http://www.parallelpath.com The Parallel Path team describes how to use paid search, or PPC, to market your business to a local audience. This is the third session of the Aha!Local University series of seminars on local online marketing.

1. Aha!Local University Session ThreeLocal Paid Search Advertising The third in a series of seminars and webinars about how to market your business online to local customers © Parallel Path Corp., 2011

2. Agenda What Is Local Paid Search Advertising? Why Does It Matter? How Does It Work? What Can the Local Business Operator Do Herself? What Should be Done by an Agency? What Should You Look for in an Agency? Preview of Next Session Final Thoughts

3. What is Local Paid Search? 3 March 15, 2011 Ads are generally sold on a pay-per-click model, although pay-per-call is also available.

4. Why is Local Paid Search Important? Pluses 30-40% of clicks go to paid ads Purchase-ready prospects: People click on ads to be sold something Assured first page placement Measurable ROI Lots of control Minuses Competitive auction environment Complicated to manage profitably Challenging to link a click to an in-store visit 4 March 15, 2011

5. Why Focus on Google?US Search Market Share 5 March 15, 2011 For advertisers with limited budget, focus advertising on Google, because that’s where the traffic is

6. Providers of Local Paid Search Packaged providers Selling clicks ReachLocal Google Boost Full agency model 6 March 15, 2011

7. The ReachLocal Model 7 March 15, 2011

8. ReachLocal Proxies Your Site Advantage: Tracking conversions v. clicks Disadvantage: How much do they really manage or optimize? 8 March 15, 2011

9. Google Boost 9 March 15, 2011

10. Google Boost Summary Advantages Easy to implement Write ad copy Pick landing page Set budget Disadvantages Limited controls Oriented toward clicks, not conversions 10 March 15, 2011

11. What is Paid Search?

12. What Is Paid Search? Keyword Ad Placement Usually Based Around a PPC Model (Pay-Per-Click) Advertiser Only Pays When the Ad is Clicked On Google Uses Two Types: Search Network Display Network 12 March 15, 2011

13. Why Use Paid Search? 13 It Allows Businesses to Target Relevant Searches in a Targeted Area March 15, 2011

14. Benefits of PPC Control of Audience Geo-Targeting Control of Message Ads Control of Traffic Keywords Control of When the Ad is Showing Dayparting 14 March 15, 2011

15. How To Set-Up a PPC Account

16. How an AdWords Account is Set Up 1st Level - Campaign Best Use – Separating Products 2nd Level – AdGroups Best Use – Separating Product Sub-Categories 3rd Level – Keywords Best Use – Targeting Terms Relevant to Your Business 16 March 15, 2011

17. Campaigns Main Actions: Daily Budget Geo-Targeting Dayparting Network Selection 17 March 15, 2011

18. Search vs. Display Search - Organic Display - Placed Ad 18 March 15, 2011

19. Display Network Pros: More Displays of Ad Cheaper CPC (Cost-per-click) More Clicks Cons: Ad Targeting is Harder to Control Can Spend Your Budget Quickly 19 March 15, 2011

20. Campaigns -> AdGroups Main Actions: Set Default Bids Write Ads 20 March 15, 2011

21. Ads – Best Practices Text Ad Format: Headline – 25 Characters 1st Description Line – 35 Characters 2nd Description Line – 35 characters Display URL – 35 Characters Create Simple, Enticing Ads Include One of Your Keywords Include Prices or Promotions Use a Strong Call-To-Action Direct Searcher To a Landing Page 21 March 15, 2011

22. Landing Page Best Practices Limit Navigation Don‘t distract them. Limit where they can go Deliver Value Offer an incentive to the user for sharing information Keep It Short Too much information can overwhelm the reader Test, Test, Test Don’t settle on your first landing page design 22 March 15, 2011

23. Example of a Bad Page 23 March 15, 2011

24. Examples of Good Pages 24 March 15, 2011

25. Campaign -> AdGroup -> Keywords Main Action Control Over Individual Bids View of Quality Score 25 March 15, 2011

26. Keyword Tool Makes New Suggestions Shows Competition for Keywords Shows Estimated Click Price 26 March 15, 2011

27. Match Types Broad Match: Tennis Shoe Matches: Tennis, Shoes, Buy Tennis Shoes, Tennis Shoe Photos, Running Shoes, Tennis Sneaker Phrase Match: “Tennis Shoes” Matches: Red Tennis Shoes, Buy Tennis Shoes Won’t Show: Shoes For Tennis, Tennis Shoe, Tennis Sneakers Exact Match: [Tennis Shoes] Matches: Tennis Shoes Won’t Show: Anything else 27 March 15, 2011

28. Conversions Critical For Understanding CPA (Cost-Per-Acquisition) Easy to Set-Up, But Requires Being Able to Place Code on Pages on Your Website 28 March 15, 2011

29. Best Practices

30. Best Practices Determine Your Performance Goals How Will You Measure Success? Don’t Put Everything In One Campaign Products Shouldn’t Compete For Budget/Visibility Don’t Set Your Budget Too Low Ad Serving Can Be Limited if The Budget is Too Small Don’t Make Changes Too Quickly Decisions Made Without Enough Data Can Hurt an Account Pay Attention To Your Account 30 March 15, 2011

31. Additional Tools Negative Keywords Allows For the Elimination of Unrelated Queries Ad Delivery As Fast As Possible or Evenly Over Time Language Targeting Target Users In Other Languages Device Targeting Target Mobile Devices 31 March 15, 2011

32. Why Do I Need An Agency?

33. Why Use An Agency? Because You Aren’t Making Money Agencies Offer: Experience With Many Different Business Models Imaginative New Ways to Build Accounts Knowledge of How to Use Your Data Effectively A Pulse on the Ever Changing Paid Search Features The Time Available to Manage Your Account March 15, 2011

34. What to Look For In An Agency Transparency How much information does the agency share Ownership Who owns the accounts, you or the agency? Efficiency Bids don’t need to be adjusted hourly Education Does the agency work to help you understand your account? March 15, 2011

35. Wrap-Up

36. Planned Curriculum Local Listings and Local Search Local Paid Advertisements Social Media Reviews Online Coupons Location-Based Social Networking Mobile March 15, 2011

37. Final Thoughts Slides will be posted online Link will be sent to meetup.com group and to Twitter followers (@parallelpath) Please sign in to make sure we have your complete contact info Please provide feedback on the meetup.com group site Referral gift: Bring another next time and get a gift! March 15, 2011