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Adster Creative - June 14/2016
Maximize your Marketing.
Edmonton Google Partners Event:
Adster Creative: Background.
Intro: Here comes
the fun.
• Founded in 2009
• Experience back to 1998
• Featured Google Partner
• Edmonton based team of 10!
Intro: Here comes
the fun.
• Compliance & optimization.
• Adwords Management.
• SEO & local search.
• Content & Social Marketing.
• Measurement!
Intro: Here comes
the fun.
What’s in store?
Intro: Here comes
the fun.
• Neat-o things we do and why we do them.
• Discuss Measurement, ROI, & Budgets.
• Tips, tools, & things you can to today!
• How Adster can help.
Intro: Here comes
the fun.
Intro: Here comes
the fun.
Street Smarts.
The typical Adster first phone call.
Intro: Here comes
the fun.
Intro: Here comes
the fun.
<- You.
I’m a new co.
& don’t know
where to start.
My customers
can’t find me
online!
Which parts of
my advertising
are working?
I want to
dominate my
space on the
web!
Intro: Here comes
the fun.
Moments we win for our customers.
1. Now more than ever: getting your fine self setup to
win some of them moments.
1. Don’t lose the moment!
The Usual Suspects:
• Invisible technical issues.
• Penalty - bad SEO practices.
• Important words / right places.
• Slow, & non-mobile optimized.
• Purpose of site is unclear!
1. Don’t lose the moment!
Words are good.
• What is your primary service area (ie: Edmonton)
• What is the primary service or product you offer (ie: SEO)
1. Don’t lose the moment!
Are these things you’d like to be on Google for?
1. Don’t lose the moment!
adster.ca/tools
Is this Mobile thing real?
1. Don’t lose the moment!
1. Don’t lose the moment!
Mobile Users / Desktop Users
• Compliance work done in 2015 doubled site traffic.
• Through 2016, Mobile/Tablet is more than double desktop.
1. Don’t lose the moment!
Mmm. Mobile
1. Don’t lose the moment!
• Mobile clicks are 18% cheaper than desktop clicks.
• Mobile clicks are 5-10% more likely to call.
1. Don’t lose the moment!
Moooooobile.
1. Don’t lose the moment!
1. Don’t lose the moment!
testmysite.thinkwithgoogle.com
This is tip of the iceberg.
• What’s going on behind the scenes?
• Will that ‘experiment’ back in college come back to haunt you?
• How does big ‘G’ really understand your site?
1. Don’t lose the moment!
How Adster Can help.
• Start with our flexLOCAL™ Lite & Premium audits.
• Connect our fancy tools and collect data / observe.
• Translate this info into a meaningful action plan.
• Audits start at $499 & Compliance/setups from low $xxxx.
1. Don’t lose the moment!
Stuff you can do today.
• Do the site:sitename.com trick.
• Run your site through testmysite.thinkwithgoogle.com.
• Test for important words: adster.ca/tools
• Talk to an Adster-ite later this morning about an audit!
1. Don’t lose the moment!
Ongoing Marketing Stuff.
1. Don’t lose the moment!
2. The inexpensive ‘how to’ moment & content generation :
‘No more unfinished basement’.
The only thing that
could be more perfect
than our perfect family
is the perfect
basement!
2. Winning the ‘how do I’ moment
First things first: ‘What will our perfect
basement cost?’
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
“That’s great, but why
does it stink now?”
2. Winning the ‘how do I’ moment
2. Winning the ‘how do I’ moment
This client’s epic wins:
• Ranks for ‘long tail’ search terms in the #1 Search Engine.
• Ranking & generating views in the 2 Search Engine.
• Check out the visits to the portfolio & quote page!
• Other’s reference this content earning sweet links & shares.
2. Winning the ‘how do I’ moment
Stuff you can do today:
• What 5 things are customers always asking you?
• Don’t forget the world’s #2 search engine!
• Ask for some help in researching & creating great,
measurable content that converts!
2. Winning the ‘how do I’ moment
3. On the go and ‘local’ moment:
I need it in Edmonton.
Does the local moment matter?
• Proven mobile phone usage is real & climbing!
• More than 50% of these searches means business.
• Google wants to deliver ‘real’ local results.
3. The local moment
3. The local moment
How’s all that work?
