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 Presentation Transcript

  • 1. 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
  • 2. 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
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. Providers of Local Paid Search
    Packaged providers
    Selling clicks
    ReachLocal
    Google Boost
    Full agency model
    6
    March 15, 2011
  • 7. The ReachLocal Model
    7
    March 15, 2011
  • 8. ReachLocal Proxies Your Site
    Advantage:
    Tracking conversions v. clicks
    Disadvantage:
    How much do they really manage or optimize?
    8
    March 15, 2011
  • 9. Google Boost
    9
    March 15, 2011
  • 10. 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
  • 11. What is Paid Search?
  • 12. 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
  • 13. Why Use Paid Search?
    13
    It Allows Businesses to Target Relevant Searches in a Targeted Area
    March 15, 2011
  • 14. 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
  • 15. How To Set-Up a PPC Account
  • 16. 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
  • 17. Campaigns
    Main Actions:
    Daily Budget
    Geo-Targeting
    Dayparting
    Network Selection
    17
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  • 18. Search vs. Display
    Search - Organic
    Display - Placed Ad
    18
    March 15, 2011
  • 19. 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
  • 20. Campaigns -> AdGroups
    Main Actions:
    Set Default Bids
    Write Ads
    20
    March 15, 2011
  • 21. 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
  • 22. 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
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  • 23. Example of a Bad Page
    23
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  • 24. Examples of Good Pages
    24
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  • 25. Campaign -> AdGroup -> Keywords
    Main Action
    Control Over Individual Bids
    View of Quality Score
    25
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  • 26. Keyword Tool
    Makes New Suggestions
    Shows Competition for Keywords
    Shows Estimated Click Price
    26
    March 15, 2011
  • 27. 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
  • 28. 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
  • 29. Best Practices
  • 30. 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
  • 31. 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
  • 32. Why Do I Need An Agency?
  • 33. 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
  • 34. 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
  • 35. Wrap-Up
  • 36. Planned Curriculum
    Local Listings and Local Search
    Local Paid Advertisements
    Social Media
    Reviews
    Online Coupons
    Location-Based Social Networking
    Mobile
    March 15, 2011
  • 37. 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