The Forgotten Art of Location Targeting - Matt Cocking

Transcript

1. The forgotten art of location targeting Matt Cocking ASSISTED. Speakerdeck.com/mattcocking linkedin.com/in/mattcocking/
2. Breakdown Execution. Performance. Results. /mattcocking/
3. Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me
4. Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What location targeting is
5. Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What location targeting is ➔ The problem
6. Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What location targeting is ➔ The problem ➔ The solution
7. Breakdown ➔ About me ➔ What location targeting is ➔ The problem ➔ The solution ➔ Taking it to the next level Execution. Performance. Results. /mattcocking/
8. About me The curious adventures of Matt Execution. Performance. Results. /mattcocking/
9. From Lincoln Execution. Performance. Results. /mattcocking/
10. First Role Execution. Performance. Results. /mattcocking/
11. Current Role Execution. Performance. Results. /mattcocking/
12. Interesting Fact… Execution. Performance. Results. /mattcocking/
13. Execution. Performance. Results. /mattcocking/
14. Let’s get into it Execution. Performance. Results. /mattcocking/
15. 01 What location targeting is Execution. Performance. Results. /mattcocking/
16. “Location targeting lets you select specific locations where you want your ads to be shown.” https://support.google.com/google-ads/answer/6317 Execution. Performance. Results. /mattcocking/
17. “By default, your ads can show to people in, regularly in or who’ve shown interest in your targeted locations.” https://support.google.com/google-ads/answer/6317 Execution. Performance. Results. /mattcocking/
18. This is also known as… Execution. Performance. Results. /mattcocking/
19. Presence: Execution. Performance. Results. /mattcocking/
20. In Presence: Execution. Performance. Results. /mattcocking/
21. In Presence: Execution. Performance. Results. /mattcocking/
22. In Presence: Regularly in Execution. Performance. Results. /mattcocking/
23. In Presence: Regularly in Execution. Performance. Results. /mattcocking/
24. Interest: Execution. Performance. Results. /mattcocking/
25. Interest: Execution. Performance. Results. /mattcocking/
26. Interest: Execution. Performance. Results. /mattcocking/
27. Interest: Execution. Performance. Results. /mattcocking/
28. Interest: Execution. Performance. Results. /mattcocking/
29. Interest: Execution. Performance. Results. /mattcocking/
30. Exclusion: Execution. Performance. Results. /mattcocking/
31. Exclusion: Execution. Performance. Results. /mattcocking/
32. But we know all that, Matt… Execution. Performance. Results. /mattcocking/
33. Execution. Performance. Results. /mattcocking/
34. 02 Why I’m talking about it Execution. Performance. Results. /mattcocking/
35. Location targeting has been forgotten about. Execution. Performance. Results. /mattcocking/
36. It’s not being done WELL. Execution. Performance. Results. /mattcocking/
37. Let’s dig a little deeper… Execution. Performance. Results. /mattcocking/
38. with a REAL LIFE example! Execution. Performance. Results. /mattcocking/
39. Execution. Performance. Results. /mattcocking/
40. I see this all the time… Execution. Performance. Results. /mattcocking/
41. Keyword Execution. Performance. Results. /mattcocking/
42. Keyword [employment lawyer watford] Execution. Performance. Results. /mattcocking/
43. Keyword [employment lawyer watford] [employment solicitor watford] Execution. Performance. Results. /mattcocking/
44. Execution. Performance. Results. /mattcocking/
45. Their location targeting Execution. Performance. Results. /mattcocking/
46. Their location targeting Execution. Performance. Results. /mattcocking/
47. And in exactly the same account… Execution. Performance. Results. /mattcocking/
48. Keyword Execution. Performance. Results. /mattcocking/
49. Keyword [employment lawyer near me] Execution. Performance. Results. /mattcocking/
50. Keyword [employment lawyer near me] [employment solicitor near me] Execution. Performance. Results. /mattcocking/
51. Their location targeting Execution. Performance. Results. /mattcocking/
52. Their location targeting Execution. Performance. Results. /mattcocking/
53. So what’s your point, Matt? Execution. Performance. Results. /mattcocking/
54. The client is trying to generate customers who want a solicitor in Watford… Execution. Performance. Results. /mattcocking/
55. If someone searches for “employment solicitor near me” Execution. Performance. Results. /mattcocking/
