TIPS TO IMPROVE

PAID SEARCH

GEO-TARGETING

#

Kevin Lee

Did-It

@Kevin_Lee_QED

#SMX #11D

October 1, 2013

#

@Kevin_Lee_QED

“Flavors” of GeoTargeting

Geotargeting comes in many flavors:

• Mobile vs Desktop/Laptop/Tablet, Mobile

geo-intent is different than stationary

• Stated Geographical Intent (NY plumber)

• Imputed Geographical Intent (plumber)

• Different SERPS (Maps, Textual, Hybrid)

• Geo goes beyond targeting into experience

@Kevin_Lee_QED

Ad units make it easier to talk to your largest

profitable segments differently, and optimally:

1. Separate ads by geography

2. Promotional language, offers

3. Different landing pages

4. Don’t rely on Ad Extensions

Enhanced campaign bidding…

Geo is better with optimal ads

@Kevin_Lee_QED

How GeoTargeting Works

Most Search geography is not Lat-Long

The SERP could improve if a search query

included your latitude & longitude (which your

phone usually knows)

• Privacy issues

But it is moving in that direction, with permission

and transparency.

@Kevin_Lee_QED

Limitations of GeoTargeting

Precision does not indicate accuracy

The management interfaces at Google, Bing,

Facebook, etc. provide an illusion of accuracy

in geotargeting.

Truth is that geotargeting just increases odds of

the person being where you want them to be.

@Kevin_Lee_QED

Geo as “Big Data” better results

We love data that:

• Predicts conversion rate

• Predicts average order

• Predicts lead quality

• Suggests personalization

• Predicts Lifetime Value

• Predicts influencers (social media or offline)

• What other KPIs would you like to predict?

@Kevin_Lee_QED

Look Familiar?

US presidential election made it clear. Not all

geographies share the same demographic.

@Kevin_Lee_QED

Geographies

Beverly Hills vs. West Hollywood?

• Upper East Side of Manhattan vs. East

Harlem

• New Haven (by zip code)

• Think about where you live

• Business density and type?

@Kevin_Lee_QED

The Power of Audience

Keywords tell you very little about audience

Geography predicts demographic and

psychographic audience segments:

• Conversion rate

• Income

• Wealth

• Weight / BMI

• Age

• and dozens more

@Kevin_Lee_QED

Audience

Audience

Audience

My current mantra

"Courtesy of Special Collections, University of Houston Libraries

@Kevin_Lee_QED

What's your Avg. Position?

For your non-branded keywords what is your

average position?

@Kevin_Lee_QED

Conversion & Profit Lift Deliver Leverage

Conversion (and more profitable conversions)

deliver leverage.

Conversion/Profit =Leverage

Benefit of Leverage manifests itself as an increase

in reserve bid price (may not be fully needed).

Better Audience Delivers Bid

Leverage! Big Data delivers audience

@Kevin_Lee_QED

Going after the wrong-long-tail

There are more powerful tails than the

keyword long tail.

Failure to consider audience.

A very common mistake

@Kevin_Lee_QED

Geo Bid Boost: How It Works

AdWords

$$$$$

$$$

$

$

• Determine Geo Bid Multipler for AdWords

account

• Selected keywords that are important enough to

boost

Demographic MAP Data

Interfaces with AdWords account

@Kevin_Lee_QED

Map Based Bid Boosts: How It Works

AdWords

$$$$$

$$

$

• Customized map applied to selected keywords

• New geo structures built and keywords either

campaign replicated into the Google AdWords

account or Bid Boost in the master account by geo

modifier

Custom map applied

Maps data sync

Keywords selected Geo campaigns created

@Kevin_Lee_QED

Typical online campaign runs nationally

Geo Boost: How It Works

@Kevin_Lee_QED

Geo Boost: How It Works

Ex: A Map campaign targets many geo regions

Hundreds to thousands.

@Kevin_Lee_QED

Geo Maps: How It Works

Maps can be built to suit

many needs

• Demographics

• Household Income

• Shopping cart size

• Conversion rate

• Family size

• Wealth

• Client specific goals

@Kevin_Lee_QED

Didit Maps: How It Works

Maps can be built to different

geographic sizes

• State (Region)

• DMA (Metro)

• City

• Zip Code*

@Kevin_Lee_QED

A Retailer Conversion Map

*Based on data previously tracked by Didit 2010-2011

Conversion Rate by DMA

Hot conversion region

Cold conversion region

@Kevin_Lee_QED

Didit Maps: Household Income by DMA

For demonstration purposes only

Hot HHI region

Cold HHI region

@Kevin_Lee_QED

Didit Maps: Wealth by DMA

For demonstration purposes only

Hot Wealth region

Cold Wealth region

@Kevin_Lee_QED

Geography: Other Attributes

Demographics, Political donation levels by party

Psychographics

Personas

Real Estate values

InfoScan, Magazine readership, Internet access

speeds

Apple / Mac / iPad penetration

Use your imagination

@Kevin_Lee_QED

Geo Segemts - Benefits For Advertisers

• Weed out unqualified traffic (non-profitable

clicks)

• Bid on keywords in areas that are more likely to

buy

• Customize campaigns that appeal to people in

a specific geographical area

• Improve ROI performance and VOLUME on top

funnel/non-brand keywords

• Resuscitate a stale campaign

@Kevin_Lee_QED

Conclusion

• Take a fresh look at Geo

• Evaluate partnerships and Geo expertise

kevin@didit.com.

$200 adCenter coupon in my recent books *

* new US advertisers only

http://www.slideshare.net/SearchMarketingExpo

#

see more presentations at:

#