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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 ...
Russian Search Marketing
Local PPC
 Ad Extensions
 Click-to-call
 Location / Directions
 Maps Ads
 Location Extensions vs Location Bidding
 S...
SEO Local Techniques
The Goog
Local PPC Basics: 3 Main Options
Locations
Phone #
Map Listing
Local PPC Basics: Location + Phone Extensions
https://support.google.com/adwords/answer/2453991
Local PPC Basics: Mobile CTC
Google Maps Ads: Opt-in Search Partners
Local PPC Basics: Why Do It?
• Common sense usability improvement
• ~10% CTR Boost
• Take up more ad real estate
• Search ...
What if I don’t have locations?
Location Extensions vs. Location Targeting
Extension 
Targeting
Location Targeting
Location Targeting: Beyond Basics #1
Location Targeting: Beyond Basics #2
Location Targeting: Beyond Basics #3
Location Targeting
Target: All of USA Target: 50 States
http://jordonmeyer.com/50-states-list-text/
Location Targeting: Bid Adjustments
Location Targeting: Granularity = ROI
Target: All of USA Target: 33k zips
Location Targeting: US Types (In Google)
Targeting Type Count
Postal Code 33,046
City 17,071
County 3,098
Neighborhood 536...
Location Targeting: Refinement
All USA
50 States
State +
Radius or Zip
Zips
We Need To Talk About Your Geo Targeting
Location Targeting: Why?
• ROI
• CTR
• Hyper-local
• Reduce Waste
Location Targeting: Reports & Analysis
Location Targeting: Reports & Analysis
Reports & Analysis: Google Fusion Tables
Reports & Analysis: Free Heat Maps!
Reports & Analysis: Excel
 Download & Clean the report
Reports & Analysis: Excel
 Conditional Format
Reports & Analysis: Excel
 Figure Your Avg Bid Difference = New Bid Mod
Data Viz Tools
Free:
 Google Fusion Tables*
 Excel PowerMap
Not Free:
 Tableu
 Espatial
 Birst
*That’s what I used.
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...
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Local PPC Tips and Mastery - Jordon Meyer

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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

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