Location Targeting: The Benefits Of Thoughtful Segmentation By Kevin Fleming Jr

#SMX #31B3 @KevinFlemingJr

Location Targeting

The Benefits of Thoughtful Segmentation


Started in marketing analytics before moving to search Managed accounts within telecommunications and insurance industries University of Virginia graduate

KEVIN FLEMING Digital Marketing Associate

@kevinflemingjr


Founded in 2000, now has 3,000+ employees, voted among Charlotte’s best places to work for 8 years running Technology-enabled platform for launching and growing sales & marketing businesses Partnered with large corporations across telecommunications, finance, insurance, energy, and other industries


Location Targeting: Overview

Data Trends and Settings Driving Performance

AGENDA


o  Right audience + right messaging = Better ROI

o  Geographic performance differences impact your bottom line

o  Competition, product preference, conversion rates, etc.

o  Harness the power of locations by optimizing their treatment

IN REAL ESTATE AND PPC: Location! Location! Location!



HARNESS THE POWER OF LOCATIONS


Not so good.. Good!


PICKING THE RIGHT LEVEL

Country

State / Region

DMA / County

City

Zip Code

Radius / Other

BITE OFF WHAT YOU CAN CHEW!


“Group geographies with similar characteristics together to help find the right balance of customization vs. simplicity #locationprotip”


o  Insurance company writing policies in a limited number of states o  Treat large metropolitan areas differently for better results

o  Ecommerce retailer selling luxury items o  University locations may not be strong converters

BEYOND BASIC ACCOUNT STRUCTURE Location Targeting: Overview

“Set up your geographic structure to drive towards your KPIs and be ready to test and evolve it #locationprotip”


Data Trends and Settings


54% 61%

72%

50%

55%

60%

65%

70%

75%

2014 2015 1st Half 2016

LevelofMostSpecificUserLocation:Google2014-2016

ZipCode

*A pool of 330MM impressions over a period of 2.5 years from clients advertising across the country

MOST SPECIFIC LOCATION - GOOGLE


“Google can track over 70% of impressions to the zip code level, a 33% improvement since 2014 #locationprotip”


3.2% 4.7% 4.4%

21.9%

65.8%

0.3% 0.4% 2.5%

18.8%

78.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Country State County/DMA/Other City Zip Code

GeoLevelofMostSpecificLocationbyDeviceMobile Desktop

*2016 YTD pulled from a pool of 50MM Impressions from the same dataset

LOCATION TRACKING BY DEVICE


“On mobile devices, ~8% of impressions may only be tracked to the state or country level #locationprotip”


Uni

ted

Stat

es

All

50 S

tate

s



UNSPECIFIED CAMPAIGNS

Target United States Negative all the states Gauge “unspecified” performance

Optimize treatment


“Set up unspecified campaigns to avoid missing out on potential impressions #locationprotip #nomorelostimpressions”


o  People in, searching for, or who show interest in your targeted location

o  (Google and Bing recommended)

o  People in your targeted location

o  People searching for, or who show interest in your targeted location

ADVANCED LOCATION OPTIONS Data Trends and Settings


*Based on 500k impressions in campaigns targeted at the Nashville DMA in 2016

HOW CAN THIS SETTING IMPACT PERFORMANCE?

Area % Impressions % Clicks % Cost

TN + KY 92.3% 96.2% 95.6%

Outside of Either State 7.7% 3.8% 4.4%

CTR -51% CPC

+17% 4.4%

Of total spend

Performance outside of TN + KY


“Over 4% of your spend could be wasted on searches outside your target locations #locationprotip”


Telecommunications Partner

People Searching for or Interested In

ADVANCED LOCATION OPTIONS: TEST

CTR -7%

CPC +5%

Conversion Rate -24%

CPA +38%


Delta vs. Physical Location

o  Split out campaigns into physical location only and location of interest only


Driving Performance

How to leverage geographic differences to optimize your account


NON-BRAND BIDDING BY GEO CONVERSION RATES

o  Substantial gains possible even without sophisticated technology or third party tools

o  Geographic bid multipliers based on conversion rates by city

o  Hold spend level by keeping average auction bid the same

+20%

Click Conversion -24%

CPA

Driving Performance

“Location bid modifiers can drive conversion lifts and boost revenue without increasing spend #locationprotip #modificent”


AD MESSAGING CUSTOMIZATION BY GEO

+6% Visit

Conversion +5% CTR

NYCSkylineLandingPage

+17% Revenue

Driving Performance

“Customize ad copy, extensions, and landing pages within a geography to drive meaningful lifts #locationprotip #geomizeit”


GEOGRAPHIC PRODUCT PREFERENCE o  Higher % of customers buying lower value internet only product in California

o  Focused both ad copy and landing page on internet only o  Previously advertising higher value TV-included packages

+4.5% CTR

+20% Click conversion

+15% ROAS

Driving Performance

“Look at your data to understand customer intent by geography and tailor your messaging towards those preferences #locationprotip”


LEVERAGING EXTERNAL DATASETS o  Use other channels and datasets to help create geographic segments

o  Paid Social, Google’s Household Income, Census, Demographics, Client Data, etc.

o  Split out potential high value geographic segments o  Measure performance o  Target with right offer/product

Control Geographic

Segment

High Value Geo Segment

+40% CTR lift

+36% Revenue lift

+33% Conversions per impression

High Value Geo Segment + Tailored Offer

+26% CTR lift

+17% Revenue lift

+21% Conversions per impression

Driving Performance

“Leverage demographic data to find high value geographic segments and then test out custom treatment #locationprotip”


Connect with the right audience by carefully

choosing your geographic structure

KEY TAKEAWAYS

Bid differently based on geographic performance

Set up unspecified campaigns

and test your advanced location options

Tailor ad copy, extensions and landing page by location


Thank You!

[email protected]

Location Targeting: The Benefits Of Thoughtful Segmentation By Kevin Fleming Jr

Marketing

Transcript of Location Targeting: The Benefits Of Thoughtful Segmentation By Kevin Fleming Jr