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At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Jordon Meyer presented his slidedeck "Local PPC Mastery."

At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Jordon Meyer presented his slidedeck "Local PPC Mastery."

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  • Mention Google Beta? Whole ad click to call. New C2C pricing coming. $1, CPC, new CPC+
  • Wrote a post in 2009 with a TEXT list of 50 states
  • The reason why you target multiple locations is to adjust your bid based on performance.
  • Zip codes, demographic with income, etc
  • 55,000 targets

    If you’re targeting the US…we need to talk about your geo targeting
  • If you leave here and continue to target ALL US, we need to talk about your geo targeting
  • Take these views and analyze in Excel – sort by conversions, CPC, etc
  • Actionable data is available

Transcript

  • 1. JORDON MEYER • Director of Digital Marketing @ Globe University • O w n e r @ J o r d o n M e y e r L L C • P a r t n e r @ G r a n u l a r C o n s u l t i n g @J ORDONMEYER Local PPC Mastery
  • 2. Russian Search Marketing
  • 3. Local PPC  Ad Extensions  Click-to-call  Location / Directions  Maps Ads  Location Extensions vs Location Bidding  Stats and Analysis
  • 4. SEO Local Techniques
  • 5. The Goog
  • 6. Local PPC Basics: 3 Main Options Locations Phone # Map Listing
  • 7. Local PPC Basics: Location + Phone Extensions https://support.google.com/adwords/answer/2453991
  • 8. Local PPC Basics: Mobile CTC
  • 9. Google Maps Ads: Opt-in Search Partners
  • 10. Local PPC Basics: Why Do It? • Common sense usability improvement • ~10% CTR Boost • Take up more ad real estate • Search Network only • Search Network with Display Select • Display Network only
  • 11. What if I don’t have locations?
  • 12. Location Extensions vs. Location Targeting Extension  Targeting
  • 13. Location Targeting
  • 14. Location Targeting: Beyond Basics #1
  • 15. Location Targeting: Beyond Basics #2
  • 16. Location Targeting: Beyond Basics #3
  • 17. Location Targeting Target: All of USA Target: 50 States http://jordonmeyer.com/50-states-list-text/
  • 18. Location Targeting: Bid Adjustments
  • 19. Location Targeting: Granularity = ROI Target: All of USA Target: 33k zips
  • 20. Location Targeting: US Types (In Google) Targeting Type Count Postal Code 33,046 City 17,071 County 3,098 Neighborhood 536 Congressional District 436 DMA Region 210 University 169 Airport 168 Municipality 128 State 51 Country 1 https://developers.google.com/adwords/api/docs/appendix/geotargeting
  • 21. Location Targeting: Refinement All USA 50 States State + Radius or Zip Zips
  • 22. We Need To Talk About Your Geo Targeting
  • 23. Location Targeting: Why? • ROI • CTR • Hyper-local • Reduce Waste
  • 24. Location Targeting: Reports & Analysis
  • 25. Location Targeting: Reports & Analysis
  • 26. Reports & Analysis: Google Fusion Tables
  • 27. Reports & Analysis: Free Heat Maps!
  • 28. Reports & Analysis: Excel  Download & Clean the report
  • 29. Reports & Analysis: Excel  Conditional Format
  • 30. Reports & Analysis: Excel  Figure Your Avg Bid Difference = New Bid Mod
  • 31. Data Viz Tools Free:  Google Fusion Tables*  Excel PowerMap Not Free:  Tableu  Espatial  Birst *That’s what I used.
  • 32. Thanks! JORDON MEYER • D i r e c t o r o f D i g i t a l M a r k e t i n g @ G l o b e U n i v e r s i t y • O w n e r @ J o r d o n M e y e r L L C • P a r t n e r @ G r a n u l a r C o n s u l t i n g @ J O R D O N M E Y E R J o r d o n M e y e r . c o m G r a n u l a r C o n s u l t i n g . c o m