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The Forgotten Art of Location Targeting - Matt Cocking
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Matt Cocking
September 13, 2023
Marketing & SEO
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The Forgotten Art of Location Targeting - Matt Cocking
Matt Cocking
September 13, 2023
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Transcript
The forgotten art of location targeting Matt Cocking ASSISTED. Speakerdeck.com/mattcocking
linkedin.com/in/mattcocking/
Breakdown Execution. Performance. Results. /mattcocking/
Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me
Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What
location targeting is
Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What
location targeting is ➔ The problem
Breakdown Execution. Performance. Results. /mattcocking/ ➔ About me ➔ What
location targeting is ➔ The problem ➔ The solution
Breakdown ➔ About me ➔ What location targeting is ➔
The problem ➔ The solution ➔ Taking it to the next level Execution. Performance. Results. /mattcocking/
About me The curious adventures of Matt Execution. Performance. Results.
/mattcocking/
From Lincoln Execution. Performance. Results. /mattcocking/
First Role Execution. Performance. Results. /mattcocking/
Current Role Execution. Performance. Results. /mattcocking/
Interesting Fact… Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Let’s get into it Execution. Performance. Results. /mattcocking/
01 What location targeting is Execution. Performance. Results. /mattcocking/
“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/
“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/
This is also known as… Execution. Performance. Results. /mattcocking/
Presence: Execution. Performance. Results. /mattcocking/
In Presence: Execution. Performance. Results. /mattcocking/
In Presence: Execution. Performance. Results. /mattcocking/
In Presence: Regularly in Execution. Performance. Results. /mattcocking/
In Presence: Regularly in Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Interest: Execution. Performance. Results. /mattcocking/
Exclusion: Execution. Performance. Results. /mattcocking/
Exclusion: Execution. Performance. Results. /mattcocking/
But we know all that, Matt… Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
02 Why I’m talking about it Execution. Performance. Results. /mattcocking/
Location targeting has been forgotten about. Execution. Performance. Results. /mattcocking/
It’s not being done WELL. Execution. Performance. Results. /mattcocking/
Let’s dig a little deeper… Execution. Performance. Results. /mattcocking/
with a REAL LIFE example! Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
I see this all the time… Execution. Performance. Results. /mattcocking/
Keyword Execution. Performance. Results. /mattcocking/
Keyword [employment lawyer watford] Execution. Performance. Results. /mattcocking/
Keyword [employment lawyer watford] [employment solicitor watford] Execution. Performance. Results.
/mattcocking/
Execution. Performance. Results. /mattcocking/
Their location targeting Execution. Performance. Results. /mattcocking/
Their location targeting Execution. Performance. Results. /mattcocking/
And in exactly the same account… Execution. Performance. Results. /mattcocking/
Keyword Execution. Performance. Results. /mattcocking/
Keyword [employment lawyer near me] Execution. Performance. Results. /mattcocking/
Keyword [employment lawyer near me] [employment solicitor near me] Execution.
Performance. Results. /mattcocking/
Their location targeting Execution. Performance. Results. /mattcocking/
Their location targeting Execution. Performance. Results. /mattcocking/
So what’s your point, Matt? Execution. Performance. Results. /mattcocking/
The client is trying to generate customers who want a
solicitor in Watford… Execution. Performance. Results. /mattcocking/
If someone searches for “employment solicitor near me” Execution. Performance.
Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
That’s ANYWHERE in the UK… Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
If someone searches for “employment solicitor Watford” Execution. Performance. Results.
/mattcocking/
Execution. Performance. Results. /mattcocking/
They miss MOST PEOPLE who specified Watford, but are outside
the radius… Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
03 The solution Execution. Performance. Results. /mattcocking/
We need to sort out location targeting. Execution. Performance. Results.
/mattcocking/
Execution. Performance. Results. /mattcocking/
But how? Execution. Performance. Results. /mattcocking/
If someone searches for “employment solicitor near me” Execution. Performance.
Results. /mattcocking/
TARGET WATFORD Execution. Performance. Results. /mattcocking/
Because the searcher NEEDS to be in or around Watford…
Execution. Performance. Results. /mattcocking/
If someone searches for “employment solicitor Watford” Execution. Performance. Results.
/mattcocking/
TARGET THE UK Execution. Performance. Results. /mattcocking/
Or, if budget allows… Execution. Performance. Results. /mattcocking/
TARGET THE WORLD Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
04 The specialist tip Execution. Performance. Results. /mattcocking/
BULK TARGETING LOCATIONS Execution. Performance. Results. /mattcocking/
But not just any bulk of locations… Execution. Performance. Results.
/mattcocking/
Radius locations. Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
There is NO EASY WAY of targeting a bulk list
of radius locations in the Google Ads interface. Execution. Performance. Results. /mattcocking/
You have to manually enter them one at a time.
Execution. Performance. Results. /mattcocking/
So here’s how you do it… Execution. Performance. Results. /mattcocking/
Step 1 Execution. Performance. Results. /mattcocking/
Grab your data. Execution. Performance. Results. /mattcocking/
Let’s say you work for Sainsbury’s Execution. Performance. Results. /mattcocking/
Sainsbury’s have over 1,400 locations in the UK. Execution. Performance.
Results. /mattcocking/
That’s 1,400 postcodes. Execution. Performance. Results. /mattcocking/
Image you want to target everyone within a 1km radius
of Sainsbury’s stores with an amazing offer. Execution. Performance. Results. /mattcocking/
Step 2 Execution. Performance. Results. /mattcocking/
GeoCode the data. Execution. Performance. Results. /mattcocking/
Use a website such as www.doogal.co.uk/BatchGeocoding Execution. Performance. Results. /mattcocking/
Pop your list of postcodes in. Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Download your GeoCode data. Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Open with Google sheets or Excel. Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Step 3 Execution. Performance. Results. /mattcocking/
Make the data suitable for Google Ads Editor. Execution. Performance.
Results. /mattcocking/
Required format: [distance][unit]:[latitude]:[longitude] Execution. Performance. Results. /mattcocking/
Concatenate formula required: =CONCATENATE(“1km:”,B2,”:”,C2,”)”) Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Output: (1km:50.84047:-1.039151) Execution. Performance. Results. /mattcocking/
Step 4 Execution. Performance. Results. /mattcocking/
Upload into your campaign via Google Ads Editor. Execution. Performance.
Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Execution. Performance. Results. /mattcocking/
Download this deck to follow the walkthrough: speakerdeck.com/mattcocking Execution. Performance.
Results. /mattcocking/
Thank you. Enjoy the rest of the event. /mattcocking/ Execution.
Performance. Results.