PDBA & SEMpdx Local PPC Tactics & Best Practices


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Anna Hutson, Director of Account Services at Formic Media, presents local PPC best practices at the January 2013 Pearl Distric Business Associate (PDBA) & SEMpdx event in Portland, OR. Hutson covers the importance of local PPC, best practices and tactics for implementing a local PPC campaign.

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PDBA & SEMpdx Local PPC Tactics & Best Practices

  1. 1. PDBA January BreakfastMeeting: Demystifying SEO, SocialMedia and Digital Marketing!Presenter: Anna Hutson, Director of Account Services, Formic Media, Inc.Date: January 9th, 2013Location: Bridgeport Brew Pub
  2. 2. Formic Team Demystifying SEO, Social Media and Digital Marketing!• Launched in 2008 to service small business & partners• Specializes in search, social and website development• 100% of Account Team Google AdWords & Google Analytics Certified• 7 employees & 45+ clients• Strategic partnerships (SEMA, AlphaGraphics, etc.)• Focus on education via monthly Seminar Series
  3. 3. PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!Agenda• What is Local PPC?• Why is Local PPC Important?• How PPC & SEO Work Together• Implementing a Local PPC Campaign• Free Google Tools
  4. 4. What is Local PPCPPCAds PPCOrganic AdsResultsLocalResults
  5. 5. Why is Local PPC Important
  6. 6. Why is Local PPC Important
  7. 7. How PPC & SEO Work Together
  8. 8. How PPC & SEO Work TogetherMultiple results forPetSmart Multiple results for Stay Pet Hotel
  9. 9. Implementing a Local PPC Campaign
  10. 10. Implementing a Local PPC CampaignNavigate here > http://www.google.com/adwords/express/ Click the “Get started now” button
  11. 11. Implementing a Local PPC Campaign Enter billing informationChoose a category, write your ad, choose a Ad Previewmonthly budget – GO!
  12. 12. PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!Free Google Tools for your Local PPC Campaigns
  13. 13. PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!Why Use Google Tools? • Free* • Robust • Integrated (Google+) • Large user-base • Community-supported • Continually evolving and improving• *Apps, Gmail and Analytics offer premium services for a fee
  14. 14. Google Keyword ToolGoogle Keyword ToolWhat Research keyword opportunities for website, PPC campaign optimizationWhy Understand what keywords audience is searching for Integrates with AdWords, Traffic EstimatorHow Sign-in to a Google account for more robust options Type in keyword variations, provide regional, device targeting
  15. 15. Google Keyword Tool Highlights  Sign-in to a Google account for robust options  Set location, device targeting specifications  Export to CSV file or directly to AdWords
  16. 16. Google Traffic Estimator
  17. 17. Google AnalyticsGoogle AnalyticsWhat Measure website visitor behavior and performanceWhy Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster ToolsHow Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page
  18. 18. Google Analytics Highlights  Utilize custom reports & advanced segments  Create conversion funnels  Factor in e-commerce & goal tracking
  19. 19. GoMo by GoogleGoMo by GoogleWhat Complete resource for mobile development including website grader and basic mobile website builderWhy Free report with recommendations on your mobile websiteHow Visit HowToGoMo.com
  20. 20. GoMo by GoogleHighlights GoMoMeter tests your mobile website across critical factors and provides recommendations
  21. 21. GoMo by GoogleHighlights Google has partnered with dudaMobile so you can easily build a website
  22. 22. What We Do Demystifying SEO, Social Media and Digital Marketing!ServicesSEARCH ENGINE OPTIMIZATION PAY PER CLICKFormic Medias search engine optimization (SEO) Formic Medias pay-per-click (PPC) advertisingservices help small and local businesses to services provide small and local businessesgenerate visibility within "organic" or “natural" guaranteed visibility within targeted searchsearch engine listings. results, via paid "sponsored listings".SOCIAL MEDIA MARKETING WEB DESIGNFormic Medias social media marketing (SMM) Formic Medias SEO-friendly website design andservices enable small and local businesses to development services provide small businessesleverage free/ low-cost networks to gain with an affordable, functional and highly visibleincreased brand awareness. Web presence.FREE SEMINARS PARTNERSHIPSAttend Formic Medias free monthly search We have created the appropriate processes, toolsengine marketing seminars. Learn the latest and and methodologies needed to be efficient and costgreatest in the search engine marketing industry. effective for your team and your clients.
  23. 23. PDBA Meeting Demystifying SEO, Social Media and Digital Marketing! Thank you!Contact Anna Hutson for more information anna@formicmedia.com 503.517.9059 x123