Archive for the ‘Geotargeting’ Category

Geotargeting Brand Search Marketing

November 14, 2008

I am working on the following presentation for brand search marketers:

“GeoTarget Your Brand Advertising for Maximum Search Market Penetration and Retail Traffic Generation”

This brand search marketing presentation will cover the following topics:

• How to GeoTarget brand search advertising to drive retail traffic and sales by utilizing the four main search advertising platforms to build maximum brand search presence in yours or your resellers trade areas.

• A side by side comparison of the four main search advertising platforms Google Adwords, Yahoo Search Marketing, Microsoft adCenter and Ask Sponsored Listings along with their geotargeting options and features.

• The opportunities and limitations of each search advertising platform’s geotargeting product.

Overall, my presentation will show brand managers how to maximize the effectiveness of their brand advertising budget while increasing  brand lift.

Brand marketers who establish a search brand presence through the creation of comprehensive geotargeted search advertising campaigns will expand their competitive reach and advantage over their competitors who don’t.

I will post a more detailed presentation outline here in the near future.

Geotargeting Search Advertising in Microsoft adCenter

October 12, 2008

In a previous post I wrote about the differences I found between the four major search engines Google, Yahoo, MSN and Ask and their search advertising geo-targeting options.

I stated Microsoft didn’t offer geotargeted search advertising options to its advertisers.

However, Dave Naffziger pointed out Microsoft AdCenter’s geotargeting features can be found under the “edit ad group settings” instead of the “edit campaigns settings” like in Google, Yahoo and Ask.

The following are screen shots of Microsoft adCenter’s geotargeting capabilities:

Like with other search advertising platforms, Microsoft ads can be targeted by country or region and then targeted specifically to cities within a region.

Microsoft Adcenter Geotargeting

Microsoft Adcenter Geotargeting

Although Microsoft lists all countries worldwide available for targeting, only five countries can be selected for geo-targeting search advertising through Microsoft’s adCenter at this time.

The five countries are:

The United States, Canada, United Kingdom, France and Singapore.

Microsoft Adcenter Country Targeting

Microsoft Adcenter Country Targeting

Once a country or region has been selected, advertisers can select a limited number of cities within each state to distribute their ads to.

Microsoft Adcenter Ad Group Geotargeting

Microsoft Adcenter Ad Group Geotargeting

Advertisers can’t target their ads specifically for distribution at the state level like they can in Google, Yahoo and Ask.

Microsoft Adcenter Geotargeting States or Cities

Microsoft Adcenter Geotargeting States or Cities

Once a city or cities have been selected for geotargeted search advertising, adCenter then provides a map of the targeted area.

Microsoft Adcenter Geotargeting Bellevue WA

Microsoft Adcenter Geotargeting Bellevue WA

I haven’t yet been able to get the adCenter map to display any of the locations of my geotargeted ads.

adCenter search advertising features still require further development before they will match the features and functionality already available from the other three major search advertising providers.

Search Advertising Geo Targeting Options

October 3, 2008

If targeting local and mobile search advertising is the future growth drivers for search advertising providers, then Google and its Adwords geo-targeting features are in the driver’s seat when compared to its three closest search advertising rivals Yahoo, Microsoft and Ask.com.

Below I outline each providers’ offerings not according to their search advertising market share but instead according to their level of geotargeted advertising product development.

Google’s advertising product and its geo-targeting capabilities have one distinct yet obvious feature the other’s lack:

An actual map for geo-targeting the location of your ads and where they will be shown!

Google Search Advertising Country Geotargeting

Google Search Advertising Country Geotargeting

With Google Adwords, advertisers can target their ads one country at a time through Google’s Country Geotargeting tab, or choose to bundle their ads for display in multiple countries at once with Adwords Bundle Geotargeting feature.

Google Search Advertising Bundle Geotargeting

Google Search Advertising Bundle Geotargeting

Google Search Advertising Bundle Geotargeting

Google Search Advertising Metro Geotargeting

Google Search Advertising Metro Geotargeting

Google Adwords advertisers who advertise in specific markets nationally or regionally can target their ads by metropolitan area or by city.

Although not referenced, Google’s metropolitan area targeting looks slightly similar to the Designated Market Area system developed by Nielsen Media Research which incorporates Nielsen’s broadcast media markets and distribution scheme.

For its City geotargeting option, Google surrounds the target city with a square.

Google Search Advertising Custom Geotargeting

Google Search Advertising Custom Geotargeting

Google custom geotargeting by far provides the highest level of geotargeting available from any search advertising provider.

Custom geotargeting lets advertisers create their own custom advertising distribution area within any market.

