4 Ways Google Can Bring You Highly Targeted Leads
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1 4 Ways Google Can Bring You Highly Targeted Leads
2 Web.com & Google Google Web.com Established in 1997 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 Web.com + Google 1 of 16 Premier SMB Partners Referral partner for Google for AdWords customers Partnered to launch Premier SMB partner program internationally 2
3 Google and Web.com
4 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.
5 google.com/ads/premiersmbpartner
6 Web.com & the Googleplex
7 Tokyo, Japan, September 2012
8 90% Smartphone Laptop/PC Tablet Television Screen based 10% Radio Newspaper Magazine Non-screen based
9 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 9
10 Google+ Pages Local Listings are the new yellow pages How +1s influence when they are displayed 10
11 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
12 Why Do Local Listings Matter? 97% of consumers search for local businesses online 74% of people will use a recommended business +1s influence who your listing is displayed to. Local listings are prominent on the first page Local map listings are displayed even when no geographic term is used in search
13 How Do You Build a Google+ Page?
14 A Complete Local Listing Eye tracking studies show searchers are drawn to the most comprehensive listings
15 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
16 Search Engine Optimization What is SEO? How to get your business on the first page 16
17 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
18 Why does SEO matter? These listings tend to last for a long time and provide credibility 75% of users never scroll past the first page of search results. Organic clicks generate 25% higher conversion than equivalent PPC Can have multiple listings on the page
19 How Do You Do It?
20 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
21 Pay-Per-Click Advertising Instantly drive prospects to your business 21
22 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
23 Why Does PPC Matter? Can be paced to allow for steady stream of website traffic If effectively managed, PPC campaigns can start generating calls immediately Pay-Per-Click campaign allows a website to rapidly gain targeted traffic Allows you to quickly switch focus for seasonality and promotions without massive site overhauls
24 How Do You Build a PPC Campaign?
25 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
26 Mobile Advertising Mobile advertising is growing quickly Get in on it before your competitors
27 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
28 Why Does Mobile Advertising Matter? 77% of smartphone searchers contact a business after searching, 88% take action within a day. Mobile web adoption is ramping up 8X faster than desktop did. 75% of mobile internet users conduct searches on their devices
29 How Do You Build a Mobile Campaign?
30 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
31 Combing Strategies Combining all aspects of Google for Success 31
32 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
33 Case Study
34 Questions?
4 Ways Google Can Bring You Highly Targeted Leads
4 Ways Google Can Bring You Highly Targeted Leads 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
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