Sizzling Hot Tips for PPC & Local Search

Dave Kuhl – Client Manager

Lisa Sanner – Snr. Client Manager

Ben Krull – Client Manager

August 18, 2010

Webinar Logistics & Introductions

• Being recorded

• Email with link will be sent out later this

week

• Ask questions throughout

Presentation AgendaAbout Point 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

Google Content Remarketing

Dave Kuhl – Client Manager

What is Content Advertising?

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

What is Content Remarketing?

MyGolfStore.com

How to set up Content Remarketing

• Create a new campaign and a new ad

group

• Select the new ad group under the

campaign

How to set up Content Remarketing

• Create new audience(s)

How to set up Content Remarketing

How to set up Content Remarketing

How to set up Content Remarketing

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

Don’t be Creepy!

Things to keep in mind

• You need to have 500 unique users

• Bid up!

Modified Broad Match

Lisa Sanner – Senior Client Manager

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)

What is Modified Broad Match?

Relative Reach of Match Types

Comparison of Match Type Behavior

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 MatchImplementation 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.

Changes in Local Search

Ben Krull – Client Manager

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

Local Search

“20% of searches have local intent” -Google

Google Places: Review Responses

Google Places: Real-time Updates

Google Places: Service areas

Service Area (with Address) Service Area (without Address)

Google OneBox Changes

Google Interface Change for Local

Google Interface Change for Local

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

Q&A

davek@pointit.com

lisas@pointit.com

benk@pointit.com