better results. less money - the power of location marketing

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Better Results, Less Money: The Power of Location Marketing

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Your Presenters• Jeff Baum

– Associate Director of Services at Hanapin Marketing– PPC Hero Blogger– Hero Conf Speaker

– @JeffBaum71

• Duane Brown– Performance Marketer at Unbounce– Hero Conf Speaker

– @duanebrown

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Agenda

The Warm Up● Why or Why Not Use Location Marketing

Google & Bing● Location Bid Modifiers: Begin & Advance● Location Targeting Options● Location Weather & Time Zone● AdWords Reports

Facebook● Where Is FB Today?● Location Bid Modifiers: Begin & Advance● Location Reports

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Why Use Location Marketing?

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Why Use Location Marketing?

Control Messaging● Ads● Landing Pages

Control Costs

Maximize Volume

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Why Not To Use It?

Geographic Region Isn’t Big Enough- Targeting a city or small area within a country- Targeting a small country like Slovakia

Low Search Volume

Low Account or Campaign Spend

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Google & Bing

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Google Live Summit

● ‘Near Me’ searches up 150% YoY.

● Device bidding is back!

● Expanded text ads

● Google ‘Promoted Pins’

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My Key Takeaway

Granularity

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Location Targeting: No Strategy Targeting

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Location Targeting: Strategic Approach

● 20 mile target.

● Is this really a granular enough target?

● Can performance improve by subdividing the geo?

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Location Targeting: Geo Performance

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Location Targeting: Geo Performance

● Performance by radius pretty much as expected from 5-15 miles.

● Performance 20-35 miles better than expected.

● Opportunity in the 20-35 mile range. Location segmentation sets the stage for next level of optimization.

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Location Targeting: What Now?

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Location Reporting: The Nitty Gritty

● State● Nielsen DMA Region● Congressional District● Municipality● City● Postal Code● Airport● Neighborhood● Borough● University

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Location Reporting: The Nitty Gritty

● Spin main geo into sub campaigns.

● Bid/Budget/Messaging flexibility.

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Location Targeting: Campaign Strategy

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Ad Creative: Micro Messaging Your Audience

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ETA’s: Next Generation Ads

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ETA’s: What’s Different?

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Micro Messaging: Local Messaging Strategy

● Reference your sub-geo in headline (Near Columbus, Not far from NYC, etc).

● CTA’s by device.

● Benefits specific to location

● Landing pages

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Ad Extensions: Don’t Forget About ‘Em

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Ad Extensions: A Local Approach

● Synch ad extensions to round out your message.

● Sitelinks to pages that specifically deal with your campaigns geo.

● Call out extensions containing campaign specific benefits.

● Use tracking numbers to track phone calls by campaign. This will help measure phone actions by geo or sub geo.

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Bidding By Device: Hurray!

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Bidding By Device: Back To The Future

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Bidding By Device: What’s The Connection?

So What The Heck Does Device Bidding Have to Do with Location Targeting?

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Location Bidding Modifiers

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Location Bidding Modifiers

Google Bing

CountryState/ProvinceCityDMAZip/Postal Code

CountryState/ProvinceCityDMAZip Code (USA Only)

Campaign only+/- 100%

Campaign or Ad Group+/- 100%

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The Questions I Ask Myself

Can you double down on locations that are showing strong performance?

When do you pause or lower spend on some locations?

Do you split out campaigns by location?

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The Questions I Ask Myself

Can you double down on locations that are showing strong performance?

When do you pause or lower spend on some locations?

Do you split out campaigns by locations?

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Location Bidding Options

People in, searching for, or who show interest in my targeted location (recommended)

People in my targeted location

People searching for, or who show interest in my targeted location● Do you do this for a client/brand?● New or different campaign?

Bing is very similar in targeting options.

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Location Bidding Advanced

Radius Targeting● Around retail store or startup hub

Location Groups● Location of Interests: Airports, Universities, Malls● Demographics: Target by USA HH Income

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Location: Weather & Time Zones

Location’s WeatherEcom retailers who turn down spend on hot days as sales drop while people are outside

Location’s Time ZoneIf you’re an East Coast brand, turning off call campaigns when your CS team isn’t in the office.

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Facebook

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Ad Revenue

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Location TargetingMax 25 Locations / Ad Set

● Country● State/Province/Region● Zip Code (USA)● Postal Codes (international)

● City (+ radius)● Business Address (+ radius)● Exclude/ Include

○ ex: targeting California but not Los Angeles or targeting San Francisco but not the ZIP code 94403

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Location Options

4 Location Types● Everyone in this location (default)

● People who live in this location

● People recently in this location

● People traveling in this location

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Location Options4 ways advertisers can choose to reach people within a location:

● Everyone in this location (default)People who live in the selected location as stated under "current city" on their Facebook profile as well as people who have that location as their most recent, based on information from their mobile device.

● People who live in this locationPeople who live in the selected location as stated under "current city"on their Facebook profile. This is also validated by IP address and aggregate information about their friends’ stated profile locations.

● People traveling in this locationPeople who are greater than 125 miles from their "current city" location. Based on mobile data and people who have location services enabled the device.

● People recently in this locationPeople whose most recent location is within the selected area, as determined by information from their mobile device. This includes people who live there or who may be traveling there.

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Location Reporting

Ad Set & Ad Level Reportings● Country● State/Region● Business Address● You can also find this in “Ad

Reports” section of the new FB UI

● Would love to see: City Reporting

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Location Reporting: Pulling Reports

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Micro Targeting & Messaging: Finding Your Balance

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Micro Targeting: To Be Or Not To Be

● Granularity vs. going down the rabbit hole.

● Maintaining speed.

● Time investment vs. return on work completed.

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Unbounce Feedback: info@unbounce.com