Local PPC Mastery - Jordon Meyer

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MnSearch, The Minnesota Search Engine Marketing Association

At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Jordon Meyer presented his slidedeck "Local PPC Mastery."

Educação Tecnologia Design

JORDON MEYER
• Director of Digital Marketing @ Globe University
• O w n e r @ J o r d o n M e y e r L L C
• P a r t n e r @ G r a n u l a r C o n s u l t i n g
@J ORDONMEYER
Local PPC Mastery

Local PPC
 Ad Extensions
 Click-to-call
 Location / Directions
 Maps Ads
 Location Extensions vs Location Bidding
 Stats and Analysis

Local PPC Basics: 3 Main Options
Locations
Phone #
Map Listing

Local PPC Basics: Location + Phone Extensions
https://support.google.com/adwords/answer/2453991

Local PPC Basics: Why Do It?
• Common sense usability improvement
• ~10% CTR Boost
• Take up more ad real estate
• Search Network only
• Search Network with Display Select
• Display Network only

Location Extensions vs. Location Targeting
Extension 
Targeting

Location Targeting
Target: All of USA Target: 50 States
http://jordonmeyer.com/50-states-list-text/

Location Targeting: Granularity = ROI
Target: All of USA Target: 33k zips

Location Targeting: US Types (In Google)
Targeting Type Count
Postal Code 33,046
City 17,071
County 3,098
Neighborhood 536
Congressional District 436
DMA Region 210
University 169
Airport 168
Municipality 128
State 51
Country 1
https://developers.google.com/adwords/api/docs/appendix/geotargeting

Location Targeting: Refinement
All USA
50 States
State +
Radius or Zip
Zips

We Need To Talk About Your Geo Targeting

Location Targeting: Why?
• ROI
• CTR
• Hyper-local
• Reduce Waste

Reports & Analysis: Google Fusion Tables

Reports & Analysis: Excel
 Download & Clean the report

Reports & Analysis: Excel
 Conditional Format

Reports & Analysis: Excel
 Figure Your Avg Bid Difference = New Bid Mod

Data Viz Tools
Free:
 Google Fusion Tables*
 Excel PowerMap
Not Free:
 Tableu
 Espatial
 Birst
*That’s what I used.

Thanks!
JORDON MEYER
• D i r e c t o r o f D i g i t a l M a r k e t i n g @ G l o b e U n i v e r s i t y
• O w n e r @ J o r d o n M e y e r L L C
• P a r t n e r @ G r a n u l a r C o n s u l t i n g
@ J O R D O N M E Y E R
J o r d o n M e y e r . c o m
G r a n u l a r C o n s u l t i n g . c o m

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