rocking local pay-per-click (ppc)
TRANSCRIPT
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ROCKING LOCAL PAY-PER-CLICK
DANA DITOMASOCEO, KICK POINT@DANADITOMASO#SMX #21D
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Campaign Structure
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AD GROUP NAMES ARE IMPORTANT
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WHY BOTHER?
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LABELS, PEOPLE.
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Enhanced Campaigns
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USE RADIUS TARGETING
(plus it was the only ad!)
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WHERE WERE YOUR USERS?
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Ad Extensions
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GOOGLE SAYS…“You can add more than one type of extension to your ad, but keep in mind that some extensions, such as sitelinks, may override your location extensions. In these instances, we won't show the location extension in your ad.”
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40 PIXELS FOR FREE*!
92px
52px
52px
*Free-ish. CPC was slightly higher on the location extension.
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ALSO WORKS IN MOBILE
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SERIOUSLY, USE EXTENSIONS
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Call Tracking
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USE LOCAL AREA CODES
Also true with “alternate” area codes – the new ones have a lower CTR.
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HUGE DROP OFF IN CLICK TO CALL
46 clicks, only 2 people actually called! (4%)
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Keywords
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USE NEIGHBOURHOOD NAMES
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BE UNEXPECTED
• Art gallery & restaurants• Bike paths & bike tune-ups• Running paths & shoes• Farmer’s markets & wine• Museums & bookstores• Festivals & hotels
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Remarketing Demographics
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WHERE ARE THEY LOGGED IN?
WordPress Plugin:http://wordpress.org/plugins/social-network-user-detection/
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BUILD FACEBOOK DEMOGRAPHICS
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LINKEDIN IS GREAT, TOO
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What’s Next?
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MULTI-SCREENS, WHAT DOES IT MEAN?
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THAT’S NICE. NOW, HOW ABOUT THIS?
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Have fun!
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YOU & YOUR CLIENT, NEXT WEEK.
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THANK YOU!
TWEET:@DANADITOMASOVISIT US:KICKPOINT.CA