Improving Your Geographic Targeting Tactics on Goolge & Bing - Sam Owen at SMX East
50
Improving Your Geographic Targeting Tactics on Google & Bing What We’ve Learned About Geo- Bidding Since Enhanced Campaigns
-
Upload
hanapin-marketing -
Category
Technology
-
view
359 -
download
0
description
A dive into the practical impacts of Google AdWords Enhanced Campaigns on Geo-Bidding. This presentation looks into how techniques and strategies have evolved and gives some tips and tricks for effective Geo-Targeting.
Transcript of Improving Your Geographic Targeting Tactics on Goolge & Bing - Sam Owen at SMX East
Improving Your Geographic Targeting Tactics on Google & BingWhat We’ve Learned About Geo-Bidding Since Enhanced Campaigns
A Little About Me
• CRO & PPC Account Manager at Hanapin Marketing
• PPC Hero Blog Writer• Lived in UK, Germany and USA
@SamOwenPPC
Key Questions
What’s changed since Google launched Enhanced Campaigns?What does an “ideal” account look like now?When should your campaigns be separated by geography?How much benefit do we gain from separating campaigns out?
Straw Poll:
How many of you use separate campaigns for geographic reasons?
Back in the day…
• Sample content goes right here– Point 1– Point 2
The Pre-Enhanced Campaigns world was indeed a crazy place
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 - Desktop
Search Campaign 2 - Desktop
Search Campaign 3 - Desktop
Display Campaign 1- Desktop
Search Campaign 1 - Mobile
Search Campaign 2 - Mobile
Search Campaign 3 - Mobile
Display Campaign 1 - Mobile
Search Campaign 1 - Tablet
Search Campaign 2 - Tablet
Search Campaign 3 - Tablet
Display Campaign 1 - Tablet
Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1 – Desktop – CA
Search Campaign 2 – Desktop – CA
Search Campaign 3 – Desktop – CA
Display Campaign 1- Desktop – CA
Search Campaign 1 – Mobile – CA
Search Campaign 2 – Mobile – CA
Search Campaign 3 – Mobile – CA
Display Campaign 1 – Mobile – CA
Search Campaign 1 – Tablet – CA
Search Campaign 2 – Tablet – CA
Search Campaign 3 – Tablet – CA
Display Campaign 1 – Tablet – CA
Search Campaign 1 – Desktop – FL
Search Campaign 1 – Mobile – FL
Search Campaign 1 – Tablet – FL
Search Campaign 2 – Desktop – FL
Search Campaign 2 – Mobile – FL
Search Campaign 2 – Tablet – FL
Search Campaign 3 – Desktop – FL
Search Campaign 3 – Mobile – FL
Search Campaign 3 – Tablet – FL
Display Campaign 1- Desktop – FL
Display Campaign 1 – Mobile – FL
Display Campaign 1 – Tablet – FL
You, before Enhanced Campaigns
4 Campaigns3 Segments (Computers, Mobile, Tablet)50 States
600 Campaigns!
Problems
Not enough dataHard to manage accounts
Post-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
No functionality removedSimplified structure
Post-Enhanced Campaigns
{Your Account}
Search Campaign 1 Search Campaign 2 Search Campaign 3 Display Campaign 1
Search Campaign 1 - NYC
Separate Optimized Bids For Device / Location Within One Account
Geo-Campaigns Possible Still Where Strategy Dictates
When should I separate my campaigns?
Pre-Enhanced Campaigns:Any time you need a separate bidWhen you want to show a separate, location-specific ad or landing page
Separate Campaigns?
Post-Enhanced Campaigns:Any time you need a separate bidWhen you want to show a separate, location-specific ad or landing page
Separate Campaigns?
Optimizing Without Geo-Segmented Campaigns…
Calculating Your Geo Bids
PIVOT TABLEPIVOT TABLE
Calculating Your Geo Bids
Calculating Your Geo Bids
Are You Including Brand Traffic?Which Campaigns Are You Looking At?
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculating Your Geo Bids
Calculated Fields:Average Order ValueReturn On Ad SpendClick-Through RateCost Per Conversion (CPA)Conversion RateCost Per ClickAverage Position
Calculating Your Geo Bids
Sort
Calculating Your Geo Bids
Calculating Your Geo Bids
=( “Goal CPA” / CPA )– 1
Calculating Your Geo Bids
Cap Change Limits – Experiment With Max 25% per Time
Calculating Your Geo Bids
Decide On Goal:Cut CPA? Increase Conversions?
Calculating Your Geo Bids
Project Impact
Changing Your Geo Bids
Changing Your Geo Bids
CPA 3% Higher25% More Conversions
Calculating Your Geo Bids
Create a list in AdWords Editor of 50 states + Washington DC
Much Easier To Copy & Paste
Use enough dataSegment as neededBlanket bid impact – keep a close eye on your data
Caveats
Wrench in the works time!
Your Geo-Optimizations
Google Conversion Optimizer
What about accuracy?
Optimizing With Geo-Segmented Campaigns…
Case Study
Hotel Resort Client
Goal – Increase Room Bookings
Different Products for Local vs. National Customers
Campaign For Each StrategyHotel Resort
Hotel Stays - National Spa Trips - Local Golf - Local Same Day Golf–
Local - Display
Golf & Hotel- National - DisplayHotel Stays - Local
Post-EC
Hotel Resort
Hotel Stays - National
Which Cities/States Have High Average Booking Values?
Golf & Hotel- National - Display
Post-EC
Richest Neighborhood in the US
Post-EC
Target Entire USExclude Local MarketsIncrease Bids On Specific High-Value Markets
Impact?
Beat Previous Year’s Bookings By 14%Beat 11 Year Average By 31%
Enhanced Campaigns Are Good?!
Results?
What About Accounts Where Location Isn’t Important?
Location Specific Ads
Should You Always Geo-Segment?
vs.2.99% CTR 3.25% CTR
Location Specific Landing Pages
5.6% C/R = Location Specific5.5% C/R = Regular Landing Page
Should You Always Geo-Segment?
National vs. International Level
Call Center – Diff. Number / Hours?Product Differences – Free Shipping, Taxes?
Final Thoughts
Get The DataThink About TargetingSeparate Campaigns?
