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.
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.
10. Iâm a new co.
& donât know
where to start.
My customers
canât find me
online!
Which parts of
my advertising
are working?
I want to
dominate my
space on the
web!
Intro: Here comes
the fun.
12. 1. Now more than ever: getting your fine self setup to
win some of them moments.
1. Donât 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. Donât 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. Donât lose the moment!
Are these things youâd like to be on Google for?
18. ⢠Compliance work done in 2015 doubled site traffic.
⢠Through 2016, Mobile/Tablet is more than double desktop.
1. Donât lose the moment!
Mmm. Mobile
23. This is tip of the iceberg.
⢠Whatâs going on behind the scenes?
⢠Will that âexperimentâ back in college come back to haunt you?
⢠How does big âGâ really understand your site?
1. Donât 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. Donât 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. Donât lose the moment!
35. This clientâs epic wins:
⢠Ranks for âlong tailâ search terms in the #1 Search Engine.
⢠Ranking & generating views in the 2 Search Engine.
⢠Check out the visits to the portfolio & quote page!
⢠Otherâs reference this content earning sweet links & shares.
2. Winning the âhow do Iâ moment
36. Stuff you can do today:
⢠What 5 things are customers always asking you?
⢠Donât forget the worldâs #2 search engine!
⢠Ask for some help in researching & creating great,
measurable content that converts!
2. Winning the âhow do Iâ moment
37. 3. On the go and âlocalâ 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 ârealâ local results.
3. The local moment
50. Winning Local Search:
⢠Heavily influenced by external signals
⢠Predicated on âNAPâ (Name, Address, Phone #).
⢠Ultimately boils down...
3. The local moment
52. Usual suspects:
⢠Youâve 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 âbuyâ 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
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
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 whatâs working & what isnât.
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 arenât.
⢠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 youâre 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. Donât lose the measurement moment:
âTracking all those crazy customersâ.
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!
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 CANâT you afford to lose?
5. The measure it moment
77. In conclusion & parting thoughts:
⢠Micro Moments â theyâre 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 â 100 years before the
interweb was invented!
79. Is there any value in having a partner help you
understand which half?