SMX West3.12.13

LOCAL PPC@SCALE

Shane Vaughan, CMOsvaughan@balihoo.com@shanevaughan

“By 2015, companies that focus on

integrated processes for Local Marketing

Enablement will increase revenue by 15 to

20%.”(Gartner Research, Top 10 Marketing Processes for 2012, 21 March 2012, Kimberly Collins)

What are we talking about?

• 100s or 1000s of SMB’s selling the same product

• Highly geographic specific

• Typically unsophisticated marketers, especially digital

• Highly value phone calls

• Low PPC budgets ($100-$1000/mo)

Franchisee

Reseller

Distributor

Agent

LocalAffiliates

Centrally managed local campaigns that compliment your national strategy

• 30%+ of desktop searches and 50%+ of mobile searches demonstrate local intent

• Searchers demonstrating local intent are by nature further down the customer lifecycle

• Sponsored ads/maps on high commercial intent keywords take up 85% of the above-the-fold pixels (worse on mobile)

• Local SEO is becoming increasingly more difficult and technical for the typical SMB

• Your local partners are either already executing PPC poorly (bad) or not executing PPC at all (even worse)

Why should national brands care?

Case Study: Local PPC @Scale – National Floral Brand

Situation: • Thousands of local florists• Non company-owned• E-commerce templated local

sites• Historically traditionally media

heavy

What They Did: • Templated PPC campaign• Enrollment effort• Corporate managed (portfolio

approach) • Fully transparent, flat-rate

pricing• Avg. budget = $208/month

Case Study: Local PPC @Scale – National Floral Brand

Results (6 months): • 50% adoption• CTR 8% higher than corporate

PPC campaigns• Conversion rate >10%• Conversions = 70% phone/30%

web• Avg. ROI: +300%

→ Corporate wins: >$250K/month in incremental PPC budget driving local sales of their product

→ Local store wins: Professional PPC management at a fraction of the cost with demonstrable ROI

Brand Benefits of PPC@SCALE for Local

• Centralized control ensures consistency of the message and integrity of the brand (and competitive bidding management)

• Dramatically increased SERP coverage utilizing local data and budgets = leverage

• Aggregated reporting provides a single-view into total local PPC performance

Local Affiliate Benefits of PPC@SCALE for Local

• Easy-button for digital

• Data aggregation drives enhanced performance well beyond typical local capabilities

• Low-cost management fees puts more dollars to work for clicks/conversions

Consumer: Easy, seamless local conversion

BENEFITS

Implementation – Machines vs. People

Software:

• Account creation

• Template application

• Tracking phone # swapping

• Reporting

People:

• Strategy/Template development

• Testing

• KPI Management

• Account-level portfolio management

PPC@SCALE – Secrets to Success

• Share the burden: • National provides management and execution• Local provides budget and fulfillment

• Local landing pages are required

• Must have phone tracking

• Pricing transparency is key

• You need an adoption plan • 10% will be overly-sophisticated• 20% will never engage• 70% is the addressable market

• Ensure alignment with national PPC efforts

How to get the ball rolling

Pilot Program

• Manual implementation

• Variety of markets (10-20)

• Identify 4-5 key KPI’s

• Build campaign template〉 Consistent keywords/ad groups〉 Consistent ad copy modified for

geography and business name

• Identify scaling approach (people versus technology)

Resources

http://balihoo.com/local-marketing-resources

Bonus Question: What year were all these movies released?

svaughan@balihoo.com