Improving Your Geographic Targeting Tactics on Goolge & Bing - Sam Owen at SMX East

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A dive into the practical impacts of Google AdWords Enhanced Campaigns on Geo-Bidding. This presentation looks into how techniques and strategies have evolved and gives some tips and tricks for …

A dive into the practical impacts of Google AdWords Enhanced Campaigns on Geo-Bidding. This presentation looks into how techniques and strategies have evolved and gives some tips and tricks for effective Geo-Targeting.

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Transcript

  • 1. Improving Your Geographic Targeting Tactics on Google & Bing What We’ve Learned About Geo-Bidding Since Enhanced Campaigns
  • 2. A Little About Me • CRO & PPC Account Manager at Hanapin Marketing • PPC Hero Blog Writer • Lived in UK, Germany and USA @SamOwenPPC Sam.owen@hanapinmarketing.com
  • 3. Key Questions What’s changed since Google launched Enhanced Campaigns? What does an “ideal” account look like now? When should your campaigns be separated by geography? How much benefit do we gain from separating campaigns out?
  • 4. Straw Poll: How many of you use separate campaigns for geographic reasons?
  • 5. Back in the day… • Sample content goes right here – Point 1 – Point 2 The Pre-Enhanced Campaigns world was indeed a crazy place
  • 6. Pre-Enhanced Campaigns {Your Account} Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
  • 7. Pre-Enhanced Campaigns {Your Account} Search Campaign 1 - Desktop Search Campaign 2 - Desktop Search Campaign 3 - Desktop Display Campaign 1 - Desktop Search Campaign 1 - Mobile Search Campaign 2 - Mobile Search Campaign 3 - Mobile Display Campaign 1 - Mobile Search Campaign 1 - Tablet Search Campaign 2 - Tablet Search Campaign 3 - Tablet Display Campaign 1 - Tablet
  • 8. Pre-Enhanced Campaigns {Your Account} Search Campaign 1 – Desktop – CA Search Campaign 2 – Desktop – CA Search Campaign 3 – Desktop – CA Display Campaign 1 - Desktop – CA Search Campaign 1 – Mobile – CA Search Campaign 2 – Mobile – CA Search Campaign 3 – Mobile – CA Display Campaign 1 – Mobile – CA Search Campaign 1 – Tablet – CA Search Campaign 2 – Tablet – CA Search Campaign 3 – Tablet – CA Display Campaign 1 – Tablet – CA Search Campaign 1 – Desktop – FL Search Campaign 2 – Desktop – FL Search Campaign 3 – Desktop – FL Display Campaign 1 - Desktop – FL Search Campaign 1 – Mobile – FL Search Campaign 2 – Mobile – FL Search Campaign 3 – Mobile – FL Display Campaign 1 – Mobile – FL Search Campaign 1 – Tablet – FL Search Campaign 2 – Tablet – FL Search Campaign 3 – Tablet – FL Display Campaign 1 – Tablet – FL
  • 9. You, before Enhanced Campaigns
  • 10. 4 Campaigns 3 Segments (Computers, Mobile, Tablet) 50 States 600 Campaigns!
  • 11. Problems Not enough data Hard to manage accounts
  • 12. Post-Enhanced Campaigns {Your Account} Search Campaign 1 Search Campaign 2 Search Campaign 3 No functionality removed Simplified structure Display Campaign 1
  • 13. Post-Enhanced Campaigns {Your Account} Search Campaign 1 Search Campaign 1 - NYC Search Campaign 2 Search Campaign 3 Display Campaign 1 Separate Optimized Bids For Device / Location Within One Account Geo-Campaigns Possible Still Where Strategy Dictates
  • 14. When should I separate my campaigns?
  • 15. Separate Campaigns? Pre-Enhanced Campaigns: Any time you need a separate bid When you want to show a separate, location-specific ad or landing page
  • 16. Separate Campaigns? Post-Enhanced Campaigns: Any time you need a separate bid When you want to show a separate, location-specific ad or landing page
  • 17. Optimizing Without GeoSegmented Campaigns…
  • 18. Calculating Your Geo Bids
  • 19. Calculating Your Geo Bids
  • 20. Calculating Your Geo Bids Are You Including Brand Traffic? Which Campaigns Are You Looking At?
  • 21. Calculating Your Geo Bids
  • 22. Calculating Your Geo Bids
  • 23. Calculating Your Geo Bids
  • 24. Calculating Your Geo Bids Calculated Fields: Average Order Value Return On Ad Spend Click-Through Rate Cost Per Conversion (CPA) Conversion Rate Cost Per Click Average Position
  • 25. Calculating Your Geo Bids Sort
  • 26. Calculating Your Geo Bids
  • 27. Calculating Your Geo Bids =( “Goal CPA” / CPA )– 1
  • 28. Calculating Your Geo Bids Cap Change Limits – Experiment With Max 25% per Time
  • 29. Calculating Your Geo Bids Decide On Goal: Cut CPA? Increase Conversions?
  • 30. Calculating Your Geo Bids Project Impact
  • 31. Changing Your Geo Bids
  • 32. Changing Your Geo Bids CPA 3% Higher 25% More Conversions
  • 33. Calculating Your Geo Bids Create a list in AdWords Editor of 50 states + Washington DC Much Easier To Copy & Paste
  • 34. Caveats Use enough data Segment as needed Blanket bid impact – keep a close eye on your data
  • 35. Wrench in the works time! Your GeoOptimizations Google Conversion Optimizer
  • 36. What about accuracy?
  • 37. Optimizing With GeoSegmented Campaigns…
  • 38. Case Study Hotel Resort Client Goal – Increase Room Bookings
  • 39. Different Products for Local vs. National Customers
  • 40. Campaign For Each Strategy Hotel Resort Hotel Stays National Hotel Stays - Local Spa Trips - Local Golf - Local Same Day Golf– Local - Display Golf & HotelNational - Display
  • 41. Post-EC Hotel Resort Hotel Stays National Golf & HotelNational - Display Which Cities/States Have High Average Booking Values?
  • 42. Post-EC Richest Neighborhood in the US
  • 43. Post-EC Target Entire US Exclude Local Markets Increase Bids On Specific High-Value Markets
  • 44. Impact? Beat Previous Year’s Bookings By 14% Beat 11 Year Average By 31% Enhanced Campaigns Are Good?!
  • 45. Results? What About Accounts Where Location Isn’t Important?
  • 46. Should You Always Geo-Segment? Location Specific Ads vs. 2.99% CTR 3.25% CTR
  • 47. Should You Always Geo-Segment? Location Specific Landing Pages 5.6% C/R = Location Specific 5.5% C/R = Regular Landing Page
  • 48. National vs. International Level Call Center – Diff. Number / Hours? Product Differences – Free Shipping, Taxes?
  • 49. Final Thoughts Get The Data Think About Targeting Separate Campaigns?
  • 50. @SamOwenPPC Sam.owen@hanapinmarketing.com