Local PPC Mastery - Jordon Meyer
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Transcript of Local PPC Mastery - Jordon Meyer
JORDON MEYER• Director of Digi tal Market ing @ Globe
Univers i ty• Owner @ Jordon Meyer LLC• Partner @ Granular Consu l t ing
@JORDONMEYER
Local PPC Mastery
Russian Search Marketing
Local PPC
Ad Extensions Click-to-call Location / Directions Maps Ads
Location Extensions vs Location Bidding
Stats and Analysis
SEO Local Techniques
The Goog
Local PPC Basics: 3 Main Options
Locations
Phone #
Map Listing
Local PPC Basics: Location + Phone Extensions
https://support.google.com/adwords/answer/2453991
Local PPC Basics: Mobile CTC
Google Maps Ads: Opt-in Search Partners
Local PPC Basics: Why Do It?
• Common sense usability
improvement
• ~10% CTR Boost
• Take up more ad real estate• Search Network only• Search Network with Display Select• Display Network only
What if I don’t have locations?
Location Extensions vs. Location Targeting
Extension
Targeting
Location Targeting
Location Targeting: Beyond Basics #1
Location Targeting: Beyond Basics #2
Location Targeting: Beyond Basics #3
Location Targeting
Target: All of USA
Target: 50 States
http://jordonmeyer.com/50-states-list-text/
Location Targeting: Bid Adjustments
Location Targeting: Granularity = ROI
Target: All of USA
Target: 33k zips
Location Targeting: US Types (In Google)
Targeting Type CountPostal Code 33,046 City 17,071 County 3,098 Neighborhood 536 Congressional District 436 DMA Region 210 University 169 Airport 168 Municipality 128 State 51 Country 1 https://developers.google.com/adwords/api/docs/appendix/geotargeting
Location Targeting: Refinement
All USA
50 States
State + Radius or
Zip
Zips
We Need To Talk About Your Geo Targeting
Location Targeting: Why?
• ROI• CTR• Hyper-local• Reduce Waste
Location Targeting: Reports & Analysis
Location Targeting: Reports & Analysis
Reports & Analysis: Google Fusion Tables
Reports & Analysis: Free Heat Maps!
Reports & Analysis: Excel
Download & Clean the report
Reports & Analysis: Excel
Conditional Format
Reports & Analysis: Excel
Figure Your Avg Bid Difference = New Bid Mod
Data Viz Tools
Free:Google Fusion Tables*Excel PowerMap
Not Free:TableuEspatialBirst
*That’s what I used.
Thanks!
JORDON MEYER• D i rec to r o f D ig i t a l Marke t ing @ G lobe Un i ve r s i t y• O w n e r @ J o r d o n M e y e r L L C• Pa r t n e r @ G r a n u l a r C o n s u l t i n g
@JORD ONMEYERJordonMeyer. comGranu la rConsu l t ing . com