geo-targeting gone wild webinar
TRANSCRIPT
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
About Dan
linkedin.com/in/dangolden
WHERE I’VE BEEN
@thegoldendan
President & Chief Search Artist,
Co-founder at Be Found Online
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
About Michael
linkedin.com/in/mgards
WHERE I’VE BEEN
Agency Development Manager,
• Partner with ad agencies to help them grow their clients and their business
• Michigander through and through• Fun Fact: Owner of 2 chinchillas
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Be Found Online is a values based,
analytically-driven digital marketing
agency obsessed with helping
advertisers drive more revenue, more
cost effectively through a broad
offering of solutions.
Seasoned Team
• Avg. 7 years experience
• 35 Team Members & Growing
Full Service
• Paid Media
• Paid Search, Display, Video
• Organic Media
• SEO, Social, Content, Analytics
About Be Found Online
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Today’s Agenda• The Importance of Geo-Targeting
• Customer Use Cases
• Geo-Targeting Process
– Data Collection
– Offline Business Data Integration
– Digital Data
• Local Measurement
– Store Locator Usage
– Store Visit Data
• Tactics & Campaign Setup Ideas
• Takeaways
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
• Submit a Question…..Win a Chromecast! **
** No Stupid Questions.
20 Lucky Winners!
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
The Importance of Geo-Targeting
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
The Importance of Geo-TargetingThe data says it all:• 60% of consumers use mobile devices to find information on local products
& services
• 40% of those are on-the-go when searching
• Based on 10,000 real ad campaigns in Local Search Association’s new LSA
Insights database:– Graph 1: Geo-Fencing & Geo-Targeting resulted in a 2X improvement
– Graph 2: Geo-Aware ads performed 2X as well as DMA/Zip Code-based ads
Source: Search Engine Land
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Key Benefits of Localization
Improved Performance
Improved Customer Relevance
Eliminate Waste
Smarter Targeting
Source: Search Engine Land
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Customer Use Cases
• Multi-Local Companies
–Ryder, Boston Market, White Castle
• Local Businesses
–Spice House
• Ecommerce Businesses
–Sports Chalet, Party City, Michaels
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Ecommerce Use Cases
• Omni-Channel
– In-Market vs Out of Market Campaigns
–Market Level Performance Modifiers
–Day-Parting & Timezones
• Pure Play Ecommerce
–Market Level Performance Modifiers
–Shipping Deadlines & Cutoffs by Timezone
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo-Targeting ProcessData Collection
Offline Business Data Integration
Digital Data
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Data Collection
Discover who your customers are!
Pull data from your existing customer base:
– Use demographics & interest reports in GA
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Offline Business Data Integration
• Utilize Multiple sources:
–Store sales data
–CRM Data
–“Pump in pump out” reports show where buyers are coming from and where competitors are beating you
• Incorporate this data into ad campaigns to more effectively target your audience
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Offline Business Data Integration
• Utilize Multiple sources:
– Utilize CRM & Customer Data to Analyze Market Performance.
– Offline Data Onboarding (LiveRamp)
• Advanced Tips– Focus on CR vs Volume
– Remember: Highest Volume Markets are not always Most Efficient
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Use Your Digital Data
• Analytics Reporting
–Which characteristics of customers should you pay attention to?
–Reference Demographics & Interest reports in GA
• AdWords Dimensions
–Proximity Reports
–Location Extension Reporting
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Proximity Reporting
• Proximity Dimensions
• Location Extension Performance
Advanced Excel Tip – Export & Define Conversion Rates as % of Total
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo Dimensions Reporting
• Location Type
• Most Specific (Zip)
• City
• DMA
• Region
• Country
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
3rd Party Data
• Google Trends– Regional Breakdown
– Region/Metro/City
• Google Keyword Planner– Regional Breakdowns
– Segment by Market Size
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Local MeasurementStore Locator Usage
Store Visit Data
LiveRamp & Data Onboarding
Mobile vs. Desktop Conversions
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Store Locator Usage
Location Extension Reporting & Targeting
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Store Visit Tracking32% of consumers say that location-based ads have led them to visit a store or make a purchase
Requirements:
• Google My Business Account synced to AdWords
• Upgraded account-level Location Extension
• Locations must be verified
• More than 30 locations
• Medium to large store footprint size
Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Beacons
• Allow apps to pinpoint a user’s location within feet
• Exchange data with enabled apps on users’ phones to find your location & trigger campaigns to users
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
LiveRamp & Data Onboarding
• Leverage offline data from your CMS (demographics, behavior, purchase history) online for targeting, analytics, attribution, etc.
