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Geo Targetting Using PPC Local Listings
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Geo Targetting Using PPC Local Listings

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This presentation on geo-targeting using search engines explains how customers search for products or services from a specific location. This was given at Internet World by Ann Stanley on 1st May ...

This presentation on geo-targeting using search engines explains how customers search for products or services from a specific location. This was given at Internet World by Ann Stanley on 1st May 2008. It includes case studies from Anicca Solution's clients and Interaction Media's clients; CopperHomes, Aspect Maintenance, Crest Nicholson and Westermans International.

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    Geo Targetting Using PPC Local Listings Geo Targetting Using PPC Local Listings Presentation Transcript

    • Geo-targeting How to target customers searching for services or products in a specific location? by Ann Stanley Presenting case studies from Anicca Solutions & Interaction Media
    • About Ann Stanley  Ann is working part-time with the digital team at Interaction Media Ltd to provide additional consultancy to their clients  This presentation includes 2 case studies from Interaction’s clients and 2 case studies from Anicca’s clients Personal profile:  MD of Anicca Solutions Ltd  18 years marketing experience (Chartered marketer)  7 years online marketing experience  Google AdWords Professional  Developed and teaches on the EMDA Web Academy Program, also at IAB, Search Academy and other events  Business Link trainer on the East Midlands Business Steps program
    • Anicca Solutions Ltd  Anicca Solutions was formed as a web development company in 2004 and became a full digital agency in 2006  We are an East Midlands accredited supplier and carryout work directly for Business Link  We have collaborative partnerships with other agencies and technology companies and carryout work for them on a sub- contract basis  We have set-up a new training company called PPC-School to provide independent practical training around the UK  The management team includes;  Ann Stanley (MD) is responsible for providing online marketing consultancy and training to clients. Ann is a chartered marketer and a Google AdWords Professional  Alex Fowler (Technical Director) is responsible for building clients websites and developing and maintaining our own stable of websites  Dawn Clode (Property Sales Director) is responsible for sourcing and selling property to individual investors and commercial investors via our property portals www.new-homes-direct.com and www.overseas-homes-direct.com
    • Anicca Solution’s Current Clients
    • Contents  Introduction to geo-targeting  Practical advice and case studies:  Targeting local customers www.CopperHomes.co.uk  A service in a local area with local and national customers www.Aspect-Maintenance.co.uk  A national company wanted to target customers according to location www.CrestNicholson.co.uk  Targeting international visitors www.Westermans.com
    • What is geo-targeting?  The ability to target specific customers by their location using search engine marketing techniques  Geo-targeting is controlled by a number of factors:  The domain name of the search engine used, eg Google.fr or Google.es  The language preference set for your search engine  IP address of the user – when the person searching is located within the target area  Query parsing – if the location is included in the search term – even if the searcher is located outside of the target area
    • 3 methods of targeting customers by location in the search engines  Creating content on your website for location specific keyphrases (organic results)  Use geo-targeted pay per click (PPC), where you determine where your ads will be displayed  Use of local or business listings, where your ad appears next to a map in the business directory or Universal Search Focus of this presentation
    • Different ways to set your PPC targeting  Countries (default setting is UK if you are located in the UK)  Regions or cities within a country  Bundles of countries (eg continents)  Customised  Radius around postcode or address (eg 25 miles)  Point to point shape on a map eg linking towns in a certain region  Separate campaigns targeting a combination of the above
    • Who can benefit from using geo-targeting? 1. Businesses targeting customers within a local or specific geographical area 2. Businesses wanting to target local & national customers for a service in one location 3. National companies wanting to have a local presence for their chain of shops, showrooms or branches 4. Companies wanting to export or target international companies (either in English or foreign languages)
    • 1) Businesses wanting to target local customers
    • Setting up a local campaign  Geo-targeted PPC  Target specific cities, counties or area served  Separate campaigns may not be necessary for each location  Estimates based on national campaign – select phrases based on more data  No need to include keyphrase combinations with the selected cities, as Google does this automatically using query parsing (even when searcher is outside of the area)  May need to add keyphrase combinations for nearby locations and the county terms  Use local listings in each of the search engines  Local listings with a map are now featured in the Universal search results for the major search engines  Optimise your company description for the important keyphrases  Your local listing can appear higher than the natural listings
    • Selecting towns in a region
    • Selecting a specific area
    • Selecting a radius around a postcode
    • Local listings featured with a map – Universal search
    • Optimise your local listings & a new site can leapfrog over the organic results
    • Case study 1 www.copperhomes.co.uk
    • www.copperhomes.co.uk
    • Project Service  Buying property in the east & south midlands to avoid a repossession or for a quick sale Objectives of campaigns  To support and replace local advertising with a limited budget  To generate online enquiries and calls
    • Map of target areas
    • Source of traffic – top cities Q - Why is there traffic from London when it is not in the target area? A – Query parsing!
