At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Jordon Meyer presented his slidedeck "Local PPC Mastery."

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. Russian Search Marketing

3. Local PPC
 Ad Extensions
 Click-to-call
 Location / Directions
 Maps Ads
 Location Extensions vs Location Bidding
 Stats and Analysis

4. SEO Local Techniques

5. The Goog

6. Local PPC Basics: 3 Main Options
Locations
Phone #
Map Listing

7. Local PPC Basics: Location + Phone Extensions
https://support.google.com/adwords/answer/2453991

8. Local PPC Basics: Mobile CTC

9. Google Maps Ads: Opt-in Search Partners

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. What if I don’t have locations?

12. Location Extensions vs. Location Targeting
Extension 
Targeting

13. Location Targeting

14. Location Targeting: Beyond Basics #1

15. Location Targeting: Beyond Basics #2

16. Location Targeting: Beyond Basics #3

17. Location Targeting
Target: All of USA Target: 50 States
http://jordonmeyer.com/50-states-list-text/

18. Location Targeting: Bid Adjustments

19. Location Targeting: Granularity = ROI
Target: All of USA Target: 33k zips

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. Location Targeting: Refinement
All USA
50 States
State +
Radius or Zip
Zips

22. We Need To Talk About Your Geo Targeting

23. Location Targeting: Why?
• ROI
• CTR
• Hyper-local
• Reduce Waste

24. Location Targeting: Reports & Analysis

25. Location Targeting: Reports & Analysis

26. Reports & Analysis: Google Fusion Tables

27. Reports & Analysis: Free Heat Maps!

28. Reports & Analysis: Excel
 Download & Clean the report

29. Reports & Analysis: Excel
 Conditional Format

30. Reports & Analysis: Excel
 Figure Your Avg Bid Difference = New Bid Mod

31. Data Viz Tools
Free:
 Google Fusion Tables*
 Excel PowerMap
Not Free:
 Tableu
 Espatial
 Birst
*That’s what I used.

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