• Pat Grady

    ExSELLent article! “Our preference is not to use keyword targeting as a standalone tactic, but to combine keyword and placement targeting” = yep! We like to combine a low-bid keyword bid and layer on known good placements (that also work with the keywords) at a higher bid. And we base all bids on ROAS. So the lower bid automatic placements (from keyword targets) serve as an ongoing discovery of higher bid placements we add. Bad placements get excluded. We call this “Keep Or Kill”, in reference to the placements – Keep them (add as Managed Placements) or Kill them (exclude poor converters). For those still indeterminant, we let them continue to flow in as auto placements (again, from our keyword targeting). We find “Keep or Kill” is the best balance between volume, ROAS and time spent managing the PPC.

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Thanks, Pat! Strategy sounds solid and love the Keep or Kill theme. There is so much good traffic to be had out there. I’ll be talking about your tactic and others next month – bidding gets tricky and can be counter-intuitive. Keeping it simple like you do has strong merit.

  • http://www.noggindigital.com/ Zach Kasperski

    I really like this articles depth into targeting, but it reminded me of a situation I was put into the other day. First, I’ll say that I’m certified in Google Ad Words, specifically the Search side, but I have little experience with the Display network.

    I’m working with a client who owns an Italian restaurant in town. He has great offers for lunch, happy hour, etc., and he has three locations in the area. I recommended that he leverage these offers and run display ads on the GDN. Thing is, I am targeting a 7mi radius from each of the locations and planning to target every site on the GDN. This all is accompanied by a detailed scheduling a couple hours before each meal. I was going to focus more on exclusions.

    Do you have any input?

  • http://www.facebook.com/matt.vanwagner1 Matt Van Wagner

    Hi Zach, thank you for your note. Couple of thoughts on your local restaurant advertising.

    Hyper local targeting is still the trickiest for Desktop computers. Your best option for targeting is to use the campaign level geo-targeting and either set a radius (10 mi minimum) or try zip code targeting. I think zip code may drill in better for you. This is true for search or display.

    How you approach the campaign setup depends on whether all 3 restaurants share the same name, menu and offers, or if you have to advertise each restaurant individually.

    For the GDN, I’d might start with keyword targeting (italian restaurants scarsdale) and subtopics in Food and Drink topic area using geo-modified keywords both to attract and repel the visitors you are looking for. I’d also restrict the geo-setting to people within my target area.

    Targeting Mobile devices separately should be a win for you, too, especially on search. Lots of people are choosing restaurants on the fly using their smart phones. Google is able to drill in pretty close to the actual user’s location if they are doing search on maps – well within a mile, so you should be more successful with your ads there.

    Send me a twitter message @mvanwagner if you want to connect and talk about this a bit more. Happy to brainstorm this with you.

  • http://www.noggindigital.com/ Zach Kasperski

    I really appreciate your advice. Oh, and I completely agree with the mobile targeting. I’ve collected so much data on restaurants and their opportunity in mobile. So many local businesses miss mobile – a huge mistake.