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ROCKING LOCAL
PAY-PER-CLICK
DANA DITOMASO
CEO, KICK POINT
@DANADITOMASO
#SMX #21D
Campaign
Structure
AD GROUP NAMES ARE IMPORTANT
WHY BOTHER?
LABELS, PEOPLE.
Enhanced
Campaigns
USE RADIUS TARGETING
(plus it was the only ad!)
WHERE WERE YOUR USERS?
Ad Extensions
GOOGLE SAYS…
“You can add more than one type of
extension to your ad, but keep in mind that
some extensions, such as sitelinks, may
override your location extensions. In these
instances, we won't show the location
extension in your ad.”
40 PIXELS FOR FREE*!
92px
52px
52px
*Free-ish. CPC was slightly higher on the location extension.
ALSO WORKS IN MOBILE
SERIOUSLY, USE EXTENSIONS
Call Tracking
USE LOCAL AREA CODES
Also true with “alternate” area codes – the new
ones have a lower CTR.
HUGE DROP OFF IN CLICK TO CALL
46 clicks, only 2 people actually called! (4%)
Keywords
USE NEIGHBOURHOOD NAMES
BE UNEXPECTED
• Art gallery & restaurants
• Bike paths & bike tune-ups
• Running paths & shoes
• Farmer’s markets & wine
• Museums & bookstores
• Festivals & hotels
Remarketing
Demographics
WHERE ARE THEY LOGGED IN?
WordPress Plugin:
http://wordpress.org/plugins/social-network-user-detection/
BUILD FACEBOOK DEMOGRAPHICS
LINKEDIN IS GREAT, TOO
What’s Next?
MULTI-SCREENS, WHAT DOES IT MEAN?
THAT’S NICE. NOW, HOW ABOUT THIS?
Have fun!
YOU & YOUR CLIENT, NEXT WEEK.
THANK YOU!
TWEET:
@DANADITOMASO
VISIT US:
KICKPOINT.CA

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