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The Forgotten Art of Location Targeting - Matt Cocking

Matt Cocking
September 13, 2023
Marketing & SEO
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100

The Forgotten Art of Location Targeting - Matt Cocking

Matt Cocking

September 13, 2023
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Transcript

  1. The forgotten art of
    location targeting
    Matt Cocking
    ASSISTED.
    Speakerdeck.com/mattcocking
    linkedin.com/in/mattcocking/

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  2. Breakdown
    Execution. Performance. Results.
    /mattcocking/

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  3. Breakdown
    Execution. Performance. Results.
    /mattcocking/
    ➔ About me

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  4. Breakdown
    Execution. Performance. Results.
    /mattcocking/
    ➔ About me
    ➔ What location targeting is

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  5. Breakdown
    Execution. Performance. Results.
    /mattcocking/
    ➔ About me
    ➔ What location targeting is
    ➔ The problem

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  6. Breakdown
    Execution. Performance. Results.
    /mattcocking/
    ➔ About me
    ➔ What location targeting is
    ➔ The problem
    ➔ The solution

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  7. Breakdown
    ➔ About me
    ➔ What location targeting is
    ➔ The problem
    ➔ The solution
    ➔ Taking it to the next level
    Execution. Performance. Results.
    /mattcocking/

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  8. About me
    The curious adventures of Matt
    Execution. Performance. Results.
    /mattcocking/

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  9. From Lincoln
    Execution. Performance. Results.
    /mattcocking/

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  10. First Role
    Execution. Performance. Results.
    /mattcocking/

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  11. Current Role
    Execution. Performance. Results.
    /mattcocking/

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  12. Interesting Fact…
    Execution. Performance. Results.
    /mattcocking/

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  13. Execution. Performance. Results.
    /mattcocking/

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  14. Let’s get into it
    Execution. Performance. Results.
    /mattcocking/

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  15. 01
    What location
    targeting is
    Execution. Performance. Results.
    /mattcocking/

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  16. “Location targeting lets you
    select specific locations where
    you want your ads to be
    shown.”
    https://support.google.com/google-ads/answer/6317
    Execution. Performance. Results.
    /mattcocking/

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  17. “By default, your ads can show
    to people in, regularly in or
    who’ve shown interest in your
    targeted locations.”
    https://support.google.com/google-ads/answer/6317
    Execution. Performance. Results.
    /mattcocking/

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  18. This is also known as…
    Execution. Performance. Results.
    /mattcocking/

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  19. Presence:
    Execution. Performance. Results.
    /mattcocking/

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  20. In
    Presence:
    Execution. Performance. Results.
    /mattcocking/

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  21. In
    Presence:
    Execution. Performance. Results.
    /mattcocking/

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  22. In
    Presence:
    Regularly in
    Execution. Performance. Results.
    /mattcocking/

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  23. In
    Presence:
    Regularly in
    Execution. Performance. Results.
    /mattcocking/

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  24. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  25. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  26. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  27. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  28. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  29. Interest:
    Execution. Performance. Results.
    /mattcocking/

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  30. Exclusion:
    Execution. Performance. Results.
    /mattcocking/

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  31. Exclusion:
    Execution. Performance. Results.
    /mattcocking/

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  32. But we know all that, Matt…
    Execution. Performance. Results.
    /mattcocking/

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  33. Execution. Performance. Results.
    /mattcocking/

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  34. 02
    Why I’m talking about it
    Execution. Performance. Results.
    /mattcocking/

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  35. Location targeting has been
    forgotten about.
    Execution. Performance. Results.
    /mattcocking/

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  36. It’s not being done WELL.
    Execution. Performance. Results.
    /mattcocking/

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  37. Let’s dig a little deeper…
    Execution. Performance. Results.
    /mattcocking/

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  38. with a REAL LIFE example!
    Execution. Performance. Results.
    /mattcocking/

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  39. Execution. Performance. Results.
    /mattcocking/

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  40. I see this all the time…
    Execution. Performance. Results.
    /mattcocking/

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  41. Keyword
    Execution. Performance. Results.
    /mattcocking/

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  42. Keyword
    [employment lawyer watford]
    Execution. Performance. Results.
    /mattcocking/

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  43. Keyword
    [employment lawyer watford]
    [employment solicitor watford]
    Execution. Performance. Results.
    /mattcocking/

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  44. Execution. Performance. Results.
    /mattcocking/

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  45. Their location targeting
    Execution. Performance. Results.
    /mattcocking/

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  46. Their location targeting
    Execution. Performance. Results.
    /mattcocking/

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  47. And in exactly the same
    account…
    Execution. Performance. Results.
    /mattcocking/

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  48. Keyword
    Execution. Performance. Results.
    /mattcocking/

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  49. Keyword
    [employment lawyer near me]
    Execution. Performance. Results.
    /mattcocking/

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  50. Keyword
    [employment lawyer near me]
    [employment solicitor near me]
    Execution. Performance. Results.
    /mattcocking/

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  51. Their location targeting
    Execution. Performance. Results.
    /mattcocking/

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  52. Their location targeting
    Execution. Performance. Results.
    /mattcocking/

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  53. So what’s your point, Matt?
    Execution. Performance. Results.
    /mattcocking/

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  54. The client is trying to generate
    customers who want a solicitor
    in Watford…
    Execution. Performance. Results.
    /mattcocking/

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  55. If someone searches for
    “employment solicitor near me”
    Execution. Performance. Results.
    /mattcocking/

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  56. Execution. Performance. Results.
    /mattcocking/

