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Improving Your Geographic Targeting Tactics On Bing
Paul Corkery
Bing Ads Program Manager
@c0rk
Contents
Targeting on Bing Ads
Geo-Targeting
Determining Location
NEXT LEVEL Tactics
| @c0rk
Targeting Available on Bing Ads
Mobile
PC
OS
Tablet
Medium Network Location DeviceTime / Demo
Time of Day
Day of Week
Age*
Gender*
OS
Bing Ads now supports the ‘enhanced’ multiplicative bidding
model to ensure compatibility for Google Import… but…
EXPLICIT TARGETING REMAINS FOR MOST DIMENSIONS
* Incremental Bidding ONLY for Demo-Targeting| @c0rk
| @c0rk
Geo-Targeting in Bing Ads
Country/State/City/Metro/etc.
Nielsen DMA®
Include/Exclude
Radius Targeting
ZipCode
Business Locations
Advanced Location
Location Intent (Default)
Targeted Area Only
Advanced Location
Location Intent (Default)
Targeted Area Only
Geo-Modified Queries- “24 Hour Plumbers Seattle”
- “Philadelphia Late-Night Food”
- “Best Ice Cream 98117”
Capture searchers who have
‘signals’ of intent to do business
in your targeted location
Publisher Signals- US searcher searching on Bing.co.uk
| @c0rk
Geo-Targeting in Bing Ads
Time of Day
Targeting
| @c0rk
Leverage Local ExtensionsFourth Coffee – Seattle
www.FourthCoffee.com
Visit any of our downtown locations
for friendly service & Velvet Foam!
Fourth Coffee – Seattle
www.FourthCoffee.com
Visit any of our downtown locations for friendly service & Velvet Foam!
123 Fourth Ave, Seattle (555) 123-4567 Directions
321 Second Ave, Seattle (555) 321-7654 Directions
CTR
| @c0rk
Signals for Determining Searcher Location
Reverse IP
Search Query
GPS (Mobile)
Profile Data
Country
State
County
City
Neighborhood
* Not to Scale; For illustration purposes ONLY
Reverse IP & Implications for Opt-IN/OUT Geo-Targeting
Washington State
We want to reach customers
in Seattle…
| @c0rk
Washington State
Reverse IP & Implications for Opt-IN/OUT Geo-Targeting
OPT-IN – Target Seattle
US
Washington
King
Your ads ONLY participate in auctions
where the searcher is coming from a
KNOWN Seattle IP Address
Seattle
| @c0rk
* Not to Scale; For illustration
purposes ONLY
Washington State
Reverse IP & Implications for Opt-IN/OUT Targeting
OPT-OUT – Target WA +
Exclude All Areas Except Seattle US
Washington
King
Seattle
In addition to ‘known’ Seattle searchers, your ad is now eligible
to be shown to searchers who are known to be in WA State, but
also known NOT to be in the excluded areas.
| @c0rk
* Not to Scale; For illustration
purposes ONLY
NEXT LEVEL Geo-Targeting Considerations + Tactics
| @c0rk
Feb. 28th
Micro-events: Bonuses in Seattle
$296M
$42M Feb. 27th
Sept. 15th$100Ms
Selling luxury widgets?
Consider the sudden influx of
disposable income in specific
regions and how you might
budget/bid differently to reach
these consumers.
NEXT LEVEL Geo-Targeting Considerations + Tactics
Public Data: Top Domestic Routes from Seattle
Rank City Passengers Carriers
1 San Francisco, CA 772,000 Alaska, United, Virgin America
2 Denver, CO 757,000 Alaska, Frontier, Southwest, United
3 Los Angeles, CA 739,000 Alaska, Delta, United, Virgin America
4 Anchorage, AK 706,000 Alaska, Delta, JetBlue, United
5 Chicago, IL (O'Hare) 625,000 Alaska, American, United
6 Phoenix, AZ 625,000 Alaska, Southwest, US Airways
7 Las Vegas, NV 554,000 Alaska, Delta, Southwest
8 Dallas/Fort Worth, TX 511,000 Alaska, American
9 Minneapolis/St. Paul, MN 511,000 Alaska, Delta, Sun Country
10 Portland, OR 490,000 Alaska, United
| @c0rk
Looking for Tourists?
If you’re operating a mostly
tourist driven business in San
Francisco, you might choose to
budget Washington-Seattle
differently.
| @c0rk
Use of Pop vs. Soda
NEXT LEVEL Geo-Targeting Considerations + Tactics
0% 10% 20% 30% 40% 50%
Pop
Soda
Coke
Other
United States
Beyond Geo-Modified Ads
Regional vernacular might determine how well
your ad copy connects with your target customer.