make google work for you: a local business guide to adwords
TRANSCRIPT
Ok! Google Who is Surefire
Local
What is the one tool you can’t imagine running your business without?
Test out the chat box by answering these questions!
What year did Google launch AdWords?
Before we begin!
Ok! Google Who is Surefire
Local
A few helpful tips for today’s webinar
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At any time if you like to learn more, please email [email protected]
Yes this will be recorded! You will receive the recording via email within 24 hours.
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
Today’s Giveaway!
1 lucky attendee is going to take “Home” a free Google Home!
Ok! Google who is Surefire
Local?
Must stay until end of webinar!
Your Path to Become a Digital Marketing Guru
Tracking ROI to Maximize Your Marketing BudgetDecember 16th, 2016 at 2:00 PM EST
How to Shoot Professional Videos with Your SmartphoneJanuary 5th, 2017 at 2:00 PM EST
Make Google Work for You: A Local Business Guide to AdWordsFebruary 2nd, 2017 at 2:00 PM EST
Never Miss a Lead! 10 Ways to Convert More Website VisitorsMarch 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at Every TurnApril 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to ReviewsMay 4th, 2017 at 2:00 PM EST
Surefire Local Products & Services are included in the
Wellborn Cabinet Co-Op Advertising!
They expire on March 31st!
My Life
What Mom Thinks I Do What Strangers Think I Do
What I Actually DoWhat I Think I Do
Surefire Local Google AdWords Philosophy
Focus on particular products or services, with local emphasisCampaigns
Specific in relation to the campaign product or service
Ad Groups
Highlight strength & leverage unique positionAds
Combine match types to extend reach & capture target consumersKeywords
How do I find more customers?
How do I stand out in a cluttered marketplace?
How do I drive sales and grow my
business?
Agenda
How to Target People in Your Area with Local Ads
Anatomy of the Perfect Google Ad (Expanded Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising
Local Targeting Bid AdjustmentsBid Adjustments
By Location
+ 50%Max CPC = $15.00
Max CPC = $10.00
- 50%Max CPC = $5.00
Agenda
How to Target People in Your Area with Local Ads
Anatomy of the Perfect Google Ad (Expanded Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising
Expanded Text Ads Best Practice
• 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
Why Use ‘Em...
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.
Get a Complimentary Digital Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
Agenda
How to Target People in Your Area with Local Ads
Anatomy of the Perfect Google Ad (Expanded Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising
Mobile Consumption
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
Who’s in the Driver’s Seat?
2013
Source: eMarketer
2019
Mobile Is The Main Driver Mobile Ad Spend as a % of Digital Ad Spend (USA)
Mobile Optimization Starts with
Create an Effective Mobile SiteCheck Your Site: https://testmysite.thinkwithgoogle.com
Mobile K.I.S.S. Principle
“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 Ads
Create 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 Targeting Bid Adjustments
Is a Phone Call Worth More?Leverage Bid Adjustments to Bid More (or less) for Mobile Customers
Agenda
How to Target People in Your Area with Local Ads
Anatomy of the Perfect Google Ad (Expanded Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising
Dominate Page 1 of Google
Take Up More Real Estate on Results PageEnable All Applicable Ad Extensions
Go Mobile or Go Home!
Make Your Business Advertising MobileWith Ad Extensions, Call Only Campaigns & Mobile Optimized Website
A Match Made in...Google
Link AdWords & AnalyticsThey Like To Share Data and Enable You To Track Campaign Success
Be Seen
RemarketingKeep Your Business & Brand In Front Of People Who Have Been To Your Website
Agenda
How to Target People in Your Area with Local Ads
Anatomy of the Perfect Google Ad (Expanded Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising
Another Awesome Match!
Link AdWords & YouTubeAnd Get More for your TV Ad Dollars with YouTube Ads!
The Power of YouTube
YouTube has more than 3 billion searches a month. It's bigger than Bing, Yahoo! and AOL combined!
“About 70% of the views of Jimmy Fallon and The Tonight Show occur online …”
NBCUniversal CEO Steve Burke
A Shift in Attention to other screens Time spent on digital rose +240% from 2011 to 2016
“About 70% of the views of Jimmy Fallon and The Tonight Show occur online …” NBCUniversal CEO Steve Burke
YouTube Delivers Reach & Frequency especially among the hard to reach light TV viewers
Light TV Viewers Heavy TV Viewers
Average Frequency
Incremental reach at Local level - 20% spend shift to YouTube adds +8% incremental reach and more targeted, qualified & engaged users.
59.5% reach only
67.4% combined reach
+
59.5% audience
reach
37.8% audience reach
47.6% audience
reach
Remaining Bootcamp Webinars
Never Miss a Lead! 10 Ways to Convert More Website VisitorsMarch 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at Every TurnApril 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to ReviewsMay 4th, 2017 at 2:00 PM EST
