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Adster Creative - Sept 21/2016
Back to School – Back To Business!
Edmonton Google Partners Event:
Adster Creative: Background.
Intro: Here comes
the fun.
• Founded in 2009
• Experience back to 1998
• Featured Google Partner
• Edmonton based team of 10!
Intro: Here comes
the f...
• Compliance & optimization.
• Adwords Management.
• SEO & local search.
• Content & Social Marketing.
• Measurement!
Intr...
What’s in store?
Intro: Here comes
the fun.
• Neat-o things we do and why we do them.
• Discuss Measurement & ROI
• Tips, tools, & things you can to today!
• How Adst...
Intro: Here comes
the fun.
Street Smarts.
The typical Adster first phone call.
Intro: Here comes
the fun.
Intro: Here comes
the fun.
<- You.
I’m a new co.
& don’t know
where to start.
My customers
can’t find me
online!
Which parts of
my advertising
are working?
I...
Moments we win for our customers.
1. Now more than ever: getting your fine self setup to
win some of them moments.
1. Don’t lose the moment!
The Usual Suspects:
• Invisible technical issues.
• Penalty - bad SEO practices.
• Important words / right places.
• Slow,...
Words are good.
• What is your primary service area (ie: Edmonton)
• What is the primary service or product you offer (ie:...
1. Don’t lose the moment!
adster.ca/tools
Is this Mobile thing real?
1. Don’t lose the moment!
1. Don’t lose the moment!
1. Don’t lose the moment!
Mobile Users / Desktop Users
Client 1:
• Back in 2009, .03% sessions where non-desktop.
• In Aug of this year Mobile & Tablet double desktop sessions.
...
1. Don’t lose the moment!
1. Don’t lose the moment!
testmysite.thinkwithgoogle.com
1. Don’t lose the moment!
google.com/webmasters/toolssite:yoursite.com
How Search Console Helps.
• Do you have duplicate content on your site?
• Are you describing & titling your pages as well ...
Stuff you can do today.
• Do the site:sitename.com trick.
• Run your site through testmysite.thinkwithgoogle.com.
• Test f...
Ongoing Marketing Stuff.
1. Don’t lose the moment!
2. The ‘how to’ moment & content generation :
Dancing 5 year olds & Smelly Basements.
2. Winning the ‘how do I’ moment
What sorts of questions
is this perfect family asking?
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
Welcome to
Long Tail.
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
“That’s great, but why
does it stink now?”
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
Epic Content Wins:
• Ranking for ‘long tail’ search terms in the #1 Search Engine.
• Ranking & generating views in the 2 S...
Stuff you can do today:
• What 5 things are customers always asking you?
• Don’t forget the world’s #2 search engine!
• As...
3. On the go and ‘local’ moment:
I need it in Edmonton.
Does the local moment matter?
• 56% of ‘on the go’ Smartphone searches have local intent.
• 34% of local searches buy with...
How’s all that work?
3. The local moment
3. The local moment
google.com/business
3. The local moment
3. The local moment
3. The local moment
3. The local moment
3. The local moment
3. The local moment
search.google.com/structured-data/testing-tool
3. The local moment
...To trust.
3. The local moment
3. The local moment
3. The local moment
3. The local moment
Where did the trust go?!
• You’ve recently changed business addresses.
• You got a new phone number.
• Your site is sendin...
Stuff you can do today:
• Get setup / claim your Google My Business page.
• Make sure your business info is accurate on & ...
5. I need it NOW moment:
The Credit Card is Burning.
Your customers & the ‘buy’ moment:
• Services / Products with some level of urgency.
• Not a particularly long considerati...
The local
Auto body shop.
4. The I need it right meow
moment
Awesome Targeting with Adwords
• Keywords
• Location
• Language
• Device
• Time of day
• 3rd party websites (GDN)
• Contex...
4. The I need it right meow
moment
4. The I need it right meow
moment
4. The I need it right meow
moment
autobody shop
+autobody +shop
“autobody shop”
[autobody shop]
-autobody shop
4. The I need it right meow
moment
$1800 well spent?!
