1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Increasing Your Presence on Google Presented by Karen Porter Department of Management & Marketing School of Business Administration The University of Montana

2. About This Course Brief overview ImpactOnlineMarketing.com/sell-google About your instructor karen@impactonlinemarketing.com (406) 529-8931 About attendees

3. Google – 3 Ways to Page 1 Why is Page 1 on Google important? Google owns 2/3rds of U.S. search 75% don’t scroll past page 1 Google organic results Achieve by SEO Google Adwords Paid positioning on Google Google + Local For locally-based, bricks & mortar businesses

4. Sample Google Results Page

5. Google Access Must have a Google account You will access Google Adwords and Google + Local through your Google account Easiest is to set up a Gmail email account Set one up just for business Do not want to share personal email access in order for someone to access your other Google accounts

6. Understanding Keywords Keywords the foundation of all search Your business comes up in results based on what words people are using to search Organic results – Google determines based on keywords, onsite SEO, popularity, relevance Adwords – based on keywords, bids, relevance Google + Local – based on keywords, relevance, reviews, and citations

7. What is a Keyword? Keywords are string of words entered by searchers into a search engine’s search bar Can be a single word, 2-3 words, or even more This entire string of words is referred to as a “keyword” Long keywords (4+ words) are referred to as “long tail” keywords The more detailed the keyword: The lower the search volume The more precise the targeting and ability to match needs

8. Determine Keyword Search Volume Use Google Keyword Planner Must open an Adwords account to use the Keyword Planner (no spending necessary) Only use EXACT match to explore Look at search volume column Which words have most search volume? Fall 2013ImpactOnlineMarketing.com

9. Keyword Match Type Only use EXACT match to explore keywords Exact match = tennis shoes Phrase match = tennis shoes for women –or- blue tennis shoes size 9 Broad match = shoes for tennis –or- tennis rackets and shoes Keywords must be compared “apples to apples” Fall 2013ImpactOnlineMarketing.com

10. Information in Keyword Planner Keywords, Search Volume, Competitiveness (based on AdWords competition) Note: Only use EXACT match to explore keywords Exact match = tennis shoes Phrase match = tennis shoes for women –or- blue tennis shoes size 9 Broad match = shoes for tennis –or- tennis rackets and shoes Keywords must be compared “apples to apples” Fall 2013ImpactOnlineMarketing.com

11. Keyword Example: “visit montana” Fall 2013ImpactOnlineMarketing.com

12. When to Use Google Adwords Fall 2013ImpactOnlineMarketing.com While waiting for first page Google organic rankings When ranking toward bottom of Google’s first page Even when holding top organic spots IF there is positive ROI In Google, use Analytics to set “goals,” monitor conversions, and study metrics

13. AdWords Best Used: Fall 2013ImpactOnlineMarketing.com High gross margin products High total profits Easy to sell items High growth business or product line New, scarce or seasonal products When selling predominantly online

14. Example of ROI Fall 2013ImpactOnlineMarketing.com 1,000 see your ad (impressions) 50 clicks (5% conversion) $.20 per click = $10 total cost 10 people make a purchase (20% conversion) $3 profit per item sold $30 profit - $10 AdWords cost = $20 net profit

15. Get Started with AdWords Fall 2013ImpactOnlineMarketing.com Use your Google BUSINESS account Go to Adwords.com Click “Get Started” and follow steps

16. Set Up Your Campaign Fall 2013ImpactOnlineMarketing.com Daily budget vs. monthy Search network vs. display network Name campaign (be specific) Choose ad location (geo-targeting) Network options (Google search vs. search partners) Devices (desktop & laptop, mobile, all available devices)

17. Creating Your Ads Fall 2013ImpactOnlineMarketing.com Text vs. display (start with text only) Headline - 25 characters Simple, descriptive, ideally uses keyword Description line 1 – 35 characters Remove objections, stress benefits Description line 2 – 35 characters Call to action or create sense of urgency Display URL (URL that shows in ad) Destination URL (where visitor is actually sent) Landing pages – use them when possible

18. Setting Up Your Keywords Fall 2013ImpactOnlineMarketing.com Do NOT use Google’s suggested words Rely on your own research Bid on Exact Match or Phrase Match Use caution with “estimated search traffic” Lumps all potential traffic together Tip: Enter possible keywords one by one and obtain estimated traffic for each individual keyword Use spreadsheet to track Display URL (URL that shows in ad) Destination URL (where visitor is actually sent) Landing pages – use them when possible

19. Where Does Your Ad Appear? Fall 2013ImpactOnlineMarketing.com Based on several factors Maximum bid amount This is MAX you will pay, not WHAT you will pay AdWord’s “Quality Score” Click through rate (how “popular” your ad is) Relevancy (to keyword and to pages your visitor is sent to after clicking on the ad In beginning, bids need to be higher No click-through history

