Local Savvy In Global Ad Platforms Presented by: Susan Wenograd

Who Am I? 11 years online marketing Agency and in-house experience SEM & Social Advertising, Partner at Five Mill –AdWords –Bing Ads –Facebook Ads

Reaching Customers In Your Desired Area Let’s talk about how to target and get them to you, and the challenges in doing so.

Even With Simple Targeting… Control and anticipation of later needs is important.

Target Wide, But Plan By Adding Segments

Doing So Makes It Easier Later

Side Note: Location Characteristics Aren’t Always Physical

Got a Google Business Page? Link It.

Not There, But Need It There Reaching users outside your geotargeted area who still might need what you offer specifically in your region.

The Definition of “Showing Interest” “People can show interest through terms used in their searches, content that they viewed online, if they were recently in a location, or other methods.” Shady.

Viewing Performance

Viewing Performance Geographic Report –Users in and those interested in your area User Location Report –Users only IN your area Distance –Performance based on how far away they are from your business location (Google My Business)

Interest vs. Physical Location Ew.

Better Bet +Montana Campaign geo’d to outside your target. Exclude your target. Add intended area as a modifier so it’s required in the search.

Like Phone Calls? Call Only Campaigns. (Love ‘em or hate ‘em…) Set up campaigns within a certain radius of your physical location Focus on mobile/immediacy searches. –Tailor ad copy around the urgency

Think Smart About Mobile Immediacy Campaign Type: Call Only Geo: 5 miles around address Keywords: “near me” and town names Results: 44% conversion rate (3% on regular campaign) Cost per Call: $64 ($163 on regular)

Before You Go Crazy and Go Hyper- Local On All the Things… Parts do not equal the whole –Every zip together doesn’t equal the city Especially an issue with mobile targeting

Challenges With Hyper-Local Higher CPCs combined with less volume = disaster FL CPA running nationwide: FL CPA its own Campaign: $130.99

Well, That Sucks. But, one way we have seen better volume…remember this?

Manhattan Zips vs. Borough Zips Only City minus non- serviced zips

If Zips Are a Must, Consider… Some zips are too small to be geotargeted. Use a radius around found zips to help with coverage.

Also: Let’s Not Do the Opposite of Segmenting, Please.

Let’s Recap. Be wary of hyper-segmentation that kills volume Plan for differences in performance between geos When possible, target wide and exclude vs. targeting specific and excluding larger Consider adding a radius around targeted areas for mobile users

Thank You!