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Oliver Ewbank - Become a Local Hero: PPC Tips to Boss Your Neighbourhood

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Did you know that 82% of smartphone users use a search engine when looking for a local business?

This “how to” session will cover everything you need to know about local PPC.
Learn how to stay ahead of the competition and capitalise on search queries with local intent.

Key takeaways will include:
• New local search ad formats
• The best campaign structures for local search
• Innovative geo targeting tactics
• Tracking store visit and sales
• Effective local bidding strategies

Published in: Marketing
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Oliver Ewbank - Become a Local Hero: PPC Tips to Boss Your Neighbourhood

  1. 1. LinkedIn.com/OliverEwbank Become a Local Hero PPC Tips To Boss Your Neighbourhood OLIVER EWBANK @OliverEwbank
  2. 2. Become a Local Hero @OliverEw bank | #BrightonSEO
  3. 3. >20% of Google searches are for local products, services or placesSource: Google @OliverEwbank | #BrightonSEO
  4. 4. 59% of consumers research online before making a purchase in store(Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017) @OliverEwbank | #BrightonSEO
  5. 5. 82% of smart phone users use a search engine when looking for a local business Source: Google @OliverEwbank | #BrightonSEO
  6. 6. 3 out of 4 people who conduct a search on their mobile visit a related store within 24 hours @OliverEwbank | #BrightonSEO
  7. 7. Local PPC is kind of a big deal
  8. 8. 19 Tips @OliverEw bank | #BrightonSEO
  9. 9. Become the wolf of your street
  10. 10. 1 Google Maps Ads @OliverEw bank | #BrightonSEO
  11. 11. Local search ads link to your business’s location page (not just your website), which includes information such as store hours, address, customer reviews and photos
  12. 12. @OliverEwbank | #BrightonSEO
  13. 13. 1. Set up & verify Google My Business https://bit.ly/2NWqsJr 2. Set up Location Extensions in Google Ads https://bit.ly/2F6ZI6p 3. Use location targeting and bid by location https://bit.ly/2Cgj72L 4. Include some location keywords http://bit.ly/2NYZMaX @OliverEwbank | #BrightonSEO
  14. 14. @OliverEwbank | #BrightonSEO Analyse your Click Type
  15. 15. 2 Google Display Network @OliverEw bank | #BrightonSEO
  16. 16. @OliverEwbank | #BrightonSEO
  17. 17. @OliverEwbank | #BrightonSEO
  18. 18. @OliverEwbank | #BrightonSEO Tip: add “adsenseformobileapps.com” as a placement exclusion to stop your ads running on apps http://bit.ly/2XQ6PaI
  19. 19. 1. Exclude Apps 2. Run regular placement reports 3. Add, edit and remove managed placements http://bit.ly/2T9dolb 4. Implement GDN location extensions http://bit.ly/2u8Srg4 @OliverEw bank | #BrightonSEO
  20. 20. @OliverEwbank | #BrightonSEO Google Display Network location extensions will include information such as photos, business hours, and store location.
  21. 21. Case Study @OliverEw bank | #BrightonSEO
  22. 22. 3 Store Visit Conversions @OliverEw bank | #BrightonSEO
  23. 23. 1. Person searches & clicks your ad 2. Google places a cookie / checks their login details 3. Person visits one of your stores 5. Google verify the store visit 4. Google track the person via their phone 6. Google report store visits in Google Ads
  24. 24. @OliverEwbank | #BrightonSEO Paid Search has a huge impact offline as well as online, and using Store Visit Conversions enables you to start quantifying the offline impact and getting a more well rounded measurement on the ROI from your campaigns.
  25. 25. 1. Have multiple store locations & receive thousands of clicks & viewable impressions 2. Verify Google My Business for each store & link GMB account to Google Ads 3. Ensure location extensions are active in Google Ads http://bit.ly/2SVZG4Z 4. Contact your Google Ads rep http://bit.ly/2EWzwtS @OliverEwbank | #BrightonSEO
  26. 26. The data first shows up in the conversions section of your Google Ads account.
  27. 27. Once you have them, you can view them next to your normal reporting columns http://bit.ly/2VSjrfp Tip: there’s a 30 day lag whilst Google verifies store visit data, so it’s only accurate 30 days after the date range you’re viewing
  28. 28. Use the new Per Shop Report so you can see store visits by store location @OliverEwbank | #BrightonSEO
  29. 29. Use the new ‘New vs Returning’ segment you can apply to store visit data http://bit.ly/2O3arla
