Improving Your Geographic Targeting Tactics On Bing
Paul Corkery
Bing Ads Program Manager
@c0rk
Contents
Targeting on Bing Ads
Geo-Targeting
Determining Location
NEXT LEVEL Tactics
| @c0rk
Targeting Available on Bing Ads
Mobile
PC
OS
Tablet
Medium Network Location DeviceTime / Demo
Time of Day
Day of Week
Age*...
| @c0rk
Geo-Targeting in Bing Ads
Country/State/City/Metro/etc.
Nielsen DMA®
Include/Exclude
Radius Targeting
ZipCode
Busi...
Advanced Location
Location Intent (Default)
Targeted Area Only
Geo-Modified Queries
- “24 Hour Plumbers Seattle”
- “Philad...
| @c0rk
Leverage Local Extensions
Fourth Coffee – Seattle
www.FourthCoffee.com
Visit any of our downtown locations
for fri...
| @c0rk
Signals for Determining Searcher Location
Reverse IP
Search Query
GPS (Mobile)
Profile Data
Country
State
County
C...
Reverse IP & Implications for Opt-IN/OUT Geo-Targeting
Washington State
We want to reach customers
in Seattle…
| @c0rk
Washington State
Reverse IP & Implications for Opt-IN/OUT Geo-Targeting
OPT-IN – Target Seattle
US
Washington
King
Your ad...
Washington State
Reverse IP & Implications for Opt-IN/OUT Targeting
OPT-OUT – Target WA +
Exclude All Areas Except Seattle...
NEXT LEVEL Geo-Targeting Considerations + Tactics
| @c0rk
Feb. 28th
Micro-events: Bonuses in Seattle
$296M
$42M Feb. 27th
...
NEXT LEVEL Geo-Targeting Considerations + Tactics
Public Data: Top Domestic Routes from Seattle
Rank City Passengers Carri...
| @c0rk
Use of Pop vs. Soda
NEXT LEVEL Geo-Targeting Considerations + Tactics
0% 10% 20% 30% 40% 50%
Pop
Soda
Coke
Other
U...
Improving Your Geographic Targeting Tactics On Bing
Improving Your Geographic Targeting Tactics On Bing
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Improving Your Geographic Targeting Tactics On Bing

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Paul Corkery's (@c0rk), Bing Ads Program Manager, presentation from SMX East.

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Improving Your Geographic Targeting Tactics On Bing

  1. 1. Improving Your Geographic Targeting Tactics On Bing Paul Corkery Bing Ads Program Manager @c0rk
  2. 2. Contents Targeting on Bing Ads Geo-Targeting Determining Location NEXT LEVEL Tactics | @c0rk
  3. 3. Targeting Available on Bing Ads Mobile PC OS Tablet Medium Network Location DeviceTime / Demo Time of Day Day of Week Age* Gender* OS Bing Ads now supports the ‘enhanced’ multiplicative bidding model to ensure compatibility for Google Import… but… EXPLICIT TARGETING REMAINS FOR MOST DIMENSIONS * Incremental Bidding ONLY for Demo-Targeting | @c0rk
  4. 4. | @c0rk Geo-Targeting in Bing Ads Country/State/City/Metro/etc. Nielsen DMA® Include/Exclude Radius Targeting ZipCode Business Locations Advanced Location Location Intent (Default) Targeted Area Only
  5. 5. Advanced Location Location Intent (Default) Targeted Area Only Geo-Modified Queries - “24 Hour Plumbers Seattle” - “Philadelphia Late-Night Food” - “Best Ice Cream 98117” Capture searchers who have ‘signals’ of intent to do business in your targeted location Publisher Signals - US searcher searching on Bing.co.uk | @c0rk Geo-Targeting in Bing Ads Time of Day Targeting
  6. 6. | @c0rk Leverage Local Extensions Fourth Coffee – Seattle www.FourthCoffee.com Visit any of our downtown locations for friendly service & Velvet Foam! Fourth Coffee – Seattle www.FourthCoffee.com Visit any of our downtown locations for friendly service & Velvet Foam! 123 Fourth Ave, Seattle (555) 123-4567 Directions 321 Second Ave, Seattle (555) 321-7654 Directions CTR
  7. 7. | @c0rk Signals for Determining Searcher Location Reverse IP Search Query GPS (Mobile) Profile Data Country State County City Neighborhood * Not to Scale; For illustration purposes ONLY
  8. 8. Reverse IP & Implications for Opt-IN/OUT Geo-Targeting Washington State We want to reach customers in Seattle… | @c0rk
  9. 9. Washington State Reverse IP & Implications for Opt-IN/OUT Geo-Targeting OPT-IN – Target Seattle US Washington King Your ads ONLY participate in auctions where the searcher is coming from a KNOWN Seattle IP Address Seattle | @c0rk * Not to Scale; For illustration purposes ONLY
  10. 10. Washington State Reverse IP & Implications for Opt-IN/OUT Targeting OPT-OUT – Target WA + Exclude All Areas Except Seattle US Washington King Seattle In addition to ‘known’ Seattle searchers, your ad is now eligible to be shown to searchers who are known to be in WA State, but also known NOT to be in the excluded areas. | @c0rk * Not to Scale; For illustration purposes ONLY
  11. 11. NEXT LEVEL Geo-Targeting Considerations + Tactics | @c0rk Feb. 28th Micro-events: Bonuses in Seattle $296M $42M Feb. 27th Sept. 15th $100Ms Selling luxury widgets? Consider the sudden influx of disposable income in specific regions and how you might budget/bid differently to reach these consumers.
  12. 12. NEXT LEVEL Geo-Targeting Considerations + Tactics Public Data: Top Domestic Routes from Seattle Rank City Passengers Carriers 1 San Francisco, CA 772,000 Alaska, United, Virgin America 2 Denver, CO 757,000 Alaska, Frontier, Southwest, United 3 Los Angeles, CA 739,000 Alaska, Delta, United, Virgin America 4 Anchorage, AK 706,000 Alaska, Delta, JetBlue, United 5 Chicago, IL (O'Hare) 625,000 Alaska, American, United 6 Phoenix, AZ 625,000 Alaska, Southwest, US Airways 7 Las Vegas, NV 554,000 Alaska, Delta, Southwest 8 Dallas/Fort Worth, TX 511,000 Alaska, American 9 Minneapolis/St. Paul, MN 511,000 Alaska, Delta, Sun Country 10 Portland, OR 490,000 Alaska, United | @c0rk Looking for Tourists? If you’re operating a mostly tourist driven business in San Francisco, you might choose to budget Washington-Seattle differently.
  13. 13. | @c0rk Use of Pop vs. Soda NEXT LEVEL Geo-Targeting Considerations + Tactics 0% 10% 20% 30% 40% 50% Pop Soda Coke Other United States Beyond Geo-Modified Ads Regional vernacular might determine how well your ad copy connects with your target customer.
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