the race to the top of search rankings – moving up with ppc
DESCRIPTION
Most SMB owners, like yourself, understand the importance of getting a 1stpage Google ranking. However, achieving those 1st page SEO rankings is very difficult. Paid Search, often referred to as PPC, or Pay-Per-Click, is one way to beat the Google algorithm that governs what is displayed – and how high – in Google search rankings. Understanding the basics of PPC to increase online visibility and generate leads is crucial for ever SMB owner. Walk away from this slideshare with actionable intelligence, through a discussion on: • 5 PPC Best Practices • How to use Google Adwords to increase your rankings • Understanding Google’s Quality Score and how to maximize it to increase online visibility • BONUS! Discussion on how to leverage Maps to reach MORE people who are interested in YOUR businessTRANSCRIPT
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/