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#pubcon
@SusanEDub
Local Savvy In Global Ad Platforms
Presented by:
Susan Wenograd

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#pubcon
@SusanEDub
Who Am I?
• 11 years online marketing
• Agency and in-house experience
• SEM & Social Advertising, Partner at Five Mill
– AdWords
– Bing Ads
– Facebook Ads

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#pubcon
@SusanEDub
Reaching Customers In Your Desired
Area
Let’s talk about how to
target and get them to
you, and the challenges
in doing so.

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@SusanEDub
Even With Simple Targeting…
Control and anticipation of later needs is important.

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@SusanEDub
Target Wide, But Plan By Adding Segments

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@SusanEDub
Doing So Makes It Easier Later

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@SusanEDub
Side Note: Location Characteristics Aren’t
Always Physical

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@SusanEDub
Got a Google Business Page? Link It.

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@SusanEDub
Not There, But Need It There
• Reaching users outside your geotargeted area who
still might need what you offer specifically in your
region.

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@SusanEDub
The Definition of “Showing Interest”
“People can show interest through terms used in their
searches, content that they viewed online, if they
were recently in a location, or other methods.”
Shady.

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@SusanEDub
Viewing Performance

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@SusanEDub
Viewing Performance
• Geographic Report
– Users in and those interested in your area
• User Location Report
– Users only IN your area
• Distance
– Performance based on how far away they are from
your business location (Google My Business)

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@SusanEDub
Interest vs. Physical Location
Ew.

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@SusanEDub
Better Bet
+Montana
• Campaign geo’d to
outside your target.
• Exclude your target.
• Add intended area as a
modifier so it’s required
in the search.

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#pubcon
@SusanEDub
Like Phone Calls?
• Call Only Campaigns. (Love ‘em or hate ‘em…)
• Set up campaigns within a certain radius of your
physical location
• Focus on mobile/immediacy searches.
– Tailor ad copy around the urgency

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@SusanEDub
Think Smart About Mobile Immediacy
Campaign Type: Call Only
Geo: 5 miles around address
Keywords: “near me” and town names
Results: 44% conversion rate (3% on
regular campaign)
Cost per Call: $64 ($163 on regular)

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#pubcon
@SusanEDub
Before You Go Crazy and Go Hyper-
Local On All the Things…
• Parts do not equal the whole
– Every zip together doesn’t equal the city
• Especially an issue with mobile targeting

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@SusanEDub
Challenges With Hyper-Local
Higher CPCs combined with less volume = disaster
FL CPA running nationwide:
FL CPA its own Campaign: $130.99

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#pubcon
@SusanEDub
Well, That Sucks.
But, one way we have seen better volume…remember this?

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#pubcon
@SusanEDub
Manhattan Zips vs. Borough
Zips Only Zips OnlyCity minus non-
serviced zips

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#pubcon
@SusanEDub
If Zips Are a Must, Consider…
Some zips are too small to be
geotargeted. Use a radius around found
zips to help with coverage.

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@SusanEDub
Also: Let’s Not Do the Opposite of
Segmenting, Please.

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@SusanEDub
Let’s Recap.
• Be wary of hyper-segmentation that kills volume
• Plan for differences in performance between geos
• When possible, target wide and exclude vs. targeting specific and
excluding larger
• Consider adding a radius around targeted areas for mobile users

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#pubcon
@SusanEDub
Thank You!
Susan.wenograd@fivemill.com
Twitter: @SusanEDub