3. The local moment
3. The local moment
3. The local moment
3. The local moment
3. The local moment
3. The local moment
search.google.com/structured-data/testing-tool
3. The local moment
3. The local moment
3. The local moment
3. The local moment
Winning Local Search:
• Heavily influenced by external signals
• Predicated on ‘NAP’ (Name, Address, Phone #).
• Ultimately boils down...
3. The local moment
3. The local moment
...To trust.
Usual suspects:
• You’ve recently changed business addresses.
• You got a new phone number.
• Your site is sending mixed / no signals.
• Primary aggregator data is erroneous.
• In short, NAP confusion!
3. The local moment
Stuff you can do today:
• Get setup / claim your Google My Business page.
• Make sure your business info is accurate on & off site.
• Google search your phone number. Anything crazy?
• Talk to Adster about helping you sort out and manage your
local & organic search stuff.
3. The local moment
5. I need it NOW moment:
The Credit Card is Burning.
Your customers & the ‘buy’ moment:
• Services / Products with some level of urgency.
• You may not ask for referral from friends.
• Not a particularly long consideration phase.
4. The I need it right meow
moment
The local
Auto body shop.
4. The I need it right meow
moment
Awesome Targeting with Adwords
• Keywords
• Location
• Language
• Device
• Time of day
• 3rd party websites (GDN)
• Context
• Topic
• Demographics
• Audience
4. The I need it right meow
moment
4. The I need it right meow
moment
4. The I need it right meow
moment
4. The I need it right meow
moment
autobody shop
+autobody +shop
“autobody shop”
[autobody shop]
-autobody shop
4. The I need it right meow
moment
$1800 well spent?!
• most horrific accidents
• urban legends mishaps disasters
• sewing repair shop
• tv buy sell and repair
• cancel popular mechanics magazine subscription
• top ten worst bodyshop pets
• Job / employment - ($570 of $1800)
4. The I need it right meow
moment
Targeting gone wrong:
• Geo is set too open with no exclusions.
• Search & Display targeted together
• No negative keywords added to adgroup / campaign.
• Severe budget / impression share issues.
• No idea what’s working & what isn’t.
4. The I need it right meow
moment
Why targeting matters:
• Basic setups will rarely cover it these days.
• You need to understand what you aren’t.
• How to make the most of a limited budget.
4. The I need it right meow
moment
Stuff you can do today:
• Make sure you’re using Adwords Goodies.
• Get some negative keywords added.
• Get goals setup and conversion tracking.
• Talk to Adster about flexLOCAL.
4. The I need it right meow
moment
6. Don’t lose the measurement moment:
‘Tracking all those crazy customers’.
5. The measure it moment
5. The measure it moment
• Revenue per customer
• Margin / profit
• Close rate
• Customer retention
• Referral rate
5. The measure it moment
Good numbers to know:
LTV x spam x close rate x margin = Lead value
$5000 x .05 x 20% x 35% = $332.50
5. The measure it moment
Now what if we knew...
5. The measure it moment
• Where exactly our ad dollars were going?
• Which channels produced things we wanted?
• A way to align dollars with the things we want!
5. The measure it moment
5. The measure it moment
5. The measure it moment
Is it that easy?
• Define the marketing objectives.
• Understand what drives these outcomes.
• Optimize campaign & media spend accordingly.
5. The measure it moment
Key takeaway & thoughts:
• Map out what a new customer is worth!
• What do you want your users to do?
• Get analytics & conversion tracking setup on your site!
• Which moments can you afford to be there for? Which
moments CAN’T you afford to lose?
5. The measure it moment
In conclusion & parting thoughts:
• Micro Moments – they’re happening in Edmonton!
• If you better understood these moments and their
value, would that influence your marketing decisions?
"Half the money I spend on advertising is wasted.
The trouble is I don't know which half."
John Wanamaker – 100 years before the
interweb was invented!
Is there any value in having a partner help you
understand which half?
Thank you. 

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Edmonton Google Partners Event Recap - Adster Creative

  • 1. Adster Creative - June 14/2016 Maximize your Marketing. Edmonton Google Partners Event:
  • 3. • Founded in 2009 • Experience back to 1998 • Featured Google Partner • Edmonton based team of 10! Intro: Here comes the fun.
