Sizzling Hot Tips for PPC & Local Search. Dave Kuhl Client Manager Lisa Sanner Snr. Client Manager Ben Krull Client Manager August 18, 2010

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1 Sizzling Hot Tips for PPC & Local Search Dave Kuhl Client Manager Lisa Sanner Snr. Client Manager Ben Krull Client Manager August 18, 2010

2 Webinar Logistics & Introductions Being recorded with link will be sent out later this week Ask questions throughout

SEO $50 MM in managed media 14 team members, 40+ yrs of SEM

3 Presentation About Point Agenda It Launched in April 2002 Seattle s largest independent search marketing firm PPC & SEO $50 MM in managed media 14 team members, 40+ yrs of SEM experience Servicing clients across all verticals and revenue models

4 Google Content Remarketing Dave Kuhl Client Manager

5 What is Content Advertising?

6 What is Content Remarketing? Came out of Beta in March of 2010 Allows marketers chance to further target and segment visitors to their site by behavior using code snippets and cookies Gives you a SECOND CHANCE to market to your website visitors Increases your ROI by targeting people who are deep within the Sales Funnel

7 MyGolfStore.com What is Content Remarketing?

8 How to set up Content Remarketing Create a new campaign and a new ad group Select the new ad group under the campaign

9 How to set up Content Remarketing Create new audience(s)

10 How to set up Content Remarketing

11 How to set up Content Remarketing

12 How to set up Content Remarketing

13 How to set up Content Remarketing Create ads that will bring customers back (without being creepy!) Stand out Brand name in headline Give them a reason to return Coupon codes Limited time offer

14 Don t be Creepy!

15 Things to keep in mind You need to have 500 unique users Bid up!

16 Modified Broad Match Lisa Sanner Senior Client Manager

17 Have you been Burned by Broad Matches? Broad match works well for many advertisers Greatest reach maximum opportunity for clicks and conversions; 20% of queries haven't been seen in the last 90 days Shorter keyword lists (need to watch negatives, though) BUT some want more control than broad match offers For more precise bid optimization to maximize ROI (performance) To prevent unwanted matches (brand reputation, legal or policy reasons)

18 What is Modified Broad Match?

19 Relative Reach of Match Types

20 Comparison of Match Type Behavior

21 Should I Try Modified Broad Matches? Are you interested in capturing more qualified traffic than your current Phrase/Exact keywords allow? Do you have a hard time hitting ROI targets on certain broad match keywords? Is it tough to capture all of the misspelling & plural variations of the brand name or products without unwanted expansions? Would you like greater control over what queries map to your keywords? Does you want to capture more traffic but struggle to manage keyword and negative lists? If your answer is Yes to any of the above, then try it and monitor your ROI metrics and search query data on these keywords.

Modified Broad Match Implementation Tips Always put the + immediately in front of the word you want to modify and have locked into the query. DON T leave any spaces between the + and the word.

22 Modified Broad Match Implementation Tips Always put the + immediately in front of the word you want to modify and have locked into the query. DON T leave any spaces between the + and the word. It won t work! Always put the + sign BEFORE the word that you want to modify and have locked into the query. DON T put the + after a word. It won t work! Google recommends to not delete existing keywords, but add modified keywords into the mix with appropriate bid differentials. Consider bidding higher on broad match keywords with the modifier than those without it in order to capture an increased share of relevant opportunity. Use both the Search Query Report and watch both keyword- and campaign-level performance statistics, especially conversion volume and cost per conversion.

23 Changes in Local Search Ben Krull Client Manager

24 Local Search The three things you must know about Google Places How Google s OneBox has changed and how it can impact your business The drastic changes in the Local Search interface and landscape

25 Local Search 20% of searches have local intent -Google

26 Google Places: Review Responses

27 Google Places: Real-time Updates

28 Google Places: Service areas Service Area (with Address) Service Area (without Address)

29 Google OneBox Changes

30 Google Interface Change for Local

31 Google Interface Change for Local

32 Key Takeaways Searchers will instantly see your address, phone number, and hours make sure it s accurate Managing your business reviews and responding when necessary is critical Local listings and Place pages are gaining prominence in Google take control of your listing and make sure it ranks well

33 Q&A

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