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Leveraging PPC For Geography - Hero Conf Philly 2019
- 1. Leveraging Geography For PPC Carrie Albright | Director of Services | @Albright_ C
- 3. WHERE WE’RE GOING ● THE REFRESH ● TARGETING & SEGMENTATION TIPS ● THE BIG MISTAKES TO WATCH FOR ● TEACHING YOU OLD DOGS SOME NEW TRICKS ● PRIZE TIME!
- 4. LOCATION LOCATION LOCATION COUNTRY STATE REGION GPS DMA (Designated Market Area) ZIP CODE RADIUS
- 5. WHAT CAN YOU DO WITH IT? PLATFORM LOCATION TARGETING COUNTRY/ CITY/DMA GEO- KEYWORDS BID MODIFIERS Google Bing Facebook LinkedIn Other* Y Y Y Y Y Y Y Y Y Y Y Y N N Y Y Y N N N
- 7. HOW SHOULD I THINK ABOUT MY GEOs? 1. What is your physical relevance? 2. How does local capacity affect your business? 3. How is your overall revenue impacted by location? 4. What kind of geographic waste does my account experience?
- 8. SEGMENTATION PRO CON Budget control Lots of moving parts Budget control Multiplied management Bid modifier control Multiplied errors Local customization (hours, phone #) Bid modifier control Influence only, not control Local customization (hours, phone #) Easy to set up EVERYTHING ELSE YOU’VE LEARNED ABOUT PPCNo missed opportunities ACCOUNT CAMPAIGN AD GROUP/SET NONE
- 9. THE INTERWEBS REAL LIFE Your internal data: CRM / Salesforce / Sales reps / Customer Service / Google Analytics account (Paid, Direct, Organic, etc) Your industry’s data: Market surveys, Competitor activity, Google Trends
- 10. TABLE STAKES Location-based keywords Local Call Extensions Ad scheduling for business hours GMB listing Ads with distinct geo- qualities
- 11. TO BID MODIFY or NOT TO BID MODIFY Target ROAS Maximize Conversions Target CPA Maximize Clicks Bid modifiers and Automated Bid strategies don’t mix.
- 13. LOCAL vs. NATIONAL Target only those in desired geo Keywords cover all relevant search language and behavior Target all eligible geos Exclude those geos in Local campaign Keyword inclusive of geos in Local campaign. ALWAYS. Consistent review of performance against local campaign for shifts
- 14. NATIONAL COMPARED TO LOCAL-ONLY CAMPAIGN -90% Impressions CTR 78% -11% Conversion Rate ROAS 9%
- 15. “LOCAL CAMPAIGNS” In-Store Visit conversion type Enable GMB or Affiliate/Chain Image, Text, and Video Per Store Report in Location Report
- 16. GOOGLE LOCAL ACTIONS Directions: Post-ad click engagement on any “Get directions” button within a location-based ad or service Website visits: Site clicks after any Google location-based ad or service interaction. Other engagements: Clicks on other tracked user actions (such as “share location,” “save,” etc.) after location-based ad interaction Orders / Menu views: Vertical specific. Same deal as the others.
- 19. Targeting in vs interest in CAVEATS
- 20. Geo + Time Zone Over-targeting Not budgeting for your new CPCs Missing the obviously irrelevant traffic CAVEATS Budget control by geo
- 22. Local searches without “near me” have increased 150% from 2015 to 2017.
- 23. AD CUSTOMIZERS
- 25. FACEBOOK DYNAMIC ADS CPT GAINS OF 2.5% ROAS LIFT OF 5.49% AOV UP BY 2.86%
- 26. DYNAMIC CREATIVE FOR PROGRAMMATIC 155% Higher ROAS 196% Lift in Conversion Rate 61% Improved Cost per Transaction
- 27. STORE VISITS
- 28. 1/3 OF MOBILE SEARCHES INCLUDE A LOCAL ELEMENT. Your friends at Google (2016)
- 30. LOCALIZATION IMPRESSIONS DOWN 47% CTR IMPROVED 11% COST PER SALE INFLATED BY 11% CONVERSION RATE GREW 45%
- 31. geofencing: “a method of defining a virtual barrier on a real geographic location.” - DMG
- 32. PROXIMITY MARKETING “More than 70% of consumers say they’re willing to allow in-store tracking and push notifications.*”
- 33. GEO TARGET GEO FENCING BEACONS Audience: In specific location + relevance Audience : Moving through or within a designated perimeter + relevance Audience : Targeted by their proximity to YOU Target: Typically zip, city, state, country Target: Anywhere including competitor locations Target: In a place with sufficient traffic Location: User device’s last known location Location: Device’s GPS Location: Signaled by beacon’s Bluetooth
- 35. CARRIE’S 2019 GEOGRAPHY QUIZ SHOW
- 36. A. Bing C. Google B. Facebook D. LinkedIn Q1. What platforms offer bid modifiers?