  30. 30. 4 Campaign Structure @OliverEwbank | #BrightonSEO
  31. 31. Create a UK nationwide campaign
  32. 32. Create a city / radius campaign
  33. 33. Create Two versions of each campaign for each products / service type: 1. Version 1 targets the whole of the UK but only contains keywords with the location in them, e.g ‘spa hotel Brighton’, ‘spa hotel Sussex’ 2. Version 2 geo-targets a specific radius around your business and contains keywords that don’t include a location, e.g ‘spa hotel’ TIP: Test different radius targets TIP: Use modified broad keywords
  34. 34. @OliverEwbank | #BrightonSEO
  35. 35. 1. Use Google Ads Editor & paste campaigns http://bit.ly/2FbzuiV 2. Use ‘append’ to add the location to the end of your generic keywords http://bit.ly/2UARed5 3. Use keyword wrapper tool http://bit.ly/2UIX6kc 4. Adjust the location targeting of the campaigns accordingly. Use negatives. @OliverEwbank | #BrightonSEO
  36. 36. @OliverEwbank | #BrightonSEO
  37. 37. 5 Location Settings @OliverEwbank | #BrightonSEO
  38. 38. 36% of accounts I audited last year were not using advanced location settings properly
  39. 39. @OliverEwbank | #BrightonSEO
  40. 40. @OliverEwbank | #BrightonSEO
  41. 41. @OliverEwbank | #BrightonSEO Regularly review your user locations report
  42. 42. TIP: Instead of doing it manually campaign by campaign, you can do this all in one go in Google Ads Editor http://bit.ly/2Uw40cw @OliverEwbank | #BrightonSEO Review & edit your advanced location targeting within your campaign settings
  43. 43. Use negative locations when appropriate
  44. 44. 6 Location Layered Bidding@OliverEw bank | #BrightonSEO
  45. 45. Layer locations on top of your overall location targeting so you can adjust bids for them depending on their performance. @OliverEw bank | #BrightonSEO
  46. 46. @OliverEw bank | #BrightonSEO
  47. 47. 1. Use Geographic & User Locations report to review performance by location: http://bit.ly/2T2EmdO @OliverEw bank | #BrightonSEO 2. Gather a list of your store locations and competitor store locations 3. Then add all the locations as layers on your Google Ads campaigns http://bit.ly/2T2Dvd6 4. Monitor performance then adjust bids accordingly (or allow your automated bidding strategy to adjust bids)
  48. 48. Google recommend testing 1,2, 5 and 10 mile radius around your locations @OliverEw bank | #BrightonSEO
  49. 49. Easily get lists of postcodes from Google or Wikipedia to overlay @OliverEw bank | #BrightonSEO
  50. 50. 7 Keyword Strategy @OliverEw bank | #BrightonSEO
  51. 51. Presentation title v0153 500% growth in ‘near me’ searches containing a variant of “can I buy” or “to buy” Source: Google. Comparing Jul-Dec 2017 to Jul-Dec 2015.
  52. 52. @OliverEw bank | #BrightonSEO
  53. 53. @OliverEw bank | #BrightonSEO
  54. 54. 1. Only use in radius campaigns 2. Exact and modified broad ad groups 3. Run regular Search Query Reports 4. Use Google suggest to find variations @OliverEw bank | #BrightonSEO
  55. 55. 8 Ad Copy @OliverEw bank | #BrightonSEO
  56. 56. It’s all about location, location, location
  57. 57. Making your ad text hyper-relevant to the location you’re targeting sounds simple, but it’s really important to go to that level of granular detail @OliverEwbank | #BrightonSEO
  58. 58. @OliverEwbank | #BrightonSEO
  59. 59. @OliverEwbank | #BrightonSEO
  60. 60. 9 Location Extensions
  61. 61. Presentation title v0164 10% increase in click through rate on ads that use Location Extensions Source: Google
  62. 62. @OliverEw bank | #BrightonSEO
  63. 63. @OliverEw bank | #BrightonSEO
  64. 64. 1. Link Google My Business to Google Ads 2. Filter out old stores or head office 3. Review performance regularly 4. Full instructions http://bit.ly/2TaX5nW @OliverEw bank | #BrightonSEO
  65. 65. 10 Call Extensions @OliverEw bank | #BrightonSEO
  66. 66. @OliverEw bank | #BrightonSEO
  67. 67. @OliverEw bank | #BrightonSEO
  68. 68. 1. Add at campaign, ad group or account level 2. Use campaign level if you have multiple locations 3. Set ‘interaction bid adjustments’ http://bit.ly/2Fc5VxC 4. Schedule with advanced settings @OliverEw bank | #BrightonSEO
  69. 69. 11 Message Extensions @OliverEw bank | #BrightonSEO
  70. 70. Dynamically extend your normal text ads with an option to click and text message you directly @OliverEw bank | #BrightonSEO
  71. 71. @OliverEw bank | #BrightonSEO
  72. 72. 1. You need a mobile phone 2. You must have the ability to respond 3. Ideal for small businesses 4. Full instructions http://bit.ly/2XU8RXc @OliverEw bank | #BrightonSEO
