6 Steps for Local PPC: A Balihoo Checklist


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To help national brands implement paid search for their local affiliates, we have created a checklist to help marketers create and manage PPC campaigns for hundreds, even thousands, of local markets.

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6 Steps for Local PPC: A Balihoo Checklist

  1. 1. 6 STEPS FOR LOCAL PPC CHECKLIST Step 1: Determine Approach - Supported vs. Automated Supported: Brand provides education & guidance to local affiliates around PPC, however execution is managed at the local level Pros: • Simple and low-cost for brand to implement • Little-to-no pushback from local affiliates Cons: • Typically low-adoption at local level • Little control by brand • No consolidated reporting Automated: Brand provides strategy, execution & reporting on behalf of local affiliates Pros: • Adoption rates by local affiliates typically much higher • Better performing campaigns • Ensured alignment with national PPC efforts • Aggregated reporting Cons: • Requires a technology solution to implement effectively • May not be sufficient for the most sophisticated affiliates Step 2: Define Objectives • Identify exactly the actions you expect the local consumer to take as a result of the PPC effort (call, visit in person, purchase online, web form, etc.) • Define a value (revenue-based) for each consumer action • Define how to track each action • Identify key KPI’s of campaign Step 3: Identify Landing Pages Landing pages for local PPC effort should be: • Locally relevant to the city and product/service provider in that market • Contextually relevant to the keyword/ad group the searcher used to find it • Optimized for conversion (typically phone first, online second) Step 4: Build the Local PPC Template The Local PPCTemplate should be the generic version of a complete PPC campaign which can then be customized with locally relevant data including budget, geo-modified keywords & geo-targeting Elements of the template should include: • Keywords/Ad Groups • Creative (ad copy) • Initial bid strategy • Initial geo-targeting default Step 5: Launch & Optimize Campaigns • Default to launching only on Google, expand later if necessary • Manage campaigns in a portfolio model using KPI’s and implement optimization techniques across the entire base of campaigns simultaneously • Identify low-performing campaigns based on KPI’s and deep-dive specifically into these campaigns to modify Step 6: Report Simplify & automate standard monthly reporting to affiliates. Ensure you include: • Total spend • Total conversions/estimated revenue • ROI Monthly brand-level aggregated reporting should include: • Performance against KPI’s • Named low-performing accounts and action-plan for modifications • Affiliate adoption (what percentage of local outlets are engaging in the program) 866-446-9914 balihoo.com @balihoo