Sizzling Hot Tips for PPC & Local Search


Published on - This presentation covers the latest and hottest tips for PPC and local search engine optimization. You'll learn about content advertising, remarketing, how to use modified broad match, and recent changes in Google Places that could affect your business's listing and visibility online.

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Sizzling Hot Tips for PPC & Local Search

  1. 1. Sizzling Hot Tips for PPC & Local Search Dave Kuhl – Client Manager Lisa Sanner – Snr. Client Manager Ben Krull – Client Manager August 18, 2010
  2. 2. Webinar Logistics & Introductions• Being recorded• Email with link will be sent out later this week• Ask questions throughout
  3. 3. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $50 MM in managed media• 14 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  4. 4. Google Content Remarketing Dave Kuhl – Client Manager
  5. 5. What is Content Advertising?
  6. 6. What is Content Remarketing?• Came out of Beta in March of 2010• Allows marketers chance to further target and segment visitors to their site by behavior using code snippets and cookies• Gives you a SECOND CHANCE to market to your website visitors• Increases your ROI by targeting people who are deep within the Sales Funnel
  7. 7. What is Content Remarketing?
  8. 8. How to set up Content Remarketing• Create a new campaign and a new ad group• Select the new ad group under the campaign
  9. 9. How to set up Content Remarketing• Create new audience(s)
  10. 10. How to set up Content Remarketing
  11. 11. How to set up Content Remarketing
  12. 12. How to set up Content Remarketing
  13. 13. How to set up Content Remarketing• Create ads that will bring customers back (without being creepy!) • Stand out • Brand name in headline• Give them a reason to return • Coupon codes • Limited time offer
  14. 14. Don’t be Creepy!
  15. 15. Things to keep in mind• You need to have 500 unique users• Bid up!
  16. 16. Modified Broad MatchLisa Sanner – Senior Client Manager
  17. 17. Have you been Burned by Broad Matches?Broad match works well for manyadvertisers •Greatest reach – maximum opportunity for clicks and conversions; 20% of queries havent been seen in the last 90 days •Shorter keyword lists (need to watch negatives, though)BUT some want more control thanbroad match offers •For more precise bid optimization to maximize ROI (performance) •To prevent unwanted matches (brand reputation, legal or policy reasons)
  18. 18. What is Modified Broad Match?
  19. 19. Relative Reach of Match Types
  20. 20. Comparison of Match Type Behavior
  21. 21. Should I Try Modified Broad Matches? Are you interested in capturing more qualified traffic than your current Phrase/Exact keywords allow? Do you have a hard time hitting ROI targets on certain broad match keywords? Is it tough to capture all of the misspelling & plural variations of the brand name or products without unwanted expansions? Would you like greater control over what queries map to your keywords? Does you want to capture more traffic but struggle to manage keyword and negative lists?If your answer is “Yes” to any of the above, then try it and monitor your ROImetrics and search query data on these keywords.
  22. 22. Modified Broad Match Implementation Tips Always put the + immediately in front of the word you want to modify and have locked into the query. DON’T leave any spaces between the + and the word. It won’t work! Always put the + sign BEFORE the word that you want to modify and have locked into the query. DON’T put the + after a word. It won’t work! Google recommends to not delete existing keywords, but add modified keywords into the mix with appropriate bid differentials. Consider bidding higher on broad match keywords with the modifier than those without it in order to capture an increased share of relevant opportunity. Use both the Search Query Report and watch both keyword- and campaign-level performance statistics, especially conversion volume and cost per conversion.
  23. 23. Changes in Local Search Ben Krull – Client Manager
  24. 24. Local Search• The three things you must know about Google Places• How Google’s OneBox has changed and how it can impact your business• The drastic changes in the Local Search interface and landscape
  25. 25. Local Search“20% of searches have local intent” -Google
  26. 26. Google Places: Review Responses
  27. 27. Google Places: Real-time Updates
  28. 28. Google Places: Service areasService Area (with Address) Service Area (without Address)
  29. 29. Google OneBox Changes
  30. 30. Google Interface Change for Local
  31. 31. Google Interface Change for Local
  32. 32. Key Takeaways• Searchers will instantly see your address, phone number, and hours – make sure it’s accurate• Managing your business reviews and responding when necessary is critical• Local listings and Place pages are gaining prominence in Google – take control of your listing and make sure it ranks well
  33. 33. Q&