@hoffman8 #heroconf Amy Bishop Sr. Manager: Audits, Outbound, Training | Clix Where Are They? Leveraging Geography for PPC Success

@hoffman8 #heroconf Agenda  When to Localize/Regionalize Campaigns  Why Getting It Right Matters  Useful Settings  Analyzing Performance By Geography  Making Optimizations Over Time

@hoffman8 #heroconf Getting Started

@hoffman8 #heroconf 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?

@hoffman8 #heroconf Why Localize?  Control Messaging  Ads  Landing Pages  Control Costs  Maximize Volume  Get the Most Out of Other Settings

@hoffman8 #heroconf When Not to Localize Campaigns  Low Search Volume  Low Budgets That Wouldn’t be Adequately Served Even With Shared Budget Features  Opportunities:  Regionalize Campaigns  Target localized areas within a broader scoped campaign  Optimize your broader scope national campaign for geography, as best as possible

@hoffman8 #heroconf Helpful Settings  Bid Modifiers  Location Groups  Income Targeting  Places of Interest  My Locations  Bulk Locations  In vs. Searching For

@hoffman8 #heroconf Income Targeting  Based Upon US Census Data  Income Targets Available  Top 10%  11-20%  21-30%  31-40%  Lower 50%

@hoffman8 #heroconf Setting Up Mass Geo- Targets

@hoffman8 #heroconf My Locations Quickly add a radius around each of your locations using the location groups feature.

@hoffman8 #heroconf Uploading Bulk Locations

@hoffman8 #heroconf In vs. Searching For  Google  In  In or Searching For  Searching For  Bing:  In  In or Searching For  Searching For  Facebook  In (Anyone)  Resident  Traveler  Recent Visitors (could be resident or traveler)

@hoffman8 #heroconf Analyzing Performance & Making Optimizations

@hoffman8 #heroconf Reports  Geographic Report  User Location Report  Distance Report

@hoffman8 #heroconf 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.

@hoffman8 #heroconf 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.

@hoffman8 #heroconf 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.

@hoffman8 #heroconf 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.

Physical Location vs. Location of Interest Pivot the Geographic report to determine if your advanced location settings are helping or hurting

Zeroing in on Location of Interest Looking closer at campaign 3, nothing looks out of the ordinary…

Zeroing in on Location of Interest Filtering for ‘location of interest’ shows that Philadelphia presents challenges.

Zeroing in on Location of Interest Volume Or Return ?

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.

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.

@hoffman8 #heroconf Find Your Outliers Which one of these is not like the others?

@hoffman8 #heroconf Find Your Outliers Create a pivot to determine which geographies perform better or worse than the average.  Add Modifiers  Add Exclusions  Potentially create new campaigns

@hoffman8 #heroconf Case Study Before: After:

@hoffman8 #heroconf User Locations

@hoffman8 #heroconf User Locations Add a slicer to determine locations to exclude.

@hoffman8 #heroconf Optimization Recap  Review geographic data to determine:  Setting Adjustments  Bid Modifier Adjustments  When & Where to Separate Out Campaigns

@hoffman8 #heroconf Identify Opportunities

@hoffman8 #heroconf User Locations

@hoffman8 #heroconf Spot Your Outliers Consider Targeting New Geographies Outside of Your Geotargets, Using Geo-Modified Terms.

@hoffman8 #heroconf The Distance Report  Review performance by radius  Determine opportunities to tighten or expand location targeting  Implement hyper-local bid modifiers

@hoffman8 #heroconf In Conclusion  Consider Geographic Implications at Set-Up  Make the Most of Available Settings  Analyze the Available Reports  Make Optimizations  Rinse & Repeat

@hoffman8 #heroconf