2.  Super-easy to create (we’ll create
one after the presentation, time
allowing).
 Free opportunity to have one on
every poster, flyer or brochure
displayed in a public location
(i.e. The Airport or Ferry) .
 Keep in mind, however,
it’s a MOBILE experience.

3.  “Premium” sites operate on a Cost Per Thousand
(CPM) model.
 The most cost-effective online advertising is based
on a Pay Per Click (PPC) model.

4.  Typically banner ads and rich media.
 We recommend you get “good” at PPC advertising
and understand your advertising ROI before trying
CPM.
 Ask CPM ad reps for critical info like Frequency and
expected ClickThrough rates (CTR) before
advertising. With the expected CTR in hand you can
calculate approximate “cost per click” to compare it
to your PPC efforts.

5.  This model means that you ONLY pay if someone clicks
on your ad and comes to your site.
 Google Adwords is the main PPC ad source but there are
many other networks.
 This also means that advertisers favour higher
performing ads. If you do a better job than your
competitors at creating compelling ads, you’ll get better
placement at lower cost.
 Google/Bing are easy to set up but have many hazards
for the casual user (quite challenging for competitive
areas).
 Facebook/Linkedin ads are both ridiculously easy to set
up!

6. Sponsored Links/Ads
for a rather
“broad” search.
“whale watching Victoria
BC” will be an expensive
keyword to bid on as it’s
so competitive.
Note that “premium” top
positions are a result of
those ads achieving great
performance.
Also note that it’s not just
the bid but Bid X Quality
score that determines
your placement.

7. A “narrower” search brings a
results page with zero ads on it.
Lack of competition means a
relevant ad (targeting at “whale
watching sooke bc”) would be
very cost effective.
The challenge is that this term
will have low search volume
To get traffic you must create a
“portfolio” of keywords.
As you learn to convert this less
expensive traffic, you’ll learn to
tackle more competitive
keywords.

8. The Google Keyword Tool lets you
conduct research on keyword search
volumes by month.
https://adwords.google.com/select/KeywordToolExternal
• Volume of search is shown by region
for the keyword you selected as well
as similar terms.
• Consider all “match types” (Google
“Adwords match types” for more info).
• Bear in mind that figures may not be
accurate for low volume keywords.
• You can download the results and
see seasonal patterns.

9. • Theme-targeted
text and banner
ads set to display
only to visitors in
specific
geographic
regions.
• Can be very low
cost.
Theme/keyword
Remarketing
•Remarketing driven text ad
Display Ad
opportunities! (Swimming Pools)
• Geo-targeting…

10. Can target by:
• Radius around a point.
• Defined Geographic Region.

11.  Picking very specific targets (geographic,
demographic or keyword targets) is the way
that small companies can beat larger
organizations with bigger budgets.
 Can make a meaningful, repetitive impression
on select targets (get 10 people 100% of the
way there instead of getting 100 people 10% of
the way there).
 Think in terms of a “portfolio” of niches.

12.  Fantastic demographic targeting.
 Great opportunities for targeted engagement.

13.  Think in terms of niches versus blanket
advertising.
 Click-through rate (percentage of folks
viewing the ad who click on it) is low, but this
means you get tons of dirt cheap ad
impressions.

19.  What’s the value of reaching your own portfolio of relevant
niches for as little as a few dollars a day vs. paying large
sums for a one-time, untargeted print ad?

20.  Google Algorithm Changes (Panda? Penguin?).
◦ Fresh, relevant content more important than ever
(plus fresh links to it).
◦ Review sites.
◦ Links from other Google properties.
◦ Links from Social Media, including Google + (“Social
Signal”.

21.  As per Daniel’s
presentation, this is
something you can no
longer afford to ignore
as a tourism operation.

22. Get seen by Google:
 Google is factoring in more 3rd party data than ever. Notice below how:
◦ Google results are pulled from Urban Spoon.com.
◦ The restaurant with the most and best reviews is at the top of the page!
 Come up with a Review Strategy (but read the fine print).

23.  Another great way that small companies can beat large
companies.
 Still tons of value in traditional PR.
 A practice we call “online PR” or “niche PR” has emerged which is
very accessible to businesses of any size.
 Much like picking the right level to compete at in other areas,
you simply:
◦ Do research to develop a list of relevant bloggers/writers of a size you’re
comfortable approaching.
◦ Contact them respectfully, commenting specifically on something they’ve
written and explain why your launch/opening/etc is relevant and worth
mention to their readers.
◦ Keep going! Over time you’ll build a great “house list” and grow to be
comfortable approaching larger sites, blogs and publications.

24.  Google Analytics Source Tracking was updated last year.
 Through a simple process you can create custom “hooks” for
your posted links that let you know exactly which “campaign” a
visitor came from (i.e. Email newsletter, Tweet, Facebook Wall
post).
 There’s a bit of a learning curve, but it’s well worth diving into.

25.  The majority of 25-34 and 18-24
year olds now own smartphones
(64% and 53% respectively).
 79% of smartphone consumers use
their phones to help with shopping,
from comparing prices, to finding
more product info, to locating a
retailer.
 70% use their smartphones while in
a store.
 77% have contacted a business via
mobile, with 61% calling and 59%
visiting the local business.

26.  Most importantly, while this shift is
happening before our eyes, few
companies are acting on it, creating
great opportunities for first-
movers!
 Important to keep in mind that:
◦ Mobile searchers are typically looking to
find or contact your business (so make
these things VERY clear on your mobile
site.
◦ Mobile searchers take action on their
searches at a dramatically higher rate then
desktop searchers.

27.  Traditional sites simply
don’t translate to Mobile.

28.  Call.
 Get Directions.
 Book.
 Other?

29.  “List view” or custom
display within one
click of home page
(might actually be on
home page).
 Ideally, have actions
for each location
presented right on
their listing.

30.  Tablets? Not clear yet how long term usage patterns will
unfold. That said, even companies not currently
concerned with Mobile (i.e. Traditional tech/software) will
have to pay attention to how/where they are being used.
 Overall, a best practice is to embrace “light” sites that
will display quickly regardless of connection type (3G,
4G, WiFi, Public WiFi).
 PPC Advertising already presents a HUGE advertising
opportunity for some industries as you can target Mobile
explicitly (and yet few people are).
 Ad opportunities? e.g.18% of searches related to “car
batteries” in Canada are from Mobile. 30% for “tow truck”

31.  Find a couple areas to experiment in.
 Learn enough about them to make sure you’re making a
meaningful effort.
 Keep costs and effort as low as possible until you’ve
established there’s potential in the areas you’re
targeting.
 Test and grow your efforts while building your own set of
best practices.
 Try new things.
 Measure everything!

32.  Q&A
 Give me a call if you have any questions or are interested in
any of the areas we talked about!
 www.JumpStartWeb.com
 www.PlusROI.com
 Rob@PlusROI.com
 250-294-0915