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Local PPC Tips and Mastery - Jordon Meyer

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Local PPC Tips and Mastery - Jordon Meyer

PPC presentation that shows how to master Local Pay Per Click marketing with Google AdWords. From basic setup to advanced Microsoft Excel tips, you will be able to take action on improving your local marketing after viewing this presentation. Presented at MNsearch on 5-28-14.

PPC presentation that shows how to master Local Pay Per Click marketing with Google AdWords. From basic setup to advanced Microsoft Excel tips, you will be able to take action on improving your local marketing after viewing this presentation. Presented at MNsearch on 5-28-14.

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Local PPC Tips and Mastery - Jordon Meyer

  1. 1. JORDON MEYER • Director of Digital Marketing @ Globe University • O w n e r @ J o r d o n M e y e r L L C • P a r t n e r @ G r a n u l a r C o n s u l t i n g @J ORDONMEYER Local PPC Mastery
  2. 2. Russian Search Marketing
  3. 3. Local PPC  Ad Extensions  Click-to-call  Location / Directions  Maps Ads  Location Extensions vs Location Bidding  Stats and Analysis
  4. 4. SEO Local Techniques
  5. 5. The Goog
  6. 6. Local PPC Basics: 3 Main Options Locations Phone # Map Listing
  7. 7. Local PPC Basics: Location + Phone Extensions https://support.google.com/adwords/answer/2453991
  8. 8. Local PPC Basics: Mobile CTC
  9. 9. Google Maps Ads: Opt-in Search Partners
  10. 10. Local PPC Basics: Why Do It? • Common sense usability improvement • ~10% CTR Boost • Take up more ad real estate • Search Network only • Search Network with Display Select • Display Network only
  11. 11. What if I don’t have locations?
  12. 12. Location Extensions vs. Location Targeting Extension  Targeting
  13. 13. Location Targeting
  14. 14. Location Targeting: Beyond Basics #1
  15. 15. Location Targeting: Beyond Basics #2
  16. 16. Location Targeting: Beyond Basics #3
  17. 17. Location Targeting Target: All of USA Target: 50 States http://jordonmeyer.com/50-states-list-text/
  18. 18. Location Targeting: Bid Adjustments
  19. 19. Location Targeting: Granularity = ROI Target: All of USA Target: 33k zips
  20. 20. Location Targeting: US Types (In Google) Targeting Type Count Postal Code 33,046 City 17,071 County 3,098 Neighborhood 536 Congressional District 436 DMA Region 210 University 169 Airport 168 Municipality 128 State 51 Country 1 https://developers.google.com/adwords/api/docs/appendix/geotargeting
  21. 21. Location Targeting: Refinement All USA 50 States State + Radius or Zip Zips
  22. 22. We Need To Talk About Your Geo Targeting
  23. 23. Location Targeting: Why? • ROI • CTR • Hyper-local • Reduce Waste
  24. 24. Location Targeting: Reports & Analysis
  25. 25. Location Targeting: Reports & Analysis
  26. 26. Reports & Analysis: Google Fusion Tables
  27. 27. Reports & Analysis: Free Heat Maps!
  28. 28. Reports & Analysis: Excel  Download & Clean the report
  29. 29. Reports & Analysis: Excel  Conditional Format
  30. 30. Reports & Analysis: Excel  Figure Your Avg Bid Difference = New Bid Mod
  31. 31. Data Viz Tools Free:  Google Fusion Tables*  Excel PowerMap Not Free:  Tableu  Espatial  Birst *That’s what I used.
  32. 32. Thanks! JORDON MEYER • D i r e c t o r o f D i g i t a l M a r k e t i n g @ G l o b e U n i v e r s i t y • O w n e r @ J o r d o n M e y e r L L C • P a r t n e r @ G r a n u l a r C o n s u l t i n g @ J O R D O N M E Y E R J o r d o n M e y e r . c o m G r a n u l a r C o n s u l t i n g . c o m

Editor's Notes

  • Mention Google Beta? Whole ad click to call. New C2C pricing coming. $1, CPC, new CPC+
  • Wrote a post in 2009 with a TEXT list of 50 states
  • The reason why you target multiple locations is to adjust your bid based on performance.
  • Zip codes, demographic with income, etc
  • 55,000 targets

    If you’re targeting the US…we need to talk about your geo targeting
  • If you leave here and continue to target ALL US, we need to talk about your geo targeting
  • Take these views and analyze in Excel – sort by conversions, CPC, etc
  • Actionable data is available

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