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 fun.

• Compliance & optimization.
• Adwords Management.
• SEO & local search.
• Content & Social Marketing.
• Measurement!
Intro: Here comes
the fun.

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 Adster can help.
Intro: Here comes
the fun.

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 want to
dominate my
space on the
web!
Intro: Here comes
the fun.

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, & non-mobile optimized.
• Purpose of site is unclear!
1. Don’t lose the moment!

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?

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.
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!

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 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!

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!

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 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

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

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 within 24hrs of searching.
• Google wants to deliver ‘real’ local results.
3. The local moment

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 sending mixed / no signals.
• Primary aggregator data is erroneous.
• In short, NAP confusion!
3. The local moment

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

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 consideration phase.
• A moment Adster excels at winning.
4. The I need it right meow
moment

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)
• Context
• Topic
• Demographics
• Audience
4. The I need it right meow
moment

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 repair
• cancel popular mechanics magazine subscription
• top ten worst bodyshop pets
• Job / employment - ($570 of $1800)
4. The I need it right meow
moment

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

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

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 right meow
moment

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

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

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 moment

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!

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 objectives. A goal represents a
completed activity, called a conversion, that
contributes to the success of your business.

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 spend accordingly.
5. The measure it moment

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

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?

"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!

Is there any value in having a partner help you
understand which half?

Thank you. 