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PPC Geo-Bidding, Simplified

Are you overthinking your geo-targeted bidding strategy? Columnist Andrew Goodman thinks you might be -- and he's here to help simplify your life.

Andrew Goodman on January 29, 2016 at 11:04 am

Recently, I came across a social media post that — honest to goodness — went on at length about the price the poster would be willing to pay for a new brand of ketchup.

“I’d need 50 percent off to give it a try,” opined the timid tomato tester. “If I turn out not to like the product, it’s just a whole lot of wasted time, and a waste of food .”

“This calls for snark!” some alien voice urged me.

I’m not proud of it, but there was only one possible reply: “Dude. It’s just ketchup.”

Unlike the man-child clinging to the safety of the almighty Heinz brand, some people actually get paid to overthink stuff. That appears to be the case in the marketing profession.

Despite some underlying complexity in the permutations, probabilities and platforms, there are many topics in digital marketing today that could use a little dumbing down — at the very least to overcome paralysis, but also to avoid doing fake work or engaging in “doctor that actually makes the patient sicker” activity (of the type Nassim Taleb has been so eloquent in calling out).

Bidding accurately on different geographic segments is one of those topics. Let’s go.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Andrew Goodman

Andrew Goodman is founder and President of Toronto-based Page Zero Media, a full-service agency obsessed with PPC performance since 2002. Current clients include Well.ca, Princess Auto, and Nuts.com. Andrew wrote 2 editions of Winning Results With Google AdWords (McGraw-Hill), a pioneering book on PPC strategy and tactics. He continues to speak regularly at SMX and other events. He was also an adviser to (and later, co-founder of) a consumer review startup, Toronto-based HomeStars, acquired by HomeAdvisor in 2017.