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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 ...
Russian Search Marketing
Local PPC
 Ad Extensions
 Click-to-call
 Location / Directions
 Maps Ads
 Location Extensions vs Location Bidding
 S...
SEO Local Techniques
The Goog
Local PPC Basics: 3 Main Options
Locations
Phone #
Map Listing
Local PPC Basics: Location + Phone Extensions
https://support.google.com/adwords/answer/2453991
Local PPC Basics: Mobile CTC
Google Maps Ads: Opt-in Search Partners
Local PPC Basics: Why Do It?
• Common sense usability improvement
• ~10% CTR Boost
• Take up more ad real estate
• Search ...
What if I don’t have locations?
Location Extensions vs. Location Targeting
Extension 
Targeting
Location Targeting
Location Targeting: Beyond Basics #1
Location Targeting: Beyond Basics #2
Location Targeting: Beyond Basics #3
Location Targeting
Target: All of USA Target: 50 States
http://jordonmeyer.com/50-states-list-text/
Location Targeting: Bid Adjustments
Location Targeting: Granularity = ROI
Target: All of USA Target: 33k zips
Location Targeting: US Types (In Google)
Targeting Type Count
Postal Code 33,046
City 17,071
County 3,098
Neighborhood 536...
Location Targeting: Refinement
All USA
50 States
State +
Radius or Zip
Zips
We Need To Talk About Your Geo Targeting
Location Targeting: Why?
• ROI
• CTR
• Hyper-local
• Reduce Waste
Location Targeting: Reports & Analysis
Location Targeting: Reports & Analysis
Reports & Analysis: Google Fusion Tables
Reports & Analysis: Free Heat Maps!
Reports & Analysis: Excel
 Download & Clean the report
Reports & Analysis: Excel
 Conditional Format
Reports & Analysis: Excel
 Figure Your Avg Bid Difference = New Bid Mod
Data Viz Tools
Free:
 Google Fusion Tables*
 Excel PowerMap
Not Free:
 Tableu
 Espatial
 Birst
*That’s what I used.
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...
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Local PPC Mastery - Jordon Meyer

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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."

Published in: Education, Technology, Design
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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 of "Local PPC Mastery - Jordon Meyer"

    1. 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. 2. Russian Search Marketing
    3. 3. Local PPC  Ad Extensions  Click-to-call  Location / Directions  Maps Ads  Location Extensions vs Location Bidding  Stats and Analysis
    4. 4. SEO Local Techniques
    5. 5. The Goog
    6. 6. Local PPC Basics: 3 Main Options Locations Phone # Map Listing
    7. 7. Local PPC Basics: Location + Phone Extensions https://support.google.com/adwords/answer/2453991
    8. 8. Local PPC Basics: Mobile CTC
    9. 9. Google Maps Ads: Opt-in Search Partners
    10. 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. 11. What if I don’t have locations?
    12. 12. Location Extensions vs. Location Targeting Extension  Targeting
    13. 13. Location Targeting
    14. 14. Location Targeting: Beyond Basics #1
    15. 15. Location Targeting: Beyond Basics #2
    16. 16. Location Targeting: Beyond Basics #3
    17. 17. Location Targeting Target: All of USA Target: 50 States http://jordonmeyer.com/50-states-list-text/
    18. 18. Location Targeting: Bid Adjustments
    19. 19. Location Targeting: Granularity = ROI Target: All of USA Target: 33k zips
    20. 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. 21. Location Targeting: Refinement All USA 50 States State + Radius or Zip Zips
    22. 22. We Need To Talk About Your Geo Targeting
    23. 23. Location Targeting: Why? • ROI • CTR • Hyper-local • Reduce Waste
    24. 24. Location Targeting: Reports & Analysis
    25. 25. Location Targeting: Reports & Analysis
    26. 26. Reports & Analysis: Google Fusion Tables
    27. 27. Reports & Analysis: Free Heat Maps!
    28. 28. Reports & Analysis: Excel  Download & Clean the report
    29. 29. Reports & Analysis: Excel  Conditional Format
    30. 30. Reports & Analysis: Excel  Figure Your Avg Bid Difference = New Bid Mod
    31. 31. Data Viz Tools Free:  Google Fusion Tables*  Excel PowerMap Not Free:  Tableu  Espatial  Birst *That’s what I used.
    32. 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
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