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How Google Runs The World(and how to win at Google’s game)
Goals For Today
Introduce Google in a new light
Discuss Google My Business, the [free] direct line for local business to tell Google what it needs to know
Brief discussion on buying search ads with Google Adwords
A Brief Intro to Google
2017, Alphabet generated $12.6 billion in profit on $110.6 billion in revenue
Market cap in the neighborhood of $800 billion
Roughly 90% of Alphabet revenue comes from advertising
The Secret Sauce
The [Practical] Secret Sauce
Google gets $0.42 out of every $1 spent on digital advertising
The [Practical] Secret Sauce
Google gets $0.42 out of every $1 spent on digital advertising
And there is a LOT of Sauce
Last year, Google processed over 2 trillion searches5.5 billion per day63,000 per second
~15% of searches have never been searched before
Google is Transforming Media Consumption
5 billion videos viewed daily, with Live TV available for $35 / month
Google is Transforming Media Consumption
Android possesses ~85% global share of mobile operating systems
Google is Transforming Media Consumption
In a legitimate battle with Amazon over the virtual assistant market, millions sold and gaining
Google is Transforming Media Consumption
Mobile virtual network operator using Sprint, T-mobile & US Cellular
Google Is Transforming…EVERYTHING
Logged more automated miles driven than any other company
Google Is Transforming…EVERYTHING
Is a leading player in the development of artificial intelligence.
Google Is Transforming…EVERYTHING
Calico aims to “optimize the biology that controls lifespan”.
Playing the Data Game to Win
Google.com/maps/timeline
Google My Business (GMB) Completely free to claim and verify a local business Google leans heavily on the information businesses supply as a factor in their ranking
algorithm
Local Intel Suggest An Opportunity In Agriculture
With GMB, You Take the Reigns on How Google Presents your BusinessConfirm consistent contact informationConfirm hours of operationDesignate searchable categories and attributesUpload preferred, hi-res photos of your businessSee and respond to customer reviewsReview updates that Google automatically finds
Google Search Draws Heavily On GMBFor locally or geographically qualified searches, Google will often pull from GMB data to populate results that go beyond blue text links
Preferred Position Local SEO 3-Pack Knowledge Panel Domination!
GMB Coverage Exercise
OPEN GOOGLE.COM/MAPS (or MAPS App)
SEARCH FOR YOUR BUSINESS NAME
CHECK FOR ‘CLAIM THIS BUSINESS’
GMB Coverage Exercise
OPEN GOOGLE.COM/MAPS (or MAPS App)
SEARCH FOR YOUR BUSINESS NAME
CHECK FOR ‘CLAIM THIS BUSINESS’
BONUS: SEARCH YOUR BUSINESS NAME @ Google.com
Claiming Your GMB Listing
Option A: Visit Business.Google.com/Create
Option B: Download Google My Business App
Follow the prompts
Pro Tips For GMB Power Users
1. Use new Posts feature to share current news about events, offers, new products or special hours
2. Turn on messaging to allow customers to immediately message you via Google Allo messaging app
3. Photos & videos are your friend. Request a virtual tour if you gain traction
4. Use List View to maintain multiple locations from one GMB account
Google Adwords & AdWords Express
Adwords is Google’s native platform for executing search advertising campaigns
GMB promotes Google Adwords Express, faster to set up but less precise
Adwords can be effective for local businesses looking to promote specific products, offers or events Keyword selection is critical
Primer on Google Adwords for search ads
Tips For Local Adwords Campaigns
Leverage location targeting
Only run on the search network
Be careful with keyword match types
Take advantage of location extensions
Define a conversion; consider Click-to-Call
References for GMB Claiming Issues
If someone else has already claimed your GMB profile, follow the steps outlined in this video
If a location has closed and you wish to mark that location for removal from Google Maps, follow these steps.
NOTE: This reflects the process for “GMB Classic”, if using the updated version, find location and click the “Actions” button
There is a bulk upload feature, if you operate 10 or more locations; in most cases, though, the easiest route will be to simply claim all relevant GMB’s under a single Google account
Google Support for GMB
VISIT THE GOOGLE MY BUSINESS HELP CENTER WITH ANY ADDITIONAL QUESTIONS
IF ALL ELSE FAILS, EMAIL THE GOOGLE MY BUSINESS TEAM (responses may take up to 1 week)
*The ‘Fix Issue’ button is especially useful
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