Do you realize that you can tailor PPC (Pay Per Click) campaigns to specific locations? Right down to Zip code/post code level?
Combining this facility with a map of your prospects makes for a powerful business tool. It allows you to reach the audience most responsive to your message at the right time, but more importantly, in the right place.
That means you don’t blow your PPC budget by targeting an area with few prospects, unlikely to respond to your campaign. That means big savings.
A bigger slice of the action
Let’s imagine you run a chain of pizzerias in a given city.
It’s the height of Summer. The days are long and hot. Workers like to eat their lunch in parks and recreational areas, rather than in restaurants. Your company allows pizza slices to be pre-ordered – the slices are packed and ready to go when online customers turn up at your pizzerias.
How do you make them your customers? This is where the map becomes indispensable. You know all the big offices in the city because you’ve plotted them using mapping software.
After realizing that many offices are within strolling distance of your pizzerias, you run a PPC campaign specifically targeting the areas where those offices are located. (You might also target mobile device users with a Google Adwords Enhanced Campaign.)
At that time of day, it’s worth increasing your maximum Cost Per Click bid, because you’ve worked out there’s a high conversion rate.
Voila! The map has helped you optimize your PPC spend. And several hundred workers have a nice lunch too.
Location data reveals your market
Now, let’s look at the map again.
It’s home time. Beyond the reach of the commercial center of the city (where your workers have just finished up for the day) is an army of pizza-loving families You’ve mapped each suburb, based on high population densities – so you know exactly where your prospects are based. You also know that these users are more likely to be using tablets or computers, rather than cell phones – so tailor your campaign accordingly.
You vastly reduce your PPC spend in the city and put it into the swathe of residential suburbs that surround it. The orders come in thick and fast.
You are the winner in customer conversion and the PPC bidding battle! All because you designed your campaign based on the detailed picture that you saw on the map. In essence: you knew where your customers where (the map), you knew how to target them (PPC) and, finally, you reacted to the context in which they were ordering (evening, after work, from home, non-mobile) – which, incidentally, Google loves.
That’s a B2C scenario, but what about B2B? Well, one of eSpatial’s customers recently provided a textbook example of how a company can use mapping software to optimize its PPC spend.
I’d like to share that with you here.
Reaching out to clients
The company was a marketing agency and its main business activity – getting schools to use their marketing services to attract top students – involved a two-stage process. In the first stage, the company targeted their own prospects (schools), in the second stage, they targeted client prospects (prospective students).
To recruit schools, the marketing company found similar educational establishments within a certain range of their existing customers. To achieve this they uploaded a data set of all schools in a city to eSpatial, then employed the Within Distance tool. That created a radius map like this:
The value of each of the schools was put at $25 to the marketing company. The PPC spend was $100. Therefore, to recoup the outlay on internet advertising, there had to be at least four prospects within the radius area covered.
As we can see immediately from the illustration, PPC investment here would be a very wise investment. Mapping the data made the decision to target the area easy.
When the marketing agency had recruited its prospects (stage 1), they then set about using a similar process to help their newly-acquired client reach their target audience – prospective students (stage 2). The process followed the same template as the image above.
In this case, the PPC area covered would be within a certain range of the client school (most students don’t like to commute beyond a 15-mile radius of their schools).
Again, it’s obvious here that designing a PPC campaign around mapped location data ensures optimum targeting and minimum waste of advertising spend.
Surprisingly, there has been little exploration of the possibilities of melding PPC with location data (try doing a Google search and you’ll find scant results).
I hope this article serves as a jumping off point for more companies to discover the benefits of mixing the two.