4 Ways Google Can Bring You Highly Targeted Leads

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1 4 Ways Google Can Bring You Highly Targeted Leads

2 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 2

3 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 spend in 2012 was 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 3

4 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 Google

5 90% Smartphone Laptop/PC Tablet Television Media consumption is screen based 10% Radio Newspaper Magazine Non-screen based

6 Pay-Per-Click Advertising Instantly drive prospects to your business 6

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

8 How Do You Build a PPC Campaign?

9 Keyword Research and Selection Google s Keyword tool and Google Trends provide insight into what people are searching and when. Quick Tips Think about keywords your customer s would use, not industry terms. This will help you get the best value from your search terms.

10 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 product/services

11 What Has Google Done Recently? Zip targeting is now supported Continue to increase ad extension options Offers Products Social Location Sitelinks

12 What Else Do We Know? 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 Zip targeting is most effective when also overlaid with radius Quality score is heavily influenced by click thru rate People are more inclined to click a special offer/service combo

13 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 Retargeting lets you follow customers

14 Google+ Local Pages Local Listings are where your customers find you 14

15 What is Google+ Local? Local listings that correspond with pinpoints on a map Displayed when a search is relevant and close Quick Tips 97% of consumers search for local businesses online, and Google + Local listings are where many are looking

16 How Do You Build a Google+ Page?

17 Claim Listing & Create Your Page Create a 100% complete a profile Add images and video Locate and claim your listing; use Google verification code Add business information and description Select Categories Create custom categories where needed

18 Generate Authentic Reviews existing prospects Post on Social Media Include request in signatures and invoices Quick Tips 74% of people will use a recommended business.

19 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 Removal Reasons 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

20 What Has Google Done Recently? + Google Places and Google+ have become one Introduced Zagat s 30 point scoring system Coupons No longer supporting coupons; replaced with offer Created policy to hide your address if you don t have physical location

21 What Else Do We Know? Content matters Using predefined categories is most effective; 1 st category is most influential 5 reviews increase rankings, but significant improvement beyond that requires 100+

22 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 +1s display your business for a pre-qualified audience

23 Search Engine Optimization What is SEO? How to get your business on the first page 23

24 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 Quick Tips Organic clicks generate 25% higher conversion than equivalent PPC

25 How Do You Search Engine Optimize?

26 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 keywords

27 Write Search Engine Friendly Content Quick Tips 75% of users never scroll past the first page of search results, so you need to be there. 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

28 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.

29 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

30 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

31 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

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

33 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, just touch to call Ads are targeted to be displayed in the top 2 spots in Google mobile search results Quick Tips 77% of smartphone searchers contact a business after searching, 88% take action within a day

34 How Do You Build a Mobile Campaign?

35 Selecting Keywords Use Keyword Tool for keyword ideas No mobile search volume yet Select shorter, abbreviated terms with geographical modifiers

36 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

37 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 geomodified

38 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

39 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

40 Combining Strategies Combining all aspects of Google for Success 40

41 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

42 Case Study To view this case study, please click here:

43 Questions?

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