Your competitors are winning business with local AdWords campaigns. As a Google Premier Partner and Surefire’s in-house expert, Kerry Phipps invites you to join our upcoming webinar and learn… 1. How to target people in your local area 2. How to tailor your ads to an ever-growing mobile audience 3. Campaign do’s and don'ts 4. The anatomy of the perfect Google ad

1. Make Google Work For
You: A Local Business
Guide to AdWords
10/27/16

2. Bob Sheehan
SVP Client Services
Surefire Social
Today’s Speakers
2
Kerry Phipps
SEM Manager
Surefire Social

3. Milestones
2014
Our site visits are up over 40%, we
receive almost twice as many calls
from it and we have gone from
the 6th page to the first in a very
short time. To say they have done
a good job does not do it justice.
They have done a fantastic job!
Ray Hoffman
Marketing Director, RbA
Milwaukee
“
“
I really like SurePulse. It’s an
intuitive tool and I like that
everything is in one place. It's
useful, easy to use and I have a
much better understanding of
how we are performing.
Amy Lindholm
Brand Manager, LP Siding
“
“
AWARDS

4. Surefire Social:
The First LOCAL Marketing Automation System
NEVER WORRY ABOUT WASTING MONEY
ON DIGITAL MARKETING AGAIN
● Drive Down Lead Cost
● Get More Conversions
● Measurable Metrics
4Proprietary + Confidential 2016

5. Today’s Giveaways
Google Chromecast
Pixel C Tablet
by Google

6. My Life
Google Adwords SEM Manager
What Friends Think I Do What Mom Thinks I Do What Strangers Think I Do
What I Actually DoWhat I Think I DoWhat My Boss Thinks I Do

7. We Know What Success Looks Like

8. Focus on particular products or services, with local emphasisCampaigns
Specific in relation to the campaign product or serviceAd Groups
Highlight strength & leverage unique positionAds
Combine match types to extend reach & capture target consumersKeywords
Surefire Social Google AdWords Philosophy

9. How do I find
more customers?
How do I stand out
in a cluttered
marketplace?
How do I drive
sales and grow my
business?
Top 3 Questions

10. But First!
One Does Not Simply
Ignore A Poll

11. How To Target People In
Your Area With Your
Local Ads

12. To Be, Or Not To Be
Local Targeting

13. Targeting Levels
Country | State | County | City | Zip
Local Targeting Levels
Congressional Districts & Nielson DMA Regions

14. Layering Targeting
Income Tiers
Top 10%
11 – 20%
31 – 40%
21 – 30%
41– 50%
Lower 50%
Local Targeting Layering

15. Bid Adjustments
By Location
+ 50%
Max CPC = $15.00
Max CPC = $10.00
- 50%
Max CPC = $5.00
Local Targeting Bid Adjustments

16. Anatomy of the Perfect
Google Ad
Expanded Ads = Expanded Revenue

17. 30 - 30
15 - 15
80
25
35
35
35
Expanded Text Ads

18. • Write Specific Copy
• Feature Unique Selling Points
• Connect Your Ad & Landing Page
Make sure your messaging really targets what users will be
searching for. Using your keywords in your copy is a good way
to do this.
Think about how you’re different or better than your
competitors. Use those unique selling points – like a promotion
you may be running or “free quote” as the basis of your ad
copy
Your ad should click through to a page that has the same
messaging. If people click on an ad that says, “Get 25% off
striped socks today” then they should land on a 25% off
striped socks page
Expanded Text Ads Best Practice

19. Expanded Ads Benefits

20. Reviews
App
Call Outs Location
Sitelinks
Call
Ad Extensions

21. Ad layout with ad extensions
o Increase visibility
o Better qualify customers
o More return on investment
o Be relevant
Each new ad extension results in a 10-15% CTR uplift (on average) for your search ad
text.
Why Use ‘Em...

22. Chat With Me For 15 Minutes About How To
Leverage AdWords For Your Success
Pssssst! Did somebody say Google Chromecast?
Like What You’re Hearing?
Schedule your call by
emailing
Kerry.P@surefiresocial.com

23. Like What You’re Hearing?

24. How to Tailor Your
Google Ads to Mobile
Devices and An
Ever-Growing Audience
That Uses Them

25. We don’t go online. We live online.
We don’t go online. We live online.
Nowadays

26. Sources: US Bureau of Labor Statistics, KPCB
9.9 hours of
screen time!
More than
we sleep!!!
Sleep
Do Other Things
Use Digital Devices
5.6 hours/day
We Spend Nearly ¼ of Our Time Connected
% of Time Spent per Day per Activity
Mobile Consumption

27. 2013
Source: eMarketer
2019
Mobile Is The Main Driver
Mobile Ad Spend as a % of Digital Ad Spend (USA)
Who’s In The Drivers Seat?

28. Mobile search is
skyrocketing…
62%
YoY Growth
Bottom Line...

29. Create an Effective Mobile Site
Check Your Site: https://www.google.com/webmasters/tools/mobile-friendly/
Mobile Optimization Starts With

30. “I just want to talk to a real person”
Call Extensions
Make it easy for
customers to call by
featuring your number
directly in an ad and on
mobile phones. This
gives them the ability to
call directly from the ad.
Call Only Ads
Create separate call
only ads to showcase
your number and the
ability to click-to-call,
without allowing users
to click through to your
website.
Mobile KISS Principle

31. Is a Phone Call Worth More?
Leverage Bid Adjustments to Bid More (or less) for Mobile Customers
Mobile Targeting Bid Adjustments

32. Do’s and Don’ts of
Running Local
Campaigns

33. Layer Your Targeting
Spend Your Budget Exactly Where You Want
Precision Targeting

34. Leverage Expanded Ads
Test Multiple Ads Per Ad Group
Expand Your World

35. Take Up More Real Estate on Results Page
Enable All Applicable Ad Extensions
Dominate Page 1 of Google

36. Make Your Business Advertising Mobile
With Ad Extensions, Call Only Campaigns & Mobile Optimized Website
Go Mobile or Go Home

37. Link AdWords & Analytics
They Like To Share Data and Enable You To Track Campaign Success
A Match Made in...Google

38. Remarketing
Keep Your Business & Brand In Front Of People Who Have Been To Your Website
Be Seen

39. Today’s Giveaways
Google Chromecast
Pixel C Tablet
by Google

40. Chat With Me For 15 Minutes About How To
Leverage AdWords For Your Success
Pssssst! Did somebody say Google Chromecast?
Like What You’re Hearing?
Schedule your call by
emailing
Kerry.P@surefiresocial.com

41. Happy Halloween