7.21.10 Clickable Webcast Best Practices for Geo-TargetingPresentation 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.
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: firstname.lastname@example.org 7/21/10 25