Five (5) “POWER” Tactics for POWERful Local/Mobile Marketing Campaigns that Give You Super-POWERful Results . … from Brian Carter Director of Search Marketing @ www.FuelInteractive.com “ Yeah!” A Cheezy Presentation On Purpose

Super POWERful Local/Mobile Tactic #1 Put All Your Money in Google AdWords! Yes, Seriously. No, I don’t work for Google. Cost vs Return of Other Engines Search (60%+ of global share), search partners, content network, media placement, local business ads, and mobile ads… “ Hey!” “ Yeah!” “ Uhhh…”

Put All Your Money in Google AdWords!

Yes, Seriously.

No, I don’t work for Google.

Cost vs Return of Other Engines

Search (60%+ of global share), search partners, content network, media placement, local business ads, and mobile ads…

Super POWERful Local/Mobile Tactic #2 Learn & Use the 4 Methods of AdWords GeoTargeting… GeoCmpn + Broad Keywords Broad Cmpn + Geomodifier KWs Locally-focused Placements Local Biz Ads (Local biz profile) “ Hey!” “ YEAH!” “ Uhhh…”

Learn & Use the 4 Methods of AdWords GeoTargeting…

GeoCmpn + Broad Keywords

Broad Cmpn + Geomodifier KWs

Locally-focused Placements

Local Biz Ads (Local biz profile)

4 Methods of AdWords GeoTargeting, Part III ROAS U-Save Car Rental @ Myrtle Beach Airport ROAS

Super POWERful Local/Mobile Tactic #K Measuring Success: The KPI Spectrum “ Hey!” “ Yeah!”

Measuring Success: The KPI Spectrum

Super POWERful Local/Mobile Tactic #3 Spend the Budget & Spend it Well Client Expectations Optimizing Requires Data Targeting vs. Volume Campaign Optimizer! “ Hey!” “ Yeah!” “ Uhhh…”

Spend the Budget & Spend it Well

Client Expectations

Optimizing Requires Data

Targeting vs. Volume

Campaign Optimizer!

Super POWERful Local/Mobile Tactic #4 Avoid Local Tunnel Vision Destination vs. Origin Origin-specific Offers Competing Locales Not There, Here! Competing Offerings “ Han!” “ Yeah!”

Avoid Local Tunnel Vision

Destination vs. Origin Origin-specific Offers

Competing Locales Not There, Here!

Competing Offerings

Super POWERful Local/Mobile Tactic #5 Apply PPC Best Practices to Local Marketing Segmentation- Locale vs Brand Myrtle Beach Hotel vs. The Breakers Resort Testing Beats Common Wisdom e.g. Content Network Never Stop Testing Offers #1 Driver of AdWords Excellence “ Hey!” “ Yeah!” “ Uhhh…”

Apply PPC Best Practices to Local Marketing

Segmentation- Locale vs Brand Myrtle Beach Hotel vs. The Breakers Resort

Testing Beats Common Wisdom e.g. Content Network

Never Stop Testing Offers #1 Driver of AdWords Excellence

Segmentation: Locale vs Brand

Super POWERful Local/Mobile Tactic #6 BONUS!!!!!! Innovative and Compelling Lead Generation Tactics Golf Holiday Quick Quote Barefoot Realty Open Ended Form “ Hey!” “ Yanni!” “ Uhhh…” Moustaches brought to you by Testosterone

Innovative and Compelling Lead Generation Tactics

Golf Holiday Quick Quote

Barefoot Realty Open Ended Form