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.

1. PDBA January Breakfast
Meeting: Demystifying SEO, Social
Media and Digital Marketing!
Presenter: Anna Hutson, Director of Account Services, Formic Media, Inc.
Date: January 9th, 2013
Location: Bridgeport Brew Pub

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. 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. What is Local PPC
PPC
Ads
PPC
Organic Ads
Results
Local
Results

5. Why is Local PPC Important

6. Why is Local PPC Important

7. How PPC & SEO Work
Together

8. How PPC & SEO Work
Together
Multiple results for
PetSmart
Multiple results for
Stay Pet Hotel

9. Implementing a Local PPC
Campaign

10. Implementing a Local PPC
Campaign
Navigate here > http://www.google.com/adwords/express/
Click the “Get
started now”
button

11. Implementing a Local PPC
Campaign
Enter billing
information
Choose a category, write your ad, choose a Ad Preview
monthly budget – GO!

12. PDBA Meeting Demystifying SEO, Social Media and Digital
Marketing!
Free Google Tools for your
Local PPC Campaigns

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. Google Keyword Tool
Google Keyword Tool
What
Research keyword opportunities for website, PPC
campaign optimization
Why
Understand what keywords audience is searching for
Integrates with AdWords, Traffic Estimator
How
Sign-in to a Google account for more robust options
Type in keyword variations, provide regional, device
targeting

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. Google Traffic Estimator

17. Google Analytics
Google Analytics
What
Measure website visitor behavior and performance
Why
Understand efficacy of marketing & user experience
Integrates with AdWords, AdSense & Webmaster
Tools
How
Set up account, drop code onto pages & learn
Conversion funnels used to require “thank you” page

18. Google Analytics
Highlights
 Utilize custom reports & advanced segments
 Create conversion funnels
 Factor in e-commerce & goal tracking

19. GoMo by Google
GoMo by Google
What
Complete resource for mobile development
including website grader and basic mobile
website builder
Why
Free report with recommendations on your
mobile website
How
Visit HowToGoMo.com

20. GoMo by Google
Highlights
 GoMoMeter tests your mobile website across
critical factors and provides recommendations

21. GoMo by Google
Highlights
 Google has partnered with dudaMobile so you can
easily build a website

22. What We Do Demystifying SEO, Social Media and Digital
Marketing!
Services
SEARCH ENGINE OPTIMIZATION PAY PER CLICK
Formic Media's search engine optimization (SEO) Formic Media's pay-per-click (PPC) advertising
services help small and local businesses to services provide small and local businesses
generate visibility within "organic" or “natural" guaranteed visibility within targeted search
search engine listings. results, via paid "sponsored listings".
SOCIAL MEDIA MARKETING WEB DESIGN
Formic Media's social media marketing (SMM) Formic Media's SEO-friendly website design and
services enable small and local businesses to development services provide small businesses
leverage free/ low-cost networks to gain with an affordable, functional and highly visible
increased brand awareness. Web presence.
FREE SEMINARS PARTNERSHIPS
Attend Formic Media's free monthly search We have created the appropriate processes, tools
engine marketing seminars. Learn the latest and and methodologies needed to be efficient and cost
greatest in the search engine marketing industry. effective for your team and your clients.

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