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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 @ G r a n u l a r C o n s u l t i n g
@J ORDONMEYER
Local PPC Mastery
Russian Search Marketing
Local PPC
 Ad Extensions
 Click-to-call
 Location / Directions
 Maps Ads
 Location Extensions vs Location Bidding
 Stats and Analysis
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 Network only
• Search Network with Display Select
• Display Network only
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
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
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 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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Local PPC Tips and Mastery - Jordon Meyer

Editor's Notes

  1. Mention Google Beta? Whole ad click to call. New C2C pricing coming. $1, CPC, new CPC+
  2. Wrote a post in 2009 with a TEXT list of 50 states
  3. The reason why you target multiple locations is to adjust your bid based on performance.
  4. Zip codes, demographic with income, etc
  5. 55,000 targets If you’re targeting the US…we need to talk about your geo targeting
  6. If you leave here and continue to target ALL US, we need to talk about your geo targeting
  7. Take these views and analyze in Excel – sort by conversions, CPC, etc
  8. Actionable data is available