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THE ULTIMATE GUIDE TO LOCAL PAID SEARCH
HOW TO RUN A PROFITABLE LOCAL SEARCH CAMPAIGN
WHAT CAN YOU LEARN TODAY?How to promote your local business through paid search
How to make your ads more attractive to potential customers
Target the right customers When to targetWhere to targetHow to target
WHAT CAN PAID SEARCH DO?Drive targeted, ready to convert traffic to your websitePresent potential customers with your advertisement when they search for your product/serviceSpecifically target potential customers in the areas you serviceIncrease your bottom line
• New business• Repeat customers• Sales, sales and more sales
WHAT IS LOCAL PAID SEARCH?Millions of people head to search engines to search for
• Contractors• Restaurants• Bakeries• Mechanics
Business can target these hand raisers by showing text ads on search enginesGoogle and MSN offer features that allow you to specifically target your local market.
WHAT A LOCAL BUSINESS SHOULD DOTarget areas they servicePromote their products or services to customers who are ready to buyCreate geo specific ad text and campaign structureTake advantage of all tools provided by Google and MSN
ADWORDS EXPRESSFormerly Boost – which was tied directly to Google Places accountFeatures:
• Ads show business address and telephone number• Blue Pin/Balloon shown on map• Easy to set up, create ads and launch
GEO-TARGETINGGoogle and MSN allow you to select a specific area to show your advertisements
• This should mirror the area you service or how far customers are willing to travel to visit your business
Geo-targeting options:• Radius/Proximity Targeting • DMA• City/State/Country• Custom Shape
Out of state shoppers?• Wider target area• Geo-specific keywords
Geo-Reports
CREATE GEO-SPECIFIC AD TEXTBy creating geo-specific ad text you reassure the searcher of your location
• Examples of geo-specific ad text:
• Where do you deliver?• How far will people travel for your product/service?
GEO SPECIFIC LANDING PAGESUsing a common message from search query to text ad to landing page can boost conversions
Reiterating location on the landing page can reassure site visitors of you are a local business
Don’t send traffic to your homepage – if you can, create a landing page
Search Query Text Ad Landing
Page
PROMOTE SPECIALSAd text presents a great opportunity to advertise daily deals or specials
• Daily lunch specials• Holiday sales• Promotions
Restaurants who have daily specials can create campaigns and utilize a combination of ad text and ad scheduling to promote daily specials
KEYWORD RESEARCHGoogle places impression reportsLocation variations
• Philadelphia plumber• Philly plumber
Google insights – trends at regional levelLook to your customers
• Customers search different then experts/business ownersUnderstanding the opportunity –
• Utilize Google’s Estimated Traffic Tool to understand what can and should be spent
Query Mining
MATCH TYPESPhrase match is your friend
• Plumber in• Car insurance for
Be careful with broad match• Make use of negative keywords
Query mine for exact match keywords• Create additional ad groups to house new keywords
AD SCHEDULINGTake advantage of:
• Ad scheduling• What you know about your customers
Google Adwords and MSN Adcenter allow you to adjust bids throughout the day
• Adwords – hourly• Adcenter – Segments of day
When are you open? When do your customers shop?
BIDDING STRATEGYIt’s about profit – not pride
Positive ROI
Know your cost of goods sold
What margin do you make on a sale?
Look at SERPs – are they competitive?
ADWORDS AD EXTENSIONSPhone Number Extension
• Enables advertiser to display phone number in ad• If on mobile device, or searcher has program such as Skype,
user can click and call your businessHow can this help your local business?
• Takes up more real estate on SERP• Directs searcher to your business phone• Use of local area code
ADWORDS AD EXTENSIONS (CONT)Site Links
• Great option for business with multiple locations• One sitelink dedicated to a location, direct searcher to that
specific location’s webpage• Should be utilized in brand campaigns
• Great options for business with multiple services/products• Example – Landscaping and Tree Removal services
ADWORDS AD EXTENSIONS (CONT)Location Extension
• Enables advertiser to display physical location of store in ad• Can be paired with Google Places account
How can this help your local business?• Takes up more real estate on SERPs• Allows user to click ‘get directions’ link• Reinforces that you are a local business
TRACKING YOUR SUCCESSGoogle Analytics – It’s free (Well kinda… )• Easily track how site visitors get to and navigate your site• Link up your Adwords account• Understand what words are convertingGoogle Adwords Conversion Tracking• Place a small piece of code on your Thank You page• Conversions and cost per conversion metrics will be
available in the adwords interfaced
GOOGLE PLACESLocal businesses can create a Google Places account
• Shows up in organic search listings• Allows users to review your business
Can be connected to your Adwords account• Like a shot of steroids to the location
extension• Shows ‘Blue Pin’ on local listing map
