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Local Paid Search (PPC) for Small Business Marketing

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http://www.parallelpath.com The Parallel Path team describes how to use paid search, or PPC, to market your business to a local audience. This is the third session of the Aha!Local University series of seminars on local online marketing.

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Local Paid Search (PPC) for Small Business Marketing

  1. 1. Aha!Local University Session ThreeLocal Paid Search Advertising<br />The third in a series of seminars and webinars about how to market your business online to local customers<br />© Parallel Path Corp., 2011<br />
  2. 2. Agenda<br />What Is Local Paid Search Advertising?<br />Why Does It Matter?<br />How Does It Work?<br />What Can the Local Business Operator Do Herself?<br />What Should be Done by an Agency?<br />What Should You Look for in an Agency?<br />Preview of Next Session<br />Final Thoughts<br />
  3. 3. What is Local Paid Search?<br />3<br />March 15, 2011<br />Ads are generally sold on a pay-per-click model, although pay-per-call is also available.<br />
  4. 4. Why is Local Paid Search Important?<br />Pluses<br />30-40% of clicks go to paid ads<br />Purchase-ready prospects: People click on ads to be sold something<br />Assured first page placement<br />Measurable ROI<br />Lots of control<br />Minuses<br />Competitive auction environment<br />Complicated to manage profitably<br />Challenging to link a click to an in-store visit<br />4<br />March 15, 2011<br />
  5. 5. Why Focus on Google?US Search Market Share<br />5<br />March 15, 2011<br />For advertisers with limited budget, focus advertising on Google, because that’s where the traffic is<br />
  6. 6. Providers of Local Paid Search<br />Packaged providers<br />Selling clicks<br />ReachLocal<br />Google Boost<br />Full agency model<br />6<br />March 15, 2011<br />
  7. 7. The ReachLocal Model<br />7<br />March 15, 2011<br />
  8. 8. ReachLocal Proxies Your Site<br />Advantage:<br />Tracking conversions v. clicks<br />Disadvantage:<br />How much do they really manage or optimize?<br />8<br />March 15, 2011<br />
  9. 9. Google Boost<br />9<br />March 15, 2011<br />
  10. 10. Google Boost Summary<br />Advantages<br />Easy to implement<br />Write ad copy<br />Pick landing page<br />Set budget<br />Disadvantages<br />Limited controls<br />Oriented toward clicks, not conversions<br />10<br />March 15, 2011<br />
  11. 11. What is Paid Search?<br />
  12. 12. What Is Paid Search? <br />Keyword Ad Placement Usually Based Around a PPC Model (Pay-Per-Click)<br />Advertiser Only Pays When the Ad is Clicked On<br />Google Uses Two Types:<br />Search Network<br />Display Network<br />12<br />March 15, 2011<br />
  13. 13. Why Use Paid Search?<br />13<br />It Allows Businesses to Target Relevant Searches in a Targeted Area<br />March 15, 2011<br />
  14. 14. Benefits of PPC <br />Control of Audience<br />Geo-Targeting<br />Control of Message<br />Ads<br />Control of Traffic<br />Keywords<br />Control of When the Ad is Showing<br />Dayparting<br />14<br />March 15, 2011<br />
  15. 15. How To Set-Up a PPC Account<br />
  16. 16. How an AdWords Account is Set Up<br />1st Level - Campaign <br />Best Use – Separating Products<br />2nd Level – AdGroups<br />Best Use – Separating Product Sub-Categories<br />3rd Level – Keywords<br />Best Use – Targeting Terms Relevant to Your Business<br />16<br />March 15, 2011<br />
  17. 17. Campaigns<br />Main Actions:<br />Daily Budget<br />Geo-Targeting<br />Dayparting<br />Network Selection<br />17<br />March 15, 2011<br />
  18. 18. Search vs. Display<br />Search - Organic<br />Display - Placed Ad<br />18<br />March 15, 2011<br />
  19. 19. Display Network<br />Pros:<br />More Displays of Ad<br />Cheaper CPC (Cost-per-click)<br />More Clicks<br />Cons:<br />Ad Targeting is Harder to Control<br />Can Spend Your Budget Quickly<br />19<br />March 15, 2011<br />