  • 4. • Compliance & optimization. • Adwords Management. • SEO & local search. • Content & Social Marketing. • Measurement! Intro: Here comes the fun.
  • 5. What’s in store? Intro: Here comes the fun.
  • 6. • Neat-o things we do and why we do them. • Discuss Measurement, ROI, & Budgets. • Tips, tools, & things you can to today! • How Adster can help. Intro: Here comes the fun.
  • 7. Intro: Here comes the fun. Street Smarts.
  • 8. The typical Adster first phone call. Intro: Here comes the fun.
  • 9. Intro: Here comes the fun. <- You.
  • 10. I’m a new co. & don’t know where to start. My customers can’t find me online! Which parts of my advertising are working? I want to dominate my space on the web! Intro: Here comes the fun.
  • 11. Moments we win for our customers.
  • 12. 1. Now more than ever: getting your fine self setup to win some of them moments. 1. Don’t lose the moment!
  • 13. The Usual Suspects: • Invisible technical issues. • Penalty - bad SEO practices. • Important words / right places. • Slow, & non-mobile optimized. • Purpose of site is unclear! 1. Don’t lose the moment!
  • 14. Words are good. • What is your primary service area (ie: Edmonton) • What is the primary service or product you offer (ie: SEO) 1. Don’t lose the moment! Are these things you’d like to be on Google for?
  • 15. 1. Don’t lose the moment! adster.ca/tools
  • 16. Is this Mobile thing real? 1. Don’t lose the moment!
  • 17. 1. Don’t lose the moment! Mobile Users / Desktop Users
  • 18. • Compliance work done in 2015 doubled site traffic. • Through 2016, Mobile/Tablet is more than double desktop. 1. Don’t lose the moment! Mmm. Mobile
  • 19. 1. Don’t lose the moment!
  • 20. • Mobile clicks are 18% cheaper than desktop clicks. • Mobile clicks are 5-10% more likely to call. 1. Don’t lose the moment! Moooooobile.
  • 21. 1. Don’t lose the moment!
  • 22. 1. Don’t lose the moment! testmysite.thinkwithgoogle.com
  • 23. This is tip of the iceberg. • What’s going on behind the scenes? • Will that ‘experiment’ back in college come back to haunt you? • How does big ‘G’ really understand your site? 1. Don’t lose the moment!
  • 24. How Adster Can help. • Start with our flexLOCAL™ Lite & Premium audits. • Connect our fancy tools and collect data / observe. • Translate this info into a meaningful action plan. • Audits start at $499 & Compliance/setups from low $xxxx. 1. Don’t lose the moment!
  • 25. Stuff you can do today. • Do the site:sitename.com trick. • Run your site through testmysite.thinkwithgoogle.com. • Test for important words: adster.ca/tools • Talk to an Adster-ite later this morning about an audit! 1. Don’t lose the moment!
  • 26. Ongoing Marketing Stuff. 1. Don’t lose the moment!
  • 27. 2. The inexpensive ‘how to’ moment & content generation : ‘No more unfinished basement’.
  • 28. The only thing that could be more perfect than our perfect family is the perfect basement! 2. Winning the ‘how do I’ moment
  • 29. First things first: ‘What will our perfect basement cost?’ 2. Winning the ‘how do I’ moment
  • 30. 2. Winning the ‘how do I’ moment
  • 31. 2. Winning the ‘how do I’ moment
  • 32. 2. Winning the ‘how do I’ moment
  • 33. “That’s great, but why does it stink now?” 2. Winning the ‘how do I’ moment
  • 34. 2. Winning the ‘how do I’ moment
  • 35. This client’s epic wins: • Ranks for ‘long tail’ search terms in the #1 Search Engine. • Ranking & generating views in the 2 Search Engine. • Check out the visits to the portfolio & quote page! • Other’s reference this content earning sweet links & shares. 2. Winning the ‘how do I’ moment
  • 36. Stuff you can do today: • What 5 things are customers always asking you? • Don’t forget the world’s #2 search engine! • Ask for some help in researching & creating great, measurable content that converts! 2. Winning the ‘how do I’ moment
  • 37. 3. On the go and ‘local’ moment: I need it in Edmonton.
