View
32
Download
0
Category
Preview:
Citation preview
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
THE PORTLAND GUIDE TO PPC
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
James SvobodaPartner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com
download: www.webranking.com/presentation
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
CONSIDERATIONS
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
“WATERFALL” CAMPAIGNS – Segmentation that Flows
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
GEO-MODIFIED Keywords vs NON-GEO KeywordsKeywords with GEO:
[portland lawyer], +portland +lawyer
[portland coffee shop], +portland +coffee +shop
[dentist portland or], +dentist +portland +or
[portland oregon pizza], +portland +oregon +pizza
General Non-Geo Keywords:
[lawyer], +lawyer
[coffee shop], +coffee +shop
[dentist], +dentist
[pizza], +pizza
Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
COMMON & UNCOMMON GEO KEYWORD VARIATIONS
• Cities: Portland• City Nicknames: Portlandia, Rose City• City Abbreviations: NYC• States: Oregon• State Abbreviations: OR, ORE• Metros: Twin Cities• Counties: Multnomah, Marion, Clackamas• Regions: Willamette Valley, Eastern Oregon• Neighborhoods: Downtown, Pearl District, Sellwood• Streets: Broadway, Sandy, Burnside, 82nd
• Highways: I5, 205, 405, Banfield, Sunset, 99, 217 • Airports: PDX• Zip Codes: 97001 – 97920
• Area Codes : 503, 541, 971, 458 • Ocean Areas: Oregon Coast, North Coast• Lakes: Lake Oswego, Crater Lake• Rivers: Colombia, Willamette, Deschutes• Mountains: Hood, Bachelor, West Hills• Landmarks: Rose Garden, Multnomah Falls, Fort
Vancouver, Zoo, Waterfront, Washington Park• Sports: Moda Center, Trailblazers, Timber, Providence
Park
• *Implied & Voice Search: Near Me
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
PEOPLE “IN” LOCATION vs PEOPLE “SEARCHING FOR”
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
WHERE AM I RIGHT NOW?Broadband WiFiLocation/GPS Off
Mobile Phone Data OnLocation/GPS Off
Location/GPS OnMobile Phone Data On or Off
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
Example #1: FARGO via MINNEAPOLIS (235 miles off)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
Example #2: MINNEAPOLIS via CHICAGO (408 miles off)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
Example #3: NYC via LOUISVILLE (737 miles off)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
RESEARCH & TARGETING
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
WHICH PORTLAND?
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
WHICH PORTLAND?
27 Others in the United States
• Alaska• Arkansas• Colorado x2• Connecticut• Georgia• Illinois• Indiana x2• Iowa• Kansas• Kentucky, x2• Maine x3
• Michigan• Missouri• New York• North Dakota• Ohio• Oregon (the largest)• Pennsylvania• Tennessee• Texas• Wisconsin x2
15 Others in the World
• Australia: 4• Canada: 5• Ireland: 1• Jamaica: 2• New Zealand: 2• United Kingdom: 1
https://en.wikipedia.org/wiki/Portland
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
WHICH VANCOUVER? (only 2 that I know of)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCAL KEYWORD PLANNER RESEARCH (beware of synonyms)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
3 MAIN LOCAL KEYWORD VARIATIONSLOC + KEYWORD KEYWORD + LOC KEYWORD + in + LOC
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
GOOGLE SEARCH CONSOLE + ANALYTICS FILTERSLOCAL REG|EX FILTERS: port| or|ore|van| wa
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
GEOGRAPHICAL BUSINESS ISSUES (Travel, Legal, Income, etc.)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCATION TARGETING: Add Relevant Areas
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCAL REMARKETING AUDIENCES
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCAL RLSA : Bid Only + Same Bids = Insights
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
RLSA Location Audiences + Wide Targeting + General Keywords
Campaign Type: RLSA-GEO
Location Targeting: Pacific Northwest or Nationwide
Match Types: Exact, BMM, or Standard Broad Match *gasp*
General Keywords: [lawyer], +lawyer, or even lawyer
Industry Keywords: [law], +law, or even law
Topic Keywords: [immigration], +immigration, or immigration
Brand Keywords: Competitors, Organizations
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
ACCOUNT STRUCTURE
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
ZONING: EXPAND GEOs with CREATIVE TARGETING
Small GEOHead Keywords
Moderate GEOKWs +michigan
Larger GEOKWs +upper +peninsula
Huge GEOKWs +michigan
+upper +peninsula
*Geo-Targeting Accuracy: Country > State > City > Zip
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
CAMPAIGNS: GEO-MODIFIED “Keywords” vs GEO-TARGETEDCampaign Type: GEO-ModifiedLocation Targeting: Surrounding StatesKeywords with GEO: [portland lawyer], +portland +lawyer Negative Keywords: -maine, -me
Campaign Type: GEO-TargetedLocation Targeting: Portland area citiesGeneral Keywords: [lawyer], +lawyerNegative Keywords: -portland
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
ANALYSIS: GEO-TARGETED vs GEO-MODIFIEDCampaign Type: GEO-Modified “Keywords”Location Targeting: Surrounding StatesKeywords with GEO: [portland lawyer], +portland +lawyer
Campaign Type: GEO-TargetedLocation Targeting: Portland area citiesGeneral Keywords: [lawyer], +lawyer
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCAL “WATERFALL” ACCOUNT STRUCTURE
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LOCAL “WATERFALL” VARIATIONS DICTATED by VOLUME
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
ADS
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
AD ANALYSIS: PAID vs ORGANIC ANCHORS & CONTENT TYPES
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
AD ANALYSIS: FEATURES, BENEFITS & USPs
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
AD ANALYSIS: AD EXTENSIONS
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
AD ANALYSIS: OTHER MARKETS
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LANDING PAGES
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LANDING PAGES: LOCAL MATCH
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LANDING PAGES: 503 and 360 (even with call tracking)
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
LANDING PAGES: MAPS, LOCATIONS & SERVICE AREAS
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
TAKEAWAYS
- ASSESS BUSINESS ISSUES (use a map)- “ZONE” CAMPAIGNS- BUILD BASED ON VOLUME & FLOW- ANALYZE SERPs (paid & organic)- LOCALIZE YOUR LANDING PAGES
The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation
THANK YOU!
James SvobodaPartner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com
download: www.webranking.com/presentation
Recommended