http://www.pointit.com - 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.

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. Webinar Logistics & Introductions
• Being recorded
• Email with link will be sent out later this
week
• Ask questions throughout

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. Google Content Remarketing
Dave Kuhl – Client Manager

5. What is Content Advertising?

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. What is Content Remarketing?
MyGolfStore.com

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. How to set up Content Remarketing
• Create new audience(s)

10. How to set up Content Remarketing

11. How to set up Content Remarketing

12. How to set up Content Remarketing

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. Don’t be Creepy!

15. Things to keep in mind
• You need to have 500 unique users
• Bid up!

16. Modified Broad Match
Lisa Sanner – Senior Client Manager

17. Have you been Burned by
Broad Matches?
Broad match works well for many
advertisers
•Greatest reach – maximum opportunity for clicks
and conversions; 20% of queries haven't been seen
in the last 90 days
•Shorter keyword lists (need to watch negatives,
though)
BUT some want more control than
broad match offers
•For more precise bid optimization to maximize ROI
(performance)
•To prevent unwanted matches (brand reputation,
legal or policy reasons)

18. What is Modified Broad Match?

19. Relative Reach of Match Types

20. Comparison of Match Type Behavior

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 ROI
metrics and search query data on these keywords.

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. Changes in Local Search
Ben Krull – Client Manager

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. Local Search
“20% of searches have local intent” -Google

26. Google Places: Review Responses

27. Google Places: Real-time Updates

28. Google Places: Service areas
Service Area (with Address) Service Area (without Address)

29. Google OneBox Changes

30. Google Interface Change for Local

31. Google Interface Change for Local

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. Q&A
davek@pointit.com
lisas@pointit.com
benk@pointit.com