4 Ways Google Can Bring You Highly Targeted Leads

4 Ways Google Can Bring You

Agenda

 Google and Web.com Partnership

 How to have immediate impact with Pay-Per-Click

 Leveraging Google+ Local for your business

 Why and How to Use SEO to get listed on page 1

 How to get in early on mobile advertising

 Combining all areas of Google for success

 Questions

Web.com & Google

 Do all things internet marketing

 Over 3MM customers

 Mission: make small businesses successful online

 65% of searches happen on Google.com

 80% of internet users reached by Google Display Network

 95% of mobile search spend in 2012 was spent on Google

 1 of 16 Premier SMB Partners

 Referral partner for Google for AdWords customers

 Partnered to launch Premier SMB partner program internationally

Google Premier Partner

 Requires proven performance at the highest level

 1 of 16 Google Premier SMB partners

Benefits include

 Dedicated account management by Google

 Ability to beta test new products and features

 In-depth data and analytics provided by

Smartphone Laptop/PC Tablet Television

Radio Newspaper Magazine

Media consumption is screen based Non-screen based

90

%

Instantly drive prospects to your business

6

What is Pay-Per-Click Advertising

?

 Sponsored ads are at top and right of results page

 Pay-Per-Click advertising lets you bid for specific words on Google to get immediate listings

 Advertisers pay only when the ad is clicked

Pay-Per-Click advertising is the fastest way to start generating calls

Keyword Research and Selection

Google’s Keyword tool and Google Trends provide insight into what people are searching and when.

Think about keywords your customer’s would use, not industry terms. This will help you get the best value from your search terms.

Creating Ads and AdGroups

 Ads should contain keyword(s),

strong call to action and link to page with keywords on it

 Select multiple Ad Groups to target the right types of business.1 ad

group + 1 landing page per product

 Enable ad extensions for the most conversions; include site links for more exposure for more

What Has Google Done Recently?

 Zip targeting is now supported

 Continue to increase ad extension options  Offers  Products  Social  Location  Sitelinks

What Else Do We Know?

 Zip targeting is most effective when also overlaid with radius

 Google’s search network provides the most relevant exposure and the highest conversions

 Position 3 or 4 is often the sweet spot for our advertisers

 Offer extensions are

automatically included when offers are created using text

 Quality score is heavily influenced by click thru rate

 People are more inclined to click a special offer/service combo

How Is PPC Targeted?



Geographical targeting allows for radius and zip

code options



Phrase, broad, exact match let you decide how

relevant a search should be



Add “negatives” to avoid the traffic you don’t want



Day-part your ads for exposure at the right time



Pacing your budget ensures consistent traffic

Local Listings are where your customers find you

14

What is Google+ Local

?

with pinpoints on a map

 Displayed when a search is relevant and close

97% of consumers search for local

businesses online, and Google + Local listings are where many are looking

Claim Listing & Create Your Page

Create custom categories where needed

Locate and claim your listing; use Google verification code

Create a 100% complete a profile

Add images and video

Add business information and description

 Email existing prospects

Generate Authentic Reviews

74% of people will use a recommended business.

Quick Tips

 Post on Social Media  Include request in email signatures and invoices

Monitor Your Listing

 Monitor your listing to make sure it’s up

 Listings come down for a variety of reasons

 Checking your listing several times a week to ensure that it’s up and running

 Reinstate listing as quickly as possible to avoid losing placement

• Illegal Activities • Malicious Products • Hate Speech

• Ranking Manipulation • Fake User Profile Name

• Account Hijacking • Child Safety • Spam

• Contest and Promotions • Violence

• Sexually Explicit Material • Harassment & Bullying

• Personal/Confidential Information • Regulated Goods & Services • Impersonation/Deceptive Behavior

What Has Google Done Recently?

 Google Places and Google+ have become one

 Introduced Zagat’s 30 point scoring system

 No longer supporting coupons; replaced with offer

 Created policy to hide your address if you don’t have physical location

+

What Else Do We Know?