• most horrific accidents
• urban legends mishaps disasters
• sewing repair shop
• tv buy sell and repa...
Targeting gone wrong:
• Geo is set too open with no exclusions.
• Search & Display targeted together
• No negative keyword...
Why targeting matters:
• Basic setups will rarely cover it these days.
• You need to understand what you aren’t.
• How to ...
4. The I need it right meow
moment
• Branded is cheap, and protects against competitors
• Competitors ‘overlap’ is controlled & understood
4. The I need it r...
Losing the moment with & without Adwords search:
• Your Brand includes generic words.
• Your ads don’t run 24/7 or are lim...
Stuff you can do today:
• Consider running Adwords for brand.
• Carefully Review your Adwords Settings.
• Get goals setup ...
6. Don’t lose the measurement moment:
‘Tracking all those crazy customers’.
5. The measure it moment
5. The measure it moment
• Revenue per customer
• Margin / profit
• Close rate
• Customer retention
• Referral rate
5. The measure it moment
Good numbers to know:
Value of Customer x Close rate x Margin = Lead value
$5000 x 20% x 50% = $500.00
5. The measure it m...
Now what if we knew...
5. The measure it moment
• Where exactly our ad dollars were going?
• Which channels produced thing...
Goals.
5. The measure it moment
Goals in Google Analytics.
5. The measure it moment
Goals measure how well your site or app fulfills
your target objective...
5. The measure it moment
5. The measure it moment
5. The measure it moment
5. The measure it moment
Is it that easy?
• Define the marketing objectives.
• Understand what drives these outcomes.
• Optimize campaign & media s...
Key takeaway & thoughts:
• Map out what a new customer is worth!
• What do you want your users to do?
• Get analytics & co...
In conclusion & parting thoughts:
• Micro Moments – they’re happening in Edmonton!
• If you better understood these moment...
"Half the money I spend on advertising is wasted.
The trouble is I don't know which half."
John Wanamaker – 100 years befo...
Is there any value in having a partner help you
understand which half?
Thank you. 
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Edmonton Alberta Google Partners Recap - Sept 2016

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A recap from the September 21/2016 Edmonton Google Partners Event held by Adster Creative & Liz Austin from the Google Agency team at the Varscona Hotel. Special thanks to the Strathcona Business Association!

Published in: Marketing
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Edmonton Alberta Google Partners Recap - Sept 2016

  1. 1. Adster Creative - Sept 21/2016 Back to School – Back To Business! Edmonton Google Partners Event:
  2. 2. Adster Creative: Background. Intro: Here comes the fun.
  3. 3. • Founded in 2009 • Experience back to 1998 • Featured Google Partner • Edmonton based team of 10! Intro: Here comes the fun.
  4. 4. • Compliance & optimization. • Adwords Management. • SEO & local search. • Content & Social Marketing. • Measurement! Intro: Here comes the fun.
  5. 5. What’s in store? Intro: Here comes the fun.
  6. 6. • Neat-o things we do and why we do them. • Discuss Measurement & ROI • Tips, tools, & things you can to today! • How Adster can help. Intro: Here comes the fun.
  7. 7. Intro: Here comes the fun. Street Smarts.
  8. 8. The typical Adster first phone call. Intro: Here comes the fun.
  9. 9. Intro: Here comes the fun. <- You.
  10. 10. I’m a new co. & don’t know where to start. My customers can’t find me online! Which parts of my advertising are working? I want to dominate my space on the web! Intro: Here comes the fun.
  11. 11. Moments we win for our customers.
  12. 12. 1. Now more than ever: getting your fine self setup to win some of them moments. 1. Don’t lose the moment!
  13. 13. The Usual Suspects: • Invisible technical issues. • Penalty - bad SEO practices. • Important words / right places. • Slow, & non-mobile optimized. • Purpose of site is unclear! 1. Don’t lose the moment!
  14. 14. Words are good. • What is your primary service area (ie: Edmonton) • What is the primary service or product you offer (ie: SEO) 1. Don’t lose the moment! Are these things you’d like to be on Google for?
