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Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
Local Paid Search (PPC) for Small Business Marketing
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Local Paid Search (PPC) for Small Business Marketing

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http://www.parallelpath.com The Parallel Path team describes how to use paid search, or PPC, to market your business to a local audience. This is the third session of the Aha!Local University series …

http://www.parallelpath.com The Parallel Path team describes how to use paid search, or PPC, to market your business to a local audience. This is the third session of the Aha!Local University series of seminars on local online marketing.

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  • 1. Aha!Local University Session ThreeLocal Paid Search Advertising<br />The third in a series of seminars and webinars about how to market your business online to local customers<br />© Parallel Path Corp., 2011<br />
  • 2. Agenda<br />What Is Local Paid Search Advertising?<br />Why Does It Matter?<br />How Does It Work?<br />What Can the Local Business Operator Do Herself?<br />What Should be Done by an Agency?<br />What Should You Look for in an Agency?<br />Preview of Next Session<br />Final Thoughts<br />
  • 3. What is Local Paid Search?<br />3<br />March 15, 2011<br />Ads are generally sold on a pay-per-click model, although pay-per-call is also available.<br />
  • 4. Why is Local Paid Search Important?<br />Pluses<br />30-40% of clicks go to paid ads<br />Purchase-ready prospects: People click on ads to be sold something<br />Assured first page placement<br />Measurable ROI<br />Lots of control<br />Minuses<br />Competitive auction environment<br />Complicated to manage profitably<br />Challenging to link a click to an in-store visit<br />4<br />March 15, 2011<br />
  • 5. Why Focus on Google?US Search Market Share<br />5<br />March 15, 2011<br />For advertisers with limited budget, focus advertising on Google, because that’s where the traffic is<br />
  • 6. Providers of Local Paid Search<br />Packaged providers<br />Selling clicks<br />ReachLocal<br />Google Boost<br />Full agency model<br />6<br />March 15, 2011<br />
  • 7. The ReachLocal Model<br />7<br />March 15, 2011<br />
  • 8. ReachLocal Proxies Your Site<br />Advantage:<br />Tracking conversions v. clicks<br />Disadvantage:<br />How much do they really manage or optimize?<br />8<br />March 15, 2011<br />
  • 9. Google Boost<br />9<br />March 15, 2011<br />
  • 10. Google Boost Summary<br />Advantages<br />Easy to implement<br />Write ad copy<br />Pick landing page<br />Set budget<br />Disadvantages<br />Limited controls<br />Oriented toward clicks, not conversions<br />10<br />March 15, 2011<br />
  • 11. What is Paid Search?<br />
  • 12. What Is Paid Search? <br />Keyword Ad Placement Usually Based Around a PPC Model (Pay-Per-Click)<br />Advertiser Only Pays When the Ad is Clicked On<br />Google Uses Two Types:<br />Search Network<br />Display Network<br />12<br />March 15, 2011<br />
  • 13. Why Use Paid Search?<br />13<br />It Allows Businesses to Target Relevant Searches in a Targeted Area<br />March 15, 2011<br />
  • 14. Benefits of PPC <br />Control of Audience<br />Geo-Targeting<br />Control of Message<br />Ads<br />Control of Traffic<br />Keywords<br />Control of When the Ad is Showing<br />Dayparting<br />14<br />March 15, 2011<br />
  • 15. How To Set-Up a PPC Account<br />
  • 16. How an AdWords Account is Set Up<br />1st Level - Campaign <br />Best Use – Separating Products<br />2nd Level – AdGroups<br />Best Use – Separating Product Sub-Categories<br />3rd Level – Keywords<br />Best Use – Targeting Terms Relevant to Your Business<br />16<br />March 15, 2011<br />
  • 17. Campaigns<br />Main Actions:<br />Daily Budget<br />Geo-Targeting<br />Dayparting<br />Network Selection<br />17<br />March 15, 2011<br />
  • 18. Search vs. Display<br />Search - Organic<br />Display - Placed Ad<br />18<br />March 15, 2011<br />
  • 19. Display Network<br />Pros:<br />More Displays of Ad<br />Cheaper CPC (Cost-per-click)<br />More Clicks<br />Cons:<br />Ad Targeting is Harder to Control<br />Can Spend Your Budget Quickly<br />19<br />March 15, 2011<br />