    • Searching in London – ad does not appear
    • Searching in London - ad appears when Northampton is added to term
    • 2) Businesses wanting to target local & national visitors to a service offered in one location
    • How to get national & local visitors for a local service  Ideal for services within one area, such as plumbers or electricians, where the client could be local or out of town  Local PPC campaign - targeting general phrases (should be exact match - so it is not found for locations outside the target area)  National PPC campaign - targeting phrases in combination with specific locations in the target region eg small towns, postcodes, boroughs (not picked up by query parsing)  Local listings – get multiple listings for all the locations within your region
    • PPC Hierarchy for Perfect Plumbers Ltd
    • Case study 2 www.aspect-maintenace.co.uk
    • www.aspect-maintenance.co.uk
    • Project Service  Property maintenance in the south east – targeting property owners in the area and landlords across the country Objectives of campaigns  To achieve top 3 positions and maximum traffic levels  To maximise the calls to the call centre
    • Structure of campaign  Each maintenance service has 2 search campaigns:  National campaign - displayed in UK with keyphrases in combination with London or boroughs eg emergency plumber in Wembley  London campaign - displayed in London with generic phrases eg emergency plumber  Additional campaigns for:  Brand terms  Afternoon/evening – in case other campaigns have consumed all their budget; with separate ad groups for each service  Content network with demographic targeting (> 25’s); with separate ad groups for each service
    • Structure of campaigns & ad groups
    • Comparison of national vs. local campaigns Note the national campaign will include searchers in London who add the borough or areas within London to their search term
    • Growth of traffic
    • Calls vs number of clicks
    • 3) Businesses wanting to have a local presence across the country
    • How to have a local presence - nationally  Ideal for national companies with a chain of local shops, showrooms or branches; eg retail chains, franchises, house or car companies with local showrooms  Allows budget to be split between group and regional companies  Use geo-targeting with PPC  For search terms including the location  For generic terms without a location  Use local listing in each of the search engines  Create a local listing for each showroom or office
    • Being found for search terms containing a location  Have a specific campaign for each city; pointing to a landing page for the local showroom or branch  Have shared campaigns for counties and regions; pointing to a landing page with all the showrooms or branches  Campaigns can be displayed nationally as they are relevant to people looking for the product or service within or outside of the area  Phrases can be exact and broad matched – as long as you pause any poor performing phrases  Create a template of phrases that can be altered for each location (using find and replace)
    • Being found for general phrases without a location Two strategies 1. One national campaign Display all phrases within one national campaign  Each ad group should point to subject-specific landing page  Share the cost between regions or get the head office to pay for these  phrases 2. Multiple campaigns each for a separate region Country broken into a jig-saw of regions (eg county)  Multiple copies of the same campaign each targeted to a local area  Point to a landing page for the local showroom(s) or branch(s)  In this case the budget could be paid for locally 
    • Case study 3 www.crestnicholson.co.uk
    • www.crestnicholson.co.uk
    • Project Service  Crest Homes is a national house builder offering new homes and refurbished developments. They mainly sell in the Midlands and South of the country Objectives of campaigns  To restructure the group campaign increasing the levels of traffic but keeping to tight CPC and cost per conversion targets  To implement Google Analytics to measure the success of the campaign and understand user behaviour on the website  To implement locations specific campaigns for individual developments wishing to drive more traffic to their section of the website (or micro-site)
    • Original structure  One ad group per development, including  Development specific terms  Different locations  Different property types  Keyphrases  Many keyphrases were in more than one ad group eg county phrases  Many keyphrases were missing  There was a poor quality score due to large mix of keyphrases within in one ad group  Some brand terms were included in the PPC campaign even though they were found in organic results – these had great conversions but wasted quite a lot of the budget  CPC was limited to 21p - so CPC and cost per conversion was very good (helped by large number of conversions from brand terms)
    • Structure of new group campaign  Keyphrases  Creation of templates of keyphrases in combination with the word “location”  Use Google Editor to create ad groups for new locations – using find and replace  Use of exact and broad match – but once started ensure that phrases with a low CTR are paused  CPC limited to 31p in order to achieve a low average cost per conversion, focus on getting great quality score and high CTR  Main campaign funded by group with national targeting, with separate ad groups for: Brand terms (only brand combinations where not in top 3 in Google)  Generic terms such as buy new home (without a location)  County specific – to a landing pages for developments in that area  Development/location specific ad groups – using keyphrases in combination with  local towns, cities or the name of the development (each with separate ad group)
    • Structure of additional campaigns  Development specific campaigns with national targeting  Replace equivalent ad group in group campaign  Add extra locations using template (in separate ad groups)  Split some ad groups by type of property eg apartments separate from house  Increase maximum CPC to 61p to increase positions, CTR’s and share of the traffic  Budget set and funded by individual developments