 Content matters

 Using predefined categories is most effective; 1st _{category is}

most influential

 5 reviews increase rankings, but significant improvement beyond that requires 100+

How Is Google+ Local Targeted?

 Select relevant and custom categories

 Listings are displayed because a business is local to a searcher

 Thorough business descriptions make your business relevant

What is “SEO”?

How to get your business on the first page

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What is Search Engine Optimization?

 Search Engine Optimization refers to the techniques you use to get your website to show up in the organic search listings

 Organic listings are displayed below paid search and interspersed between map listings

 Two Types of SEO

 On page SEO = content and code Google considers relevant

 Off page SEO = process of gaining trust to get your website displayed

Organic clicks generate 25% higher

conversion than equivalent PPC

Select Keywords

 Use Keyword Tool to select “High Impact” terms

 Select Long Tail Keywords

 Longer, more specific keyword phrases that target specific traffic

 They convert better than short tail or 1 word

Write Search Engine Friendly Content

 Create at least 500 words of content interspersing keywords

 Include up to 2 keyword themes per page

 Create interior pages to focus on each individual product or service

 Use most important keywords close to the top of the content, as the first paragraph is most important to the page

75% of users never scroll past the first page of

search results, so you need to be there.

Build Natural Links

 Link building is time intensive

 Submit to Directories to start Link building

 Blog

 Write and publish articles

 Post press releases

 Be active in Social Media

Think of your website as an island. It’s beautiful but no one knows where it is. Links are like boats that go to your island. The more quality boats you have the more people who can visit.

What Has Google Said Recently?

 Unique and relevant content is critical

 Duplicate content is not okay

 Paid links and link farms are not okay

 Keyword stuffing is not okay

 User experience should be natural

 A page should have 900 words of content

What Else Do We Know?

 Diversity in link building is key

 Social signals

 Press releases

 Articles

 Social is a key influencer of organic rankings

 SEO is not free

 2 keyword themes can be supported within a single page; with 500 word of content this could be as many as 5 key phrases per theme

How Is SEO Targeted?

 Gets traffic from people looking for very specific things with “long tail” phrases

 Local geographic modifiers help you achieve higher placement in the areas your customers are located

 Using your most important keyword phrases throughout your site helps you get multiple listings on the page

 Organic rankings have longevity and increase over time as long as relevance is maintained

Mobile advertising is growing quickly Get in on it before your competitors

What is Mobile Advertising?

mobile devices

 A new (and the fastest growing) form of advertising

 Ads come up when someone searches in local area on a smartphone, just touch to call

 Ads are targeted to be displayed in the top 2 spots in Google mobile search results

77% of smartphone searchers contact a business after searching, 88% take action within a day

Selecting Keywords

 Use Keyword Tool for keyword ideas

 No mobile search volume yet

 Select shorter, abbreviated terms with geographical modifiers

Determining Bid Strategy

 Use a much more aggressive bidding strategy to obtain positioning in the top 2 spots

 Pace campaign so that ads show when your customers are most likely to be on the go

What Has Google Said Recently?

 Manage mobile budgets separately

 1 in 3 search queries on mobile devices is local

 Ad copy should be created differently

 Keywords should be abbreviated and geo-modified

What Else Have We Learned?

 The number of industries is growing

 Click to call is not an obvious conversion technique and can be a deterrent

 The number on your

destination page needs to be readable

 Having a mobile-optimized site is vital

How Is Mobile Advertising Targeted?

 Satisfies an immediate need

 Local results; geographical targeting allows for radius, zips, and cities

 Abbreviated keyword selection for mobile searches

 Time campaigns for when people are most likely to be on mobile devices

 Urgency of mobile search puts you in front of prospects with immediate need

Combining all aspects of Google for Success

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Google Search Engine Results Page

 Showing up in all three areas

 Provides you the most real estate

 Lets prospects know you are leader in industry/market

 Captures all different types of searchers

 Running a mobile campaign

gives you coverage during hours when users tend to be mobile

 Google+ refines how your

business is displayed to get you the most relevant audience in local results

Case Study

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