20. Testing Your Ads Fall 2013ImpactOnlineMarketing.com Testing: improves results / decreases costs Rule 1: change ONE element at a time Ex: test 4 ads, same copy, different headlines Rule 2: select appropriate ad delivery option Do NOT use optimize (set by default) Automatically shows better performing ads more often Rotate option – shows ads relatively equally Overall – “optimize” is best For testing – “rotate” is best Ideally strive for 500 – 1000 impressions each ad

21. A Word About Negative Keywords Fall 2013ImpactOnlineMarketing.com Eliminates possible clicks you don’t want Example: you teach “German” – you don’t want clicks for: Shephard Dictionary Food Music Vacation Use negative keyword option to remove words Avoid unwanted clicks for irrelevant searches

22. Final Thoughts About AdWords Fall 2013ImpactOnlineMarketing.com Don’t get discouraged – takes practice Always keep testing Measure results Keep what works Dump what does not Do NOT rely on Google’s “help” Suggested keywords Help setting up campaigns

23. Google Places for Business Fall 2013ImpactOnlineMarketing.com Google’s own pages for small businesses If you have a Yellow Pages listing, you likely already have a Google + Local page Recommended that you “claim” your page so that you control it Can get a page set up if you don’t have one

24. 3 Types of Google + Local Results Fall 2013ImpactOnlineMarketing.com 7-Pack 3-Pack Row across top of all results

25. Why Claim Your Google Places Page? Fall 2013ImpactOnlineMarketing.com Increased exposure for search engine traffic Ensure Google has correct info about your biz Links your website to your Google Maps listing Allows customers to create driving directions Allows customers to leave reviews Allows you to add pictures to your listing Gives you a competitive advantages over non- claimed listings One of the best ways to get found on Google

26. How to Claim Your Places Page? Fall 2013ImpactOnlineMarketing.com Go to Google Places: http://www.google.com/places/ and chose Get Started under “Getting your business found on Google.”http://www.google.com/places/ Login with your Google Account Search for your business by doing a search for your business phone number If you already have a page: start adding info If you do NOT already have a page: go to http://www.google.com/local/add/businessCenter http://www.google.com/local/add/businessCenter

27. Adding Info to Your Places Page Fall 2013ImpactOnlineMarketing.com Confirm business name is correct Should be your official name Do NOT add qualifiers like city name, type of business, etc. Must be your NAME only Verify that address is correct Should be USPS official address for consistency Verify that phone number is correct Use standard phone formatting (406) 999-9999 Do NOT use tracking phone numbers

28. Adding Info to Your Places Page - 2 Fall 2013ImpactOnlineMarketing.com Complete ALL fields on the form Completeness can help you rank Use keywords in descriptive areas, in types of services provided, etc. – goal is to get found when people search Add hours of operation Add photos Add all 10 allowed Add videos Add all 5 allowed – do not even have to be your videos) Few do this – can give you a ranking advantage Add other descriptive info using SEO keywords

29. Verifying Your Page Fall 2013ImpactOnlineMarketing.com Submit your page for review Google will send a postcard to your business Postcard contains pin code and you will need to follow instructions to confirm your pin and tie to your page Can take 2 – 4 weeks for your postcard to arrive Once your page is confirmed, it will appear live

30. How Google Places Pages are Ranked Fall 2013ImpactOnlineMarketing.com Completeness of page Reviews of others Google reviews may receive more weight Never enter reviews yourself, even if real Google reviews need to come from separate computers Citations Listing online (examples: CitySearch, Trip Advisor, Insider Pages, Yelp, Kudzu, HotFrog.com, etc.)

31. How Google Places Pages are Ranked Fall 2013ImpactOnlineMarketing.com Completeness of page Reviews of others Google reviews may receive more weight Never enter reviews yourself, even if real Google reviews need to come from separate computers Citations Online listings (examples: CitySearch, Trip Advisor, Insider Pages, Yelp, Kudzu, HotFrog.com, etc.) Do it yourself – use a service like ExpressUpdateUSA.com or on LocalEze.com Or use a subcontractor for citations HUGE: addresses & phone numbers MUST be consistent

32. How Google Places Pages are Ranked Fall 2013ImpactOnlineMarketing.com Completeness of page Reviews of others Google reviews may receive more weight Never enter reviews yourself, even if real Google reviews need to come from separate computers Citations Online listings (examples: CitySearch, Trip Advisor, Insider Pages, Yelp, Kudzu, HotFrog.com, etc.) Do it yourself – use a service like ExpressUpdateUSA.com or on LocalEze.com Or use a subcontractor for citations HUGE: addresses & phone numbers MUST be consistent

33. THANK YOU! Please fill out evaluations Consider a SELL class this winter / spring Online & Social Media Certification Course Visit ImpactOnlineMarketing.com/sell-google for a copy of this PowerPoint deck & other links Karen Porter karen.porter@business.umt.edu -or- karen@ImpactOnlineMarketing.com (406) 529-8931