These slides were presented at the SEMrush webinar "SEO&PPC - Yin and Yang #2 (Local)". Video replay and transcript are available at https://www.semrush.com/webinars/seo-and-ppc-yin-and-yang-2-local/

1. SamJaneNoble
Dominating the Local
SERPs with PPC
SEMrush Webinar
S A M A N T H A N O B L E
J a n u a r y 2 0 2 0

2. 86% of consumers use
the Internet to find
a local business

3. 29% of consumers
search for local
businesses at least
every week

4. Google Maps now has
more than 1 billion
downloads

5. SamJaneNoble# S E M R U S H
The rise in ‘near me’ searches is
continuing

6. # S E M R U S H
If your business has a physical location
you need to make it easy for people to
find you online when they search for
what you sell.

7. SamJaneNoble# S E M R U S H
Ads first appeared on Maps in 2006

8. SamJaneNoble# S E M R U S H
Then disappeared until 2019

9. Where do the ads
appear now?

10. SamJaneNoble# S E M R U S H
Google Maps App

11. SamJaneNoble# S E M R U S H
Google Maps Mobile

12. SamJaneNoble# S E M R U S H
Google Maps Desktop

13. SamJaneNoble# S E M R U S H
Standard Text Ad Placements

14. What are the benefits of
Local PPC?

15. SamJaneNoble# S E M R U S H
Four Key Benefits
Drive footfall into your store
Encourage customers and potential customers to call
Educate people about your business and offering
Compete in the search results against bigger competitors

16. What ad formats are
available?

17. SamJaneNoble# S E M R U S H
Standard Local Ads on Maps

18. SamJaneNoble# S E M R U S H
Branded Local Pins

19. SamJaneNoble# S E M R U S H
Promoted Pins

20. SamJaneNoble# S E M R U S H
Local Inventory

21. SamJaneNoble# S E M R U S H
Local Inventory (Store Pickup)

22. SamJaneNoble# S E M R U S H
Local Search – Knowledge Panel

23. SamJaneNoble# S E M R U S H
Service Ads

24. SamJaneNoble# S E M R U S H
Text Ads

25. What location
segments can we
target by?

26. # S E M R U S H
PPC is super targeted giving you the
ability to reach your customers in their
locations

27. SamJaneNoble# S E M R U S H
Country
Town/City
Municipality
Postcode
TV Region
Neighbourhoo
d
District
District
Airport

28. # S E M R U S H
Structure campaigns to target by location
but ALSO by location keyword

29. Have you heard of
Google Local
Campaigns?

30. # S E M R U S H
Designed to use Google advertising to
bring business to your shop front in an
automated way.

31. # S E M R U S H
Add a few lines of text, a bid, some
assets and the rest is optimised to help
your users find you.

32. SamJaneNoble# S E M R U S H
Ads can display automatically across
Google inventory

33. SamJaneNoble# S E M R U S H
Optimise Your GMB Profile!

34. How can you track
performance?

35. SamJaneNoble# S E M R U S H
Google Hosted Local Actions
Clicks to call: Clicks on the “Call” button
Directions: Clicks on the “Get directions” button
Website visits: Clicks on the website link

36. SamJaneNoble# S E M R U S H
Google Hosted Local Actions
Orders: Clicks on the “Order” button
Menu views: Clicks on the menu link
Other engagements: Share Location, Save etc

37. SamJaneNoble# S E M R U S H
Segment Reports by Conversion Action

38. SEO or PPC?

39. SamJaneNoble# S E M R U S H
Paid and Organic Report

40. BOTH

41. SamJaneNoble
Thank you for
listening.
# S E M R U S H
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