1. Compare & Contrast: Ad Program Strategies Geographic Targeting Brad Geddes

2. Overview  What is IP targeting?  Google  Country  DMA  Radius  Custom  MSN  Country  DMA  Yahoo  One country per account  Geo permutation only  Yahoo Local Match  Panama adding Geo targeting (DMA level – or custom – unknown yet)  Keywords  Geo Keyword Permutations

3. PPC Targeting Options  What is IP Targeting?  Specific Geographic Based Campaigns  Targeting: IP address (& other technologies)  Keywords: Non geo keyword (Plumber)  Country & Territory Based Campaigns  Targeting: Country  Keywords: Geo qualified keyword (San Jose Plumber)

4. Google AdWords – Country Targeting  Supports over 200 countries  Supports IP targeting in 27 countries  Country targeting is determined at the campaign level

5. Google AdWords – Country Targeting

6. Google AdWords – Choose Countries

7. Google AdWords – DMA Targeting

8. Google AdWords DMA Ads AdWords GEO Targeted Ads

9. Google AdWords Radius Targeting

10. Google AdWords Custom Targeting

11. Microsoft adCenter – Country Targeting  Supports over 200 countries  Supports IP targeting in 2 countries  Country targeting is determined at the order level

12. Microsoft adCenter Country Targeting

13. Microsoft adCenter DMA Targeting Available in United States & France

14. Yahoo Search Marketing  YSM  Supports 23 countries  No IP targeting  One account per country  Each country may have different editorial considerations

15. Yahoo Search Marketing - Country Targeting

16. Yahoo Search Marketing - Local  YSM Local  Regional targeting  Info based on geo supplied by searcher  Or other data Yahoo has on a searcher  No Geo keywords allowed  Must promote ‘brick and mortar’ or offline-focused service  Can not be used for one time events

17. Yahoo Local Search Marketing  Fill out once per location

18. Yahoo Local Targeting Radius

19. Yahoo Local Results YSM Local Results

20. Yahoo Local Locator Page

21. Yahoo Search Marketing “Project Panama”  Support for IP Targeting  ‘ Where on Earth’ Technology  Geography settings at the campaign level  Country targeting is determined at the account level  What will be the fate of Yahoo Local? Note: As with all pre-launched products – the information may not be accurate. This information is based upon insights from Yahoo employees and the API documentation.

22. Types of Geographic Keywords  State (California)  State Abbreviations (CA)  Cities (San Jose)  Neighborhoods (Lincoln Park)  Zip Codes (60606)  Area Codes (773)  Counties (Orange County)  Airport Codes (SFO)  Regional Lingo (Bay Area)

23. Geo Targeting Comparisons Google AdWords Microsoft adCenter Yahoo Search Marketing YSM - Local Geographic Targeting Campaign Level Order LevelAccount LevelBusiness Level IP TargetingYesYes - DMANo Radius Targeting YesNo Yes Other Geo Targeting YesNo

24. Compare & Contrast: Ad Program Strategies Geographic Targeting Brad Geddes SES San Jose 2006 Archive: http://eWhisper.net