a local business's guide to creating winning adwords campaigns
TRANSCRIPT
Make Google Work For You: A Local Business Guide to AdWords
10/27/16
Bob SheehanSVP Client ServicesSurefire Social
Today’s Speakers
2
Kerry PhippsSEM ManagerSurefire Social
Milestones
2014Our site visits are up over 40%, we receive almost twice as many calls from it and we have gone from the 6th page to the first in a very short time. To say they have done a good job does not do it justice. They have done a fantastic job!
Ray HoffmanMarketing Director, RbA
Milwaukee
““
I really like SurePulse. It’s an intuitive tool and I like that everything is in one place. It's useful, easy to use and I have a much better understanding of how we are performing.
Amy LindholmBrand Manager, LP Siding
““
AWARDS
Surefire Social: The First LOCAL Marketing Automation System
NEVER WORRY ABOUT WASTING MONEY ON DIGITAL MARKETING AGAIN
● Drive Down Lead Cost ● Get More Conversions ● Measurable Metrics
4Proprietary + Confidential 2016
Today’s Giveaways
Google Chromecast
Pixel C Tablet by Google
My Life
Google Adwords SEM Manager
What Friends Think I Do What Mom Thinks I Do What Strangers Think I Do
What I Actually DoWhat I Think I DoWhat My Boss Thinks I Do
We Know What Success Looks Like
Focus on particular products or services, with local emphasisCampaigns
Specific in relation to the campaign product or serviceAd Groups
Highlight strength & leverage unique positionAds
Combine match types to extend reach & capture target consumersKeywords
Surefire Social Google AdWords Philosophy
How do I find more customers?
How do I stand out in a cluttered marketplace?
How do I drive sales and grow my
business?
Top 3 Questions
But First!
One Does Not Simply
Ignore A Poll
How To Target People In Your Area With Your Local Ads
To Be, Or Not To Be
Local Targeting
Targeting Levels
Country | State | County | City | Zip
Local Targeting Levels
Congressional Districts & Nielson DMA Regions
Layering TargetingIncome Tiers
Top 10%
11 – 20%
31 – 40%
21 – 30%
41– 50%
Lower 50%
Local Targeting Layering
Bid AdjustmentsBy Location
+ 50%Max CPC = $15.00
Max CPC = $10.00
- 50%Max CPC = $5.00
Local Targeting Bid Adjustments
Anatomy of the Perfect Google AdExpanded Ads = Expanded Revenue
30 - 3015 - 15
80
2535
3535
Expanded Text Ads
• Write Specific Copy
• Feature Unique Selling Points
• Connect Your Ad & Landing Page
Make sure your messaging really targets what users will be searching for. Using your keywords in your copy is a good way to do this.
Think about how you’re different or better than your competitors. Use those unique selling points – like a promotion you may be running or “free quote” as the basis of your ad copy
Your ad should click through to a page that has the same messaging. If people click on an ad that says, “Get 25% off striped socks today” then they should land on a 25% off striped socks page
Expanded Text Ads Best Practice
Expanded Ads Benefits
Reviews
App
Call Outs Location
Sitelinks
Call
Ad Extensions
Ad layout with ad extensionso Increase visibility o Better qualify customers o More return on investment o Be relevant
Each new ad extension results in a 10-15% CTR uplift (on average) for your search ad text.
Why Use ‘Em...
Chat With Me For 15 Minutes About How To Leverage AdWords For Your Success
Pssssst! Did somebody say Google Chromecast?
Like What You’re Hearing?
Schedule your call by emailing
Like What You’re Hearing?
How to Tailor Your Google Ads to Mobile Devices and An Ever-Growing Audience That Uses Them
We don’t go online. We live online.
We don’t go online. We live online.
Nowadays
Sources: US Bureau of Labor Statistics, KPCB
9.9 hours of screen time! More than we sleep!!!
Sleep Do Other Things
Use Digital Devices
5.6 hours/day
We Spend Nearly ¼ of Our Time Connected % of Time Spent per Day per Activity
Mobile Consumption
2013
Source: eMarketer
2019
Mobile Is The Main Driver Mobile Ad Spend as a % of Digital Ad Spend (USA)
Who’s In The Drivers Seat?
Mobile search is skyrocketing…
62%
YoY Growth
Bottom Line...
Create an Effective Mobile SiteCheck Your Site: https://www.google.com/webmasters/tools/mobile-friendly/
Mobile Optimization Starts With
“I just want to talk to a real person”Call Extensions
Make it easy for customers to call by featuring your number directly in an ad and on mobile phones. This gives them the ability to call directly from the ad.
Call Only AdsCreate separate call only ads to showcase your number and the ability to click-to-call, without allowing users to click through to your website.
Mobile KISS Principle
Is a Phone Call Worth More?Leverage Bid Adjustments to Bid More (or less) for Mobile Customers
Mobile Targeting Bid Adjustments
Do’s and Don’ts of Running Local Campaigns
Layer Your TargetingSpend Your Budget Exactly Where You Want
Precision Targeting
Leverage Expanded AdsTest Multiple Ads Per Ad Group
Expand Your World
Take Up More Real Estate on Results PageEnable All Applicable Ad Extensions
Dominate Page 1 of Google
Make Your Business Advertising MobileWith Ad Extensions, Call Only Campaigns & Mobile Optimized Website
Go Mobile or Go Home
Link AdWords & AnalyticsThey Like To Share Data and Enable You To Track Campaign Success
A Match Made in...Google
RemarketingKeep Your Business & Brand In Front Of People Who Have Been To Your Website
Be Seen
Today’s Giveaways
Google Chromecast
Pixel C Tablet by Google
Chat With Me For 15 Minutes About How To Leverage AdWords For Your Success
Pssssst! Did somebody say Google Chromecast?
Like What You’re Hearing?
Schedule your call by emailing
Happy Halloween