- 37. ANSWER 1: A & C! ( Bing & Google, duh)
- 38. A. At least 3 Stars for your GMB account C. Enabled location extensions B. 1000+ clicks & viewable impressions D. In-store visit conversions Q2. Which is not required to access Local Campaigns (Google)?
- 39. ANSWER 2: A ! ( There is no review requirement for your business)
- 40. A. 15% C. 30% B. 25% D. 40% Q3. What percentage of mobile searches include a local element? (2016)
- 41. ANSWER 3: C! ( 30% of mobile searches have a local flair)
- 42. A. Geotargeting by zip code, city or state C. Beacon notifications B. Geofencing D. Local search campaigns Q4. Which solutions would best target users as they neared your location?
- 43. ANSWER 4: B & C & D! ( Depending on your business, all three could work!)
- 44. A. Get directions C. Share a location B. Review a location D. In-store transaction Q5. What are not examples of “Google Local Actions”
- 45. ANSWER 5: B & D! ( Reviews and In-Store transactions are currently not included)
- 46. A. Bing C. Google B. Facebook D. LinkedIn Q6. What platform uses “Recently in” as a location target?
- 47. ANSWER 6: B! ( Facebook uses “Recently In”)
- 48. A. When launching a new campaign C. When performance is strong in one geo B. When using an automated bid strategy D. Reduce inefficient bidding Q7. When scenarios work well for Google’s geo- bid modifiers?
- 49. ANSWER 7: C & D! ( Wait till you’ve accumulated data and auto-bidding & modifiers don’t mix.)
- 50. A. Matching time zones in ad scheduling C. ”In” vs “Interested in” B. High CPCs D. Wasted spend (exclusions) Q8. What location targeting warning have you heard about today?
- 51. ANSWER 8: A & B & C & D! ( Time zones, High CPCs, In vs Interested, Wasted spend)
- 52. A. Brad C. Gentlemen’s truce B. Fred D. Who cares, I’ve been waiting for this battle for a long time! Q9. Who will win ”The Great Debate” today?
- 53. ANSWER 9: D!
- 54. Leveraging Geography For PPC Carrie Albright | Director of Services | @Albright_ C CONGRATS WINNERS!
Editor's Notes
- So where are we going today? We’ll jump in with the basics for those of you just starting out or realizing you need a location-based strategy. We’ll flush out how to think about the way location impacts your business. What is geo-targeting? How should I think about my location in regards to my marketing? We’ll move into the ever-changing land of targeting options and segmentation strategies being used by your competitors right. Now. This also includes Targeting & segmentation tips For those of you who are already well into the world of geotargeting, I’ll still provide a few caveats or learning curves I’ve endured to ensure you’re not wasting budgets or missing obvious opportunities. The big mistakes to watch for But what tricks do I have up my sleeve for getting to the next level of geotargeting? This segment will focus on ones you can actually use and strategies that I’ve seen work. Teaching an old dog some new tricks And lastly, we’re going to run through a rapid fire recap where you, as a contestant, stand to win big prizes, as shown behind me. What better way to celebrate location targets than having local souvenir swag! PRIZE TIME!
- When we talk about location targeting, we have many options. Not only can we target by these specifications, we can also exclude. In fact, there are quite a few tricks you can use…
- What is your physical relevance? Do you have a brick & mortar location (retail)? Is your service based around the location of that service (home repair)? Do your clients or customers need to have access to your office or warehouse? How does local capacity affect your business? Do you have limited availability based on your location? Do you have a set number of technicians or sales reps by state? Do you sell items from multiple locations or offer shipping that is impacted by where you are or where the customer is? How is your overall revenue impacted by location? Do you make more money in one area than another? Do you have higher profitability based on where your product/service is located? Is it easier to acquire or store products at a particular location? What kind of geographic waste does my account experience? Meaning is there a ton of competition that drives up interest that doesn’t come thru in revenue? Are there regions or locations your business is not eligible for that may be driving up wasted spend? Often we don’t realize the waste occurring in the geographic space until the money’s been spent. If you’re running on a thin budget, exclude as much as you can from the jump.
