4 Ways Google Can Bring You
Web.com & Google
Web.com
Web.com +
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 ads in 2012 will be 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 and Web.com
What is a Premier SMB Partner
“Our Premier SMB Partners must meet Google’s highest standards for qualification, training, and commitment to customer service, providing them with a unique level of knowledge and expertise. In addition, PSPs all have extensive experience in creating and managing local Adwords campaigns for small and medium-sized businesses.”
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10
%Agenda
The importance of Google+ Local to your business
Using SEO to get your business on the first page of Google
Immediate impact with Pay-per-Click advertising
The new opportunity with mobile advertising
Combining all areas of Google for success
Questions
Local Listings are the new yellow pages How +1s influence when they are displayed
10
What are Local Listings
?
Local listings that correspond with pinpoints on a map
Recently combined with Google+
Displayed when a search is relevant and close
Reviews influence how
frequently listing is displayed
Google+ allows you to form circles for segmenting
audiences
+1 feature lets others promote your business
Why Do Local Listings Matter?
97% of consumers
search for local
businesses online
74% of people will use a recommended business
Local map listings are displayed even
when no
geographic term is used in search
Local listings are
prominent on the first page
+1s influence who
your listing is displayed to.
A Complete Local Listing
Eye tracking studies show searchers are drawn to the most comprehensive listings
How Do Local Listings Drive Targeted Leads?
Precise and Relevant Targeting
Selected relevant/custom
categories
Listings displayed when local to
searcher
Thorough business descriptions
make your business relevant
+1s display your business for a
“pre-qualified” audience
What is “SEO”?
How to get your business on the first page
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What is Search Engine Optimization?
SEO = “search engine
optimization”
Organic listings are
displayed below paid
search and interspersed
between map listings
Gain trust to get your
website displayed
Why does SEO matter?
75% of users never scroll past the first page of search results.
Organic clicks
generate 25% higher
conversion than
equivalent PPC These listings tend to
last for a long time
and provide credibility
Can have multiple
How Does SEO Drives Targeted Leads?
Refined Searches
“Long tail” phrases target customers searching for very specific things
Local geographical modifiers help target local searchers
More than one listing can be displayed in the organic results at a time
Rankings have longevity and increase over time
Instantly drive prospects to your business
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What is Pay-Per-Click Advertising
?
Pay Per Click advertising
lets you bid on Google to
get immediate listings
Sponsored ads at top and
right of results page
Advertisers pay only
when the ad is clicked
Why Does PPC Matter?
Pay-Per-Click campaign allows a website to rapidly gain
targeted traffic
If effectively managed, PPC campaigns can
start generating calls immediately
Allows you to quickly
switch focus for
seasonality and promotions without
massive site overhauls
Can be paced to allow for steady stream of website traffic
How Does PPC Drives Targeted Leads?
Easy Refinements
Geographical targeting allows for radius and zip code options
Add “negatives”; flexibility in broad, phrase and exact match
Retargeting lets you “follow” customers Pacing and day-parting allow for ad display at opportune times
Mobile advertising is growing quickly Get in on it before your competitors
What is Mobile Advertising?
Pay-per-click advertising displayed
on mobile devices
A new (and the fastest growing) form
of advertising
Ads come up when someone
searches in local area on a
smartphone
Ads are targeted to be displayed in
the top 2 spots in Google mobile
search results
A prospect only has to touch the ad
to call a business
Why Does Mobile Advertising Matter?
Mobile web adoption is
ramping up 8X faster
than desktop did.
75% of mobile internet users conduct searches
on their devices
77% of smartphone searchers contact a business after searching, 88% take action
How Do Mobile Ads Drive Targeted Leads?
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