  • 38. Does the local moment matter? • Proven mobile phone usage is real & climbing! • More than 50% of these searches means business. • Google wants to deliver ‘real’ local results. 3. The local moment
  • 39. 3. The local moment
  • 40. How’s all that work? 3. The local moment
  • 41. 3. The local moment
  • 42. 3. The local moment
  • 43. 3. The local moment
  • 44. 3. The local moment
  • 45. 3. The local moment search.google.com/structured-data/testing-tool
  • 46. 3. The local moment
  • 47. 3. The local moment
  • 48. 3. The local moment
  • 49. 3. The local moment
  • 50. Winning Local Search: • Heavily influenced by external signals • Predicated on ‘NAP’ (Name, Address, Phone #). • Ultimately boils down... 3. The local moment
  • 51. 3. The local moment ...To trust.
  • 52. Usual suspects: • You’ve recently changed business addresses. • You got a new phone number. • Your site is sending mixed / no signals. • Primary aggregator data is erroneous. • In short, NAP confusion! 3. The local moment
  • 53. Stuff you can do today: • Get setup / claim your Google My Business page. • Make sure your business info is accurate on & off site. • Google search your phone number. Anything crazy? • Talk to Adster about helping you sort out and manage your local & organic search stuff. 3. The local moment
  • 54. 5. I need it NOW moment: The Credit Card is Burning.
  • 55. Your customers & the ‘buy’ moment: • Services / Products with some level of urgency. • You may not ask for referral from friends. • Not a particularly long consideration phase. 4. The I need it right meow moment
  • 56. The local Auto body shop. 4. The I need it right meow moment
  • 57. Awesome Targeting with Adwords • Keywords • Location • Language • Device • Time of day • 3rd party websites (GDN) • Context • Topic • Demographics • Audience 4. The I need it right meow moment
  • 58. 4. The I need it right meow moment
  • 59. 4. The I need it right meow moment
  • 60. 4. The I need it right meow moment
  • 61. autobody shop +autobody +shop “autobody shop” [autobody shop] -autobody shop 4. The I need it right meow moment
  • 62. $1800 well spent?! • most horrific accidents • urban legends mishaps disasters • sewing repair shop • tv buy sell and repair • cancel popular mechanics magazine subscription • top ten worst bodyshop pets • Job / employment - ($570 of $1800) 4. The I need it right meow moment
  • 63. Targeting gone wrong: • Geo is set too open with no exclusions. • Search & Display targeted together • No negative keywords added to adgroup / campaign. • Severe budget / impression share issues. • No idea what’s working & what isn’t. 4. The I need it right meow moment
  • 64. Why targeting matters: • Basic setups will rarely cover it these days. • You need to understand what you aren’t. • How to make the most of a limited budget. 4. The I need it right meow moment
  • 65. Stuff you can do today: • Make sure you’re using Adwords Goodies. • Get some negative keywords added. • Get goals setup and conversion tracking. • Talk to Adster about flexLOCAL. 4. The I need it right meow moment
  • 66. 6. Don’t lose the measurement moment: ‘Tracking all those crazy customers’.
  • 67. 5. The measure it moment
  • 68. 5. The measure it moment
  • 69. • Revenue per customer • Margin / profit • Close rate • Customer retention • Referral rate 5. The measure it moment
  • 70. Good numbers to know: LTV x spam x close rate x margin = Lead value $5000 x .05 x 20% x 35% = $332.50 5. The measure it moment
  • 71. Now what if we knew... 5. The measure it moment • Where exactly our ad dollars were going? • Which channels produced things we wanted? • A way to align dollars with the things we want!
  • 72. 5. The measure it moment
  • 73. 5. The measure it moment
  • 74. 5. The measure it moment
  • 75. Is it that easy? • Define the marketing objectives. • Understand what drives these outcomes. • Optimize campaign & media spend accordingly. 5. The measure it moment
  • 76. Key takeaway & thoughts: • Map out what a new customer is worth! • What do you want your users to do? • Get analytics & conversion tracking setup on your site! • Which moments can you afford to be there for? Which moments CAN’T you afford to lose? 5. The measure it moment
  • 77. In conclusion & parting thoughts: • Micro Moments – they’re happening in Edmonton! • If you better understood these moments and their value, would that influence your marketing decisions?
  • 78. "Half the money I spend on advertising is wasted. The trouble is I don't know which half." John Wanamaker – 100 years before the interweb was invented!
  • 79. Is there any value in having a partner help you understand which half?