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The Ultimate Guide To Local Paid Search
 

The Ultimate Guide To Local Paid Search

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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.

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    The Ultimate Guide To Local Paid Search The Ultimate Guide To Local Paid Search Presentation Transcript

    • The Ultimate Guide To Local Paid Search
      How to run a profitable local search campaign
    • Who am I?
      Lead Paid Search Manager – TPG Direct
      www.TPGDIRECT.com
      jfreid@tpgphl.com
      @Justin_Freid
    • 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
    • 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
    • What Is Local Paid Search?
      Millions of people head to search engines to search for
      Contractors
      Restaurants
      Bakeries
      Mechanics
      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.
    • 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
    • Adwords Express
      Formerly Boost – which was tied directly to Google Places account
      Features:
      Ads show business address and telephone number
      Blue Pin/Balloon shown on map
      Easy to set up, create ads and launch
    • 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
      DMA
      City/State/Country
      Custom Shape
      Out of state shoppers?
      Wider target area
      Geo-specific keywords
      Geo-Reports
    • 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?
    • 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
    • Promote specials
      Ad text presents a great opportunity to advertise daily deals or specials
      Daily lunch specials
      Holiday sales
      Promotions
      Restaurants who have daily specials can create campaigns and utilize a combination of ad text and ad scheduling to promote daily specials
    • 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
    • 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
    • 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?
    • 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?
    • 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
    • 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
    • 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
    • Tracking Your success
      Google Analytics – It’s free (Well kinda… )
      • Easily track how site visitors get to and navigate your site
      • Link up your Adwords account
      • Understand what words are converting
      Google Adwords Conversion Tracking
      • Place a small piece of code on your Thank You page
      • 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