• Data Onboarding brings your CMS, sales, and other customer data into the digital marketing applications you use to target customers more effectively.
• Match Offline Sales (Credit Card & Loyalty) to Online Clicks.
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Mobile vs. Desktop Conversions• Compare impressions, clicks, conversions, cost/converted click, and other metrics
occurring on mobile vs. desktop over time.
• Depending on performance, optimize campaigns accordingly (i.e. high volume of clicks but low conversions on mobile may be indicative of a poor mobile landing page experience
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Tactics & Campaign Setup IdeasDynamic Copy Insertion
Bid by Weather/Business Data Inclusion
Bid Modifiers
Geo Campaigns vs. Multi-Campaigns
International & Multi-Language
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo-Campaigns vs. Multi-Local
Campaigns
• Business Rules That Determine Structure
–Market & Store Level Budgets
–Franchisee Contributions
–Multiple Local Reps
–Overlapping Territories
• Recommendation:
–Optimal Platform Conditions vs. Translating Business Rules to Search
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Dynamic Copy Insertion
• Write the same version of ad copy for all campaigns & use a parameter to dynamically insert a city, phone number or zip code into your copy.
• Based on a searcher’s IP address or search query, AdWords will display the appropriate local information in your ad.
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Bid by Weather
• Define sets of rules for campaign data to be displayed in specific geos when a weather condition is met
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo Bid Modifiers
• Automatically adjust bids accordingly by geo or device depending on campaign performance
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Advanced Targeting Options
• Who are you targeting?
–Locals?
–Visitors?
–Researchers?
• Location Exclusions
• Recommendations
–Start Inclusive & Hone in targeting based on Performance Data
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo-Modified Keywords
• Geo-Modified Keywords
–Radius Targeting
–Long Tail Optimization
–Geo-Prioritization
• Volume & Importance is Shrinking
– (Google Makes searchers lazy)
Keyword Geo-Modifier Tool
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Geo-Databases
• “Demo” Targeting through Geo-Segmentation
• Bid Modifiers by Geo-Attribute
–Sub-Targeting Groups
Median AgeMale Median AgeFemale Median Age# of BusinessesQ1 PayrollAnnual Payroll# of EmployeesEmployment FlagCounty Growth Rank2010 Housing Units2011 Housing UnitsNumber Increase in Units% Increase in UnitsCBSA PopulationCBSA Division Pop.114th Congressional District114th Congressional Land Area# Residential Mailboxes# Business Mailboxes
Households / ZipWhite PopulationBlack PopulationHispanic Pop.Asian Pop.Hawaiian Pop.Indian Pop.Other Pop.Male Pop.Female Pop.Persons / HouseMedian Avg House ValueMedian Income per HouseholdMSA Code & NamePMSA Code & NameCSA Code & NameCBSA Code & NameCBSA TypeCBSA Division Code & Name
Zip Code Database Attributes
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Mobile Activation
• Psst… Mobile is Local!
• Tactical Tips
– Mobile Preferred Ads
– Mobile Landing Pages
– Adgroup Level Mobile Bid Modifiers
Source: comScore, Neustar Localeze, 15 Miles
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Key Takeaways
Start with Data first! Don’t just start using all of the features.
Things change. Relook at your geo-data seasonally, and reset tactics accordingly!
Segment geo-targeting by campaign, not all categories perform the same!
Keep testing. Get more granular.
PROPRIETARY AND CONFIDENTIAL / COPYRIGHT © 2014 BE FOUND ONLINE, LLC
Stay in Touch
http://www.linkedin.com/dangolden
@thegoldendan