A dive into the practical impacts of Google AdWords Enhanced Campaigns on Geo-Bidding. This presentation looks into how techniques and strategies have evolved and gives some tips and tricks for effective Geo-Targeting.

1. Improving Your Geographic
Targeting Tactics on Google & Bing
What We’ve Learned About Geo-Bidding Since
Enhanced Campaigns

2. A Little About Me
• CRO & PPC Account Manager at Hanapin
Marketing
• PPC Hero Blog Writer
• Lived in UK, Germany and USA
@SamOwenPPC
Sam.owen@hanapinmarketing.com

3. Key Questions
What’s changed since Google launched
Enhanced Campaigns?
What does an “ideal” account look like now?
When should your campaigns be separated by
geography?
How much benefit do we gain from separating
campaigns out?

4. Straw Poll:
How many of you use
separate campaigns
for geographic
reasons?

5. Back in the day…
• Sample content goes right here
– Point 1
– Point 2
The Pre-Enhanced
Campaigns world was
indeed a crazy place

6. Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1
Search Campaign 2
Search Campaign 3
Display Campaign 1

7. Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1
- Desktop
Search Campaign 2
- Desktop
Search Campaign 3
- Desktop
Display Campaign 1
- Desktop
Search Campaign 1
- Mobile
Search Campaign 2
- Mobile
Search Campaign 3
- Mobile
Display Campaign 1
- Mobile
Search Campaign 1
- Tablet
Search Campaign 2
- Tablet
Search Campaign 3
- Tablet
Display Campaign 1
- Tablet

8. Pre-Enhanced Campaigns
{Your Account}
Search Campaign 1
– Desktop – CA
Search Campaign 2
– Desktop – CA
Search Campaign 3
– Desktop – CA
Display Campaign 1
- Desktop – CA
Search Campaign 1
– Mobile – CA
Search Campaign 2
– Mobile – CA
Search Campaign 3
– Mobile – CA
Display Campaign 1
– Mobile – CA
Search Campaign 1
– Tablet – CA
Search Campaign 2
– Tablet – CA
Search Campaign 3
– Tablet – CA
Display Campaign 1
– Tablet – CA
Search Campaign 1
– Desktop – FL
Search Campaign 2
– Desktop – FL
Search Campaign 3
– Desktop – FL
Display Campaign 1
- Desktop – FL
Search Campaign 1
– Mobile – FL
Search Campaign 2
– Mobile – FL
Search Campaign 3
– Mobile – FL
Display Campaign 1
– Mobile – FL
Search Campaign 1
– Tablet – FL
Search Campaign 2
– Tablet – FL
Search Campaign 3
– Tablet – FL
Display Campaign 1
– Tablet – FL

9. You, before
Enhanced
Campaigns

10. 4 Campaigns
3 Segments (Computers, Mobile, Tablet)
50 States
600 Campaigns!

11. Problems
Not enough data
Hard to manage accounts

12. Post-Enhanced Campaigns
{Your Account}
Search Campaign 1
Search Campaign 2
Search Campaign 3
No functionality removed
Simplified structure
Display Campaign 1

13. Post-Enhanced Campaigns
{Your Account}
Search Campaign 1
Search Campaign 1
- NYC
Search Campaign 2
Search Campaign 3
Display Campaign 1
Separate Optimized Bids For
Device / Location Within One
Account
Geo-Campaigns Possible Still
Where Strategy Dictates

14. When should I separate my
campaigns?

15. Separate Campaigns?
Pre-Enhanced Campaigns:
Any time you need a separate bid
When you want to show a
separate, location-specific ad or
landing page

16. Separate Campaigns?
Post-Enhanced Campaigns:
Any time you need a separate bid
When you want to show a
separate, location-specific ad or
landing page

17. Optimizing Without GeoSegmented Campaigns…

18. Calculating Your Geo Bids

19. Calculating Your Geo Bids

20. Calculating Your Geo Bids
Are You Including Brand Traffic?
Which Campaigns Are You Looking At?

21. Calculating Your Geo Bids

22. Calculating Your Geo Bids

23. Calculating Your Geo Bids

24. Calculating Your Geo Bids
Calculated Fields:
Average Order Value
Return On Ad Spend
Click-Through Rate
Cost Per Conversion (CPA)
Conversion Rate
Cost Per Click
Average Position

25. Calculating Your Geo Bids
Sort

26. Calculating Your Geo Bids

27. Calculating Your Geo Bids
=( “Goal CPA” / CPA )– 1

28. Calculating Your Geo Bids
Cap Change Limits –
Experiment With Max
25% per Time

29. Calculating Your Geo Bids
Decide On Goal:
Cut CPA?
Increase Conversions?

30. Calculating Your Geo Bids
Project Impact

31. Changing Your Geo Bids

32. Changing Your Geo Bids
CPA 3% Higher
25% More Conversions

33. Calculating Your Geo Bids
Create a list in AdWords Editor of
50 states + Washington DC
Much Easier To
Copy & Paste

34. Caveats
Use enough data
Segment as needed
Blanket bid impact – keep a close
eye on your data

35. Wrench in the works time!
Your GeoOptimizations
Google
Conversion
Optimizer

36. What about accuracy?

37. Optimizing With GeoSegmented Campaigns…

38. Case Study
Hotel Resort Client
Goal – Increase Room Bookings

39. Different Products for Local
vs. National Customers

40. Campaign For Each Strategy
Hotel Resort
Hotel Stays National
Hotel Stays - Local
Spa Trips - Local
Golf - Local
Same Day Golf–
Local - Display
Golf & HotelNational - Display

41. Post-EC
Hotel Resort
Hotel Stays National
Golf & HotelNational - Display
Which Cities/States Have High
Average Booking Values?

42. Post-EC
Richest
Neighborhood
in the US

43. Post-EC
Target Entire US
Exclude Local Markets
Increase Bids On Specific High-Value
Markets

44. Impact?
Beat Previous Year’s Bookings By 14%
Beat 11 Year Average By 31%
Enhanced
Campaigns
Are Good?!

45. Results?
What About Accounts Where
Location Isn’t Important?

46. Should You Always Geo-Segment?
Location Specific Ads
vs.
2.99% CTR
3.25% CTR

47. Should You Always Geo-Segment?
Location Specific Landing Pages
5.6% C/R = Location Specific
5.5% C/R = Regular Landing Page

48. National vs. International Level
Call Center – Diff. Number / Hours?
Product Differences – Free Shipping,
Taxes?

49. Final Thoughts
Get The Data
Think About Targeting
Separate Campaigns?

50. @SamOwenPPC
Sam.owen@hanapinmarketing.com