the portland guide to ppc

The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation

THE PORTLAND GUIDE TO PPC

James SvobodaPartner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com

download: www.webranking.com/presentation

CONSIDERATIONS

“WATERFALL” CAMPAIGNS – Segmentation that Flows

GEO-MODIFIED Keywords vs NON-GEO KeywordsKeywords with GEO:

[portland lawyer], +portland +lawyer

[portland coffee shop], +portland +coffee +shop

[dentist portland or], +dentist +portland +or

[portland oregon pizza], +portland +oregon +pizza

General Non-Geo Keywords:

[lawyer], +lawyer

[coffee shop], +coffee +shop

[dentist], +dentist

[pizza], +pizza

Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612

COMMON & UNCOMMON GEO KEYWORD VARIATIONS

• Cities: Portland• City Nicknames: Portlandia, Rose City• City Abbreviations: NYC• States: Oregon• State Abbreviations: OR, ORE• Metros: Twin Cities• Counties: Multnomah, Marion, Clackamas• Regions: Willamette Valley, Eastern Oregon• Neighborhoods: Downtown, Pearl District, Sellwood• Streets: Broadway, Sandy, Burnside, 82nd

• Highways: I5, 205, 405, Banfield, Sunset, 99, 217 • Airports: PDX• Zip Codes: 97001 – 97920

• Area Codes : 503, 541, 971, 458 • Ocean Areas: Oregon Coast, North Coast• Lakes: Lake Oswego, Crater Lake• Rivers: Colombia, Willamette, Deschutes• Mountains: Hood, Bachelor, West Hills• Landmarks: Rose Garden, Multnomah Falls, Fort

Vancouver, Zoo, Waterfront, Washington Park• Sports: Moda Center, Trailblazers, Timber, Providence

• *Implied & Voice Search: Near Me

PEOPLE “IN” LOCATION vs PEOPLE “SEARCHING FOR”

WHERE AM I RIGHT NOW?Broadband WiFiLocation/GPS Off

Mobile Phone Data OnLocation/GPS Off

Location/GPS OnMobile Phone Data On or Off

Example #1: FARGO via MINNEAPOLIS (235 miles off)

Example #2: MINNEAPOLIS via CHICAGO (408 miles off)

Example #3: NYC via LOUISVILLE (737 miles off)

RESEARCH & TARGETING

WHICH PORTLAND?

27 Others in the United States

• Alaska• Arkansas• Colorado x2• Connecticut• Georgia• Illinois• Indiana x2• Iowa• Kansas• Kentucky, x2• Maine x3

• Michigan• Missouri• New York• North Dakota• Ohio• Oregon (the largest)• Pennsylvania• Tennessee• Texas• Wisconsin x2

15 Others in the World

• Australia: 4• Canada: 5• Ireland: 1• Jamaica: 2• New Zealand: 2• United Kingdom: 1

https://en.wikipedia.org/wiki/Portland

WHICH VANCOUVER? (only 2 that I know of)

LOCAL KEYWORD PLANNER RESEARCH (beware of synonyms)

3 MAIN LOCAL KEYWORD VARIATIONSLOC + KEYWORD KEYWORD + LOC KEYWORD + in + LOC

GOOGLE SEARCH CONSOLE + ANALYTICS FILTERSLOCAL REG|EX FILTERS: port| or|ore|van| wa

GEOGRAPHICAL BUSINESS ISSUES (Travel, Legal, Income, etc.)

LOCATION TARGETING: Add Relevant Areas

LOCAL REMARKETING AUDIENCES

LOCAL RLSA : Bid Only + Same Bids = Insights

RLSA Location Audiences + Wide Targeting + General Keywords

Campaign Type: RLSA-GEO

Location Targeting: Pacific Northwest or Nationwide

Match Types: Exact, BMM, or Standard Broad Match *gasp*

General Keywords: [lawyer], +lawyer, or even lawyer

Industry Keywords: [law], +law, or even law

Topic Keywords: [immigration], +immigration, or immigration

Brand Keywords: Competitors, Organizations

ACCOUNT STRUCTURE

ZONING: EXPAND GEOs with CREATIVE TARGETING

Small GEOHead Keywords

Moderate GEOKWs +michigan

Larger GEOKWs +upper +peninsula

Huge GEOKWs +michigan

+upper +peninsula

*Geo-Targeting Accuracy: Country > State > City > Zip

CAMPAIGNS: GEO-MODIFIED “Keywords” vs GEO-TARGETEDCampaign Type: GEO-ModifiedLocation Targeting: Surrounding StatesKeywords with GEO: [portland lawyer], +portland +lawyer Negative Keywords: -maine, -me

Campaign Type: GEO-TargetedLocation Targeting: Portland area citiesGeneral Keywords: [lawyer], +lawyerNegative Keywords: -portland

ANALYSIS: GEO-TARGETED vs GEO-MODIFIEDCampaign Type: GEO-Modified “Keywords”Location Targeting: Surrounding StatesKeywords with GEO: [portland lawyer], +portland +lawyer

Campaign Type: GEO-TargetedLocation Targeting: Portland area citiesGeneral Keywords: [lawyer], +lawyer

LOCAL “WATERFALL” ACCOUNT STRUCTURE

LOCAL “WATERFALL” VARIATIONS DICTATED by VOLUME

AD ANALYSIS: PAID vs ORGANIC ANCHORS & CONTENT TYPES

AD ANALYSIS: FEATURES, BENEFITS & USPs

AD ANALYSIS: AD EXTENSIONS

AD ANALYSIS: OTHER MARKETS

LANDING PAGES

LANDING PAGES: LOCAL MATCH

LANDING PAGES: 503 and 360 (even with call tracking)

LANDING PAGES: MAPS, LOCATIONS & SERVICE AREAS

TAKEAWAYS

- ASSESS BUSINESS ISSUES (use a map)- “ZONE” CAMPAIGNS- BUILD BASED ON VOLUME & FLOW- ANALYZE SERPs (paid & organic)- LOCALIZE YOUR LANDING PAGES

THANK YOU!

James SvobodaPartner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com

download: www.webranking.com/presentation

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