the race to the top of search rankings – moving up with ppc

The Race to the Top of Search Rankings – Moving Up With PPC

Hosted by:Ty Schlegel, Strategic Partner Manager, Google

Chris Fehrmann, Sr. Director of Web. Dev, Email, and Special Projects, G/O Digital

Google Confidential and Proprietary

Agenda

Google Confidential and Proprietary

1 Google AdWords – Getting Noticed

2 Google AdWords – Best Practices

3 Google AdWords - Quality Score

4 Leveraging Google Maps

Agenda

Google Confidential and Proprietary

1 Google AdWords – Getting Noticed

2 Google AdWords – Best Practices

3 Google AdWords - Quality Score

4 Leveraging Google Maps

1. Your Customers Expect to Find You

(After 8 seconds)

Search Engine Results Page Heat Map

2. Control Your Message

3. Direct Potential Customers

4. Real Estate Matters

5. Paid & Organic: Increase Traffic

89% of ad clicks are incremental

Google Research 2011: http://static.googleusercontent.com/media/research.google.com/en/us/pubs/archive/37161.pdf

6. Paid Clicks vs. Organic Clicks

Paid clicks account for 64.6% for high commercial intent keywords

Wordstream 2012: http://www.wordstream.com/blog/ws/2012/07/17/google-advertising

Agenda

Google Confidential and Proprietary

1 Google AdWords – Getting Noticed

2 Google AdWords – Best Practices

3 Google AdWords - Quality Score

4 Leveraging Google Maps

Best Practices

Best Practices - Keywords

14

Keywords: User Experience

Your website should closely relate to your keywords and ad text.

Keywords:

US holidays

Vacation in the US

Keywords:

Holidays in France

Hotels in France

Expand Keyword Selection

16

Add Negative Keywords

Best Practices - Extensions

Sitelinks• You can create richer, more relevant ads that improve the value of your

brand terms and other targeted keywords

3-line sitelinks: 40% average CTR lift2-line sitelinks: 30% average CTR lift1-line sitelinks: 10% average CTR liftMobile sitelinks: 30% average CTR lift

Call Extensions• Encourage calls to your business by offering a call button with your ad.• Display a clickable call button with your ad (on high-end mobile devices).• Cost the same as a headline click (a standard CPC).

Location Extensions• Location extensions show your business address, phone number, and a map marker

with your ad text• Location extensions encourage people to visit you in person.

Best Practices – Landing Page

Relevant

Make sure your landing page is directly relevant to your ad text and keyword

UsefulProvide useful information on your landing page about whatever you're advertising.

Original ContentTry to offer useful features or content that are unique to your site.

Transparency• Make it easy for visitors to find your contact information• Distinguish sponsored links, like ads, from the rest of your site content.

Transparency & Trustworthiness• If you request personal information from customers, make it clear why you’re

asking for it and what you’ll do with it.• Openly share information about your business and clearly state what your

business does.

Ease of Navigation

• Don't make people hunt around for the information they might need.• Make it quick and easy for people to order the product mentioned in your ad.

Agenda

Google Confidential and Proprietary

1 Google AdWords – Getting Noticed

2 Google AdWords – Best Practices

3 Google AdWords - Quality Score

4 Leveraging Google Maps

Ad Rank – Where You Show Up

Format Impact

Quality Score

Max CPCx x Ad

Formats

Why do we have Quality Score & Format Impact?

Quality Score is our way of balancing the interests of all parties in the online

advertising ecosystem.

Users

Publishers

Give them what they want the

first time

Drive traffic &

Maximize ROI

AdvertisersMaximize earnings

with useful ads

What contributes to Quality Score?

1-10 quality score is just an approximation of how we expect a keyword to perform. Actual scores are unique for each query.

Quality Score

Landing PageRelevancyClickthrough rate

Agenda

Google Confidential and Proprietary

1 Google AdWords – Getting Noticed

2 Google AdWords – Best Practices

3 Google AdWords - Quality Score

4 Leveraging Google Maps

Google Places is now Google+ Local

New, streamlined experience for your customers

The first thing you’ll notice is the new layout and design of your business listing. All your basic business information is still available but by streamlining the layout and putting more focus on photos and reviews, we hope to create a simpler, more engaging experience for your customers that helps your business stand out.

Basic information and reviews placed

front and center

More focus on photos to help make your listing come to life

More impactful reviews from friends and people you know

Your customers can now see local reviews written by people they know and trust. Activity from people in their circles, including reviews and check ins, will appear in a dedicated section above other activity making it easy for them to see the information most relevant to them.

Recommendations from top reviewers and local experts

When people first arrive on the Google+ Local tab, they’ll get personalized recommendations from top reviewers making it easier for them to discover great new places in their neighborhoods. At a glance, they’ll be able to see what’s hot in their area and learn more with scores and reviews.

See and scroll through recommended places

See reviews from ‘top reviewers’ who

are local experts

Seamlessly integrated across Google

Your customers can find your business in the products they already use every day.Customers can search on Google.com and Google Maps, explore neighborhoods and categories on Google+ Local, and take it all on the go in Google Maps on Android.

Searching on Google.com and Google Maps

As always, your customers will be able to find your business listing simply by entering a search in either Google.com or Google Maps. But now, they’ll get additional information including photos, reviews and directions more easily. With one search, they’ll be able to learn more about your business making it faster and easier to make a decision.

Google.com Google Maps

Finding places on the go

Your customers will have the same easy experience when they’re on the go, using Google Maps on Android. Customers can browse or search for places near them, read reviews, get directions, check in and add even add their own reviews.

Get Your FREE Digital Audit Today!

http://www.godigitalmarketing.com/local-

businesses/local-marketing-playbook/