Quick Tips To Take Your Geo-Targeting To The Next Level

Will Larcom– Account Manager at Hanapin

Marketing

– PPC Hero Blogger– @Will_Larcom– Spirit Animal: Husky

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A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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AGENDA

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1. Basic round up2. Pulling Reports3. Identifying Opportunity4. Micro-targeting5. Geo-Targeting Meets Seasonality

Basic Round Up

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Step-By-Step – Creating an SQR Pivot Table

Why Do We Geo-Target?• Goal: Show Ads only where there is value• Geographic limitations• Higher value locations• Market differences• Legal restrictions• Efficiency

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Step-By-Step – Creating an SQR Pivot Table

How To Geo-Target1. Settings tab locations2. +Locations3. Select which areas to target

• Countries• State/province• Designated Market

Area• County• City • Zip Code

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How To Geo-Target

4. Advanced targeting options5. Bid adjustments

Pulling the report

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Step-By-Step – Creating an SQR Pivot Table

How To Pull ReportsOption A:

1. Locations targeting tab2. Choose your view

1. What triggered your ad vs where your users were

3. Segment to the needed level

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Step-By-Step – Creating an SQR Pivot Table

How To Pull ReportsOption B:

1. Dimensions tab2. View: Geographic3. Update columns for your KPIs

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Step-By-Step – Creating an SQR Pivot Table

Making Sense Of The Data1. Pull the proper report

1. Go by campaign or use filters to zero in on specific category2. Pivot and sort 3. Assess opportunities both positive and negative

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Step-By-Step – Creating an SQR Pivot Table

From Data To Action• Bid Modifiers• Adjust bids +/- based on your

KPI• CPA, ROAS, CTR, etc

• Formula based approach• Implement in interface

settings or editor• Revisit frequently

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Step-By-Step – Creating an SQR Pivot Table

Get Granular• Breakout campaigns on a Geo-Level• Rule of thumb

• Budget Remaining: Bid up based on data• Budget Constrained: Geo-specific

campaigns, and negative modifiers

Micro-Targeting

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Step-By-Step – Creating an SQR Pivot Table

What is Micro-Targeting?• Specific location based targeting for

services that receive a boost from local traffic

• Ex: transportation, education, rehabilitation, health/medicine, brick and mortar.

• Tip: Go beyond city/zip targeting with layered radius targeting

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Step-By-Step – Creating an SQR Pivot Table

What Benefits Does This Offer?

• Extends reach with lowered risk• Provides reporting information on

distance from origin• Continue to zero in on surrounding

locales• Opportunity to micro-message

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Step-By-Step – Creating an SQR Pivot Table

Bonus: Remarketing1. Create Geo-Targeted Remarketing Campaign2. Use Google Analytics to make remarketing lists for your Geo-

Campaigns3. Double down on your double down

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Step-By-Step – Creating an SQR Pivot Table

Seasonality by Geo• Problem: Efficiency / volume fluctuate across targeted locations• Complication: Certain locations always perform better• Example: retailer, travel, tourism, etc

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Step-By-Step – Creating an SQR Pivot Table

Seasonality by Geo• Solution: Weighted Location Report• Equally weights last X months of data with YoY data of upcoming month

Key Takeaways

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Step-By-Step – Creating an SQR Pivot Table

Key Points• Opt in vs. opt out targeting• Pull report relevant to your KPIs• Bid modifiers• Revisit frequently• Separate out efficiencies• Micro-target• Adjust for seasonality

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Other webinars & content• [Whitepaper] Google Adwords Geo Ad Custom

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