Oliver Ewbank - Become a Local Hero: PPC Tips to Boss Your Neighbourhood

LinkedIn.com/OliverEwbank
Become a Local Hero
PPC Tips To Boss Your Neighbourhood
OLIVER EWBANK
@OliverEwbank

Become a
Local Hero
@OliverEw bank | #BrightonSEO

>20%
of Google searches are for local
products, services or placesSource: Google
@OliverEwbank | #BrightonSEO

59%
of consumers research online
before making a purchase in store(Source: Forrester Web-Influenced Retail Sales Forecast 2004 & 2017)

82%
of smart phone users use a search
engine when looking for a local
business
Source: Google

3 out of 4
people who conduct a search on
their mobile visit a related store
within 24 hours

Local PPC is kind of a big deal

19
Tips

Become the wolf of your street

1
Google Maps Ads

Local search ads link to your business’s location page (not just your website), which
includes information such as store hours, address, customer reviews and photos

1. Set up & verify Google My Business
https://bit.ly/2NWqsJr
2. Set up Location Extensions in Google Ads
https://bit.ly/2F6ZI6p
3. Use location targeting and bid by location
https://bit.ly/2Cgj72L
4. Include some location keywords
http://bit.ly/2NYZMaX

Analyse your Click Type

2
Google Display
Network

Tip: add “adsenseformobileapps.com” as a placement exclusion to stop your ads running
on apps http://bit.ly/2XQ6PaI

1. Exclude Apps
2. Run regular placement reports
3. Add, edit and remove managed placements
http://bit.ly/2T9dolb
4. Implement GDN location extensions
http://bit.ly/2u8Srg4

Google Display Network location extensions will include information such as photos,
business hours, and store location.

Case
Study

3
Store Visit
Conversions

1. Person searches & clicks your
ad
2. Google places a cookie /
checks their login details
3. Person visits one of your
stores
5. Google verify the store visit
4. Google track the person via
their phone
6. Google report store visits in
Google Ads

Paid Search has a huge impact offline as well as online, and using Store Visit
Conversions enables you to start quantifying the offline impact and getting a
more well rounded measurement on the ROI from your campaigns.

1. Have multiple store locations & receive
thousands of clicks & viewable impressions
2. Verify Google My Business for each store &
link GMB account to Google Ads
3. Ensure location extensions are active in
Google Ads http://bit.ly/2SVZG4Z
4. Contact your Google Ads rep http://bit.ly/2EWzwtS

The data first shows up in the conversions
section of your Google Ads account.

Once you have them, you can view them next to
your normal reporting columns http://bit.ly/2VSjrfp
Tip: there’s a 30 day lag whilst Google verifies store visit data, so it’s only accurate 30
days after the date range you’re viewing

Use the new Per Shop Report so you can
see store visits by store location

Use the new ‘New vs Returning’ segment you
can apply to store visit data http://bit.ly/2O3arla

4
Campaign
Structure

Create a UK nationwide campaign

Create a city / radius campaign

Create Two versions of each campaign for each products / service type:
1. Version 1 targets the whole of the UK but only contains keywords with the location
in them, e.g ‘spa hotel Brighton’, ‘spa hotel Sussex’
2. Version 2 geo-targets a specific radius around your business and contains keywords
that don’t include a location, e.g ‘spa hotel’
TIP: Test different
radius targets
TIP: Use modified
broad keywords

1. Use Google Ads Editor & paste campaigns
http://bit.ly/2FbzuiV
2. Use ‘append’ to add the location to the end
of your generic keywords http://bit.ly/2UARed5
3. Use keyword wrapper tool http://bit.ly/2UIX6kc
4. Adjust the location targeting of the
campaigns accordingly. Use negatives.

5
Location
Settings

36% of accounts I audited last year were not
using advanced location settings properly

Regularly review your user locations report

TIP: Instead of doing it manually campaign by campaign, you can do this all
in one go in Google Ads Editor http://bit.ly/2Uw40cw
Review & edit your advanced location targeting
within your campaign settings

Use negative locations when appropriate

6
Location
Layered
Bidding@OliverEw bank | #BrightonSEO

Layer locations on top of your overall location targeting so
you can adjust bids for them depending on their performance.

