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Adster Creative - June 14/2016
Maximize your Marketing.
Edmonton Google Partners Event:

2.
Adster Creative: Background.
Intro: Here comes
the fun.

3.
• Founded in 2009
• Experience back to 1998
• Featured Google Partner
• Edmonton based team of 10!
Intro: Here comes
the fun.

4.
• Compliance & optimization.
• Adwords Management.
• SEO & local search.
• Content & Social Marketing.
• Measurement!
Intro: Here comes
the fun.

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What’s in store?
Intro: Here comes
the fun.

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• Neat-o things we do and why we do them.
• Discuss Measurement, ROI, & Budgets.
• Tips, tools, & things you can to today!
• How Adster can help.
Intro: Here comes
the fun.

7.
Intro: Here comes
the fun.
Street Smarts.

8.
The typical Adster first phone call.
Intro: Here comes
the fun.

9.
Intro: Here comes
the fun.
<- You.

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.
Moments we win for our customers.

12.
1. Now more than ever: getting your fine self setup to
win some of them moments.
1. Don’t lose the moment!

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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.
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.
1. Don’t lose the moment!
adster.ca/tools

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Is this Mobile thing real?
1. Don’t lose the moment!

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1. Don’t lose the moment!
Mobile Users / Desktop Users

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• Compliance work done in 2015 doubled site traffic.
• Through 2016, Mobile/Tablet is more than double desktop.
1. Don’t lose the moment!
Mmm. Mobile

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1. Don’t lose the moment!

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• Mobile clicks are 18% cheaper than desktop clicks.
• Mobile clicks are 5-10% more likely to call.
1. Don’t lose the moment!
Moooooobile.

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1. Don’t lose the moment!

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1. Don’t lose the moment!
testmysite.thinkwithgoogle.com

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This is tip of the iceberg.
• What’s going on behind the scenes?
• Will that ‘experiment’ back in college come back to haunt you?
• How does big ‘G’ really understand your site?
1. Don’t lose the moment!

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How Adster Can help.
• Start with our flexLOCAL™ Lite & Premium audits.
• Connect our fancy tools and collect data / observe.
• Translate this info into a meaningful action plan.
• Audits start at $499 & Compliance/setups from low $xxxx.
1. Don’t lose the moment!

25.
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!

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Ongoing Marketing Stuff.
1. Don’t lose the moment!

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2. The inexpensive ‘how to’ moment & content generation :
‘No more unfinished basement’.

28.
The only thing that
could be more perfect
than our perfect family
is the perfect
basement!
2. Winning the ‘how do I’ moment

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First things first: ‘What will our perfect
basement cost?’
2. Winning the ‘how do I’ moment

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2. Winning the ‘how do I’ moment

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2. Winning the ‘how do I’ moment

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2. Winning the ‘how do I’ moment

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“That’s great, but why
does it stink now?”
2. Winning the ‘how do I’ moment

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2. Winning the ‘how do I’ moment

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This client’s epic wins:
• Ranks 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

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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

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3. On the go and ‘local’ moment:
I need it in Edmonton.

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Does the local moment matter?
• Proven mobile phone usage is real & climbing!
• More than 50% of these searches means business.
• Google wants to deliver ‘real’ local results.
3. The local moment

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3. The local moment

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How’s all that work?
3. The local moment

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3. The local moment

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3. The local moment

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3. The local moment

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3. The local moment

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3. The local moment
search.google.com/structured-data/testing-tool

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3. The local moment

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3. The local moment

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3. The local moment

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3. The local moment

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Winning Local Search:
• Heavily influenced by external signals
• Predicated on ‘NAP’ (Name, Address, Phone #).
• Ultimately boils down...
3. The local moment

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3. The local moment
...To trust.

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Usual suspects:
• 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

53.
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?
• Talk to Adster about helping you sort out and manage your
local & organic search stuff.
3. The local moment

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5. I need it NOW moment:
The Credit Card is Burning.

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Your customers & the ‘buy’ moment:
• Services / Products with some level of urgency.
• You may not ask for referral from friends.
• Not a particularly long consideration phase.
4. The I need it right meow
moment

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The local
Auto body shop.
4. The I need it right meow
moment

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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

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4. The I need it right meow
moment

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4. The I need it right meow
moment

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4. The I need it right meow
moment

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autobody shop
+autobody +shop
“autobody shop”
[autobody shop]
-autobody shop
4. The I need it right meow
moment

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$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

63.
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

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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

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Stuff you can do today:
• Make sure you’re using Adwords Goodies.
• Get some negative keywords added.
• Get goals setup and conversion tracking.
• Talk to Adster about flexLOCAL.
4. The I need it right meow
moment

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6. Don’t lose the measurement moment:
‘Tracking all those crazy customers’.

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5. The measure it moment

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5. The measure it moment

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• Revenue per customer
• Margin / profit
• Close rate
• Customer retention
• Referral rate
5. The measure it moment

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Good numbers to know:
LTV x spam x close rate x margin = Lead value
$5000 x .05 x 20% x 35% = $332.50
5. The measure it moment

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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!

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5. The measure it moment

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5. The measure it moment

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5. The measure it moment

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Is it that easy?
• Define the marketing objectives.
• Understand what drives these outcomes.
• Optimize campaign & media spend accordingly.
5. The measure it moment

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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

77.
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?

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"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!

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

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Thank you. 