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Local Savvy In Global Ad Platforms

Presented by:Susan Wenograd

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Who Am I?• 11 years online marketing• Agency and in-house experience• SEM & Social Advertising, Partner at Five Mill

– AdWords– Bing Ads– Facebook Ads

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Reaching Customers In Your Desired Area

Let’s talk about how to target and get them to you, and the challenges in doing so.

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Even With Simple Targeting…

Control and anticipation of later needs is important.

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Target Wide, But Plan By Adding Segments

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Doing So Makes It Easier Later

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Side Note: Location Characteristics Aren’t Always Physical

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Got a Google Business Page? Link It.

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Not There, But Need It There• Reaching users outside your geotargeted area

who still might need what you offer specifically in your region.

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The Definition of “Showing Interest”“People can show interest through terms used in their searches, content that they viewed online, if they were recently in a location, or other methods.”

Shady.

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Viewing Performance

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Viewing Performance• Geographic Report

– Users in and those interested in your area• User Location Report

– Users only IN your area• Distance

– Performance based on how far away they are from your business location (Google My Business)

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Interest vs. Physical Location

Ew.

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Better Bet

+Montana

• Campaign geo’d to outside your target.

• Exclude your target.• Add intended area as

a modifier so it’s required in the search.

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Like Phone Calls?• Call Only Campaigns. (Love ‘em or hate

‘em…)• Set up campaigns within a certain radius of

your physical location• Focus on mobile/immediacy searches.

– Tailor ad copy around the urgency

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Think Smart About Mobile Immediacy

Campaign Type: Call Only

Geo: 5 miles around address

Keywords: “near me” and town namesResults: 44% conversion rate (3% on regular campaign)

Cost per Call: $64 ($163 on regular)

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Before You Go Crazy and Go Hyper-Local On All the Things…

• Parts do not equal the whole– Every zip together doesn’t equal the city

• Especially an issue with mobile targeting

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Challenges With Hyper-LocalHigher CPCs combined with less volume = disaster

FL CPA running nationwide:

FL CPA its own Campaign: $130.99

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Well, That Sucks.But, one way we have seen better volume…remember this?

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Manhattan Zips vs. Borough

Zips Only

Zips Only

City minus non-serviced zips

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If Zips Are a Must, Consider…

Some zips are too small to be geotargeted. Use a radius around found zips to help with coverage.

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Also: Let’s Not Do the Opposite of Segmenting, Please.

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Let’s Recap.• Be wary of hyper-segmentation that kills volume• Plan for differences in performance between geos• When possible, target wide and exclude vs. targeting specific and

excluding larger• Consider adding a radius around targeted areas for mobile users

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Thank You!Susan.wenograd@fivemill.com

Twitter: @SusanEDub