Make Google Work for You: A Local Business Guide to AdWords

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Make Google Work for
You: A Local Business
Guide to AdWords
February 2nd, 2017

Ok! Google
Who is Surefire
Local
We Are Surefire Local!

201
4Our site visits are up over
40%, we receive almost
twice as many calls from it
and we have gone from the
6th page to the first in a
very short time. To say they
have done a good job does
not do it justice. They have
done a fantastic job!
Ray Hoffman
Marketing Director, RbA
Milwaukee
“ “
I really like SurePulse. It’s
an intuitive tool and I like
that everything is in one
place. It's useful, easy to
use and I have a much
better understanding of
how we are performing.
Amy Lindholm
Brand Manager, LP Siding
“ “
AWARDS

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Your Path to Become a Digital Marketing Guru
Tracking ROI to Maximize Your Marketing Budget
December 16th, 2016 at 2:00 PM EST
How to Shoot Professional Videos with Your Smartphone
January 5th, 2017 at 2:00 PM EST
Make Google Work for You: A Local Business Guide to AdWords
February 2nd, 2017 at 2:00 PM EST
Never Miss a Lead! 10 Ways to Convert More Website Visitors
March 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at Every Turn
April 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to Reviews
May 4th, 2017 at 2:00 PM EST

Surefire Local Products &
Services are included in the
Wellborn Cabinet Co-Op
Advertising!
They expire on March 31st!

Today’s Speakers
Kerry Phipps
SEM Manager
Brian Seskin
VP, Digital Marketing

My Life
What Mom Thinks I Do What Strangers Think I Do
What I Actually DoWhat I Think I Do

We Know What Success Looks Like

Surefire Local Google AdWords Philosophy
Focus on particular products or services, with local
emphasis
Campaigns
Specific in relation to the campaign product or
service
Ad
Groups
Highlight strength & leverage unique positionAds
Combine match types to extend reach & capture target
consumers
Keywords

How do I find
more customers?
How do I stand out
in a cluttered
marketplace?
How do I drive
sales and grow my
business?

But First!
One Does Not Simply
Ignore A Poll

Agenda
How to Target People in Your Area with Local
Ads
Anatomy of the Perfect Google Ad (Expanded
Ads = Expanded Revenue)
How to Tailor Your Google Ads to Mobile
Devices (The Ever-Growing Audience That Uses Them)
Do’s & Don’ts of Running Local Campaigns
The Power of YouTube and PPV Advertising

Local Targeting
To Be, Or Not To Be

Local Targeting Levels
Targeting Levels

Local Targeting Layering
Layering Targeting
Income Tiers

Local Targeting Bid Adjustments
Bid Adjustments
By Location
+ 50%
Max CPC = $15.00
Max CPC = $10.00
- 50%
Max CPC = $5.00

Expanded Text Ads
30 - 30
15 - 15
80
25
35
35
35

Expanded Text Ads Best Practice
• Write Specific Copy
• Feature Unique Selling Points
• Connect Your Ad & Landing Page
Make sure your messaging really targets what users will be searching for.
Using your keywords in your copy is a good way to do this.
Think about how you’re different or better than your competitors. Use
those unique selling points – like a promotion you may be running or “free
quote” as the basis of your ad copy
Your ad should click through to a page that has the same messaging. If
people click on an ad that says, “Get 25% off striped socks today” then
they should land on a 25% off striped socks page

Expanded Ads Benefit

Ad Extensions
Reviews
App
Call Outs Location
Sitelinks
Call

Why Use ‘Em...
Ad layout with ad extensions
o Increase visibility
o Better qualify customers
o More return on investment
o Be relevant
Each new ad extension results in a 10-15% CTR uplift (on average) for your search ad text.

Get a Complimentary
Digital Consult
Call (888) 804-8685
Email marketing@surefirelocal.com
...and a Google Chromecast!

Nowadays
We don’t go online. We live online.
We don’t go online. We live online.

Mobile Consumption
Sources: US Bureau of Labor Statistics, KPCB
9.9 hours of
screen time!
More than
we sleep!!!
Sleep
Do Other Things
Use Digital Devices
5.6 hours/day
We Spend Nearly ¼ of Our Time Connected
% of Time Spent per Day per Activity

Who’s in the Driver’s Seat?
2013
Source: eMarketer
2019
Mobile Is The Main Driver
Mobile Ad Spend as a % of Digital Ad Spend (USA)

Bottom Line...
Mobile search is
skyrocketing…
62%
YoY Growth

Mobile Optimization Starts with
Create an Effective Mobile Site
Check Your Site: https://testmysite.thinkwithgoogle.com

Mobile K.I.S.S. Principle
“I just want to talk to a real person”
Call Extensions
Make it easy for customers
to call by featuring your
number directly in an ad
and on mobile phones. This
gives them the ability to call
directly from the ad.
Call Only Ads
Create separate call only
ads to showcase your
number and the ability to
click-to-call, without
allowing users to click
through to your website.

Mobile Targeting Bid Adjustments
Is a Phone Call Worth More?
Leverage Bid Adjustments to Bid More (or less) for Mobile Customers

Precision Targeting
Layer Your Targeting
Spend Your Budget Exactly Where You Want

Expand Your World
Leverage Expanded Ads
Test Multiple Ads Per Ad Group

Dominate Page 1 of Google
Take Up More Real Estate on Results Page
Enable All Applicable Ad Extensions

Go Mobile or Go Home!
Make Your Business Advertising Mobile
With Ad Extensions, Call Only Campaigns & Mobile Optimized Website

A Match Made in...Google
Link AdWords & Analytics
They Like To Share Data and Enable You To Track Campaign Success

Be Seen
Remarketing
Keep Your Business & Brand In Front Of People Who Have Been To Your Website

Another Awesome Match!
Link AdWords & YouTube
And Get More for your TV Ad Dollars with YouTube Ads!

The Power of YouTube
YouTube has more than 3 billion searches a month.
It's bigger than Bing, Yahoo! and AOL combined!

“About 70% of the views of
Jimmy Fallon and The Tonight Show occur online …”
NBCUniversal CEO Steve Burke
A Shift in Attention to other screens
Time spent on digital rose +240% from 2011 to
2016
“About 70% of the views of
Jimmy Fallon and The Tonight Show occur online …” NBCUniversal CEO Steve Burke

Reaching an
elusive audience
at a local level

YouTube Delivers Reach & Frequency especially
among the hard to reach light TV viewers
Light TV Viewers Heavy TV Viewers
Average
Frequency

Incremental reach at Local level - 20% spend shift to
YouTube adds +8% incremental reach and more
targeted, qualified & engaged users.
59.5%
reach only
67.4%
combined reach
+
59.5%
audience
reach
37.8%
audience
reach
47.6%
audience
reach

YouTube Advertising Benefits

The Winner is...

Remaining Bootcamp Webinars
Never Miss a Lead! 10 Ways to Convert More
Website Visitors
March 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at
Every Turn
April 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to Reviews
May 4th, 2017 at 2:00 PM EST

Thank you!
Kerry Phipps
SEM Manager
Brian Seskin
VP, Digital Marketing

Make Google Work for You: A Local Business Guide to AdWords

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Make Google Work for You: A Local Business Guide to AdWords