PPC Rockstars 7/31/09 

Content TargetingGeo Strategies

 

 

 

Shelley EllisShelleyEllisConsulting.com

Geo Strategies in Content TargetingCampaign Settings - Location Targeting

The easiest method for geo targeting in content and placement targeted campaigns is to use Google’s Location Targeting.

Location Targeting in AdWords Editor will allow you to make general choices regarding location such as country, state, city and metropolitan area.

The AdWords User Interface (UI) gives you more targeting options by allowing you to put in a zip code, address map, custom shape (draw your own map) and with the bulk option, you can set up unusual lists like Canada, Texas and Mexico or Dallas, Chicago and London.

Geo Strategies in Content TargetingTargeting With Enhanced Campaigns

An enhanced online campaign is a placement targeted campaign combined with keywords. You choose the placement you want to target and then keywords are used to micro-target specific pages on that placement.

Example: cpadirectory.com might be my perfect audience but I only want to target people looking for a CPA in Dallas. I would set up a placement targeted campaign targeting cpadirectory.com with an AdGroup for 75201 and more individual AdGroups for other zip codes. I would also set up AdGroups for cities (Dallas), areas of town (UpTown), possibly for my competitor’s names, etc.

Geo Strategies in Content TargetingAdvanced KeyWord Strategies

You can set up any combination of campaigns using keyword themed targeting, enhanced online campaigns and location targeting to reach your audience on the content network.

Example keyword strategies for any type of campaign:• Florist - targets the names of hospitals within their delivery area. • Real estate agent or apartment locator - targets a list of local schools

(actual names of the schools or colleges plus uses keywords like “Dallas elementary school”).

• Local hotel - targets the names of local tourist attractions. • Restaurant - combines dining or restaurant with all the names of the

local neighborhoods (“UpTown restaurant”) • Commercial insurance company - generates a list of keywords based on

all the cities, states and counties they are trying to reach.

Geo Strategies in Content TargetingExtras

1. NEW Local Extensions - http://adwords.blogspot.com/2009/07/location-extensions-new-way-to-run.html *Currently designed for paid search targeting only.

2. (Article) Geo Targeting isn’t just for local businesses anymore - http://searchenginewatch.com/3634503

Thank You!

If you would like to stay up to date on Content and Placement Targeting, you can sign up for Shelley's free newsletter and find out more about her Content Targeting consulting services at ShelleyEllisConsulting.com