The Ultimate Guide To Local Paid Search


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The Ultimate Guide To Local Paid Search is a guide on how to profitably run a local paid search campaigns. This presentation examines areas of opportunity to creates a campaign that will drive highly targeted, ready to convert users to your site via local paid search campaigns.

Originally presented at Pod Camp Philly on October 1st, 2011.

Published in: Business, Technology, Design
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The Ultimate Guide To Local Paid Search

  1. 1. The Ultimate Guide To Local Paid Search<br />How to run a profitable local search campaign<br />
  2. 2. Who am I?<br />Lead Paid Search Manager – TPG Direct<br /><br /><br />@Justin_Freid<br />
  3. 3. What Can You Learn Today?<br />How to promote your local business through paid search<br />How to make your ads more attractive to potential customers<br />Target the right customers <br />When to target<br />Where to target<br />How to target<br />
  4. 4. What Can Paid Search Do?<br />Drive targeted, ready to convert traffic to your website<br />Present potential customers with your advertisement when they search for your product/service<br />Specifically target potential customers in the areas you service<br />Increase your bottom line<br />New business<br />Repeat customers<br />Sales, sales and more sales<br />
  5. 5. What Is Local Paid Search?<br />Millions of people head to search engines to search for<br />Contractors<br />Restaurants<br />Bakeries<br />Mechanics<br />Business can target these hand raisers by showing text ads on search engines<br />Google and MSN offer features that allow you to specifically target your local market. <br />
  6. 6. What A Local Business Should Do<br />Target areas they service<br />Promote their products or services to customers who are ready to buy<br />Create geo specific ad text and campaign structure<br />Take advantage of all tools provided by Google and MSN<br />
  7. 7.
  8. 8. Adwords Express<br />Formerly Boost – which was tied directly to Google Places account<br />Features:<br />Ads show business address and telephone number<br />Blue Pin/Balloon shown on map<br />Easy to set up, create ads and launch<br />
  9. 9. Geo-Targeting<br />Google and MSN allow you to select a specific area to show your advertisements<br />This should mirror the area you service or how far customers are willing to travel to visit your business<br />Geo-targeting options:<br />Radius/Proximity Targeting <br />DMA<br />City/State/Country<br />Custom Shape<br />Out of state shoppers?<br />Wider target area<br />Geo-specific keywords<br />Geo-Reports<br />
  10. 10. Create Geo-Specific Ad Text<br />By creating geo-specific ad text you reassure the searcher of your location<br />Examples of geo-specific ad text: <br />Where do you deliver?<br />How far will people travel for your product/service?<br />
  11. 11. Geo Specific Landing pages<br />Using a common message from search query to text ad to landing page can boost conversions<br />Reiterating location on the landing page can reassure site visitors of you are a local business<br />Don’t send traffic to your homepage – if you can, create a landing page<br />
  12. 12. Promote specials<br />Ad text presents a great opportunity to advertise daily deals or specials<br />Daily lunch specials<br />Holiday sales<br />Promotions<br />Restaurants who have daily specials can create campaigns and utilize a combination of ad text and ad scheduling to promote daily specials<br />
  13. 13. Keyword Research<br />Google places impression reports<br />Location variations<br />Philadelphia plumber<br />Philly plumber<br />Google insights – trends at regional level<br />Look to your customers<br />Customers search different then experts/business owners<br />Understanding the opportunity – <br />Utilize Google’s Estimated Traffic Tool to understand what can and should be spent<br />Query Mining<br />
  14. 14. Match Types<br />Phrase match is your friend<br />Plumber in<br />Car insurance for<br />Be careful with broad match<br />Make use of negative keywords<br />Query mine for exact match keywords<br />Create additional ad groups to house new keywords<br />
  15. 15. Ad Scheduling<br />Take advantage of: <br />Ad scheduling<br />What you know about your customers<br />Google Adwords and MSN Adcenter allow you to adjust bids throughout the day<br />Adwords– hourly<br />Adcenter – Segments of day <br />When are you open? <br />When do your customers shop? <br />
  16. 16. Bidding Strategy<br />It’s about profit – not pride<br />Positive ROI<br />Know your cost of goods sold<br />What margin do you make on a sale?<br />Look at SERPs – are they competitive?<br />
  17. 17. Adwords Ad Extensions<br />Phone Number Extension<br />Enables advertiser to display phone number in ad<br />If on mobile device, or searcher has program such as Skype, user can click and call your business<br />How can this help your local business?<br />Takes up more real estate on SERP<br />Directs searcher to your business phone<br />Use of local area code<br />
  18. 18. Adwords Ad Extensions (CONT)<br />Site Links<br />Great option for business with multiple locations<br />One sitelink dedicated to a location, direct searcher to that specific location’s webpage<br />Should be utilized in brand campaigns<br />Great options for business with multiple services/products<br />Example – Landscaping and Tree Removal services<br />
  19. 19. Adwords Ad Extensions (Cont)<br />Location Extension<br />Enables advertiser to display physical location of store in ad<br />Can be paired with Google Places account<br />How can this help your local business?<br />Takes up more real estate on SERPs<br />Allows user to click ‘get directions’ link<br />Reinforces that you are a local business<br />
  20. 20. Tracking Your success<br />Google Analytics – It’s free (Well kinda… )<br /><ul><li>Easily track how site visitors get to and navigate your site
  21. 21. Link up your Adwords account
  22. 22. Understand what words are converting</li></ul>Google Adwords Conversion Tracking<br /><ul><li>Place a small piece of code on your Thank You page
  23. 23. Conversions and cost per conversion metrics will be available in the adwordsinterfaced</li></li></ul><li>Google Places<br />Local businesses can create a Google Places account <br />Shows up in organic search listings<br />Allows users to review your business<br />Can be connected to your Adwords account<br />Like a shot of steroids to the location extension<br />Shows ‘Blue Pin’ on local listing map<br />