All 2 entries tagged Geographic Targeting

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November 20, 2009

Google Geographic Targeting helps Fostering Agency

Writing about web page

Many of my client’s are now using geographic targeting for their Adwords. The TV digital aerial installer is clearly local, whereas the forklift truck hire and service company provide a two hour call out response promise so the distance of new clients from their base is critical. I have been tracking the gradual improvement in the still flawed geographic tracking within the UK’s ADSL network.

Nexus Fostering LogoThe best geographic targeted campaign that I have ever seen is for Nexus Fostering’s Foster Carers who used a 5 point polygon on Google’s map. They still had problems with out-of-area applications so I refined their polygon to have over 20 points and added a list of towns and cities outside the area as negative keywords. Here again the limitation is their support promise to all their foster carers and foster children. The recruitment of another social worker in the west country means that I have to unpick some of their excluded towns. I have also found that you can combine multiple polygons, towns and ‘within n miles’ circles successfully.

To learn more about the underlying limitations that BT’s wholesale ADSL imposes see this previous entry.

April 27, 2009

Locations provided for DSL visitors are much better but still flawed.

Follow-up to Problems with Location based Search Marketing in the UK from Rob McGonigle on Internet Search & SMEs

I have been running two accounts with UK location targeted campaigns. I have blogged in the past about how this was completely broken in the UK by the limitations of BT’s wholesale ADSL network.

My own campaign still demonstrates this problem and I cannot see my Ads here in Coventry as my fixed IP address still appears to be in London.

DSL Visitors from LondonThe other campaign was remarkably sucessful so I have researched this in more detail. Looking at the 2009 stats from the WMCCM site’s Analytics revealed that 685 different cities have been recorded way up from three. DSL provided about 50% of the visitors so I created 2 Analytics ‘advanced segments’ UK DSL and UK Non-DSL and drilled down to the cities.

London provided 44% of the DSL visitors (about 22% of all visitors) but only provided 26% of the Non-DSL visitors (13% of the total). There is still clearly significant over-reporting of London visitors using DSL

Looking at the Network Locations for any city shows reveals a better picture of the Internet Service Providers and IP pools than the three big centres of 2 years ago. Looking at the picture for London highlights 2 potential groups for over-reporting, see picture right, and click for a larger image.

Single static IP addresses is the largest number and includes my Coventry based IP address. The Carphone Warehouse also stood out. Their traffic resolved to 50 cities but 77% of that was recorded as London. TalkTalk do have some unbundled local loop equipment in BT exchanges, Lambeth was their no.2 location, so the bulk are probably also static IPs provided wholesale by BT.

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