02.06.2019 | version 1.0 targeting - web.com...many of the best strategies use multiplied of these...

CONFIDENTIAL 20181

TARGETING

IFA 2019

02.06.2019 | Version 1.0

CONFIDENTIAL 20182

KNOW YOUR TARGET

5 Tips for Franchisees to Coordinate, Not Cannibalize,

Paid Search Traffic

CONFIDENTIAL 20183 | Customer Insights Summit 2018

MY MOBILE MORNING

CONFIDENTIAL 20184

Current PDC Darts World Champion

3 time champion 2014, 2017, 2019

Michael van Gerwen

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Known as ‘Might Mike’ van GerwenDoes not like to be called “Baldy McBald Face“

He is ‘The Most Accurate Man In The World’He nor his publicist are aware of his use as our “sponsor“

CONFIDENTIAL 20185

Obvious and irresistible “bullseye”, targeting metaphor

Wait but why?

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1

Spent 3.5 hours of “creative” work on these graphics2

CONFIDENTIAL 20186

Multi-location/Franchises with

or without Corporate NAF but

with either densely populated

territories or no territories at all

Multi-location / Franchise

Corporate Network Ad Funds

Territory Overlap

The types of Enterprise Networks

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Networks with defined territories,

service areas and their own paid

media funds


Multi-location/Franchises with

Corporate NAF funds used to

benefit the network


Corporate Network Ad Funds

CONFIDENTIAL 20187

The problem

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Cross cannibalization never happens when you

manage one location and one corresponding Paid

Search campaign

Throw in a number of locations and different

types of Multi-location or Franchise networks,

and overlap is inevitable

Close proximity franchisees competing for the

same customer base, inflating CPCs for the

entire network

Location funds vs. network funds. Locations want

their dollars going to work for them, corporate

wants Ad Funds going to aid the entire network

1

2

3

4

CONFIDENTIAL 20188

KNOW YOUR TARGET

Co-opetition/ ko-ämpəˈtiSH(ə)n/

noun

The activity of competing while ‘playing-nice’ with neighbor

franchisees.

CONFIDENTIAL 20189

Win over your local

audience

The Goal Targeting for Enterprise Networks

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Share Learnings,

Not Dollars

Benefit from National Ad Funds


MY MOBILE MORNING

5 PPC

Targeting

Tips

CONFIDENTIAL 201811

Coordinate your Keywords

Targeting Tip #1

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1

Keywords, not often thought of as a form of targeting, are the most important

targeting. Coordinating Keywords across other locations in the network can:

A) Share learnings

B) Define ‘swim lanes’ so the right keywords always got to the most deserving place

C) Negative keywords can be more valuable than negative keywords

CONFIDENTIAL 201812

Targeting Tip #2

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Match your Geo Targeting to your Network2

However your territory is structured, that’s how you should structure your Paid

Search targeting. Zip code or Radii, fit your targeting solution to your network.

CONFIDENTIAL 201813

Targeting Tip #3

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Test additional Settings to fine tune

account coordination3

Bid to position can allow certain accounts to target a higher Avg. Position

while other accounts go lower

Time of day bidding can help route traffic to the right place for different

conversion points at all hours

Retargeting can ensure accounts only bid on ‘return PPC searchers’ or

conversely, exclude those searchers

CONFIDENTIAL 201814

Targeting Tip #4

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‘Market Pages’ & Lead Routing for densely populated areas4

Market pages work for a number of our Franchise clients that have a large

amount of franchisees in an urban area. Lead Routing can help give credit and to

the right location.A

B

C

CONFIDENTIAL 201815

Targeting Tip #5

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Layer, Layer, Layer!5

Many of the best strategies use multiplied of these strategies. At Web

For Enterprise, some of our best results come with a combination of

Keyword swim lanes, precise geo targeting, and an additional

targeting like Retargeting. Be sure to mix and match!


MY MOBILE MORNING

Targeting

Snapshots

CONFIDENTIAL 201817

Web for Enterprise Snapshot #1

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Tips Used Outcome

60 Location Network Zip code service areas

A Medium Home Services Franchise

Coordinating Keywords

A) Shared Learnings1

Zip code targeting and

negatives2

Layering5

Franchisee calls about out of area traffic

reduced dramatically

More network adoption

CONFIDENTIAL 201818


KNOW YOUR TARGET

Tips Used Outcome

A Large Window Covering Franchise


A) Shared Learnings

B) Swim Lanes

1

Radii Targeting & Negatives2

Layering5

Decreased PPL by almost half

Greatly outperformed previous vendor

300 Locations National & Local FundsRadii (1, 5, 15 miles)

Metro Pages & Lead Routing4

CONFIDENTIAL 201819


KNOW YOUR TARGET

Tips Used Outcome

A Large Massage Therapist Franchise


A) Shared Learnings

B) Swim Lanes

1

Radii Targeting & Negatives2

Layering5

Combined Location PPL Decrease

Increased total lead volume for all

locations

Metro Pages & Lead Routing4

23 Locations Denver Metro AreaRadii (1, 5 miles)

Bid to position3

CONFIDENTIAL 201820

Key Takeaways

MOBILE MARKETING COMPONENTS

Coordinate keywords1

2

3

4

Experiment with additional settings

Match your targeting to your network

5

Market Pages & Lead Routing

Layer, Layer, Layer

CONFIDENTIAL 201821

Thank You

02.06.2019 | version 1.0 targeting - web.com...many of the best strategies use multiplied of these...

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