HeroConf 2015: Leveraging Geography for PPC Success

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

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

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Getting Started

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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?

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

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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

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

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

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Setting Up Mass Geo-Targets

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

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Uploading Bulk Locations

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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)

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Analyzing Performance & Making Optimizations

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Reports
 Geographic Report
 User Location Report
 Distance Report

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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 Shows
The Performance of Your Geo-
Targeted Locations, Whether
Your Visitors Are In or Have
Shown Interest In Said Locations.

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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 volumeis more important:
You could create a separate campaign just for Philadelphia
and target only people that are physically in Philadelphia.

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Find Your Outliers
Which one of these is not like the others?

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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

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Case Study
Before:
After:

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User Locations

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User Locations
Add a slicer to determine locations to exclude.

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

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Identify Opportunities
They Just Ordered Another Thousand Penny Blossoms!

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

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

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

@hoffman8
#heroconf
Questions?
amy@clixmarketing.com
@hoffman8
www.ClixMarketing.com

HeroConf 2015: Leveraging Geography for PPC Success

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