how to rock local search pay-per-click by dana ditomaso

HOW TO

ROCK

LOCAL SEARCH

PAY-PER-CLICK

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Dana DiTomaso

kickpoint

@DanaDiTomaso

#SMX #21D

October 2, 2013

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Campaign Structure

AD GROUP NAMES ARE IMPORTANT

WHY BOTHER?

LABELS, PEOPLE.

Enhanced

Campaigns

USE RADIUS TARGETING

(plus it was the only ad!)

WHERE WERE YOUR USERS?

Ad Extensions

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.”

40 PIXELS FOR FREE*!

92px

52px

52px

*Free-ish. CPC was slightly higher on the location extension.

ALSO WORKS IN MOBILE

Call Tracking

USE LOCAL AREA CODES

Also true with “alternate” area codes –the new ones have a lower CTR.

HUGE DROP OFF IN CLICK TO CALL

Only 2 people actually called!

Keywords

USE NEIGHBOURHOOD NAMES

BE UNEXPECTED

• Art gallery & restaurants• Bike paths & bike tune-ups• Running paths & shoes• Farmer’s markets & wine• Museums & bookstores• Festivals & hotels

Remarketing

Demographics

WHERE ARE THEY LOGGED IN?

WordPress Plugin:http://wordpress.org/plugins/social-network-user-detection/

BUILD FACEBOOK DEMOGRAPHICS

LINKEDIN IS GREAT, TOO

Have fun!

YOU & YOUR CLIENT, NEXT WEEK.

THANK YOU!

TWEET:

@DANADITOMASOVISIT US:

KICKPOINT.CA

http://www.slideshare.net/SearchMarketingExpo

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