I manage an array of accounts and all of them target the city
or state in the campaign. This targeting in technical language is called
geo-targeting. Geo-bid modifiers is one great choice we can use but if we
segment in this way –– the optimization moves on to the next stage. There's a
control freak hidden inside each person who manages a paid search account.
Geo-targeting lends that bit of control over our keywords, ads, landing pages,
so on and so forth.
I go for segmenting by city. For instance, in currently all
the 19 identical campaigns I am running, a distinct city within America is
targeted in each. Along with a single catch all campaign which freezes out all
the previous locations.
Although I know that targeting the way I am doing doesn't
make sense in every account, I can give endless reasons to take them into
account prior to deciding if it is right for you. Today I can precisely
remember just 13.
Setup is easy
With the AdWords Editor tool the setup becomes a breeze.
Cut/copy/paste a campaign
Alter the location targeting
Keep your new geographic area out of the old campaign.
If you want you can update the ads and landing pages.
My Services Change By
Location
Services I offer target specific locations, and change by
location. Customizing ads and keywords
in accordance with location make sense to me. Advertising something that
consumer has no access to is futile. Right?
I exclude certain locations
to avoid wasting money
It doesn't make sense to advertise in regions where a product
isn't available. Besides, some locations
doesn't cover the cost of advertising. If I exclude these locations I save
money.
Volume & performance can change due to factors like
population size, competition within the area, and so on. So I segment by
location in order to accurately allocate spend.
My campaigns have similar budgets to start with but later on
I reallocate additional funds to location where I find the performance is high.
See the snapshot above. Because Houston is outperforming San Francisco I have
doubled my spend in this area.
Tailored Ads Outshine Others
Segmenting by location has an advantage – you can tailor ads
to match the region. The Ad copy that directly references the city often
outshines others. See the table below – ads focused on city boosted click
through rate by around 25 per cent.
Personalized Landing Page
Boost Conversion Rate
Personalizing landing pages to specific area helps to boost
conversion rate. I am a Bloomington,
Indiana native. For me an Indiana landing page holds relevance if I'm looking
for a dry-cleaning service.
Controlling keywords at the
geographical level
Particular keywords do well in specific locations. Maybe
because behaviors of people on the east coast differ from the west. But cost
per clicks and competition can also have a role in it.
You just cannot use keywords that convert in San Francisco in
Virginia. Simply because in Virginia CPC
is higher. Location specific evaluation of keywords helps me to manage my
budget in a better way. If the same campaign encompass the keyword, bidding
down in Virginia will implement it throughout the campaign. Geo-targeting done by campaign means you're
controlling keywords at the location level.
Collect As Much Info About Your Competitors As You Can
Keep tab on competitors activities. This is necessary to
avoid overspending to remain in the same average position. Also to keep a consistent
click-through rate and to ensure number of impressions remain steady. Find out
ways to manage your competitors.
Don't Overbid In Low CPC
Areas
A lower cost-per-click
is always profitable. Areas where competition is less implies that here the
cost-per-click is lower. The table below shows a comparison of CPC by location.
In each campaign the keywords, average positions and average
CPCs are the same. Clicks &
impressions in Orange County &
Phoenix are lesser in number than in Dallas & LA. However, I'm sure
here the cost-per-conversions will be lower.
Better Control Boosts Overall Performance
Having different CPCs, customized ads, landing pages etc.
imply that to beat our targets we require
different optimizations. Means there's no need to bid up or add
varied negatives depending on search
query reports.
Results were surprising!
We work to get results. Right? I achieved tremendous success
in Detroit. Plenty of leads were coming from this region, but traffic was thin.
I got maximum leads from the New York area. It was obvious since NYC is a
thousand times more populous than Detroit.
With budget under control clicks jumped by over 70% and the
leads I generated in Detroit were quality leads.
Analyze on a daily basis
In the morning I log into my account to find out locations
that are doing well and those that are not. Yep, number of campaigns is huge
but so is the volume. If I notice Houston is excelling I increase my budget in
this area.
Location prompts reporting
and further discussion
Location gives an opportunity to report and discuss ways to
reach our goals. So it's not products,
keywords and metrics which we need to talk about all the time.
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