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Best Practices for Geo-Targeting,[object Object],07.21.10,[object Object],7/21/10,[object Object],1,[object Object]
Who We Are,[object Object],Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.,[object Object],Hanny Hindi,[object Object],Clickable Search Marketing Guru,[object Object],Max Kalehoff,[object Object],Clickable Search Marketing Guru & Vice President of Marketing,[object Object],7/21/10,[object Object],2,[object Object]
What is Search Engine Marketing?,[object Object],7/21/10,[object Object],3,[object Object]
Agenda,[object Object],Our Goal Today: To discuss the technical details and best practices of location targeting, or “geo-targeting”.,[object Object],How networks determine location.,[object Object],The variety of geo-targeting options.,[object Object],Network-specific concerns.,[object Object],Local campaign best practices.,[object Object],7/21/10,[object Object],4,[object Object]
What is a Geo-Targeting?,[object Object],Geo-Targeting: Geo-targeting allows you to specify where your ads will or won’t be shown, based on the searcher’s location. (SEMPO),[object Object],7/21/10,[object Object],5,[object Object]
How Networks Determine Location,[object Object],Level 1: Profile Data,[object Object],7/21/10,[object Object],6,[object Object]
How Networks Determine Location,[object Object],Level 2: I.P. Address,[object Object],7/21/10,[object Object],7,[object Object]
How Networks Determine Location,[object Object],Level 3: Domain,[object Object],7/21/10,[object Object],8,[object Object]
How Networks Determine Location,[object Object],Level 4: Query Terms,[object Object],french restaurants in madison,[object Object],hotels in tokyo,[object Object],museums in miami,[object Object],movie tickets in chicago,[object Object],malls in Germany,[object Object],7/21/10,[object Object],9,[object Object]
How Networks Determine Location,[object Object],Summary: A few examples, with the official, network-determined location:,[object Object],[object Object]
A non-logged in user in Berlin searches for “hotels”: their location is within their I.P. Address in Berlin, Germany.
The user in Berlin searches for “hotels” using google.fr.: their location is France.
The same user searches google.fr for “hotels in new york”: their location is New York, U.S.A.7/21/10,[object Object],10,[object Object]
Geo-Targeting Options,[object Object],Standard Locations: continents, countries, regions, states, cities and “DMA’s”,[object Object],7/21/10,[object Object],11,[object Object]
Geo-Targeting Options,[object Object],Excluded Locations: standard locations that are deliberately excluded from your campaigns.,[object Object],7/21/10,[object Object],12,[object Object]
Geo-Targeting Options,[object Object],Radius Targets: Display ads within a specified radius (miles or kilometers) from a given standard location.,[object Object],7/21/10,[object Object],13,[object Object]
Geo-Targeting Options,[object Object],Polygon Targets: An area defined by a series of points on a map.,[object Object],7/21/10,[object Object],14,[object Object]
Network-Specific Options,[object Object],Google AdWords,[object Object],The most extensive targeting options, but, you’re limited to campaign-level targets only.,[object Object],7/21/10,[object Object],15,[object Object]
Network-Specific Options,[object Object],Microsoft adCenter (Bing),[object Object],7/21/10,[object Object],16,[object Object]
Network-Specific Options,[object Object],Facebook Ads,[object Object],7/21/10,[object Object],17,[object Object]
Local Campaigns: Best Practices,[object Object],DMAs are larger than you think,[object Object],7/21/10,[object Object],18,[object Object]
Local Campaigns: Best Practices,[object Object],Cities are smaller than you think,[object Object],7/21/10,[object Object],19,[object Object]
Local Campaigns: Best Practices,[object Object],Expand the size of your targets,[object Object],IP Locator,[object Object],says I’m here.,[object Object],But I’m actually,[object Object],down here.,[object Object],7/21/10,[object Object],20,[object Object]
Local Campaigns: Best Practices,[object Object],Use a combination of “Geo-Modified” and “Geo-Targeted” campaigns,[object Object],movie tickets in chicago,[object Object],7/21/10,[object Object],21,[object Object]
Local Campaigns: Best Practices,[object Object],Create separate campaigns for each target,[object Object],(from SEMSunday),[object Object],7/21/10,[object Object],22,[object Object]

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7.21.10 Clickable Webcast Best Practices for Geo-Targeting

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