Compare

1
Compare Contrast Ad Program Strategies
Geographic Targeting Brad Geddes
Compare Contrast Ad Program Strategies
Geographic Targeting Brad Geddes

2
Overview

• What is IP targeting?
• Google
• Country
• DMA
• Radius
• Custom
• MSN
• Country
• DMA
• Yahoo
• One country per account
• Geo permutation only
• Yahoo Local Match

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PPC Targeting Options

• What is IP Targeting?
• Specific Geographic Based Campaigns
• Targeting IP address ( other technologies)
• Keywords Non geo keyword (Plumber)
• Country Territory Based Campaigns
• Targeting Country
• Keywords Geo qualified keyword (San Jose
  Plumber)

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Google AdWords Country Targeting

• Supports over 200 countries
• Supports IP targeting in 27 countries
• Country targeting is determined at the campaign
  level

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Google AdWords Country Targeting
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Google AdWords Choose Countries
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Google AdWords DMA Targeting
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Google AdWords DMA Ads
AdWords GEO Targeted Ads
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Google AdWords Radius Targeting
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Google AdWords Custom Targeting
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Microsoft adCenter Country Targeting

• Supports over 200 countries
• Supports IP targeting in 2 countries
• Country targeting is determined at the order
  level

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Microsoft adCenter Country Targeting
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Microsoft adCenter DMA Targeting

• Available in United States France

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Yahoo Search Marketing

• YSM
• Supports 23 countries
• No IP targeting
• One account per country
• Each country may have different editorial
  considerations

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Yahoo Search Marketing - Country Targeting
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Yahoo Search Marketing - Local

• YSM Local
• Regional targeting
• Info based on geo supplied by searcher
• Or other data Yahoo has on a searcher
• No Geo keywords allowed
• Must promote brick and mortar or
  offline-focused service
• Can not be used for one time events

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Yahoo Local Search Marketing

• Fill out once per location

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Yahoo Local Targeting Radius
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Yahoo Local Results
YSM Local Results
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Yahoo Local Locator Page
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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.

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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)

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Geo Targeting Comparisons
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Compare Contrast Ad Program Strategies
Geographic Targeting Brad Geddes

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