These slides were presented during the SEMrush webinar "SEMrush Toolbox #16: CPC Map". To access video and transcript, visit https://www.semrush.com/webinars/semrush-toolbox-16-cpc-map/
2. | Confidential 2
May Update
• Selling Clients
• Choosing Markets
• Choosing Keywords
• Work across WordStream’s International client
base
• International speaker and Top 25 PPC
Influencer
Thoughts:
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Some Locations Will Cost More Than Others
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Get Client To Buy Into The Budget They Need
Impression
Share Tells You
Your Profit
Potential
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Show Them The
SERPs In Ad
Preview &
Diagnosis – If
They Can’t Live
Without The
Traffic, They
Need to Invest
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If They Can, Be Empowered To Find Them Creative
Paths To Traffic By Location Or Keyword Concept
Based on $369
spend between
October 25th and
November 23rd 2017
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Google Will Put Budget Where Data Is Strongest
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If You Target A Country: 3-4 Regions Will Get All The
Budget
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Some Markets
Are Better Fits
For Your Services
& Are Worth The
Premium
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Others Might Be Misfits & Creating False Positives
Different prospects
dominate the volume
pay: don’t fall into the
“bargain” trap
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Important: Just Because A Location Seems “Off” On
Price, Doesn’t Mean It Shouldn’t Be Part Of Your
Targeting
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Size Of Population & Affluence Levels Influence Prices!
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If Life Time Value/Average Order Size Of Customers
Are Better In Some Parts Of The Country, You’ll Want
To Focus Budget There (Regardless Of CPC)
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Different People Search & Think In Different Ways
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What Many Forget Is That Location Plays A Big Part Of
That!
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Certain Keyword Concepts Will Always Elevate The Price
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CPC Map Can Give You The High Volume Terms To Use
For Variants
• Volume doesn’t always mean value –
certain markets will have higher
volume among lower value services.
• Some industries will favor singular vs
plural