Reporting - DimensionsAhhh, the good old days of dimensions
Reporting & Optimization
27
Use AdWords ReportsNot a fan of Excel? Use Pivots in Adwords
Reporting & Optimization
28
Create your own dashboardsAdwords has some nice graphs but not enough!
Reporting & Optimization
29
Use Outside Help!Use external tools if possible – SEM Management, BI & Visualization
Reporting & Optimization
30
Bidding AdjustmentsLocation Bid Adjustment
Reporting & Optimization
It’s not all about the platforms!External fac tors are equal ly as important
32
Aside from settingsKey components to a successful geo-targeted campaign
• Geo-Specific Website &/or Landing Pages :– TDL domain– Keywords on URL– Have a map on the page– Hours of operation – Driving Directions– Local images: city skyline, key landmarks– Copy about the location– Coding: Title Tags, Meta Descriptions & hreflang
• Language & copy– Ad Copy– CTA: Come visit us, Come by today, Join us– Geo keywords, local vernacular– Testimonials & Reviews– Local offers– Currency
• GDN / display banners with local copy & images
Supporting Roles
And the supportingrole goes to…
Higher Quality Score & User Experience
33Conclusion
ConclusionTailor you campaigns, settings & ads to your business
Prepare & Set
• Set right structure
• Attention to detail on settings
• Start with a baseline
Optimize & Bids
• Identify locations with better
conversions
• Combine device & location to maximize
reach
• Test, Test & Test
Research
• Know who & where to target
• Who am I up against
• Find opportunities
Outside of Publishers
• Landing Pages & Websites
• The right message
• Make it relevant to each location
