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Anna Hutson, Director of Account Services at Formic Media, presents local PPC best practices at the January 2013 Pearl Distric Business Associate (PDBA) & SEMpdx event in Portland, OR. Hutson covers the importance of local PPC, best practices and tactics for implementing a local PPC campaign.
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PDBA January Breakfast Meeting: Demystifying SEO, Social Media and Digital Marketing!
Presenter: Date: Location:
Anna Hutson, Director of Account Services, Formic Media, Inc. January 9th, 2013 Bridgeport Brew Pub
Formic Team
• Launched in 2008 to service small business & partners
• Specializes in search, social and website development
• 100% of Account Team Google AdWords & Google Analytics Certified
• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics,
etc.) • Focus on education via monthly Seminar Series
Demystifying SEO, Social Media and Digital Marketing!
PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!
Agenda • What is Local PPC? • Why is Local PPC Important? • How PPC & SEO Work Together • Implementing a Local PPC
Campaign • Free Google Tools
PPC Ads
PPC Ads Organic
Results
Local Results
What is Local PPC
Why is Local PPC Important
Why is Local PPC Important
How PPC & SEO Work Together
How PPC & SEO Work Together
Multiple results for PetSmart
Multiple results for Stay Pet Hotel
Implementing a Local PPC Campaign
Implementing a Local PPC Campaign
Navigate here > http://www.google.com/adwords/express/
Click the “Get started now” button
Implementing a Local PPC Campaign
Ad Preview
Enter billing information
Choose a category, write your ad, choose a monthly budget – GO!
Free Google Tools for your Local PPC Campaigns
PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!
Why Use Google Tools? • Free* • Robust • Integrated (Google+) • Large user-base • Community-supported • Continually evolving and improving
• *Apps, Gmail and Analytics offer premium services for a fee
PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!
Google Keyword Tool What
Research keyword opportunities for website, PPC campaign optimization
Why Understand what keywords audience is searching for Integrates with AdWords, Traffic Estimator
How Sign-in to a Google account for more robust options Type in keyword variations, provide regional, device
targeting
Google Keyword Tool
Highlights Sign-in to a Google account for robust options Set location, device targeting specifications Export to CSV file or directly to AdWords
Google Keyword Tool
Google Traffic Estimator
Google Analytics What
Measure website visitor behavior and performance Why
Understand efficacy of marketing & user experience Integrates with AdWords, AdSense & Webmaster
Tools How
Set up account, drop code onto pages & learn Conversion funnels used to require “thank you” page
Google Analytics
Highlights Utilize custom reports & advanced segments Create conversion funnels Factor in e-commerce & goal tracking
Google Analytics
GoMo by Google
What Complete resource for mobile development
including website grader and basic mobile website builder
Why Free report with recommendations on your
mobile website How Visit HowToGoMo.com
GoMo by Google
Highlights GoMoMeter tests your mobile website across
critical factors and provides recommendations
GoMo by Google
Highlights Google has partnered with dudaMobile so you can
easily build a website
GoMo by Google
What We Do
Services
Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings".
PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings.
SEARCH ENGINE OPTIMIZATION
Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence.
WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness.
SOCIAL MEDIA MARKETING
We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients.
PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry.
FREE SEMINARS
Demystifying SEO, Social Media and Digital Marketing!
Thank you!
Contact Anna Hutson for more information anna@formicmedia.com
503.517.9059 x123
PDBA Meeting Demystifying SEO, Social Media and Digital Marketing!
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