- https://support.google.com/google-ads/answer/9065075
- This graph compares the manually managed performance by district with the post-automated bidding results. Some regions were immediately given more impressions and generated more clicks (meaning I wasn’t doing this enough manually). Conversely some regions were pulled back in reach and thus had lower engagement. And a few areas had a mix of push and engagement, meaning even the automated bidding algorithms don’t always get it right.
- InStore Visits are available in 1000+ accounts in 11 countries Requirements: Multiple locations, Thousands of clicks, GMB accounts, Location extensions Radius targeting and Maximize Conversion Value are the default location and bidding settings. Local search campaigns show on Google maps and search results (including app & mobile).
- https://support.google.com/google-ads/answer/9065075
- You can always get really aggressive with your competitors. While this can be an expensive strategy, it can also be a really effective one. Even if you don’t have brick & mortar retail shop, you can still target competitors who do. Seeing your potential customers at someone else’s location is a chance for you to make your move. Strategy 1: Cover your keywords, specifically brand and anything you’re particularly competitive for (great price, lots of availability or inventory, etc) Strategy 2: If nothing else, get YOUR traffic back. If a user falls on your remarketing lists, you should be working to show them *your* ad, not your competitors, particularly as they’re in the vicinity of a competitor location. You can choose from a range of segmentation and targeting strategies. It really depends on what information you have, what goals you have, and how ready you are for the sweat and coffee that will go into it.
- CAVEATS & MISTEPS
- 1. Target in vs around Based on IP address
- 2. Geo + time Zone Mistakenly excluding your real audience 3. Overtargeting leads to expensive clicks and also too low volume to get algorithm up and running 4. More expensive targeting will consume your budget that much faster. Are you preparing for this outcome as you develop a more elaborate target? 5. Exclude irrelevant traffic. Sounds easy but people forget that if you have a brick & mortar location or have areas you cannot accommodate, these need to be excluded. (Example: Shipping outside continental US; Selling software to region where functionality is incompatible ) 6. Not using the right information Ex. FB requires age and gender to allow for radius targeting 7. Budgeting by geo
- Teaching an old dog some new tricks
- For a real estate company with location-based ad customizers, we saw improvement across all efficiency metrics with a nearly steady CTR.
- IN STORE Google Analytics From those with Location History activated (which is currently averaging around 90% of smartphone users) Store Visits Google Analytics, Facebook GA General requirements - https://support.google.com/analytics/answer/7573498 Have Analytics, Google Ads, and Google My Business accounts. Have multiple physical store locations in eligible countries. Ask your account representative if store visit conversions are available in your location. Have high volumes of store visits data to attribute to website traffic. Analytics requirements Have activated Google signals. https://support.google.com/analytics/answer/7532985?hl=en Have your Analytics property linked to at least one Google Ads account that contains location extensions from Google My Business. All Google Ads accounts linked to your Analytics property must have the same location extensions. Google Ads requirements Have at least 90% of your linked locations verified in Google My Business. Ensure location extensions are active in your Google Ads account.
- Translation vs Local Knowledge Localization includes: Dialects, colloquialisms, local knowledge of holidays customs and CULTURAL VALUES. Consider local behavior triggers. If you don’t get that when crafting your content, you’ll see it in less engagement.
- Localization project across 4 countries’ accounts: Keyword refresh Ad copy & content overhaul Negative review AOV was up by 13% making it a net gain despite 10% fewer conversions
- Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area. Geofencing revolves around better targeting of the right people, personalized messaging, TIMING)) These are particularly strong for brick & mortar locations (retail OR services-based) where you can leverage the exact location of your customer relative to your business. mobile push notifications, trigger text messages or alerts, send targeted advertisements, allot tracking on vehicle fleets, disable certain technology, or deliver location-based marketing data.
- Beacons are small devices that send out signals over a short distance, connecting to nearby smart devices and send relevant notifications” More than 70% of consumers say they are willing to allow in-store tracking and push notifications if retailers provide the right incentive – Walker Sands study