Expand your local reach exponentially with Google AdWords. The best part about advertising on Google is that when a new customer reaches out to you, they aren't also distributed to a dozen of your competitors that results in a bidding war. Learn how to get started with Google AdWords and the many benefits it can have as you look to grow your business and reach homeowners in your local area. Some of the things you'll learn are: - How Google AdWords lets you target people in your local area with ads - The anatomy of a perfect Google ad that drives results - How to tailor your Google AdWords ads to mobile devices and the ever-growing audience that uses them for purchases - The Do's and Don'ts of running local campaigns

1. The Home Contractor's Complete
Guide to Dominating Results
with Google AdWords

2. 2
Why We’re Here
Meet the team
Discussion on the key factors to running
successful AdWords campaigns
Q&A
Stay tuned in till the end…
...One lucky attendee will be
awarded a Google Home Mini!

3. 3
Meet Your Speaker
Kerry Phipps
Google AdWords Expert
Sr. PPC Manager

4. 4
AdWords
Olympian

5. 5
We Know What Success Looks Like
Google Premier Partnership
• Full transparency
• High quality standards
• Ongoing training & support
• Access to latest and greatest betas
• Access to Google staff
• Strategic & tactical guidance

6. 6
Where To Begin
How To Begin
When To Grow

7. I-WANT-
TO-GO
I-WANT-
TO-BUY
I-WANT-
TO-DO
I-WANT-
TO-KNOW

8. Proprietary + Confidential

9. Proprietary + Confidential

10. 10
- Appear on
YouTube
not Google Search
- Target by interest
or remarketing
- Branding & Lead
Generation Assist
- Appear on Google.com
(Computer, Tablet & Mobile)
- People are searching
FOR your product /
service
- Lead Generation
- Appear on Google
Display Network
not Google Search
- Target by interest or
remarketing
- Branding & Lead
Generation Assist

11. Leads
Visibility
Traffic

12. 12
Success Is An Illusion If You Can’t Measure It

13. 13
Where To Begin
How To Begin
When To Grow

14. 14
Relevancy is Rewarded

15. 15
1. Translate what you do into how people search
2. Create tightly relevant adgroups with keywords & ads that match
3. Be mindful of keyword match type
4. Stop waste at the start with targeting exclusions & negative keyword lists
5. Ensure your conversion tracking is set up and recording
6. Enable all relevant Ad Extensions
7. Check your Search Term Report
8. Monitor & Optimize Search Impression Share
8 Mandatory Steps for a Lead Generation Campaign

16. 16
Translate what you do into how people search

17. 17
Create tightly relevant adgroups with
keywords & ads that match

18. 18
SurefireLocal.com 18
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call
Quick Water Break!

19. 19
Be mindful of keyword match type
Over 100 billionsearches per month
… and 15%of daily queries we’ve never seen before!

20. 20
● gutters need installation
● installation for my gutters
Be mindful of keyword match type
Ads may show on searches for
● roofers local
● local roofers
● a local roofer
1 Exact Match
[local roofer]
● local gutter installation pro
● best gutter installation company
● gutter installation costs
2 Phrase Match
“gutter installation”
● microsoft windows
● install windows on computer
● window complaints
3 Broad Match
windows
Ads won't show on searches for
● find local roofer
● local roofer near me
● It’s gonna show

21. 21
Stop waste at the start with targeting
exclusions & negative keyword lists

22. 22
Ensure your conversion tracking is set up and recording

23. 23
Enable all relevant Ad Extensions

24. 24
1
2
3 4
Check your Search Term Report

25. 25
1 2
5
3
4
Monitor & Optimize Search Impression Share

26. 26
Where To Begin
How To Begin
When To Grow

27. 27
Keep your business & brand in front of people
who have been to your website
Remarketing

28. The #1 Display provider across screens
94%
Reach
#1 in Desktop
82.7%
Reach
#1 in Mobile
94.5%
Reach
#1 in Multi-platform

29. Confidential + Proprietary
Skip Ad
TrueView is proven to provide the best
opportunity to increase your revenue
Source: March 2015 Google-commissioned Media Mix Optimization analysis powered by MarketShare Decision Cloud, US Movies
TrueView ads generate up to
7x
as much revenue per $1 spent
as TV

30. 30
Remarketing
Local
Service
Ads
Find customers
when they need
you the most

31. 31
Top of Search
Top of Mind

32. 32
Get Google
Guaranteed

33. 33
SurefireLocal.com 33
Get expert analysis of
your digital marketing
and recommendations
when you join a
Surefire team member
for a one-on-one call
LIMITED TIME
WEBINAR OFFER
Choose one:
● Tuesday
● Thursday
● Please email me to
schedule a private call

34. 34
Q&A
Hey Google, who is the
lucky winner?
Today’s winner of the
Google Home Mini is…

35. 35
Join Us On Our Weekly Webinars!
Thursday, April 19th
at 4 PM EST
with Bob Sheehan
SVP Customer Advocacy
Surefire Local
Check out all upcoming & on-demand webinars at surefirelocal.com/webinars
2018 DIY Marketing
Workshop

36. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!