Clix Where Are They Leveraging Geography for PPC Success Agenda When to LocalizeRegionalize Campaigns Why Getting It Right Matters Useful Settings Analyzing Performance By Geography ID: 755660
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Slide1
Amy Bishop | @hoffman8
Sr. Manager: Audits, Outbound, Training | Clix
Where Are They? Leveraging Geography for PPC SuccessSlide2
Agenda
When to Localize/Regionalize Campaigns Why Getting It Right Matters Useful Settings Analyzing Performance By Geography
Making Optimizations Over TimeSlide3
Getting StartedSlide4
Choosing the Right Set-Up
Do You Have Local Brick and Mortar Stores?Do You Target Multiple Countries?Are Your Products Seasonal? Do You Do Business In Geographies with Varying Climates?Does Your Demand Skew In Different Regions?Are Your Income Targets Highly Specific?Do Regulations for The Product/Service Vary in Different Areas?Do Promos or Shipping Regulations Vary?Do You Operate Across Time Zones With Fixed Hours of Operation? Slide5
Why Localize?
Control MessagingAdsLanding Pages Control Costs Maximize Volume
Get the Most Out of Other SettingsSlide6
When Not to Localize Campaigns
Low Search Volume Low Budgets That Wouldn’t be Adequately Served Even With Shared Budget Features Opportunities:Regionalize CampaignsTarget localized areas within a broader scoped campaign
Optimize your broader scope national campaign for geography, as best as possibleSlide7
Helpful Settings
Bid Modifiers Location GroupsIncome TargetingPlaces of InterestMy Locations Bulk Locations
In vs. Searching ForSlide8
Income Targeting
Based Upon US Census Data Income Targets Available Top 10% 11-20% 21-30%
31-40% Lower 50%Slide9
Setting Up Mass Geo-TargetsSlide10
My LocationsQuickly add a radius around each of your locations using the location groups feature. Slide11
Uploading Bulk LocationsSlide12
In vs. Searching For
GoogleInIn or Searching ForSearching For Bing:In
In or Searching ForSearching For
Facebook
In (Anyone)
Resident
Traveler
Recent Visitors (could be resident or traveler)Slide13
Analyzing Performance & Making Optimizations
Mmm
.. Yeah, I’m going to need those reports ASAP…Slide14
Reports
Geographic Report User Location Report Distance ReportSlide15
User Location vs. Geographic Report
The Geographic Report
The
Geographic Report Shows
The Performance of Your Geo-Targeted Locations, Whether Your
Visitors Are
In or
Have Shown Interest
In Said Locations.
The User Location Report
The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.Slide16
User Location vs. Geographic Report
The User Location Report
The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.
The Geographic Report
The Geographic Report Shows The Performance of Your Geo-Targeted Locations, Whether Your Visitors Are In or Have Shown Interest In Said Locations.Slide17
User Location vs. Geographic Report
The Geographic Report
The
Geographic Report Shows
The Performance of Your Geo-Targeted Locations, Whether Your
Visitors Are
In or
Have Shown Interest
In Said Locations.
The User Location Report
The User Location Report Details the Actual Location of Searchers That Have Clicked Your Ad, Regardless of Whether They Have Shown Interest in A Different Location.Slide18
The Geographic Report
Pivot data with a slicer to quickly spot where you’ve been spending money that isn’t generating conversions and add location exclusions as necessary. Slide19
Physical Location vs. Location of Interest
Pivot the Geographic report to determine if your advanced location settings are helping or hurtingSlide20
Zeroing in on Location of Interest
Looking closer at campaign 3, nothing looks out of the ordinary… Slide21
Zeroing in on Location of Interest
Filtering for ‘location of interest’ shows that Philadelphia presents challenges. Slide22
Zeroing in on Location of Interest
Volume
Or
Return
?Slide23
Zeroing in on Location of Interest
If
return
is more important:
Adding a negative modifier might make CPA more tolerable, although it would likely also impact lead volume. Slide24
Zeroing in on Location of Interest
If
volume
is more important:
You could create a separate campaign just for Philadelphia and target only people that are physically in Philadelphia. Slide25
Find Your Outliers
Which one of these is not like the others?Slide26
Find Your Outliers
Create a pivot to determine which geographies perform better or worse than the average. Add Modifiers Add Exclusions Potentially create new campaignsSlide27
Case Study
Before:After:Slide28
User LocationsSlide29
User Locations
Add a slicer to determine locations to exclude.Slide30
Optimization Recap
Review geographic data to determine: Setting Adjustments Bid Modifier Adjustments When & Where to Separate Out CampaignsSlide31
Identify Opportunities
They Just Ordered Another Thousand Penny Blossoms!Slide32
User LocationsSlide33
Spot Your Outliers
Consider Targeting New Geographies Outside of Your Geotargets, Using Geo-Modified Terms.Slide34
The Distance Report
Review performance by radius Determine opportunities to tighten or expand location targeting Implement hyper-local bid modifiersSlide35
In Conclusion
Consider Geographic Implications at Set-Up Make the Most of Available Settings Analyze the Available Reports Make Optimizations Rinse & RepeatSlide36
Questions?
amy@clixmarketing.com@hoffman8www.ClixMarketing.com