Best Practices for Geo-Targeting

07.21.10

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Who We Are

Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.

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Hanny HindiClickable Search Marketing Guru

Max KalehoffClickable Search Marketing Guru & Vice President of Marketing

What is Search Engine Marketing?

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Agenda

Our Goal Today: To discuss the technical details and best practices of location targeting, or “geo-targeting”.

1. How networks determine location.

2. The variety of geo-targeting options.

3. Network-specific concerns.

4. Local campaign best practices.

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What is a Geo-Targeting?

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Geo-Targeting: Geo-targeting allows you to specify where your ads will or won’t be shown, based on the searcher’s location. (SEMPO)

How Networks Determine Location

Level 1: Profile Data

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How Networks Determine LocationLevel 2: I.P. Address

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How Networks Determine Location

Level 3: Domain

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How Networks Determine Location

Level 4: Query Terms

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hotels in tokyo

movie tickets in chicago

french restaurants in

madison

malls in Germany

museums in miami

How Networks Determine Location

Summary: A few examples, with the official, network-determined location:

A logged in user in Berlin searches for “hotels”: their location is their “default location” in Google (or Yahoo!/Bing) maps.

A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.

The user in Berlin searches for “hotels” using google.fr.: their location is France.

The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.

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Geo-Targeting Options

Standard Locations: continents, countries, regions, states, cities and “DMA’s”

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Geo-Targeting Options

Excluded Locations: standard locations that are deliberately excluded from your campaigns.

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Geo-Targeting Options

Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.

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Geo-Targeting Options

Polygon Targets: An area defined by a series of points on a map.

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Network-Specific OptionsGoogle AdWords

The most extensive targeting options, but, you’re limited to campaign-level targets only.

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Network-Specific OptionsMicrosoft adCenter (Bing)

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Network-Specific OptionsFacebook Ads

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Local Campaigns: Best PracticesDMAs are larger than you think

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Local Campaigns: Best PracticesCities are smaller than you think

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Local Campaigns: Best PracticesExpand the size of your targets

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IP Locatorsays I’m here.

But I’m actuallydown here.

Local Campaigns: Best PracticesUse a combination of “Geo-Modified” and “Geo-Targeted” campaigns

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movie tickets in chicago

Local Campaigns: Best PracticesCreate separate campaigns for each target

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(from SEMSunday)

Local Campaigns: Best PracticesDistribute spend based on performance.

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Using Clickable Pro to Simplify SEM

Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.

• Manage all of your campaigns, across all search networks, in a single, intuitive interface.

• Take action based on recommendations generated by Clickable’s ActEngine (for everything from best practices to bids and budgets).

• Create white-label, customized reports.

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How to Sign Up for Clickable

Simply go to www.clickable.com/signup and try the product free for 15 days.

If you want more support getting started with search marketing, consider Clickable

Assist, our fully-managed solution:

www.clickable.com/assist

Or email us: editor@clickable.com

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