Google search advertisers can simply point and click three or more points on their advertising map and Google does the rest for them – creating a custom advertising distribution area through latitude and longitude coordinates.

How do the other search advertising providers’ geo-targeting features stack up compared with Google’s?

Yahoo and Ask both offer advertising geo-targeting options but both to a lesser degree.

Yahoo Search Advertising Geotargeting

Yahoo Search Advertising Geotargeting

Yahoo offers geotargeting to it advertisers by account market area and specific regions. Account market area is established by the advertising account holder when the open their account. Both account market area and specific region areas are organized by country, state, province or territory.

The Yahoo specific region feature geotargets its advertising through the Designated Market Areas system licensed from Nielsen Media Research.

Yahoo Search Advertising Geotargeting Mapview

Yahoo Search Advertising Geotargeting Mapview

Where is the Yahoo Search Advertising Geotargeting Map?

Yahoo offers a Map View tab of specific regions geotargeted by its advertisers yet I haven’t ever been able to view an actual Yahoo map showing where my advertising has been geo-targeted and placed.

I can’t imagine why Yahoo search marketing would place a “Map View” tab in their Campaign settings geo-targeting page yet not actually provide a map view.

Ask Search Advertising Geotargeting

Ask Search Advertising Geotargeting

Ask provides its advertisers with Location targeting which is also based on Nielsen’s Designated Market Area system.

Ask doesn’t provide a map showing advertisers locations of their geo-targeted advertising.

However, and to its credit – Ask does provide a geotargeting feature direct marketers like myself would like to see from other search advertising providers like Google Adwords – Postal Code targeting.

Postal Code Targeting or Zip Code targeting here in the US would allow direct marketers and brands alike another level of advertising targeting, delivery and thus control.
At this point you may be wondering why I chose to cover Microsoft’s adCenter search advertising geotargeting product last even though it has a larger share of the search market than Ask.

Why have I listed Microsoft’s advertising geotargeting product development last?

Because Microsoft’s search advertising product does not offer its advertisers geotargeting options let alone any other kind of geographic ad targeting.

Microsoft Search Advertising Geotargeting

Microsoft Search Advertising Geotargeting

Will Microsoft ever offer advertising geo-targeting features to its advertisers?

If not, why?

Advertiser Know Thy Prospects

November 10, 2006

The following is my reply to a recent media consultant question.

Q: “I’m a media consultant, and buyer. My clients serve the pet industry. Several of my clients are interested in the recent explosion of the (web based magazines catering to niches/target audiences) like Daily Candy and Bowzer. They want to advertise in ezines instead of other less direct methods. I am curious about buying advertising in this medium, as it seems so direct and specific. Do you think the ezine is a media fad, or is it only going to get bigger?”

A: Regardless of the medium, advertisers must have a clear idea who their prospects are before they spend any money to reach them.

If an advertiser expects to acquire new customers profitably they should expect their advertising dollars to produce a measurable return on investment. What business can afford to do otherwise?

Any price paid for advertising failure is too high.

Most advertising is sold on a cost per thousand (CPM) people reached basis. Of the thousand people reached, there are both active (prospects) and inactive audience members. Inactive audience members are the remaining people who aren’t in the market for the product or service being advertised (often as many as one thousand).

If you can’t reach active prospects directly through a traditional cost per thousand advertising model, it is likely your prospects aren’t being reached and served by traditional media at which point ezines may become an attractive option.

To qualify potential ezines for your advertising investment, ask the following questions.

There are two types of ezine – email or those posted on websites.

Ask the media representative if they have any of the following data:

Email ezine:

How they acquired their list

Geographic data and targeting
Age & Gender
Income
Education levels
Lifestyle information
List size
Average open rate
Average bounce rate
List hygiene protocols
Third party or other form of circulation verification
CPM
Repeat advertisers

Web post ezine:

Traffic sources and ratios
Unique visitors to advertisement
Average session length
Average page views per session
Geographic distribution
Age & Gender
Income
Education
Lifestyle information
Alexa rank
Any site statistical data
CPM
Repeat advertisers

After your client has verified the media’s claims regarding their audience size, makeup and location determine your client’s potential conversion ratio per thousand audience members reached.

If the worst case cost per thousand reached doesn’t produce an acceptable return on their advertising investment consider using your audience profile information to reach prospects directly through targeted advertising like Google Adwords.

Instead of the traditional media model measurement of cost per thousand audience members Google Adwords lets you reach prospects on a cost per person basis.

To justify either form of advertising, determine how many active audience members (prospects) you will need to reach and convert into customers then compare those figures with how many inactive audience members you can afford to reach and not convert (if any) into customers before making an advertising investment decision.

An active audience of one more is worth exponentially more than an inactive audience of a thousand.


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