a local business's guide to creating winning adwords campaigns

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

Kerry.P@surefiresocial.com

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

Kerry.P@surefiresocial.com

Happy Halloween