Rocking Local Pay-Per-Click (PPC)

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Presented at SMX East 2013 as a part of the Must Have Local Tactics panel. In this talk, I go over a whole bunch of tips that we've been implementing at Kick Point for our clients and showing some best practices and things to consider when implementing your own local PPC campaigns.

Technology Design

ROCKING LOCAL
PAY-PER-CLICK
DANA DITOMASO
CEO, KICK POINT
@DANADITOMASO
#SMX #21D

USE RADIUS TARGETING
(plus it was the only ad!)

GOOGLE SAYS…
“You can add more than one type of
extension to your ad, but keep in mind that
some extensions, such as sitelinks, may
override your location extensions. In these
instances, we won't show the location
extension in your ad.”

40 PIXELS FOR FREE*!
92px
52px
52px
*Free-ish. CPC was slightly higher on the location extension.

USE LOCAL AREA CODES
Also true with “alternate” area codes – the new
ones have a lower CTR.

HUGE DROP OFF IN CLICK TO CALL
46 clicks, only 2 people actually called! (4%)

BE UNEXPECTED
• Art gallery & restaurants
• Bike paths & bike tune-ups
• Running paths & shoes
• Farmer’s markets & wine
• Museums & bookstores
• Festivals & hotels

WHERE ARE THEY LOGGED IN?
WordPress Plugin:
http://wordpress.org/plugins/social-network-user-detection/

THANK YOU!
TWEET:
@DANADITOMASO
VISIT US:
KICKPOINT.CA

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Rocking Local Pay-Per-Click (PPC)

1. ROCKING LOCAL PAY-PER-CLICK DANA DITOMASO CEO, KICK POINT @DANADITOMASO #SMX #21D

2. Campaign Structure

3. AD GROUP NAMES ARE IMPORTANT

4. WHY BOTHER?

5. LABELS, PEOPLE.

6. Enhanced Campaigns

7. USE RADIUS TARGETING (plus it was the only ad!)

8. WHERE WERE YOUR USERS?

9. Ad Extensions

10. GOOGLE SAYS… “You can add more than one type of extension to your ad, but keep in mind that some extensions, such as sitelinks, may override your location extensions. In these instances, we won't show the location extension in your ad.”

11. 40 PIXELS FOR FREE*! 92px 52px 52px *Free-ish. CPC was slightly higher on the location extension.

12. ALSO WORKS IN MOBILE

13. SERIOUSLY, USE EXTENSIONS

14. Call Tracking

15. USE LOCAL AREA CODES Also true with “alternate” area codes – the new ones have a lower CTR.

16. HUGE DROP OFF IN CLICK TO CALL 46 clicks, only 2 people actually called! (4%)

17. Keywords

18. USE NEIGHBOURHOOD NAMES

19. BE UNEXPECTED • Art gallery & restaurants • Bike paths & bike tune-ups • Running paths & shoes • Farmer’s markets & wine • Museums & bookstores • Festivals & hotels

20. Remarketing Demographics

21. WHERE ARE THEY LOGGED IN? WordPress Plugin: http://wordpress.org/plugins/social-network-user-detection/

22. BUILD FACEBOOK DEMOGRAPHICS

23. LINKEDIN IS GREAT, TOO

24. What’s Next?

25. MULTI-SCREENS, WHAT DOES IT MEAN?

26. THAT’S NICE. NOW, HOW ABOUT THIS?

27. Have fun!

28. YOU & YOUR CLIENT, NEXT WEEK.

29. THANK YOU! TWEET: @DANADITOMASO VISIT US: KICKPOINT.CA