Rocking Local Pay-Per-Click (PPC)

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Presented at SMX East 2013 as a part of the Must Have Local Tactics panel. In this talk, I go over a whole bunch of tips that we've been implementing at Kick Point for our clients and showing some best practices and things to consider when implementing your own local PPC campaigns.

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Rocking Local Pay-Per-Click (PPC)

  1. 1. ROCKING LOCAL PAY-PER-CLICK DANA DITOMASO CEO, KICK POINT @DANADITOMASO #SMX #21D
  2. 2. Campaign Structure
  3. 3. AD GROUP NAMES ARE IMPORTANT
  4. 4. WHY BOTHER?
  5. 5. LABELS, PEOPLE.
  6. 6. Enhanced Campaigns
  7. 7. USE RADIUS TARGETING (plus it was the only ad!)
  8. 8. WHERE WERE YOUR USERS?
  9. 9. Ad Extensions
  10. 10. GOOGLE SAYS… “You can add more than one type of extension to your ad, but keep in mind that some extensions, such as sitelinks, may override your location extensions. In these instances, we won't show the location extension in your ad.”
  11. 11. 40 PIXELS FOR FREE*! 92px 52px 52px *Free-ish. CPC was slightly higher on the location extension.
  12. 12. ALSO WORKS IN MOBILE
  13. 13. SERIOUSLY, USE EXTENSIONS
  14. 14. Call Tracking
  15. 15. USE LOCAL AREA CODES Also true with “alternate” area codes – the new ones have a lower CTR.
  16. 16. HUGE DROP OFF IN CLICK TO CALL 46 clicks, only 2 people actually called! (4%)
  17. 17. Keywords
  18. 18. USE NEIGHBOURHOOD NAMES
  19. 19. BE UNEXPECTED • Art gallery & restaurants • Bike paths & bike tune-ups • Running paths & shoes • Farmer’s markets & wine • Museums & bookstores • Festivals & hotels
  20. 20. Remarketing Demographics
  21. 21. WHERE ARE THEY LOGGED IN? WordPress Plugin: http://wordpress.org/plugins/social-network-user-detection/
  22. 22. BUILD FACEBOOK DEMOGRAPHICS
  23. 23. LINKEDIN IS GREAT, TOO
  24. 24. What’s Next?
  25. 25. MULTI-SCREENS, WHAT DOES IT MEAN?
  26. 26. THAT’S NICE. NOW, HOW ABOUT THIS?
  27. 27. Have fun!
  28. 28. YOU & YOUR CLIENT, NEXT WEEK.
  29. 29. THANK YOU! TWEET: @DANADITOMASO VISIT US: KICKPOINT.CA

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