Local PPC at Scale - a Balihoo presentation at SMX West

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Local PPC at Scale - a Balihoo presentation at SMX West



View the presentation to gain several insights into executing local PPC at scale, including: ...

View the presentation to gain several insights into executing local PPC at scale, including:

Why local PPC is so difficult to execute–but also crucial
An example of effective locally executed PPC campaigns, and the winning results
Brand benefits
When to use automation vs. people
Secrets to success
How to get started
Resources for added support



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Local PPC at Scale - a Balihoo presentation at SMX West Presentation Transcript

  • 1. LOCAL PPC@SCALESMX West3.12.13 Shane Vaughan, CMO svaughan@balihoo.com @shanevaughan
  • 2. “By 2015, companies that focus onintegrated processes for LocalMarketing Enablement will increaserevenue by 15 to 20%.”(Gartner Research, Top 10 Marketing Processes for 2012, 21 March 2012, Kimberly Collins)
  • 3. What are we talking about? • 100s or 1000s of SMB’s selling Agent the same product • Highly geographic specific • Typically unsophisticated Franchisee Local marketers, especially digital • Highly value phone calls Affiliates Reseller • Low PPC budgets ($100- $1000/mo) Distributor Centrally managed local campaigns that compliment your national strategy
  • 4. Why should national brands care?• 30%+ of desktop searches and 50%+ of mobile searches demonstrate local intent• Searchers demonstrating local intent are by nature further down the customer lifecycle• Sponsored ads/maps on high commercial intent keywords take up 85% of the above-the-fold pixels (worse on mobile)• Local SEO is becoming increasingly more difficult and technical for the typical SMB• Your local partners are either already executing PPC poorly (bad) or not executing PPC at all (even worse)
  • 5. Case Study: Local PPC @Scale – National Floral BrandSituation:• Thousands of local florists• Non company-owned• E-commerce templated local sites• Historically traditionally media heavyWhat They Did:• Templated PPC campaign• Enrollment effort• Corporate managed (portfolio approach)• Fully transparent, flat-rate pricing• Avg. budget = $208/month
  • 6. Case Study: Local PPC @Scale – National Floral BrandResults (6 months):• 50% adoption• CTR 8% higher than corporate PPC campaigns• Conversion rate >10%• Conversions = 70% phone/30% web• Avg. ROI: +300%→ Corporate wins: >$250K/month in incremental PPC budget driving local sales of their product→ Local store wins: Professional PPC management at a fraction of the cost with demonstrable ROI
  • 7. Brand Benefits of PPC@SCALE for Local• Centralized control ensures consistency of the message and integrity of the brand (and competitive bidding management)• Dramatically increased SERP coverage utilizing local data and budgets = leverage• Aggregated reporting provides a single-view into total local PPC performanceLocal Affiliate Benefits of PPC@SCALE for Local BENEFITS• Easy-button for digital• Data aggregation drives enhanced performance well beyond typical local capabilities• Low-cost management fees puts more dollars to work for clicks/conversionsConsumer: Easy, seamless local conversion
  • 8. Implementation – Machines vs. PeopleSoftware:• Account creation• Template application• Tracking phone # swapping• ReportingPeople:• Strategy/Template development• Testing• KPI Management• Account-level portfolio management
  • 9. PPC@SCALE – Secrets to Success• Share the burden: • National provides management and execution • Local provides budget and fulfillment• Local landing pages are required• Must have phone tracking• Pricing transparency is key• You need an adoption plan • 10% will be overly-sophisticated • 20% will never engage • 70% is the addressable market• Ensure alignment with national PPC efforts
  • 10. How to get the ball rolling Pilot Program • Manual implementation • Variety of markets (10-20) • Identify 4-5 key KPI’s • Build campaign template 〉 Consistent keywords/ad groups 〉 Consistent ad copy modified for geography and business name • Identify scaling approach (people versus technology)
  • 11. Resourceshttp://balihoo.com/local-marketing-resources
  • 12. Bonus Question: What year were all these movies released? svaughan@balihoo.com