local ppc at scale - a balihoo presentation at smx west
DESCRIPTION
View the presentation to gain several insights into executing local PPC at scale, including: Why local PPC is so difficult to execute–but also crucial An example of effective locally executed PPC campaigns, and the winning results Brand benefits When to use automation vs. people Secrets to success How to get started Resources for added supportTRANSCRIPT
“By 2015, companies that focus on
integrated processes for Local Marketing
Enablement will increase revenue by 15 to
20%.”(Gartner Research, Top 10 Marketing Processes for 2012, 21 March 2012, Kimberly Collins)
What are we talking about?
• 100s or 1000s of SMB’s selling the same product
• Highly geographic specific
• Typically unsophisticated marketers, especially digital
• Highly value phone calls
• Low PPC budgets ($100-$1000/mo)
Franchisee
Reseller
Distributor
Agent
LocalAffiliates
Centrally managed local campaigns that compliment your national strategy
• 30%+ of desktop searches and 50%+ of mobile searches demonstrate local intent
• Searchers demonstrating local intent are by nature further down the customer lifecycle
• Sponsored ads/maps on high commercial intent keywords take up 85% of the above-the-fold pixels (worse on mobile)
• Local SEO is becoming increasingly more difficult and technical for the typical SMB
• Your local partners are either already executing PPC poorly (bad) or not executing PPC at all (even worse)
Why should national brands care?
Case Study: Local PPC @Scale – National Floral Brand
Situation: • Thousands of local florists• Non company-owned• E-commerce templated local
sites• Historically traditionally media
heavy
What They Did: • Templated PPC campaign• Enrollment effort• Corporate managed (portfolio
approach) • Fully transparent, flat-rate
pricing• Avg. budget = $208/month
Case Study: Local PPC @Scale – National Floral Brand
Results (6 months): • 50% adoption• CTR 8% higher than corporate
PPC campaigns• Conversion rate >10%• Conversions = 70% phone/30%
web• Avg. ROI: +300%
→ Corporate wins: >$250K/month in incremental PPC budget driving local sales of their product
→ Local store wins: Professional PPC management at a fraction of the cost with demonstrable ROI
Brand Benefits of PPC@SCALE for Local
• Centralized control ensures consistency of the message and integrity of the brand (and competitive bidding management)
• Dramatically increased SERP coverage utilizing local data and budgets = leverage
• Aggregated reporting provides a single-view into total local PPC performance
Local Affiliate Benefits of PPC@SCALE for Local
• Easy-button for digital
• Data aggregation drives enhanced performance well beyond typical local capabilities
• Low-cost management fees puts more dollars to work for clicks/conversions
Consumer: Easy, seamless local conversion
BENEFITS
Implementation – Machines vs. People
Software:
• Account creation
• Template application
• Tracking phone # swapping
• Reporting
People:
• Strategy/Template development
• Testing
• KPI Management
• Account-level portfolio management
PPC@SCALE – Secrets to Success
• Share the burden: • National provides management and execution• Local provides budget and fulfillment
• Local landing pages are required
• Must have phone tracking
• Pricing transparency is key
• You need an adoption plan • 10% will be overly-sophisticated• 20% will never engage• 70% is the addressable market
• Ensure alignment with national PPC efforts
How to get the ball rolling
Pilot Program
• Manual implementation
• Variety of markets (10-20)
• Identify 4-5 key KPI’s
• Build campaign template〉 Consistent keywords/ad groups〉 Consistent ad copy modified for
geography and business name
• Identify scaling approach (people versus technology)
Resources
http://balihoo.com/local-marketing-resources
Bonus Question: What year were all these movies released?