  15. 15. 1. Don’t lose the moment! adster.ca/tools
  16. 16. Is this Mobile thing real? 1. Don’t lose the moment!
  17. 17. 1. Don’t lose the moment!
  18. 18. 1. Don’t lose the moment! Mobile Users / Desktop Users
  19. 19. Client 1: • Back in 2009, .03% sessions where non-desktop. • In Aug of this year Mobile & Tablet double desktop sessions. Client 2: • Back in 2011, 30% of sessions non-desktop • In recent months, Mobile & Tablet close to 3x that of desktop! 1. Don’t lose the moment!
  20. 20. 1. Don’t lose the moment!
  21. 21. 1. Don’t lose the moment! testmysite.thinkwithgoogle.com
  22. 22. 1. Don’t lose the moment! google.com/webmasters/toolssite:yoursite.com
  23. 23. How Search Console Helps. • Do you have duplicate content on your site? • Are you describing & titling your pages as well as you could? • Where are there errors on your website? • What does big ‘G’ see that you don’t! 1. Don’t lose the moment!
  24. 24. Stuff you can do today. • Do the site:sitename.com trick. • Run your site through testmysite.thinkwithgoogle.com. • Test for important words: adster.ca/tools • Talk to an Adster-ite later this morning about an audit! 1. Don’t lose the moment!
  25. 25. Ongoing Marketing Stuff. 1. Don’t lose the moment!
  26. 26. 2. The ‘how to’ moment & content generation : Dancing 5 year olds & Smelly Basements.
  27. 27. 2. Winning the ‘how do I’ moment
  28. 28. What sorts of questions is this perfect family asking? 2. Winning the ‘how do I’ moment
  29. 29. 2. Winning the ‘how do I’ moment
  30. 30. 2. Winning the ‘how do I’ moment
  31. 31. 2. Winning the ‘how do I’ moment
  32. 32. 2. Winning the ‘how do I’ moment
  33. 33. Welcome to Long Tail. 2. Winning the ‘how do I’ moment
  34. 34. 2. Winning the ‘how do I’ moment
  35. 35. “That’s great, but why does it stink now?” 2. Winning the ‘how do I’ moment
  36. 36. 2. Winning the ‘how do I’ moment
  37. 37. Epic Content Wins: • Ranking for ‘long tail’ search terms in the #1 Search Engine. • Ranking & generating views in the 2 Search Engine. • Check out the visits to the portfolio & quote page! • Other’s reference this content earning sweet links & shares. 2. Winning the ‘how do I’ moment
  38. 38. Stuff you can do today: • What 5 things are customers always asking you? • Don’t forget the world’s #2 search engine! • Ask for some help in researching & creating great, measurable content that converts! 2. Winning the ‘how do I’ moment
  39. 39. 3. On the go and ‘local’ moment: I need it in Edmonton.
  40. 40. Does the local moment matter? • 56% of ‘on the go’ Smartphone searches have local intent. • 34% of local searches buy within 24hrs of searching. • Google wants to deliver ‘real’ local results. 3. The local moment
  41. 41. How’s all that work? 3. The local moment
  42. 42. 3. The local moment google.com/business
  43. 43. 3. The local moment
  44. 44. 3. The local moment
  45. 45. 3. The local moment
  46. 46. 3. The local moment
  47. 47. 3. The local moment
  48. 48. 3. The local moment search.google.com/structured-data/testing-tool
  49. 49. 3. The local moment ...To trust.
  50. 50. 3. The local moment
  51. 51. 3. The local moment
  52. 52. 3. The local moment
  53. 53. 3. The local moment
  54. 54. Where did the trust go?! • You’ve recently changed business addresses. • You got a new phone number. • Your site is sending mixed / no signals. • Primary aggregator data is erroneous. • In short, NAP confusion! 3. The local moment
  55. 55. Stuff you can do today: • Get setup / claim your Google My Business page. • Make sure your business info is accurate on & off site. • Google search your phone number. Anything crazy? • Get your happy customers to leave you reviews! • Talk to Adster about helping you sort out and manage your local & organic search stuff. 3. The local moment
  56. 56. 5. I need it NOW moment: The Credit Card is Burning.
