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The Ultimate Guide To Local Paid Search


The Ultimate Guide To Local Paid Search is a guide on how to profitably run a local paid search campaigns. This presentation examines areas of opportunity to creates a campaign that will drive highly …

The Ultimate Guide To Local Paid Search is a guide on how to profitably run a local paid search campaigns. This presentation examines areas of opportunity to creates a campaign that will drive highly targeted, ready to convert users to your site via local paid search campaigns.

Originally presented at Pod Camp Philly on October 1st, 2011.

Published in Business , Technology , Design
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  • 1. The Ultimate Guide To Local Paid Search
    How to run a profitable local search campaign
  • 2. Who am I?
    Lead Paid Search Manager – TPG Direct
  • 3. What Can You Learn Today?
    How to promote your local business through paid search
    How to make your ads more attractive to potential customers
    Target the right customers
    When to target
    Where to target
    How to target
  • 4. What Can Paid Search Do?
    Drive targeted, ready to convert traffic to your website
    Present potential customers with your advertisement when they search for your product/service
    Specifically target potential customers in the areas you service
    Increase your bottom line
    New business
    Repeat customers
    Sales, sales and more sales
  • 5. What Is Local Paid Search?
    Millions of people head to search engines to search for
    Business can target these hand raisers by showing text ads on search engines
    Google and MSN offer features that allow you to specifically target your local market.
  • 6. What A Local Business Should Do
    Target areas they service
    Promote their products or services to customers who are ready to buy
    Create geo specific ad text and campaign structure
    Take advantage of all tools provided by Google and MSN
  • 7.
  • 8. Adwords Express
    Formerly Boost – which was tied directly to Google Places account
    Ads show business address and telephone number
    Blue Pin/Balloon shown on map
    Easy to set up, create ads and launch
  • 9. Geo-Targeting
    Google and MSN allow you to select a specific area to show your advertisements
    This should mirror the area you service or how far customers are willing to travel to visit your business
    Geo-targeting options:
    Radius/Proximity Targeting
    Custom Shape
    Out of state shoppers?
    Wider target area
    Geo-specific keywords
  • 10. Create Geo-Specific Ad Text
    By creating geo-specific ad text you reassure the searcher of your location
    Examples of geo-specific ad text:
    Where do you deliver?
    How far will people travel for your product/service?
  • 11. Geo Specific Landing pages
    Using a common message from search query to text ad to landing page can boost conversions
    Reiterating location on the landing page can reassure site visitors of you are a local business
    Don’t send traffic to your homepage – if you can, create a landing page
  • 12. Promote specials
    Ad text presents a great opportunity to advertise daily deals or specials
    Daily lunch specials
    Holiday sales
    Restaurants who have daily specials can create campaigns and utilize a combination of ad text and ad scheduling to promote daily specials
  • 13. Keyword Research
    Google places impression reports
    Location variations
    Philadelphia plumber
    Philly plumber
    Google insights – trends at regional level
    Look to your customers
    Customers search different then experts/business owners
    Understanding the opportunity –
    Utilize Google’s Estimated Traffic Tool to understand what can and should be spent
    Query Mining
  • 14. Match Types
    Phrase match is your friend
    Plumber in
    Car insurance for
    Be careful with broad match
    Make use of negative keywords
    Query mine for exact match keywords
    Create additional ad groups to house new keywords
  • 15. Ad Scheduling
    Take advantage of:
    Ad scheduling
    What you know about your customers
    Google Adwords and MSN Adcenter allow you to adjust bids throughout the day
    Adwords– hourly
    Adcenter – Segments of day
    When are you open?
    When do your customers shop?
  • 16. Bidding Strategy
    It’s about profit – not pride
    Positive ROI
    Know your cost of goods sold
    What margin do you make on a sale?
    Look at SERPs – are they competitive?
  • 17. Adwords Ad Extensions
    Phone Number Extension
    Enables advertiser to display phone number in ad
    If on mobile device, or searcher has program such as Skype, user can click and call your business
    How can this help your local business?
    Takes up more real estate on SERP
    Directs searcher to your business phone
    Use of local area code
  • 18. Adwords Ad Extensions (CONT)
    Site Links
    Great option for business with multiple locations
    One sitelink dedicated to a location, direct searcher to that specific location’s webpage
    Should be utilized in brand campaigns
    Great options for business with multiple services/products
    Example – Landscaping and Tree Removal services
  • 19. Adwords Ad Extensions (Cont)
    Location Extension
    Enables advertiser to display physical location of store in ad
    Can be paired with Google Places account
    How can this help your local business?
    Takes up more real estate on SERPs
    Allows user to click ‘get directions’ link
    Reinforces that you are a local business
  • 20. Tracking Your success
    Google Analytics – It’s free (Well kinda… )
    • Easily track how site visitors get to and navigate your site
    • 21. Link up your Adwords account
    • 22. Understand what words are converting
    Google Adwords Conversion Tracking
    • Place a small piece of code on your Thank You page
    • 23. Conversions and cost per conversion metrics will be available in the adwordsinterfaced
  • Google Places
    Local businesses can create a Google Places account
    Shows up in organic search listings
    Allows users to review your business
    Can be connected to your Adwords account
    Like a shot of steroids to the location extension
    Shows ‘Blue Pin’ on local listing map