1. Use Geographic & User Locations report to
review performance by location: http://bit.ly/2T2EmdO
2. Gather a list of your store locations and
competitor store locations
3. Then add all the locations as layers on your
Google Ads campaigns http://bit.ly/2T2Dvd6
4. Monitor performance then adjust bids
accordingly (or allow your automated bidding strategy to adjust bids)

Google recommend testing 1,2, 5 and 10 mile
radius around your locations

Easily get lists of postcodes from Google or
Wikipedia to overlay

7
Keyword
Strategy

Presentation title v0153
500%
growth in ‘near me’ searches
containing a variant of “can I buy”
or “to buy”
Source: Google. Comparing Jul-Dec 2017 to Jul-Dec 2015.

1. Only use in radius campaigns
2. Exact and modified broad ad groups
3. Run regular Search Query Reports
4. Use Google suggest to find variations

8
Ad
Copy

It’s all about location, location, location

Making your ad text hyper-relevant to the location you’re targeting sounds
simple, but it’s really important to go to that level of granular detail

Presentation title v0164
10%
increase in click through rate on ads
that use Location Extensions
Source: Google

1. Link Google My Business to Google Ads
2. Filter out old stores or head office
3. Review performance regularly
4. Full instructions http://bit.ly/2TaX5nW

10
Call
Extensions

1. Add at campaign, ad group or account level
2. Use campaign level if you have multiple
locations
3. Set ‘interaction bid adjustments’
http://bit.ly/2Fc5VxC
4. Schedule with advanced settings

11
Message
Extensions

Dynamically
extend your
normal text ads
with an option to
click and text
message you
directly

1. You need a mobile phone
2. You must have the ability to respond
3. Ideal for small businesses
4. Full instructions http://bit.ly/2XU8RXc

12
Landing Page
Optimisation

Making your ads super relevant to your location isn’t enough on its
own. Your landing page needs to continue the journey and be just as
relevant to the locations you’re targeting, ideally with an individual
page per location.
3. Location relevant landing page

Create the pages on your site, or a landing
page tool like Unbounce

Test the speed of your landing pages
testmysite.withgoogle.com

13
Call Only
Campaigns
With RLSAs

Mobile campaign format where instead of the user clicking through to your site when
they click the ad, the click on the ad directly calls your business from their phone.
Overlaying RLSAs helps qualify the calls.

1. Create call only campaign http://bit.ly/2UB2Z39
2. Use the same keywords as your regular
campaign
3. Create ‘all visitors’ RLSA audience
http://bit.ly/2W10Ldz
4. Apply RLSA ‘Targeting’ (not observation)
http://bit.ly/2UBLvnc

14
New ‘Local
Campaigns’

A new campaign type which runs across a variety of ad formats, using machine
learning to drive the most store visits from your budget.

1. 30 days minimum
2. Must target 10 or more locations per
account
3. Meet eligibility requirements http://bit.ly/2Hl0vTk
4. Follow best practice guidelines http://bit.ly/2T21IR3

15
Local
Inventory
Ads

Google shopping ads for retailers, which include annotations of whether the product is
in stock in the nearest store to the searcher.

There are two options for this format:
1. A Google hosted local store front
(see image) which lands users on a
Google page before they can click to
your site (ideal if your site isn’t
transactional e.g Primark)
http://bit.ly/2TIXhiw
2. A merchant hosted local store front
which lands user straight on your site
(best for transactional websites)
http://bit.ly/2F7oRxx

1. Create Local Products Feed
2. Create Local Products Inventory Feed
3. Google carry out verification checks
4. Full instructions http://bit.ly/2HnS7CG

16
Local
Catalogue
Ads

Local catalogue ads (LCA) are a display ad format that
uses feed data from your local inventory ads feed.

1. Must have local products feed
2. Must have local products inventory feed
3. Link your location extensions
4. Full instructions http://bit.ly/2UCq4T3

17
Mobile
Tactics

Mobile bid adjustments, mobile specific ad text and mobile versions of ad extensions
are key to success.

1. Set mobile bid adjustments at ad group
level http://bit.ly/2CjYrqx
2. Use device based if functions
http://bit.ly/2Ungh6s
3. Create mobile calls to action
4. Utilise mobile sitelinks and callouts

18
Call
Tracking

1. 3rd party tools i.e. Infinity
2. Google’s own call tracking solution
3. Place a small piece of code around your
contact number
4. Full instructions http://bit.ly/2Cn3Aym

19
Offline
Conversion
Tracking

1.Involves web development
2. Compatible CRM
3. Full instructions http://bit.ly/2FbV2vU

Local
Summary

1. Structure for Success
2. Utilise Store Visit Data
3. Run Regular User Location Reports
4. Local Inventory Ads

@OliverEwbank
https://www.linkedin.com/in/oliverewbank/

Oliver Ewbank - Become a Local Hero: PPC Tips to Boss Your Neighbourhood

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