  73. 73. 12 Landing Page Optimisation @OliverEw bank | #BrightonSEO
  74. 74. Making your ads super relevant to your location isn’t enough on its own. Your landing page needs to continue the journey and be just as relevant to the locations you’re targeting, ideally with an individual page per location. @OliverEwbank | #BrightonSEO 3. Location relevant landing page
  75. 75. @OliverEwbank | #BrightonSEO
  76. 76. Create the pages on your site, or a landing page tool like Unbounce @OliverEwbank | #BrightonSEO
  77. 77. @OliverEwbank | #BrightonSEO Test the speed of your landing pages testmysite.withgoogle.com
  78. 78. 13 Call Only Campaigns With RLSAs @OliverEw bank | #BrightonSEO
  79. 79. Mobile campaign format where instead of the user clicking through to your site when they click the ad, the click on the ad directly calls your business from their phone. Overlaying RLSAs helps qualify the calls.
  80. 80. @OliverEw bank | #BrightonSEO
  81. 81. 1. Create call only campaign http://bit.ly/2UB2Z39 2. Use the same keywords as your regular campaign 3. Create ‘all visitors’ RLSA audience http://bit.ly/2W10Ldz 4. Apply RLSA ‘Targeting’ (not observation) http://bit.ly/2UBLvnc @OliverEw bank | #BrightonSEO
  82. 82. 14 New ‘Local Campaigns’ @OliverEw bank | #BrightonSEO
  83. 83. A new campaign type which runs across a variety of ad formats, using machine learning to drive the most store visits from your budget.
  84. 84. @OliverEw bank | #BrightonSEO
  85. 85. @OliverEw bank | #BrightonSEO
  86. 86. 1. 30 days minimum 2. Must target 10 or more locations per account 3. Meet eligibility requirements http://bit.ly/2Hl0vTk 4. Follow best practice guidelines http://bit.ly/2T21IR3 @OliverEw bank | #BrightonSEO
  87. 87. 15 Local Inventory Ads @OliverEw bank | #BrightonSEO
  88. 88. Google shopping ads for retailers, which include annotations of whether the product is in stock in the nearest store to the searcher. @OliverEw bank | #BrightonSEO
  89. 89. @OliverEw bank | #BrightonSEO
  90. 90. There are two options for this format: 1. A Google hosted local store front (see image) which lands users on a Google page before they can click to your site (ideal if your site isn’t transactional e.g Primark) http://bit.ly/2TIXhiw 2. A merchant hosted local store front which lands user straight on your site (best for transactional websites) http://bit.ly/2F7oRxx
  91. 91. 1. Create Local Products Feed 2. Create Local Products Inventory Feed 3. Google carry out verification checks 4. Full instructions http://bit.ly/2HnS7CG @OliverEw bank | #BrightonSEO
  92. 92. 16 Local Catalogue Ads @OliverEw bank | #BrightonSEO
  93. 93. Local catalogue ads (LCA) are a display ad format that uses feed data from your local inventory ads feed. @OliverEw bank | #BrightonSEO
  94. 94. @OliverEw bank | #BrightonSEO
  95. 95. 1. Must have local products feed 2. Must have local products inventory feed 3. Link your location extensions 4. Full instructions http://bit.ly/2UCq4T3 @OliverEw bank | #BrightonSEO
  96. 96. 17 Mobile Tactics @OliverEw bank | #BrightonSEO
  97. 97. @OliverEw bank | #BrightonSEO Mobile bid adjustments, mobile specific ad text and mobile versions of ad extensions are key to success.
  98. 98. @OliverEw bank | #BrightonSEO
  99. 99. 1. Set mobile bid adjustments at ad group level http://bit.ly/2CjYrqx 2. Use device based if functions http://bit.ly/2Ungh6s 3. Create mobile calls to action 4. Utilise mobile sitelinks and callouts @OliverEw bank | #BrightonSEO
  100. 100. 18 Call Tracking @OliverEw bank | #BrightonSEO
  101. 101. @OliverEw bank | #BrightonSEO
  102. 102. @OliverEw bank | #BrightonSEO
  103. 103. 1. 3rd party tools i.e. Infinity 2. Google’s own call tracking solution 3. Place a small piece of code around your contact number 4. Full instructions http://bit.ly/2Cn3Aym @OliverEw bank | #BrightonSEO
  104. 104. 19 Offline Conversion Tracking @OliverEw bank | #BrightonSEO
  105. 105. @OliverEw bank | #BrightonSEO
  106. 106. 1.Involves web development 2. Compatible CRM 3. Full instructions http://bit.ly/2FbV2vU @OliverEw bank | #BrightonSEO
  107. 107. Local Summary @OliverEw bank | #BrightonSEO
  108. 108. 1. Structure for Success 2. Utilise Store Visit Data 3. Run Regular User Location Reports 4. Local Inventory Ads @OliverEw bank | #BrightonSEO
  109. 109. @OliverEwbank https://www.linkedin.com/in/oliverewbank/

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