HOW TO
ROCK
LOCAL SEARCH
PAY-PER-CLICK
#
Dana DiTomaso
kickpoint
@DanaDiTomaso
#SMX #21D
October 2, 2013
#
Campaign Structure
AD GROUP NAMES ARE IMPORTANT
WHY BOTHER?
LABELS, PEOPLE.
Enhanced
Campaigns
USE RADIUS TARGETING
(plus it was the only ad!)
WHERE WERE YOUR USERS?
Ad Extensions
GOOGLE SAYS…
“You can add more than one type of
extension to your ad, but keep in
mind that some extensions, such as
sitel...
40 PIXELS FOR FREE*!
92px
52px
52px
*Free-ish. CPC was slightly higher on the location extension.
ALSO WORKS IN MOBILE
Call Tracking
USE LOCAL AREA CODES
Also true with “alternate” area codes –
the new ones have a lower CTR.
HUGE DROP OFF IN CLICK TO CALL
Only 2 people actually called!
Keywords
USE NEIGHBOURHOOD NAMES
BE UNEXPECTED
• Art gallery & restaurants
• Bike paths & bike tune-ups
• Running paths & shoes
• Farmer’s markets & wine
•...
Remarketing
Demographics
WHERE ARE THEY LOGGED IN?
WordPress Plugin:
http://wordpress.org/plugins/social-network-user-detection/
BUILD FACEBOOK DEMOGRAPHICS
LINKEDIN IS GREAT, TOO
Have fun!
YOU & YOUR CLIENT, NEXT WEEK.
THANK YOU!
TWEET:
@DANADITOMASO
VISIT US:
KICKPOINT.CA
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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How To Rock Local Search Pay-Per-Click by Dana DiTomaso

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From SMX East 2013 / SearchMarketingExpo.com - Must Have Local Search Tactics - How To Rock Local Search Pay-Per-Click by @DanaDiTomaso #SMX #21D.

Slide deck from Dana DiTomaso, CEO of Kickpoint - presentation on winning tactics and strategies for local search pay-per-click advertising.

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How To Rock Local Search Pay-Per-Click by Dana DiTomaso

  1. 1. HOW TO ROCK LOCAL SEARCH PAY-PER-CLICK # Dana DiTomaso kickpoint @DanaDiTomaso #SMX #21D October 2, 2013 #
  2. 2. Campaign Structure
  3. 3. AD GROUP NAMES ARE IMPORTANT
  4. 4. WHY BOTHER?
  5. 5. LABELS, PEOPLE.
  6. 6. Enhanced Campaigns
  7. 7. USE RADIUS TARGETING (plus it was the only ad!)
  8. 8. WHERE WERE YOUR USERS?
  9. 9. Ad Extensions
  10. 10. GOOGLE SAYS… “You can add more than one type of extension to your ad, but keep in mind that some extensions, such as sitelinks, may override your location extensions. In these instances, we won't show the location extension in your ad.”
  11. 11. 40 PIXELS FOR FREE*! 92px 52px 52px *Free-ish. CPC was slightly higher on the location extension.
  12. 12. ALSO WORKS IN MOBILE
  13. 13. Call Tracking
  14. 14. USE LOCAL AREA CODES Also true with “alternate” area codes – the new ones have a lower CTR.
  15. 15. HUGE DROP OFF IN CLICK TO CALL Only 2 people actually called!
  16. 16. Keywords
  17. 17. USE NEIGHBOURHOOD NAMES
  18. 18. BE UNEXPECTED • Art gallery & restaurants • Bike paths & bike tune-ups • Running paths & shoes • Farmer’s markets & wine • Museums & bookstores • Festivals & hotels
  19. 19. Remarketing Demographics
  20. 20. WHERE ARE THEY LOGGED IN? WordPress Plugin: http://wordpress.org/plugins/social-network-user-detection/
  21. 21. BUILD FACEBOOK DEMOGRAPHICS
  22. 22. LINKEDIN IS GREAT, TOO
  23. 23. Have fun!
  24. 24. YOU & YOUR CLIENT, NEXT WEEK.
  25. 25. THANK YOU! TWEET: @DANADITOMASO VISIT US: KICKPOINT.CA
  26. 26. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #
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