    • Comparison with Results from November • During November 1/3rd of the conversions were from brand phrases that included “Crest” • During January the same phrases were used (excluding the Crest phrases) – but with a larger budget. This resulted in a lower conversion rate • During February the phrases were expanded and the cost per click raised to achieve more clicks • During February and March the conversion rate has settled down to 0.8%, although this varies considerably depending on the development • There has been a significant increase in CTR (due to better quality scores and pruning poor performing phrases); this has allowed to gain more traffic at a similar CPC
    • 4) Businesses wanting to export or target international clients
    • Target audience – English Language  The language choice reflects  the language that the search engine or third party site is written in  The language selected by the user in their browser  If you want to export (but do business in English)  Choose English language  Only bid on countries where you can export or do business  Select different countries or regions (bundles of countries) with each country/region in a different campaign  It is OK to use the same keyphrases but add colloquial phrases and different spellings (check using the keyword tool)  Generally the UK and USA will have a higher CPC, so check you are not paying too much or have very high positions  Some countries browse but do not buy, so check your conversion rates
    • Target audience – Foreign Languages  If you want to export and do business in foreign languages  Only choose languages that you can do business in (either you have a local agent or staff that speak that language)  Have separate campaigns for each language & country combination  Only use language and country combination that occur naturally (eg Spanish in Spain, Europe, south America, north America)  If you are targeting foreign languages then you need to target keyphrases and have ad copy in this language (otherwise you will have a poor quality score and low click through rates)  Ideally take the searcher to a landing page in that language with the contact details for a local distribution centre or agent (the rest of the site can still be in English)
    • Selecting countries
    • Selecting bundles of countries
    • Case study 4 www.westermans.com
    • www.westermans.com
    • Project Service  Westermans sell refurbished welding and cutting equipment for international trade and industrial clients Objectives of campaigns  To create separate campaigns for the 3 different types of equipment to target different regions of the world  To implement conversion tracking and Google Analytics to measure the success of the campaign and understand user behaviour on the website
    • Original Campaign structure PPC campaigns and targeting  The account was split into three campaigns for the main types of machinery:  Standard welding equipment  Specialist welding equipment including orbital welders  Plasma and cutting machines  The three campaigns were set-up to be seen:  in any country in the world  in any language  on any search engine or website in the search or content network (ie partner sites that display Google ads). PPC ad group structure  Each campaign only had one ad group. This contained:  keyphrases for all the different types of welding equipment  one ad with generic ad copy  one landing page to the availability page on the website
    • Problems with the way the PPC account was set-up  The account was impossible to manage and understand where the traffic was coming from  Lots of wasted impressions – ads were being displayed in English on foreign language websites  The lack of targeting gave low click through rates (CTR) and ‘quality scores’ (because the ad was irrelevant for most people that saw it)  More competitive markets such as the UK and Australasia were being starved of budget – they also require a higher cost per click (CPC) to get reasonable positions and traffic  Only one ad group meant that all the different types of equipment had the same ad, also resulting in low CTR’s and quality scores  No data on conversion rates, cost per conversion and whether this varied by location (or network)  Use of content network resulted in cheaper cost per click but was this converting into leads?
    • New campaign & ad group structure
    • Results
    • Map showing traffic sources
    • Top 20 countries – note USA traffic is from organic listings
    • Westermans - Summary  The original PPC campaign had a lower CPC due to the effect of the content network  Different regions and equipment types have very different levels of traffic, CPC and conversion rate  The UK consumes most of the budget – particularly for the normal welding phrases; although the budgets are currently limited due to capacity issues  PPC is only contributing ~15% of the traffic to the site; due to high levels of direct traffic, organic results and referrals  New campaigns will be set-up to target language and country combinations (starting with European languages within the UK)  We are developing a new website for Westermans with multi- lingual functionality - to better serve their international clients
    • Geo-targeting summary
    • Key-points  There are 3 main ways of geo-targeting using the search engines  Location specific keyphrases within the website content and hope the site is found in the organic results  Geo-targeted PPC  Local listings appearing in the business directory or Universal search  All the search engines have local listings and some form of PPC geo-targeting - with Google and MSN having the most sophisticated PPC targeting  Most companies can benefit from having a combination of local and national campaigns; targeting general phrases or those in combination with a location  Results have shown a reduced cost per click and higher conversion rates due to the campaign being more targeted – however this will vary between regions (particularly for international campaigns)  In order to get the most from geo-targeting - it is essential to have the optimum campaign and ad group structure  Use the free tools like Editor and Analytics – it can save hours!  Use the PPC data to define your SEO strategy and then create location specific content channels to increase your organic listings
    • THANK YOU! ann@anicca-solutions.com