7.21.10 Clickable Webcast Best Practices for Geo-Targeting


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7.21.10 Clickable Webcast Best Practices for Geo-Targeting

  1. 1. Best Practices for Geo-Targeting<br />07.21.10<br />7/21/10<br />1<br />
  2. 2. Who We Are<br />Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.<br />Hanny Hindi<br />Clickable Search Marketing Guru<br />Max Kalehoff<br />Clickable Search Marketing Guru & Vice President of Marketing<br />7/21/10<br />2<br />
  3. 3. What is Search Engine Marketing?<br />7/21/10<br />3<br />
  4. 4. Agenda<br />Our Goal Today: To discuss the technical details and best practices of location targeting, or “geo-targeting”.<br />How networks determine location.<br />The variety of geo-targeting options.<br />Network-specific concerns.<br />Local campaign best practices.<br />7/21/10<br />4<br />
  5. 5. What is a Geo-Targeting?<br />Geo-Targeting: Geo-targeting allows you to specify where your ads will or won’t be shown, based on the searcher’s location. (SEMPO)<br />7/21/10<br />5<br />
  6. 6. How Networks Determine Location<br />Level 1: Profile Data<br />7/21/10<br />6<br />
  7. 7. How Networks Determine Location<br />Level 2: I.P. Address<br />7/21/10<br />7<br />
  8. 8. How Networks Determine Location<br />Level 3: Domain<br />7/21/10<br />8<br />
  9. 9. How Networks Determine Location<br />Level 4: Query Terms<br />french restaurants in madison<br />hotels in tokyo<br />museums in miami<br />movie tickets in chicago<br />malls in Germany<br />7/21/10<br />9<br />
  10. 10. How Networks Determine Location<br />Summary: A few examples, with the official, network-determined location:<br /><ul><li>A logged in user in Berlin searches for “hotels”: their location is their “default location” in Google (or Yahoo!/Bing) maps.
  11. 11. A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.
  12. 12. The user in Berlin searches for “hotels” using google.fr.: their location is France.
  13. 13. The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.</li></ul>7/21/10<br />10<br />
  14. 14. Geo-Targeting Options<br />Standard Locations: continents, countries, regions, states, cities and “DMA’s”<br />7/21/10<br />11<br />
  15. 15. Geo-Targeting Options<br />Excluded Locations: standard locations that are deliberately excluded from your campaigns.<br />7/21/10<br />12<br />
  16. 16. Geo-Targeting Options<br />Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.<br />7/21/10<br />13<br />
  17. 17. Geo-Targeting Options<br />Polygon Targets: An area defined by a series of points on a map.<br />7/21/10<br />14<br />
  18. 18. Network-Specific Options<br />Google AdWords<br />The most extensive targeting options, but, you’re limited to campaign-level targets only.<br />7/21/10<br />15<br />
  19. 19. Network-Specific Options<br />Microsoft adCenter (Bing)<br />7/21/10<br />16<br />
  20. 20. Network-Specific Options<br />Facebook Ads<br />7/21/10<br />17<br />
  21. 21. Local Campaigns: Best Practices<br />DMAs are larger than you think<br />7/21/10<br />18<br />
  22. 22. Local Campaigns: Best Practices<br />Cities are smaller than you think<br />7/21/10<br />19<br />
  23. 23. Local Campaigns: Best Practices<br />Expand the size of your targets<br />IP Locator<br />says I’m here.<br />But I’m actually<br />down here.<br />7/21/10<br />20<br />
  24. 24. Local Campaigns: Best Practices<br />Use a combination of “Geo-Modified” and “Geo-Targeted” campaigns<br />movie tickets in chicago<br />7/21/10<br />21<br />
  25. 25. Local Campaigns: Best Practices<br />Create separate campaigns for each target<br />(from SEMSunday)<br />7/21/10<br />22<br />
  26. 26. Local Campaigns: Best Practices<br />Distribute spend based on performance.<br />7/21/10<br />23<br />
  27. 27. Using Clickable Pro to Simplify SEM<br />Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.<br />Manage all of your campaigns, across all search networks, in a single, intuitive interface.<br />Take action based on recommendations generated by Clickable’s ActEngine (for everything from best practices to bids and budgets).<br />Create white-label, customized reports.<br />7/21/10<br />24<br />
  28. 28. How to Sign Up for Clickable<br />Simply go to www.clickable.com/signup and try the product free for 15 days.<br />If you want more support getting started with search marketing, consider Clickable Assist, our fully-managed solution: <br />www.clickable.com/assist<br />Or email us: editor@clickable.com<br />7/21/10<br />25<br />