2. #pubcon
@SusanEDub
Who Am I?
• 11 years online marketing
• Agency and in-house experience
• SEM & Social Advertising, Partner at Five Mill
– AdWords
– Bing Ads
– Facebook Ads
9. #pubcon
@SusanEDub
Not There, But Need It There
• Reaching users outside your geotargeted area who
still might need what you offer specifically in your
region.
10. #pubcon
@SusanEDub
The Definition of “Showing Interest”
“People can show interest through terms used in their
searches, content that they viewed online, if they
were recently in a location, or other methods.”
Shady.
12. #pubcon
@SusanEDub
Viewing Performance
• Geographic Report
– Users in and those interested in your area
• User Location Report
– Users only IN your area
• Distance
– Performance based on how far away they are from
your business location (Google My Business)
15. #pubcon
@SusanEDub
Like Phone Calls?
• Call Only Campaigns. (Love ‘em or hate ‘em…)
• Set up campaigns within a certain radius of your
physical location
• Focus on mobile/immediacy searches.
– Tailor ad copy around the urgency
16. #pubcon
@SusanEDub
Think Smart About Mobile Immediacy
Campaign Type: Call Only
Geo: 5 miles around address
Keywords: “near me” and town names
Results: 44% conversion rate (3% on
regular campaign)
Cost per Call: $64 ($163 on regular)
17. #pubcon
@SusanEDub
Before You Go Crazy and Go Hyper-
Local On All the Things…
• Parts do not equal the whole
– Every zip together doesn’t equal the city
• Especially an issue with mobile targeting
23. #pubcon
@SusanEDub
Let’s Recap.
• Be wary of hyper-segmentation that kills volume
• Plan for differences in performance between geos
• When possible, target wide and exclude vs. targeting specific and
excluding larger
• Consider adding a radius around targeted areas for mobile users