  • 20. Campaigns -> AdGroups<br />Main Actions:<br />Set Default Bids<br />Write Ads<br />20<br />March 15, 2011<br />
  • 21. Ads – Best Practices<br />Text Ad Format:<br />Headline – 25 Characters <br />1st Description Line – 35 Characters<br />2nd Description Line – 35 characters<br />Display URL – 35 Characters<br />Create Simple, Enticing Ads<br />Include One of Your Keywords<br />Include Prices or Promotions<br />Use a Strong Call-To-Action<br />Direct Searcher To a Landing Page<br />21<br />March 15, 2011<br />
  • 22. Landing Page Best Practices<br />Limit Navigation<br />Don‘t distract them. Limit where they can go<br />Deliver Value<br />Offer an incentive to the user for sharing information<br />Keep It Short<br />Too much information can overwhelm the reader<br />Test, Test, Test<br />Don’t settle on your first landing page design<br />22<br />March 15, 2011<br />
  • 23. Example of a Bad Page<br />23<br />March 15, 2011<br />
  • 24. Examples of Good Pages<br />24<br />March 15, 2011<br />
  • 25. Campaign -> AdGroup -> Keywords<br />Main Action<br />Control Over Individual Bids<br />View of Quality Score<br />25<br />March 15, 2011<br />
  • 26. Keyword Tool<br />Makes New Suggestions<br />Shows Competition for Keywords<br />Shows Estimated Click Price<br />26<br />March 15, 2011<br />
  • 27. Match Types<br />Broad Match: Tennis Shoe<br />Matches: Tennis, Shoes, Buy Tennis Shoes, Tennis Shoe Photos, Running Shoes, Tennis Sneaker<br />Phrase Match: “Tennis Shoes”<br />Matches: Red Tennis Shoes, Buy Tennis Shoes<br />Won’t Show: Shoes For Tennis, Tennis Shoe, Tennis Sneakers<br />Exact Match: [Tennis Shoes]<br />Matches: Tennis Shoes<br />Won’t Show: Anything else<br />27<br />March 15, 2011<br />
  • 28. Conversions<br />Critical For Understanding CPA (Cost-Per-Acquisition)<br />Easy to Set-Up, But Requires Being Able to Place Code on Pages on Your Website <br />28<br />March 15, 2011<br />
  • 29. Best Practices<br />
  • 30. Best Practices<br />Determine Your Performance Goals<br />How Will You Measure Success?<br />Don’t Put Everything In One Campaign<br />Products Shouldn’t Compete For Budget/Visibility<br />Don’t Set Your Budget Too Low<br />Ad Serving Can Be Limited if The Budget is Too Small<br />Don’t Make Changes Too Quickly<br />Decisions Made Without Enough Data Can Hurt an Account<br />Pay Attention To Your Account<br />30<br />March 15, 2011<br />
  • 31. Additional Tools<br />Negative Keywords<br />Allows For the Elimination of Unrelated Queries<br />Ad Delivery<br />As Fast As Possible or Evenly Over Time<br />Language Targeting<br />Target Users In Other Languages<br />Device Targeting<br />Target Mobile Devices<br />31<br />March 15, 2011<br />
  • 32. Why Do I Need An Agency?<br />
  • 33. Why Use An Agency?<br />Because You Aren’t Making Money<br />Agencies Offer:<br />Experience With Many Different Business Models<br />Imaginative New Ways to Build Accounts<br />Knowledge of How to Use Your Data Effectively <br />A Pulse on the Ever Changing Paid Search Features<br />The Time Available to Manage Your Account<br />March 15, 2011<br />
  • 34. What to Look For In An Agency<br />Transparency<br />How much information does the agency share<br />Ownership<br />Who owns the accounts, you or the agency?<br />Efficiency<br />Bids don’t need to be adjusted hourly<br />Education<br />Does the agency work to help you understand your account?<br />March 15, 2011<br />
  • 35. Wrap-Up<br />
  • 36. Planned Curriculum<br />Local Listings and Local Search<br />Local Paid Advertisements<br />Social Media<br />Reviews<br />Online Coupons<br />Location-Based Social Networking<br />Mobile<br />March 15, 2011<br />
  • 37. Final Thoughts<br />Slides will be posted online<br />Link will be sent to meetup.com group and to Twitter followers (@parallelpath)<br />Please sign in to make sure we have your complete contact info<br />Please provide feedback on the meetup.com group site<br />Referral gift: Bring another next time and get a gift!<br />March 15, 2011<br />

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