56. Execution. Performance. Results. /mattcocking/
57. That’s ANYWHERE in the UK… Execution. Performance. Results. /mattcocking/
58. Execution. Performance. Results. /mattcocking/
59. Execution. Performance. Results. /mattcocking/
60. If someone searches for “employment solicitor Watford” Execution. Performance. Results. /mattcocking/
61. Execution. Performance. Results. /mattcocking/
62. They miss MOST PEOPLE who specified Watford, but are outside the radius… Execution. Performance. Results. /mattcocking/
63. Execution. Performance. Results. /mattcocking/
64. 03 The solution Execution. Performance. Results. /mattcocking/
65. We need to sort out location targeting. Execution. Performance. Results. /mattcocking/
66. Execution. Performance. Results. /mattcocking/
67. But how? Execution. Performance. Results. /mattcocking/
68. If someone searches for “employment solicitor near me” Execution. Performance. Results. /mattcocking/
69. TARGET WATFORD Execution. Performance. Results. /mattcocking/
70. Because the searcher NEEDS to be in or around Watford… Execution. Performance. Results. /mattcocking/
71. If someone searches for “employment solicitor Watford” Execution. Performance. Results. /mattcocking/
72. TARGET THE UK Execution. Performance. Results. /mattcocking/
73. Or, if budget allows… Execution. Performance. Results. /mattcocking/
74. TARGET THE WORLD Execution. Performance. Results. /mattcocking/
75. Execution. Performance. Results. /mattcocking/
76. 04 The specialist tip Execution. Performance. Results. /mattcocking/
77. BULK TARGETING LOCATIONS Execution. Performance. Results. /mattcocking/
78. But not just any bulk of locations… Execution. Performance. Results. /mattcocking/
79. Radius locations. Execution. Performance. Results. /mattcocking/
80. Execution. Performance. Results. /mattcocking/
81. There is NO EASY WAY of targeting a bulk list of radius locations in the Google Ads interface. Execution. Performance. Results. /mattcocking/
82. You have to manually enter them one at a time. Execution. Performance. Results. /mattcocking/
83. So here’s how you do it… Execution. Performance. Results. /mattcocking/
84. Step 1 Execution. Performance. Results. /mattcocking/
85. Grab your data. Execution. Performance. Results. /mattcocking/
86. Let’s say you work for Sainsbury’s Execution. Performance. Results. /mattcocking/
87. Sainsbury’s have over 1,400 locations in the UK. Execution. Performance. Results. /mattcocking/
88. That’s 1,400 postcodes. Execution. Performance. Results. /mattcocking/
89. Image you want to target everyone within a 1km radius of Sainsbury’s stores with an amazing offer. Execution. Performance. Results. /mattcocking/
90. Step 2 Execution. Performance. Results. /mattcocking/
91. GeoCode the data. Execution. Performance. Results. /mattcocking/
92. Use a website such as www.doogal.co.uk/BatchGeocoding Execution. Performance. Results. /mattcocking/
93. Pop your list of postcodes in. Execution. Performance. Results. /mattcocking/
94. Execution. Performance. Results. /mattcocking/
95. Download your GeoCode data. Execution. Performance. Results. /mattcocking/
96. Execution. Performance. Results. /mattcocking/
97. Execution. Performance. Results. /mattcocking/
98. Open with Google sheets or Excel. Execution. Performance. Results. /mattcocking/
99. Execution. Performance. Results. /mattcocking/
100. Step 3 Execution. Performance. Results. /mattcocking/
101. Make the data suitable for Google Ads Editor. Execution. Performance. Results. /mattcocking/
102. Required format: [distance][unit]:[latitude]:[longitude] Execution. Performance. Results. /mattcocking/
103. Concatenate formula required: =CONCATENATE(“1km:”,B2,”:”,C2,”)”) Execution. Performance. Results. /mattcocking/
104. Execution. Performance. Results. /mattcocking/
105. Output: (1km:50.84047:-1.039151) Execution. Performance. Results. /mattcocking/
106. Step 4 Execution. Performance. Results. /mattcocking/
107. Upload into your campaign via Google Ads Editor. Execution. Performance. Results. /mattcocking/
108. Execution. Performance. Results. /mattcocking/
109. Execution. Performance. Results. /mattcocking/
110. Execution. Performance. Results. /mattcocking/
111. Execution. Performance. Results. /mattcocking/
112. Execution. Performance. Results. /mattcocking/
113. Download this deck to follow the walkthrough: speakerdeck.com/mattcocking Execution. Performance. Results. /mattcocking/
114. Thank you. Enjoy the rest of the event. /mattcocking/ Execution. Performance. Results.