Rocking Local Pay-Per-Click (PPC)

ROCKING LOCAL PAY-PER-CLICK

DANA DITOMASOCEO, KICK POINT@DANADITOMASO#SMX #21D

Campaign Structure

AD GROUP NAMES ARE IMPORTANT

WHY BOTHER?

LABELS, PEOPLE.

Enhanced Campaigns

USE RADIUS TARGETING

(plus it was the only ad!)

WHERE WERE YOUR USERS?

Ad Extensions

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.

ALSO WORKS IN MOBILE

SERIOUSLY, USE EXTENSIONS

Call Tracking

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%)

Keywords

USE NEIGHBOURHOOD NAMES

BE UNEXPECTED

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

Remarketing Demographics

WHERE ARE THEY LOGGED IN?

WordPress Plugin:http://wordpress.org/plugins/social-network-user-detection/

BUILD FACEBOOK DEMOGRAPHICS

LINKEDIN IS GREAT, TOO

What’s Next?

MULTI-SCREENS, WHAT DOES IT MEAN?

THAT’S NICE. NOW, HOW ABOUT THIS?

Have fun!

YOU & YOUR CLIENT, NEXT WEEK.

THANK YOU!

TWEET:@DANADITOMASOVISIT US:KICKPOINT.CA