5 Ways Location Targeting Delivers Big Results
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If your company is based in a certain area or you have branches of your company that service a number of geographic locations, it’s only logical that you want to advertise to the area you service. Search engines have a pretty wide array of targeting options so its easy to make the mistake of advertising to too many locations or ones that are not even serviced by your company. In the recording, experts from Hanapin Marketing and 3Q Digital discuss how to target for different radiuses, reconcile local targeting with a corporate goal, and other helpful tips to maximize your return on ad spend for a local campaign. You’ll get expert-level PPC tips like: *How to properly measure conversions for a local campaign *Aligning your targeted ad with a location-specific landing page *How to set-up targeting for a local campaign (for both a local company and a larger corporation)
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5 Ways Location Targeting Delivers Big Results
- 1. #thinkppc &HOSTED BY: 5 Ways Location Targeting Delivers Big Results
- 2. #thinkppc Presenters • Caitlin Halpert – Account Lead at 3Q Digital – Blogger on 3Q Digital blog – @caitlin_halpert • Jacob Brown – Account Manager at Hanapin Marketing – Blogger on PPC Hero – @jakebrownppc
- 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions.
- 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
- 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
- 6. #thinkppc Agenda ◉Location Targeting Options ◉Reconciling Goals ◉Goal Measurement
- 7. #thinkppc How does location targeting work? ◉IP Address ◉Device Location ◉User Intent (geo-modified queries)
- 8. #thinkppc Location Targeting Zip codes, DMAs, HHI, Location Extension Radius, City, Congressional Districts... With so many options to choose from, what’s right for you? Things to consider: ◉For franchises, does each store own a territory? ◉Are there multiple locations within a single zip? ◉How far are customers willing to drive for the product/service? ◉Do you have an existing customer database with geo data?
- 9. #thinkppc Reconciling campaign targeting Multiple campaign location targets mean you could have unintended overlap.
- 10. #thinkppc Visualizations via Power Maps Combine targeting & customer data to visualize areas of opportunity.
- 11. #thinkppc Local vs. Corporate eCommerce vs. brick-and-mortar vs. corporate goals vs. store manager goals Your business’s financial organization impacts how you should handle PPC targeting. ◉Franchise businesses ◉Lead generation ◉Retail / eCommerce complements
- 12. #thinkppc Multiple Account Strategy Using unique accounts for different goals keeps budgets clean. Use local accounts for each store & a national account for support ◉Manage bids to avoid competing with yourself ◉Use a corporate account supplement to local budgets to avoid budget exhaustion ◉If you have unique domains for each store, you may even be able to double-serve, otherwise highest ad rank will serve
- 13. #thinkppc Multiple Campaign Strategy Lead Generation Location Strategies Use separate campaigns for each location in order to allow: ◉Budget Management by Location ◉Easily Structured Campaigns/Ad Groups so Ad Copy Includes Location ◉Build Location-Specific Landing Pages (each campaign can be targeted around one landing page to make for ease of implementation, tracking)
- 17. #thinkppc Live Poll Question #3 What’s your mobile campaign most effective at driving? #thinkppc a) Foot Traffic b) Brand Awareness c) Phone Calls d) I Don’t Know e) I Don’t Have A Mobile Campaign
- 18. #thinkppc Store Considerations Local stores have different needs - settings should match that ◉Consider using day-parting to only advertise during business hours ◉Mobile-preferred ads to get the right message out at the right time ◉Strong mobile experience is key to a high-quality local experience Mobile-friendly landing pages Address & phone number highlighted front & center
- 19. #thinkppc Lead Gen Considerations Different locations have different goals/needs/budgets - settings should match that ◉An example of this: If you offer Associate Degrees in one area compared to Bachelor Degrees in another, sites and Ad Copy can emphasize this per location. ◉Also, take into consideration the benefits of each location. An example: if you’re advertising to gain employee interests, a San Diego ad’s benefits will be completely different than a Minneapolis ad’s benefits. ◉When setting bids and budgets, be sure to know where the need is in each location.
- 20. #thinkppc Goal Measurement How do we know that we’re meeting our goals at the local level? What are those goals? Potential Conversion Points ◉Lead capture ◉Unique coupon download ◉Proxy measurement - “Get Directions” clicks, Map interactions
- 22. #thinkppc Live Poll Question #4 a.) FREE Solutions Blueprint from Hanapin (for accounts spending more than 20K/mo) b.) FREE “Mini-Audit" and analysis of AdWords account health from 3Q Digital (for accounts spending more than $50K/month) c.) Both d.) No Thanks Would you like help with your PPC accounts and management? I’m interested in:
- 24. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Contact us Directly: » Hanapin Feedback: marketing@hanapinmarketing.com 3Q Digital Feedback: hillary@3qdigital.com