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Local Paid Search (PPC) for Small Business Marketing
 

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

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