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Building the right keyword list, proper ads and tightly controlling how money is spent are the most vital parts of the local paid search marketing process. Without these, the chance for success and profitability of your SEM campaigns drops dramatically. In this webinar you'll learn how to generate superior results even when handling thousands of small, hyperlocal accounts. On May 14th at 12pm, join Marc Poirier, EVP and Co-founder at Acquisio and Regan Davis, VP of Product Development at Zenya who will present: - Some insights on the local search marketing industry. - A new approach to PPC campaign creation. - Several case studies.
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HOSTED BY: &
Scale and Specificity:
Automating Local SEM
Click to edit Master text stylesWEBINAR housekeeping
• The webinar is recorded and will be made available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
Click to edit Master text stylesSPEAKERS
Marc Poirier
– EVP & Co-Founder of Acquisio
– 17 Years Experience in Digital Marketing
– Master Fisherman
Regan Davis
– Vice President of Product at Zenya
– Background in Data and Design
– Eats Fish on Occasion
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How many SMB accounts do you manage?
a) Less than 100 SMB accounts
b) 100 – 5000 SMB accounts
c) 5000+ SMB accounts
d) My company caters to SMB but don't offer PPC yet.
e) We don't serve SMB accounts
Live POLL QUESTION #1
Click to edit Master text stylesLocal Marketing Landscape
• Resellers / Channel Partners• Yps – IYPs• Media Companies• Verticals
• Franchises• SaaS• Domain Registrars – Hosting• Office Supplies
Click to edit Master text stylesEvolution of Services Offered
Listings
Clicks
Leads
Calls
Click to edit Master text stylesAutomating SEM for SMBs – Where are we?
Click to edit Master text stylesBiggest Hurdle
Click to edit Master text stylesZenya Understands Search
1.2 Billion Keywords, all real human search terms
450,000 categories on every popular topic
2.5 million+ locations to develop hyper-local PPC campaigns
• Scale.
• Scope.
• Specificity.
A Taxonomy of the Commercial Internet.
Click to edit Master text stylesAutomated Local Campaign Creation
SMB INPUT
ACQUISIO
BBM
LandingPage
SeedKeywords
DirectoryTopicOR OR
Zenya creates tightly themed Ad groups.
Effective mix of head and long-tail terms are loaded into Ad groups.
Keywords are geo-modified for hyper-local targeting.
Click to edit Master text stylesZenya Categorizes SMB Inputs, and Expands
Plumbers
Plumbers
Plumbing Services
24 Hour Plumbing Services
Leak Detection Services
Residential Drain Cleaning Services
Commercial Plumbers
SMB INPUT
MATCHING ADGROUPS
Septic Tank Services
Septic Tank Installation
Septic Tank Maintenance
Septic Tank Removal
Flood Control Services
Plumbing Inspection Services
Journeyman Plumbers
Master Plumbers
Plumbing Contractors
Leak Detection Services
Pipe Relining
Plumbing & Fixture Tips & Advice
Sanitary Piping Installation Services
Sump Pump Installation
Toilet Installation Services
Sink Installation
Sink Repair Services
Find Local Plumbers
…and 15 additional subcategories
SUBTOPICS
Click to edit Master text stylesContent Safe for SEM
• Safety first. Zenya monitors and filters searches for sensitive topics including:
• Prescription Drugs
• Tobacco
• Weapons
• Sensitive Issues
• Adult
• Alcohol
• Fireworks
• Gambling
• Adherence to search engine compliance policies
• Ensuring brand safety
Click to edit Master text styles2.5 Million Locations for Hyper-Local Builds
• Geotargeting + Geomodified.
• By Region.
• By Radius.
• By Relevance.
Click to edit Master text stylesCase Study: Global SMB Publisher
The Challenge. Create a full campaign structure for a new client in the trash removal market, targeted to 15 miles around 2 nearby cities.
The Solution. With Zenya’s granular taxonomy of searches, plus the additional location taxonomy, campaign creation and audit was turnkey.
Zenya delivered 4 campaigns using different targeting methods, 11 customized adgroups, and 6,864 highly-targeted keywords.
• Zenya’s campaign click through rate was 7%
100% CTR Boost
• Average cost per click also dropped over 20%
• Ad position stayed competitive at 2.5, while at lower costZENYA
COMPETITOR
AVG CLICK THROUGH RATE (30d)
7%
The Results.
Click to edit Master text stylesCase study: Rooter Cleaners
With BBM Before BBM
With BBMBefore BBM
Click to edit Master text stylesCase study: Law Firm
With BBM Before BBM
With BBMBefore BBM
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Would you like more information about our solution for local SEM resellers?
a) Yes, please have someone contact me.
b) No, thanks.
Live POLL QUESTION #2
Click to edit Master text stylesLive Q&A
Click to edit Master text stylesFrom Z to A: SEM Solutions Start to Finish
Granular campaign creation combined with superior bid and budget management.
• Automated. Zenya provides complete campaign creation from A to Z.
• Order, not Chaos. The world’s only keyword taxonomy, with relevant terms for any business, service, and topic.
• Location, Location, Location. An additional 2.5 million+ global locations to develop highly targeted PPC campaigns.
• Speaking All Languages. Translation to 33 major languages, including Double-byte
• Significant scale. 1+ billion real human keywords in 450,000 categories.
• Married Back End. Through Acquisio’s Partner Program, Zenya communicates directly into Acquisio’s system.
• BBM. Bid and budget management through Acquisio’s sophisticated optimization.
• One for All. Full scale reporting in an all-in-one tool for account managers.
• PPC Partnerships. An Adwords and Bing Ads partner, Acquisio knows the best approaches to drive leads.
• Call Tracking. Acquisio partners with more than 10 reputable call tracking partners.
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Have more questions?
Thank you for attending this webinar!
Request more information on Automated Local SEM atwww.acquisio.com/company/contact-us/
Or Contact us Directly: [email protected]
