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7.21.10 Clickable Webcast Best Practices for Geo-Targeting
 

7.21.10 Clickable Webcast Best Practices for Geo-Targeting

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    7.21.10 Clickable Webcast Best Practices for Geo-Targeting 7.21.10 Clickable Webcast Best Practices for Geo-Targeting Presentation Transcript

    • Best Practices for Geo-Targeting
      07.21.10
      7/21/10
      1
    • Who We Are
      Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.
      Hanny Hindi
      Clickable Search Marketing Guru
      Max Kalehoff
      Clickable Search Marketing Guru & Vice President of Marketing
      7/21/10
      2
    • What is Search Engine Marketing?
      7/21/10
      3
    • Agenda
      Our Goal Today: To discuss the technical details and best practices of location targeting, or “geo-targeting”.
      How networks determine location.
      The variety of geo-targeting options.
      Network-specific concerns.
      Local campaign best practices.
      7/21/10
      4
    • What is a Geo-Targeting?
      Geo-Targeting: Geo-targeting allows you to specify where your ads will or won’t be shown, based on the searcher’s location. (SEMPO)
      7/21/10
      5
    • How Networks Determine Location
      Level 1: Profile Data
      7/21/10
      6
    • How Networks Determine Location
      Level 2: I.P. Address
      7/21/10
      7
    • How Networks Determine Location
      Level 3: Domain
      7/21/10
      8
    • How Networks Determine Location
      Level 4: Query Terms
      french restaurants in madison
      hotels in tokyo
      museums in miami
      movie tickets in chicago
      malls in Germany
      7/21/10
      9
    • How Networks Determine Location
      Summary: A few examples, with the official, network-determined location:
      • A logged in user in Berlin searches for “hotels”: their location is their “default location” in Google (or Yahoo!/Bing) maps.
      • A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.
      • The user in Berlin searches for “hotels” using google.fr.: their location is France.
      • The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.
      7/21/10
      10
    • Geo-Targeting Options
      Standard Locations: continents, countries, regions, states, cities and “DMA’s”
      7/21/10
      11
    • Geo-Targeting Options
      Excluded Locations: standard locations that are deliberately excluded from your campaigns.
      7/21/10
      12
    • Geo-Targeting Options
      Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.
      7/21/10
      13
    • Geo-Targeting Options
      Polygon Targets: An area defined by a series of points on a map.
      7/21/10
      14
    • Network-Specific Options
      Google AdWords
      The most extensive targeting options, but, you’re limited to campaign-level targets only.
      7/21/10
      15
    • Network-Specific Options
      Microsoft adCenter (Bing)
      7/21/10
      16
    • Network-Specific Options
      Facebook Ads
      7/21/10
      17
    • Local Campaigns: Best Practices
      DMAs are larger than you think
      7/21/10
      18
    • Local Campaigns: Best Practices
      Cities are smaller than you think
      7/21/10
      19
    • Local Campaigns: Best Practices
      Expand the size of your targets
      IP Locator
      says I’m here.
      But I’m actually
      down here.
      7/21/10
      20
    • Local Campaigns: Best Practices
      Use a combination of “Geo-Modified” and “Geo-Targeted” campaigns
      movie tickets in chicago
      7/21/10
      21
    • Local Campaigns: Best Practices
      Create separate campaigns for each target
      (from SEMSunday)
      7/21/10
      22
    • Local Campaigns: Best Practices
      Distribute spend based on performance.
      7/21/10
      23
    • Using Clickable Pro to Simplify SEM
      Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.
      Manage all of your campaigns, across all search networks, in a single, intuitive interface.
      Take action based on recommendations generated by Clickable’s ActEngine (for everything from best practices to bids and budgets).
      Create white-label, customized reports.
      7/21/10
      24
    • How to Sign Up for Clickable
      Simply go to www.clickable.com/signup and try the product free for 15 days.
      If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution:
      www.clickable.com/assist
      Or email us: editor@clickable.com
      7/21/10
      25