28. 2015 - present day
Mobile really takes off
Voice search becomes a thing
Baby Boomers discover Facebook
29.
30.
31. By the end of this presentation
We are going to agree on the following...
Google is changing the game
(again)
Mobile is here Facebook is (still) here
79. We’re hooked on our phones
1. How are you being found?
● Mobile gutcheck
● Adjust PPC strategy for mobile
80. We’re hooked on our phones
2. How are users interacting?
● Understand the difference between
desktop and mobile (and test)
● How are users navigating through
your site to solve their problem?
81. We’re hooked on our phones
3. How can potential customers reach you?
● Consider texting as a new method
● Expand texting to new customer
acquisition
82.
83. In 2018, 58% of consumers
used voice search to find local
business info.
2018
84.
85.
86.
87.
88.
89. By 2020, it is predicted that
50% of all searches will be
voice searches.
2020
124. The Future
● Better understanding of what
potential customers are
looking for
● Create more useful content to
help answer questions &
position services
● Lower CPCs???
125.
126. Google is changing the game
(again)
Google is changing the game
(again)
Mobile is here Facebook is (still) here
127. In 2018, Google introduced
Local Services to Pest Control
& Lawn Care.
2018
142. When LSAs are
not present
● 14% of clicks are paid
● 50% of clicks are
organic
= 36% of clicks are
local
143. ● Generated 14% of all clicks
● 25% of all clicks are paid
● 44% of clicks are organic
= 17% of clicks are local
When LSAs are
present
144. When LSAs are
present
● 25% of all clicks are paid
● 75% of clicks are free
● 14% of clicks are paid
● 86% of clicks are free
When LSAs are
not present
177. Impressions CPC Conv. Rate CPM
Outdoor Pests 1,318,902 $0.46 Ignore me $1.07
Pest 734,922 $0.49 Ignore me $1.43
Termite 781,770 $0.67 Ignore me $1.22
Lawn Care 1,541,665 $0.72 Ignore me $1.08
Stretch Your Budget
181. We’re almost done
● Mobile - Throw away your desktop.
● Google Local Services - More $$$ but better sales?
182. We’re almost done
● Mobile - Throw away your desktop.
● Google Local Services - More $$$ but better sales?
● Facebook - Bargain-basement pricing.
183. You’ve reached the end of the presentation
Do we agree on the following?
Google is changing the game
(again)
Mobile is here Facebook is (still) here