  20. 20. Campaigns -> AdGroups<br />Main Actions:<br />Set Default Bids<br />Write Ads<br />20<br />March 15, 2011<br />
  21. 21. Ads – Best Practices<br />Text Ad Format:<br />Headline – 25 Characters <br />1st Description Line – 35 Characters<br />2nd Description Line – 35 characters<br />Display URL – 35 Characters<br />Create Simple, Enticing Ads<br />Include One of Your Keywords<br />Include Prices or Promotions<br />Use a Strong Call-To-Action<br />Direct Searcher To a Landing Page<br />21<br />March 15, 2011<br />
  22. 22. Landing Page Best Practices<br />Limit Navigation<br />Don‘t distract them. Limit where they can go<br />Deliver Value<br />Offer an incentive to the user for sharing information<br />Keep It Short<br />Too much information can overwhelm the reader<br />Test, Test, Test<br />Don’t settle on your first landing page design<br />22<br />March 15, 2011<br />
  23. 23. Example of a Bad Page<br />23<br />March 15, 2011<br />
  24. 24. Examples of Good Pages<br />24<br />March 15, 2011<br />
  25. 25. Campaign -> AdGroup -> Keywords<br />Main Action<br />Control Over Individual Bids<br />View of Quality Score<br />25<br />March 15, 2011<br />
  26. 26. Keyword Tool<br />Makes New Suggestions<br />Shows Competition for Keywords<br />Shows Estimated Click Price<br />26<br />March 15, 2011<br />
  27. 27. Match Types<br />Broad Match: Tennis Shoe<br />Matches: Tennis, Shoes, Buy Tennis Shoes, Tennis Shoe Photos, Running Shoes, Tennis Sneaker<br />Phrase Match: “Tennis Shoes”<br />Matches: Red Tennis Shoes, Buy Tennis Shoes<br />Won’t Show: Shoes For Tennis, Tennis Shoe, Tennis Sneakers<br />Exact Match: [Tennis Shoes]<br />Matches: Tennis Shoes<br />Won’t Show: Anything else<br />27<br />March 15, 2011<br />
  28. 28. Conversions<br />Critical For Understanding CPA (Cost-Per-Acquisition)<br />Easy to Set-Up, But Requires Being Able to Place Code on Pages on Your Website <br />28<br />March 15, 2011<br />
  29. 29. Best Practices<br />
  30. 30. Best Practices<br />Determine Your Performance Goals<br />How Will You Measure Success?<br />Don’t Put Everything In One Campaign<br />Products Shouldn’t Compete For Budget/Visibility<br />Don’t Set Your Budget Too Low<br />Ad Serving Can Be Limited if The Budget is Too Small<br />Don’t Make Changes Too Quickly<br />Decisions Made Without Enough Data Can Hurt an Account<br />Pay Attention To Your Account<br />30<br />March 15, 2011<br />
  31. 31. Additional Tools<br />Negative Keywords<br />Allows For the Elimination of Unrelated Queries<br />Ad Delivery<br />As Fast As Possible or Evenly Over Time<br />Language Targeting<br />Target Users In Other Languages<br />Device Targeting<br />Target Mobile Devices<br />31<br />March 15, 2011<br />
  32. 32. Why Do I Need An Agency?<br />
  33. 33. Why Use An Agency?<br />Because You Aren’t Making Money<br />Agencies Offer:<br />Experience With Many Different Business Models<br />Imaginative New Ways to Build Accounts<br />Knowledge of How to Use Your Data Effectively <br />A Pulse on the Ever Changing Paid Search Features<br />The Time Available to Manage Your Account<br />March 15, 2011<br />
  34. 34. What to Look For In An Agency<br />Transparency<br />How much information does the agency share<br />Ownership<br />Who owns the accounts, you or the agency?<br />Efficiency<br />Bids don’t need to be adjusted hourly<br />Education<br />Does the agency work to help you understand your account?<br />March 15, 2011<br />
  35. 35. Wrap-Up<br />
  36. 36. Planned Curriculum<br />Local Listings and Local Search<br />Local Paid Advertisements<br />Social Media<br />Reviews<br />Online Coupons<br />Location-Based Social Networking<br />Mobile<br />March 15, 2011<br />
  37. 37. Final Thoughts<br />Slides will be posted online<br />Link will be sent to meetup.com group and to Twitter followers (@parallelpath)<br />Please sign in to make sure we have your complete contact info<br />Please provide feedback on the meetup.com group site<br />Referral gift: Bring another next time and get a gift!<br />March 15, 2011<br />