Winning the moment in a tough economy - Google Partners event recap

Adster CreativeWinning the moment in a tough

economy.

Edmonton Google Partners Event:

What’s in store?

Intro: Here comesthe fun.

Advertising your business in Alberta today?


• Who are these guys & gals in the blue coats?• Awesome stuff we do as a Google Partner.• Winning moments that matter –when they matter

most!


Adster Creative: the who.


• Founded by two brothers in 2009• Experience dating back to 1998• Featured Google Partner• Edmonton based team of 11 & growing!


Whadda we do?


We’re a Performance

Digital Marketing Agency.


Featured Google Goodness.


• Website compliance & optimization.• Google Adwords Management.• SEO type stuff & local search.• Content & Social Marketing.• Measuring the effectiveness of Digital!


I’m a new co. & don’t know where

to start.

My customers

can’t find me online!

Which parts of my

advertising are working?

I want to dominate my space on the

web!

Step 1: Define & understand the customer’s goals

Moments we win for our customers.

1. Now more than ever: getting your fine self setup towin some of them moments.

1. Don’t lose the moment!

The Usual Suspects: • Invisible technical issues.• Penalty due to bad SEO practices.• Missing important words in the right places.• Slow, non-mobile optimized website.• Users have difficulty determining what you do and why you’re awesome!



• UK Dissertations?• Homework?• Movie Reviews??

Even Adster Fails: • Website hacked / security risks.• Confusing poor Google due to confusing content.• Those invisible things only we nerds can find.


But hey, we’re quick.


Is this Mobile thing real?



• Desktop users• Mobile / tablet users

Client 1:• In 2009, .03% sessions where non-desktop.• In Aug of this year Mobile & Tablet > desktop (50.3%)

Client 2:• In 2011, 30% of sessions non-desktop• In recent months, Mobile & Tablet is TWICE that of desktop


This is tip of the iceberg.• How mobile friendly are you? • Any broken / invisible stuff going? Looming threats?!• Are evil people linking to you?• How does big ‘G’ really understand your site?• Uncovered through our flexLOCAL™ Lite & Premium audits


Stuff you can do today.• Do the site:sitename.com thing .• Run your site through Google speed / mobile test tools .• Get setup with Google Search Console.• Talk to an Adster-ite later this morning about an audit!


2. The inexpensive ‘how to’ moment & content generation :

‘No more unfinished basement’.

The only thing that could be more

perfect than our perfect family is the perfect basement!

2. Winning the ‘how do I’ moment

First things first: ‘What will our perfect basement cost?’


“That’s great, but whydoes it stink now?”


This client’s epic wins:• Ranks for ‘long tail’ search terms in the #1 Search Engine.• Ranking & generating views in the 2 Search Engine.• Check out the visits to the portfolio & quote page!• Other’s reference this content earning sweet links & shares.


Things you can do today:• What 5 things are customers always asking you?• Don’t forget the world’s #2 search engine!• Ask for some help in researching & creating

great, measurable content that converts!


3. On the go and ‘local’ moment:I need it in Edmonton.

Does the local moment matter?• Proven mobile phone usage is real & climbing!• More than 50% of these searches means business.• Google wants to deliver ‘real’ local results.

3. The local moment

3. The local moment

How’s all that work?

3. The local moment

3. The local moment

Winning Local Search: • Heavily influenced by external signals• Predicated on ‘NAP’ (Name, Address,

Phone #).• Also looks at ‘classic’ search signals

3. The local moment

Losing the local moment:

3. The local moment

3. The local moment

3. The local moment

Versus:

Usual suspects: • You’ve recently changed business addresses.• You got a new phone number.• Your site is sending mixed / no signals.• Primary aggregator data is erroneous.• In short, NAP confusion!

3. The local moment

Things you can do today: • Get setup / claim your Google My Business page.• Make sure your business info is accurate on & off site.• Google search your phone number. Anything crazy?• Talk to Adster about helping you sort out and manage

your local & organic search stuff.

3. The local moment

4. Winning the ‘brand’ moment:What are y’all about?

6. Winning your moment

They know who you are so now what:

• From a strategic standpoint, this is HUGE• How much did it cost to get them here?• This is a typical starting point for offline media• If nothing else don’t fudge this moment!


Reputation Monitoring & Controlling SERPS:

• Look at those big ‘ole tweets• Look at all those reviews!• Thought put into ‘controlling’ first page• Time and energy have been put into what someone sees when they search for brand.


Losing the moment with & without Adwords search:

• Your Brand includes generic words.• Your ads don’t run 24/7 or are limited by budget.• Remember the very limited real estate on mobile!


Takeaways & to-dos: • Seriously consider bidding on your brand.• Once per month, scan the first page. Any nastiness?• Earn yourself some Google reviews.• Chat with some Adster folks about how we pro-actively work on building and preserving brand authority.


5. I need it NOW moment:The Credit Card is Burning.

5. The I need it right meow moment

Your customers & the ‘buy’ moment:• Services / Products with some level of urgency.

• Situations where you may not ask for referral from friends.

• Customers who’ve done their homework.


Trust no one.


The local auto body shop.


autobody shop+autobody +shop“autobody shop”[autobody shop]-autobody shop


$1800 well spent?!• most horrific accidents• urban legends mishaps disasters• sewing repair shop• tv buy sell and repair• cancel popular mechanics magazine subscription• top ten worst bodyshop pets• Job / employment - ($570 of $1800)


The Adwords top 5 fails:• Geo is set too open with no exclusions.• Search & Display targeted together• No negative keywords added to adgroup / campaign.• Severe budget / impression share issues.• No idea what’s working & what isn’t.


Doing it up flexLOCAL style:• Streamlined efficient setup.• Perfect balance of human and automated

management.• Highly transparent reporting and lead collection.


Why it matters:• Basic setups will rarely cover it these days.• You need to understand what you aren’t.• How to make the most of a limited budget.


Things you can do today: • Make sure you’re using Adwords Goodies.• Get some negative keywords added.• Get goals setup and conversion tracking.• Talk to Adster about flexLOCAL.


6. Don’t lose the measurement moment: ‘Tracking all those crazy customers’.

6. The measure it moment

Is it that easy?• Define the marketing objectives.• Understand what drives these outcomes.• Optimize campaign & media spend accordingly.


Key takeaway & thoughts: • What do you want your users to do?• Get analytics & conversion tracking setup on your

site!• Which moments can you afford to be there for?

Which moments CAN’T you afford to lose?


In conclusion & parting thoughts:

• Micro Moments – they’re happening in Edmonton!• If you better understood these moments and their value, would that influence your marketing decisions?

"Half the money I spend on advertising is wasted.The trouble is I don't know which half."

John Wanamaker – 100 years before the interweb was invented!

Is there any value in having a partner help you understand which half?

Thank you.

Winning the moment in a tough economy - Google Partners event recap

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