  57. 57. Your customers & the ‘buy’ moment: • Services / Products with some level of urgency. • Not a particularly long consideration phase. • A moment Adster excels at winning. 4. The I need it right meow moment
  58. 58. The local Auto body shop. 4. The I need it right meow moment
  59. 59. Awesome Targeting with Adwords • Keywords • Location • Language • Device • Time of day • 3rd party websites (GDN) • Context • Topic • Demographics • Audience 4. The I need it right meow moment
  60. 60. 4. The I need it right meow moment
  61. 61. 4. The I need it right meow moment
  62. 62. 4. The I need it right meow moment
  63. 63. autobody shop +autobody +shop “autobody shop” [autobody shop] -autobody shop 4. The I need it right meow moment
  64. 64. $1800 well spent?! • most horrific accidents • urban legends mishaps disasters • sewing repair shop • tv buy sell and repair • cancel popular mechanics magazine subscription • top ten worst bodyshop pets • Job / employment - ($570 of $1800) 4. The I need it right meow moment
  65. 65. Targeting gone wrong: • Geo is set too open with no exclusions. • Search & Display targeted together • No negative keywords added to adgroup / campaign. • Severe budget / impression share issues. • No idea what’s working & what isn’t. 4. The I need it right meow moment
  66. 66. Why targeting matters: • Basic setups will rarely cover it these days. • You need to understand what you aren’t. • How to make the most of a limited budget. 4. The I need it right meow moment
  67. 67. 4. The I need it right meow moment
  68. 68. • Branded is cheap, and protects against competitors • Competitors ‘overlap’ is controlled & understood 4. The I need it right meow moment
  69. 69. Losing the moment with & without Adwords search: • Your Brand includes generic words. • Your ads don’t run 24/7 or are limited by budget. • Remember the very limited real estate on mobile! 4. The I need it right meow moment
  70. 70. Stuff you can do today: • Consider running Adwords for brand. • Carefully Review your Adwords Settings. • Get goals setup and conversion tracking. • Talk to Adster about flexLOCAL. 4. The I need it right meow moment
  71. 71. 6. Don’t lose the measurement moment: ‘Tracking all those crazy customers’.
  72. 72. 5. The measure it moment
  73. 73. 5. The measure it moment
  74. 74. • Revenue per customer • Margin / profit • Close rate • Customer retention • Referral rate 5. The measure it moment
  75. 75. Good numbers to know: Value of Customer x Close rate x Margin = Lead value $5000 x 20% x 50% = $500.00 5. The measure it moment
  76. 76. Now what if we knew... 5. The measure it moment • Where exactly our ad dollars were going? • Which channels produced things we wanted? • A way to align dollars with the things we want!
  77. 77. Goals. 5. The measure it moment
  78. 78. Goals in Google Analytics. 5. The measure it moment Goals measure how well your site or app fulfills your target objectives. A goal represents a completed activity, called a conversion, that contributes to the success of your business.
  79. 79. 5. The measure it moment
  80. 80. 5. The measure it moment
  81. 81. 5. The measure it moment
  82. 82. 5. The measure it moment
  83. 83. Is it that easy? • Define the marketing objectives. • Understand what drives these outcomes. • Optimize campaign & media spend accordingly. 5. The measure it moment
  84. 84. Key takeaway & thoughts: • Map out what a new customer is worth! • What do you want your users to do? • Get analytics & conversion tracking setup on your site! • Which moments can you afford to be there for? Which moments CAN’T you afford to lose? 5. The measure it moment
  85. 85. In conclusion & parting thoughts: • Micro Moments – they’re happening in Edmonton! • If you better understood these moments and their value, would that influence your marketing decisions?
  86. 86. "Half the money I spend on advertising is wasted. The trouble is I don't know which half." John Wanamaker – 100 years before the interweb was invented!
  87. 87. Is there any value in having a partner help you understand which half?
  88. 88. Thank you. 

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