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  57. That’s ANYWHERE in the UK…
    Execution. Performance. Results.
    /mattcocking/

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  58. Execution. Performance. Results.
    /mattcocking/

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  59. Execution. Performance. Results.
    /mattcocking/

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  60. If someone searches for
    “employment solicitor Watford”
    Execution. Performance. Results.
    /mattcocking/

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  61. Execution. Performance. Results.
    /mattcocking/

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  62. They miss MOST PEOPLE who
    specified Watford, but are
    outside the radius…
    Execution. Performance. Results.
    /mattcocking/

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  63. Execution. Performance. Results.
    /mattcocking/

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  64. 03
    The solution
    Execution. Performance. Results.
    /mattcocking/

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  65. We need to sort out location
    targeting.
    Execution. Performance. Results.
    /mattcocking/

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  66. Execution. Performance. Results.
    /mattcocking/

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  67. But how?
    Execution. Performance. Results.
    /mattcocking/

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  68. If someone searches for
    “employment solicitor near me”
    Execution. Performance. Results.
    /mattcocking/

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  69. TARGET WATFORD
    Execution. Performance. Results.
    /mattcocking/

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  70. Because the searcher NEEDS to
    be in or around Watford…
    Execution. Performance. Results.
    /mattcocking/

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  71. If someone searches for
    “employment solicitor Watford”
    Execution. Performance. Results.
    /mattcocking/

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  72. TARGET THE UK
    Execution. Performance. Results.
    /mattcocking/

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  73. Or, if budget allows…
    Execution. Performance. Results.
    /mattcocking/

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  74. TARGET THE WORLD
    Execution. Performance. Results.
    /mattcocking/

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  75. Execution. Performance. Results.
    /mattcocking/

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  76. 04
    The specialist tip
    Execution. Performance. Results.
    /mattcocking/

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  77. BULK TARGETING LOCATIONS
    Execution. Performance. Results.
    /mattcocking/

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  78. But not just any bulk of locations…
    Execution. Performance. Results.
    /mattcocking/

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  79. Radius locations.
    Execution. Performance. Results.
    /mattcocking/

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  80. Execution. Performance. Results.
    /mattcocking/

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  81. There is NO EASY WAY of
    targeting a bulk list of radius
    locations in the Google Ads
    interface.
    Execution. Performance. Results.
    /mattcocking/

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  82. You have to manually enter
    them one at a time.
    Execution. Performance. Results.
    /mattcocking/

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  83. So here’s how you do it…
    Execution. Performance. Results.
    /mattcocking/

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  84. Step 1
    Execution. Performance. Results.
    /mattcocking/

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  85. Grab your data.
    Execution. Performance. Results.
    /mattcocking/

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  86. Let’s say you work for Sainsbury’s
    Execution. Performance. Results.
    /mattcocking/

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  87. Sainsbury’s have over 1,400
    locations in the UK.
    Execution. Performance. Results.
    /mattcocking/

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  88. That’s 1,400 postcodes.
    Execution. Performance. Results.
    /mattcocking/

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  89. Image you want to target
    everyone within a 1km radius of
    Sainsbury’s stores with an
    amazing offer.
    Execution. Performance. Results.
    /mattcocking/

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  90. Step 2
    Execution. Performance. Results.
    /mattcocking/

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  91. GeoCode the data.
    Execution. Performance. Results.
    /mattcocking/

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  92. Use a website such as
    www.doogal.co.uk/BatchGeocoding
    Execution. Performance. Results.
    /mattcocking/

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  93. Pop your list of postcodes in.
    Execution. Performance. Results.
    /mattcocking/

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  94. Execution. Performance. Results.
    /mattcocking/

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  95. Download your GeoCode data.
    Execution. Performance. Results.
    /mattcocking/

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  96. Execution. Performance. Results.
    /mattcocking/

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  97. Execution. Performance. Results.
    /mattcocking/

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  98. Open with Google sheets or Excel.
    Execution. Performance. Results.
    /mattcocking/

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  99. Execution. Performance. Results.
    /mattcocking/

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  100. Step 3
    Execution. Performance. Results.
    /mattcocking/

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  101. Make the data suitable for
    Google Ads Editor.
    Execution. Performance. Results.
    /mattcocking/

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  102. Required format:
    [distance][unit]:[latitude]:[longitude]
    Execution. Performance. Results.
    /mattcocking/

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  103. Concatenate formula required:
    =CONCATENATE(“1km:”,B2,”:”,C2,”)”)
    Execution. Performance. Results.
    /mattcocking/

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  104. Execution. Performance. Results.
    /mattcocking/

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  105. Output:
    (1km:50.84047:-1.039151)
    Execution. Performance. Results.
    /mattcocking/

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  106. Step 4
    Execution. Performance. Results.
    /mattcocking/

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  107. Upload into your campaign via
    Google Ads Editor.
    Execution. Performance. Results.
    /mattcocking/

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  108. Execution. Performance. Results.
    /mattcocking/

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  109. Execution. Performance. Results.
    /mattcocking/

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  110. Execution. Performance. Results.
    /mattcocking/

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  111. Execution. Performance. Results.
    /mattcocking/

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  112. Execution. Performance. Results.
    /mattcocking/

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  113. Download this deck to follow the
    walkthrough:
    speakerdeck.com/mattcocking
    Execution. Performance. Results.
    /mattcocking/

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  114. Thank you.
    Enjoy the rest of the event.
    /mattcocking/ Execution. Performance. Results.

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