7.21.10 Clickable Webcast Best Practices for Geo-Targeting

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  • 1. Best Practices for Geo-Targeting
    07.21.10
    7/21/10
    1
  • 2. 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
  • 3. What is Search Engine Marketing?
    7/21/10
    3
  • 4. 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.
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  • 5. 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)
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  • 6. How Networks Determine Location
    Level 1: Profile Data
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  • 7. How Networks Determine Location
    Level 2: I.P. Address
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  • 8. How Networks Determine Location
    Level 3: Domain
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  • 9. 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
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  • 10. 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.
    • 11. A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.
    • 12. The user in Berlin searches for “hotels” using google.fr.: their location is France.
    • 13. The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.
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  • 14. Geo-Targeting Options
    Standard Locations: continents, countries, regions, states, cities and “DMA’s”
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  • 15. Geo-Targeting Options
    Excluded Locations: standard locations that are deliberately excluded from your campaigns.
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  • 16. Geo-Targeting Options
    Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.
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  • 17. Geo-Targeting Options
    Polygon Targets: An area defined by a series of points on a map.
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  • 18. Network-Specific Options
    Google AdWords
    The most extensive targeting options, but, you’re limited to campaign-level targets only.
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  • 19. Network-Specific Options
    Microsoft adCenter (Bing)
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  • 20. Network-Specific Options
    Facebook Ads
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  • 21. Local Campaigns: Best Practices
    DMAs are larger than you think
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  • 22. Local Campaigns: Best Practices
    Cities are smaller than you think
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  • 23. Local Campaigns: Best Practices
    Expand the size of your targets
    IP Locator
    says I’m here.
    But I’m actually
    down here.
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  • 24. Local Campaigns: Best Practices
    Use a combination of “Geo-Modified” and “Geo-Targeted” campaigns
    movie tickets in chicago
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  • 25. Local Campaigns: Best Practices
    Create separate campaigns for each target
    (from SEMSunday)
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  • 26. Local Campaigns: Best Practices
    Distribute spend based on performance.
    7/21/10
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  • 27. 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
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  • 28. 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
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