If your company is based in a certain area or you have branches of your company that service a number of geographic locations, it’s only logical that you want to advertise to the area you service. Search engines have a pretty wide array of targeting options so its easy to make the mistake of advertising to too many locations or ones that are not even serviced by your company. In the recording, experts from Hanapin Marketing and 3Q Digital discuss how to target for different radiuses, reconcile local targeting with a corporate goal, and other helpful tips to maximize your return on ad spend for a local campaign. You’ll get expert-level PPC tips like: *How to properly measure conversions for a local campaign *Aligning your targeted ad with a location-specific landing page *How to set-up targeting for a local campaign (for both a local company and a larger corporation)

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&HOSTED BY:
5 Ways Location Targeting
Delivers Big Results

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Presenters
• Caitlin Halpert
– Account Lead at 3Q Digital
– Blogger on 3Q Digital blog
– @caitlin_halpert
• Jacob Brown
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @jakebrownppc

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Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.

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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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Agenda
◉Location Targeting Options
◉Reconciling Goals
◉Goal Measurement

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How does location targeting work?
◉IP Address
◉Device Location
◉User Intent (geo-modified
queries)

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Location Targeting
Zip codes, DMAs, HHI, Location Extension
Radius, City, Congressional Districts...
With so many options to choose from, what’s right for you?
Things to consider:
◉For franchises, does each store own a territory?
◉Are there multiple locations within a single zip?
◉How far are customers willing to drive for the product/service?
◉Do you have an existing customer database with geo data?

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Reconciling campaign targeting
Multiple campaign location targets mean
you could have unintended overlap.

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Visualizations via Power Maps
Combine targeting & customer data to
visualize areas of opportunity.

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Local vs. Corporate
eCommerce vs. brick-and-mortar vs.
corporate goals vs. store manager goals
Your business’s financial organization impacts how you
should handle PPC targeting.
◉Franchise businesses
◉Lead generation
◉Retail / eCommerce complements

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Multiple Account Strategy
Using unique accounts for different goals
keeps budgets clean.
Use local accounts for each store & a national account for
support
◉Manage bids to avoid competing with yourself
◉Use a corporate account supplement to local budgets to avoid budget
exhaustion
◉If you have unique domains for each store, you may even be able to
double-serve, otherwise highest ad rank will serve

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Multiple Campaign Strategy
Lead Generation Location Strategies
Use separate campaigns for each location in order to allow:
◉Budget Management by Location
◉Easily Structured Campaigns/Ad Groups so Ad Copy Includes
Location
◉Build Location-Specific Landing Pages (each campaign can be
targeted around one landing page to make for ease of implementation,
tracking)

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Multiple Campaign Strategy

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Multiple Campaign Strategy

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Multiple Campaign Strategy

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Live Poll Question #3
What’s your mobile campaign most effective at
driving?
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a) Foot Traffic
b) Brand Awareness
c) Phone Calls
d) I Don’t Know
e) I Don’t Have A Mobile Campaign

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Store Considerations
Local stores have different needs - settings
should match that
◉Consider using day-parting to only advertise during business hours
◉Mobile-preferred ads to get the right message out at the right time
◉Strong mobile experience is key to a high-quality local experience
 Mobile-friendly landing pages
 Address & phone number highlighted front & center

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Lead Gen Considerations
Different locations have different
goals/needs/budgets - settings should match
that
◉An example of this: If you offer Associate Degrees in one area
compared to Bachelor Degrees in another, sites and Ad Copy can
emphasize this per location.
◉Also, take into consideration the benefits of each location. An
example: if you’re advertising to gain employee interests, a San Diego
ad’s benefits will be completely different than a Minneapolis ad’s
benefits.
◉When setting bids and budgets, be sure to know where the need is in
each location.

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Goal Measurement
How do we know that we’re meeting our
goals at the local level? What are those
goals?
Potential Conversion Points
◉Lead capture
◉Unique coupon download
◉Proxy measurement - “Get Directions” clicks, Map interactions

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Goal Measurement
Mobile Desktop

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Live Poll Question #4
a.) FREE Solutions Blueprint from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE “Mini-Audit" and analysis of
AdWords account health from 3Q Digital (for accounts
spending more than $50K/month)
c.) Both
d.) No Thanks
Would you like help with your PPC accounts
and management? I’m interested in:

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
3Q Digital Feedback: hillary@3qdigital.com