Compare & Contrast: Ad Program Strategies

Geographic Targeting

Brad Geddes

Compare & Contrast: Ad Program Strategies

Geographic Targeting

Brad Geddes

Overview What is IP targeting?

Google

Country DMA Radius Custom

MSN

Country DMA

Yahoo

One country per account Geo permutation only Yahoo Local Match Panama adding Geo targeting (DMA level – or custom – unknown yet)

Keywords

Geo Keyword Permutations

PPC Targeting Options

What is IP Targeting?

Specific Geographic Based CampaignsTargeting: IP address (& other technologies)Keywords: Non geo keyword (Plumber)

Country & Territory Based CampaignsTargeting: CountryKeywords: Geo qualified keyword (San Jose Plumber)

Google AdWords – Country Targeting

Supports over 200 countries

Supports IP targeting in 27 countries

Country targeting is determined at the campaign level

Google AdWords – Country Targeting

Google AdWords – Choose Countries

Google AdWords – DMA Targeting

Google AdWords DMA Ads

AdWords GEO Targeted Ads

Google AdWords Radius Targeting

Google AdWords Custom Targeting

Microsoft adCenter – Country Targeting

Supports over 200 countries

Supports IP targeting in 2 countries

Country targeting is determined at the order level

Microsoft adCenter Country Targeting

Microsoft adCenter DMA Targeting

• Available in United States & France

Yahoo Search Marketing

YSMSupports 23 countriesNo IP targetingOne account per countryEach country may have different editorial considerations

Yahoo Search Marketing - Country Targeting

Yahoo Search Marketing - Local

YSM LocalRegional targeting Info based on geo supplied by searcherOr other data Yahoo has on a searcherNo Geo keywords allowedMust promote ‘brick and mortar’ or offline-focused serviceCan not be used for one time events

Yahoo Local Search Marketing

Fill out once per location

Yahoo Local Targeting Radius

Yahoo Local Results

YSM Local Results

Yahoo Local Locator Page

Yahoo Search Marketing “Project Panama”

Support for IP Targeting‘Where on Earth’ Technology

Geography settings at the campaign level

Country targeting is determined at the account level

What will be the fate of Yahoo Local?

Note: As with all pre-launched products – the information may not be accurate. This information is based upon insights from Yahoo employees and the API documentation.

Types of Geographic Keywords

State (California) State Abbreviations (CA) Cities (San Jose) Neighborhoods (Lincoln Park) Zip Codes (60606) Area Codes (773) Counties (Orange County) Airport Codes (SFO) Regional Lingo (Bay Area)

Geo Targeting Comparisons

Google AdWords

Microsoft adCenter

Yahoo Search Marketing

YSM - Local

Geographic Targeting

Campaign Level

Order Level Account Level Business Level

IP Targeting Yes Yes - DMA No No

Radius Targeting

Yes No No Yes

Other Geo Targeting

Yes No No No

Compare & Contrast: Ad Program Strategies

Geographic Targeting

Brad Geddes

SES San Jose 2006Archive: http://eWhisper.net