1.
LinkedIn.com/OliverEwbank
Become a Local Hero
PPC Tips To Boss Your Neighbourhood
OLIVER EWBANK
@OliverEwbank

2.
Become a
Local Hero
@OliverEw bank | #BrightonSEO

3.
>20%
of Google searches are for local
products, services or placesSource: Google
@OliverEwbank | #BrightonSEO

4.
59%
of consumers research online
before making a purchase in store(Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017)
@OliverEwbank | #BrightonSEO

5.
82%
of smart phone users use a search
engine when looking for a local
business
Source: Google
@OliverEwbank | #BrightonSEO

6.
3 out of 4
people who conduct a search on
their mobile visit a related store
within 24 hours
@OliverEwbank | #BrightonSEO

7.
Local PPC is kind of a big deal

8.
19
Tips
@OliverEw bank | #BrightonSEO

9.
Become the wolf of your street

10.
1
Google Maps Ads
@OliverEw bank | #BrightonSEO

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.
@OliverEwbank | #BrightonSEO

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.
@OliverEwbank | #BrightonSEO
Analyse your Click Type

15.
2
Google Display
Network
@OliverEw bank | #BrightonSEO

16.
@OliverEwbank | #BrightonSEO

17.
@OliverEwbank | #BrightonSEO

18.
@OliverEwbank | #BrightonSEO
Tip: add “adsenseformobileapps.com” as a placement exclusion to stop your ads running
on apps http://bit.ly/2XQ6PaI

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.
@OliverEwbank | #BrightonSEO
Google Display Network location extensions will include information such as photos,
business hours, and store location.

21.
Case
Study
@OliverEw bank | #BrightonSEO

22.
3
Store Visit
Conversions
@OliverEw bank | #BrightonSEO

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.
@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.
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.
The data first shows up in the conversions
section of your Google Ads account.

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.
Use the new Per Shop Report so you can
see store visits by store location
@OliverEwbank | #BrightonSEO

29.
Use the new ‘New vs Returning’ segment you
can apply to store visit data http://bit.ly/2O3arla

30.
4
Campaign
Structure
@OliverEwbank | #BrightonSEO

31.
Create a UK nationwide campaign

32.
Create a city / radius campaign

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.
@OliverEwbank | #BrightonSEO

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.
@OliverEwbank | #BrightonSEO

37.
5
Location
Settings
@OliverEwbank | #BrightonSEO

38.
36% of accounts I audited last year were not
using advanced location settings properly

39.
@OliverEwbank | #BrightonSEO

40.
@OliverEwbank | #BrightonSEO

41.
@OliverEwbank | #BrightonSEO
Regularly review your user locations report

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.
Use negative locations when appropriate

44.
6
Location
Layered
Bidding@OliverEw bank | #BrightonSEO

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.
@OliverEw bank | #BrightonSEO

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.
Google recommend testing 1,2, 5 and 10 mile
radius around your locations
@OliverEw bank | #BrightonSEO

49.
Easily get lists of postcodes from Google or
Wikipedia to overlay
@OliverEw bank | #BrightonSEO

50.
7
Keyword
Strategy
@OliverEw bank | #BrightonSEO

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.
@OliverEw bank | #BrightonSEO

53.
@OliverEw bank | #BrightonSEO

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.
8
Ad
Copy
@OliverEw bank | #BrightonSEO

56.
It’s all about location, location, location

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.
@OliverEwbank | #BrightonSEO

59.
@OliverEwbank | #BrightonSEO

60.
9
Location
Extensions

61.
Presentation title v0164
10%
increase in click through rate on ads
that use Location Extensions
Source: Google

62.
@OliverEw bank | #BrightonSEO

63.
@OliverEw bank | #BrightonSEO

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.
10
Call
Extensions
@OliverEw bank | #BrightonSEO

66.
@OliverEw bank | #BrightonSEO

67.
@OliverEw bank | #BrightonSEO

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.
11
Message
Extensions
@OliverEw bank | #BrightonSEO

70.
Dynamically
extend your
normal text ads
with an option to
click and text
message you
directly
@OliverEw bank | #BrightonSEO

71.
@OliverEw bank | #BrightonSEO

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.
12
Landing Page
Optimisation
@OliverEw bank | #BrightonSEO

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.
@OliverEwbank | #BrightonSEO

76.
Create the pages on your site, or a landing
page tool like Unbounce
@OliverEwbank | #BrightonSEO

77.
@OliverEwbank | #BrightonSEO
Test the speed of your landing pages
testmysite.withgoogle.com

78.
13
Call Only
Campaigns
With RLSAs
@OliverEw bank | #BrightonSEO

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.
@OliverEw bank | #BrightonSEO

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.
14
New ‘Local
Campaigns’
@OliverEw bank | #BrightonSEO

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.
@OliverEw bank | #BrightonSEO

85.
@OliverEw bank | #BrightonSEO

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.
15
Local
Inventory
Ads
@OliverEw bank | #BrightonSEO

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.
@OliverEw bank | #BrightonSEO

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.
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.
16
Local
Catalogue
Ads
@OliverEw bank | #BrightonSEO

93.
Local catalogue ads (LCA) are a display ad format that
uses feed data from your local inventory ads feed.
@OliverEw bank | #BrightonSEO

94.
@OliverEw bank | #BrightonSEO

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.
17
Mobile
Tactics
@OliverEw bank | #BrightonSEO

97.
@OliverEw bank | #BrightonSEO
Mobile bid adjustments, mobile specific ad text and mobile versions of ad extensions
are key to success.

98.
@OliverEw bank | #BrightonSEO

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.
18
Call
Tracking
@OliverEw bank | #BrightonSEO

101.
@OliverEw bank | #BrightonSEO

102.
@OliverEw bank | #BrightonSEO

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.
19
Offline
Conversion
Tracking
@OliverEw bank | #BrightonSEO

105.
@OliverEw bank | #BrightonSEO

106.
1.Involves web development
2. Compatible CRM
3. Full instructions http://bit.ly/2FbV2vU
@OliverEw bank | #BrightonSEO

107.
Local
Summary
@OliverEw bank | #BrightonSEO

108.
1. Structure for Success
2. Utilise Store Visit Data
3. Run Regular User Location Reports
4. Local Inventory Ads
@OliverEw bank | #BrightonSEO

109.
@OliverEwbank
https://www.linkedin.com/in/oliverewbank/