WHAT WE’VE
LEARNED ABOUT
GEO-BIDDING
SINCE ENHANCED
CAMPAIGNS
#
Sam Owen
Hanapin Marketing
@SamOwenPPC
#SMX #11D
October 1...
A Little About Me
• CRO & PPC Account Manager at Hanapin
Marketing
• PPC Hero Blog Writer
• Lived in UK, Germany and USA
@...
Key Questions
What’s changed since Google launched
Enhanced Campaigns?
What does an “ideal” account look like now?
When sh...
Straw Poll:
How many of you use
separate campaigns
for geographic
reasons?
Back in the day…
• Sample content goes right here
– Point 1
– Point 2
The Pre-Enhanced
Campaigns world was
indeed a crazy ...
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
...
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1
– Desktop – CA
Search Campaign 2
– Desktop – CA
Search Campaign 3
...
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 functio...
Post-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
Search Cam...
When should I separate
my campaigns?
Pre-Enhanced Campaigns:
Any time you need a separate bid
When you want to show a separate,
location-specific ad or landing...
Post-Enhanced Campaigns:
Any time you need a separate bid
When you want to show a separate,
location-specific ad or landin...
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 Value
Return On Ad Spend
Click-Through Rate
Cost Per Conversion...
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
Google
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 Strategy
Hotel Resort
Hotel Stays -
National
Spa Trips - Local Golf - Local
Same Day Golf–
Local - Displ...
Post-EC
Hotel Resort
Hotel Stays -
National
Which Cities/States Have High
Average Booking Values?
Golf & Hotel-
National -...
Post-EC
Richest
Neighborhood
in the US
Post-EC
Target Entire US
Exclude Local Markets
Increase 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 Data
Think About Targeting
Separate Campaigns?
@SamOwenPPC
Sam.owen@hanapinmarketing.com
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
Upcoming SlideShare
Loading in …5
×

What We’ve Learned About Geo-bidding Since Enhanced Campaigns by Sam Owen

6,891 views
6,687 views

Published on

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

Published in: Technology, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
6,891
On SlideShare
0
From Embeds
0
Number of Embeds
4,888
Actions
Shares
0
Downloads
45
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

What We’ve Learned About Geo-bidding Since Enhanced Campaigns by Sam Owen

  1. WHAT WE’VE LEARNED ABOUT GEO-BIDDING SINCE ENHANCED CAMPAIGNS # Sam Owen Hanapin Marketing @SamOwenPPC #SMX #11D October 1, 2013 #
  2. 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
  3. 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?
  4. Straw Poll: How many of you use separate campaigns for geographic reasons?
  5. Back in the day… • Sample content goes right here – Point 1 – Point 2 The Pre-Enhanced Campaigns world was indeed a crazy place
  6. Pre-Enhanced Campaigns {Your Account} Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
  7. 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
  8. 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
  9. You, before Enhanced Campaigns
  10. 4 Campaigns 3 Segments (Computers, Mobile, Tablet) 50 States 600 Campaigns!
  11. Problems Not enough data Hard to manage accounts
  12. Post-Enhanced Campaigns {Your Account} Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1 No functionality removed Simplified structure
  13. 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
  14. When should I separate my campaigns?
  15. Pre-Enhanced Campaigns: Any time you need a separate bid When you want to show a separate, location-specific ad or landing page Separate Campaigns?
  16. Post-Enhanced Campaigns: Any time you need a separate bid When you want to show a separate, location-specific ad or landing page Separate Campaigns?
  17. Optimizing Without Geo- Segmented Campaigns…
  18. Calculating Your Geo Bids
  19. Calculating Your Geo Bids
  20. Calculating Your Geo Bids Are You Including Brand Traffic? Which Campaigns Are You Looking At?
  21. Calculating Your Geo Bids
  22. Calculating Your Geo Bids
  23. Calculating Your Geo Bids
  24. Calculating Your Geo Bids Calculated Fields: Average Order Value Return On Ad Spend Click-Through Rate Cost Per Conversion (CPA) Conversion Rate Cost Per Click Average Position
  25. Calculating Your Geo Bids Sort
  26. Calculating Your Geo Bids
  27. Calculating Your Geo Bids =( “Goal CPA” / CPA )– 1
  28. Calculating Your Geo Bids Cap Change Limits – Experiment With Max 25% per Time
  29. Calculating Your Geo Bids Decide On Goal: Cut CPA? Increase Conversions?
  30. Calculating Your Geo Bids Project Impact
  31. Changing Your Geo Bids
  32. Changing Your Geo Bids CPA 3% Higher 25% More Conversions
  33. Calculating Your Geo Bids Create a list in AdWords Editor of 50 states + Washington DC Much Easier To Copy & Paste
  34. Use enough data Segment as needed Blanket bid impact – keep a close eye on your data Caveats
  35. Wrench in the works time! Your Geo- Optimizations Google Conversion Optimizer
  36. What about accuracy?
  37. Optimizing With Geo- Segmented Campaigns…
  38. Case Study Hotel Resort Client Goal – Increase Room Bookings
  39. Different Products for Local vs. National Customers
  40. Campaign For Each Strategy Hotel Resort Hotel Stays - National Spa Trips - Local Golf - Local Same Day Golf– Local - Display Golf & Hotel- National - Display Hotel Stays - Local
  41. Post-EC Hotel Resort Hotel Stays - National Which Cities/States Have High Average Booking Values? Golf & Hotel- National - Display
  42. Post-EC Richest Neighborhood in the US
  43. Post-EC Target Entire US Exclude Local Markets Increase Bids On Specific High-Value Markets
  44. Impact? Beat Previous Year’s Bookings By 14% Beat 11 Year Average By 31% Enhanced Campaigns Are Good?!
  45. Results? What About Accounts Where Location Isn’t Important?
  46. Location Specific Ads Should You Always Geo-Segment? vs. 2.99% CTR 3.25% CTR
  47. Location Specific Landing Pages 5.6% C/R = Location Specific 5.5% C/R = Regular Landing Page Should You Always Geo-Segment?
  48. National vs. International Level Call Center – Diff. Number / Hours? Product Differences – Free Shipping, Taxes?
  49. Final Thoughts Get The Data Think About Targeting Separate Campaigns?
  50. @SamOwenPPC Sam.owen@hanapinmarketing.com
  51. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #

×