The Ultimate Guide To Local Paid Search is a guide on how to profitably run a local paid search campaigns. This presentation examines areas of opportunity to creates a campaign that will drive highly targeted, ready to convert users to your site via local paid search campaigns. Originally presented at Pod Camp Philly on October 1st, 2011.

1. The Ultimate Guide To Local Paid Search How to run a profitable local search campaign

2. Who am I? Lead Paid Search Manager – TPG Direct www.TPGDIRECT.com jfreid@tpgphl.com @Justin_Freid

3. What Can You Learn Today? How to promote your local business through paid search How to make your ads more attractive to potential customers Target the right customers When to target Where to target How to target

4. What Can Paid Search Do? Drive targeted, ready to convert traffic to your website Present potential customers with your advertisement when they search for your product/service Specifically target potential customers in the areas you service Increase your bottom line New business Repeat customers Sales, sales and more sales

5. What Is Local Paid Search? Millions of people head to search engines to search for Contractors Restaurants Bakeries Mechanics Business can target these hand raisers by showing text ads on search engines Google and MSN offer features that allow you to specifically target your local market.

6. What A Local Business Should Do Target areas they service Promote their products or services to customers who are ready to buy Create geo specific ad text and campaign structure Take advantage of all tools provided by Google and MSN

8. Adwords Express Formerly Boost – which was tied directly to Google Places account Features: Ads show business address and telephone number Blue Pin/Balloon shown on map Easy to set up, create ads and launch

9. Geo-Targeting Google and MSN allow you to select a specific area to show your advertisements This should mirror the area you service or how far customers are willing to travel to visit your business Geo-targeting options: Radius/Proximity Targeting DMA City/State/Country Custom Shape Out of state shoppers? Wider target area Geo-specific keywords Geo-Reports

10. Create Geo-Specific Ad Text By creating geo-specific ad text you reassure the searcher of your location Examples of geo-specific ad text: Where do you deliver? How far will people travel for your product/service?

11. Geo Specific Landing pages Using a common message from search query to text ad to landing page can boost conversions Reiterating location on the landing page can reassure site visitors of you are a local business Don’t send traffic to your homepage – if you can, create a landing page

12. Promote specials Ad text presents a great opportunity to advertise daily deals or specials Daily lunch specials Holiday sales Promotions Restaurants who have daily specials can create campaigns and utilize a combination of ad text and ad scheduling to promote daily specials

13. Keyword Research Google places impression reports Location variations Philadelphia plumber Philly plumber Google insights – trends at regional level Look to your customers Customers search different then experts/business owners Understanding the opportunity – Utilize Google’s Estimated Traffic Tool to understand what can and should be spent Query Mining

14. Match Types Phrase match is your friend Plumber in Car insurance for Be careful with broad match Make use of negative keywords Query mine for exact match keywords Create additional ad groups to house new keywords

15. Ad Scheduling Take advantage of: Ad scheduling What you know about your customers Google Adwords and MSN Adcenter allow you to adjust bids throughout the day Adwords– hourly Adcenter – Segments of day When are you open? When do your customers shop?

16. Bidding Strategy It’s about profit – not pride Positive ROI Know your cost of goods sold What margin do you make on a sale? Look at SERPs – are they competitive?

17. Adwords Ad Extensions Phone Number Extension Enables advertiser to display phone number in ad If on mobile device, or searcher has program such as Skype, user can click and call your business How can this help your local business? Takes up more real estate on SERP Directs searcher to your business phone Use of local area code

18. Adwords Ad Extensions (CONT) Site Links Great option for business with multiple locations One sitelink dedicated to a location, direct searcher to that specific location’s webpage Should be utilized in brand campaigns Great options for business with multiple services/products Example – Landscaping and Tree Removal services

19. Adwords Ad Extensions (Cont) Location Extension Enables advertiser to display physical location of store in ad Can be paired with Google Places account How can this help your local business? Takes up more real estate on SERPs Allows user to click ‘get directions’ link Reinforces that you are a local business

21. Link up your Adwords account