PubCon Masters Training Workshop 2021

1. Pubcon Pro Masters Group
Local PPC: Brick by Brick
Presented by:
Damon Gochneaur

2. LOCAL PPC FUNDAMENTALS
BRICK BY BRICK

8. • Extensions
• Targeting
• Landing Pages
• Ad Copy
• Ad Types
• Tracking
• Structure

9. • Targeting
• Ad Types
• Reporting

10. Housekeeping image/Do not Disturb sign?

11. REMEMBER:
There’s no silver bullets or shortcuts

14. Pixel all the things!

15. Track Conversions

17. #pubcon
@damongochneaur @jlaratro
Track all the calls!

18. • Extensions
• Targeting
• Landing Pages
• Ad Types
• Tracking
• Structure
• Local Service Ads

19. extensions

20. Location Extensions

22. Call Extensions

23. Track all the calls!

24. Site Extensions

25. extension
BONUS

26. Dynamic Image Extension

27. Targeting

28. Location Targeting

29. Radius Targeting

30. Zip Code, City, County Targeting

31. Target Wide – Exclude Specific

32. Think through your targeting, and exclusions

33. Use your conversion data

34. Hyper Local Can Suck

35. Landing
pages

36. Landing Pages

37. Landing Pages

38. Landing Pages

39. Landing Pages

40. AD COPY

42. • Keep it hyper local
• Create a sense of urgency
• Test, Test, Test
• Refresh your ad copy now

43. AD TYPES

44. Call Only Ads

45. Map Ads

46. #pubcon
@damongochneaur @jlaratro
Local Service Ads

47. #pubcon
@damongochneaur @jlaratro
Local Service Ads

48. #pubcon
@damongochneaur @jlaratro
Local Service Ads

49. #pubcon
@damongochneaur @jlaratro
Local Service Ads

50. #pubcon
@damongochneaur @jlaratro

51. tracking

52. #pubcon
@damongochneaur @jlaratro
Pixel all the things!

53. #pubcon
@damongochneaur @jlaratro
Track Conversions

54. #pubcon
@damongochneaur @jlaratro

55. #pubcon
@damongochneaur @jlaratro
Track all the calls!

56. structure

58. BONUS

59. Bing Tips
• More ROI
• Easy Google Ads migration
• Beware of Google Ads Geo Targeting to Bing Geo
Targeting
• Always turn on auto UTM tagging
• 20% of Google Ads traffic

60. Extra Topics
• Budgeting
• Bidding
• Reporting
• Keywords
• Management
• Success Metrics

62. Hyper Local Can Suck

63. Target Wide – Exclude Specific

64. Don’t be afraid of Radius Targeting

67. • Targeting
• Ad Types
• Reporting

68. TARGETING

69. • Geo-Targeting
• Keywords
• Life Events
• Custom intent Audiences

70. #pubcon
@damongochneaur @jlaratro
Target Wide – Exclude Specific

71. Search Query Report

73. Keyword Tools - Spyfu
• Paid Keyword Research
• Competition Research

74. Spyfu – Expand Keywords

75. Spyfu – Competitor Keywords

76. Spyfu – Competitor Keywords

77. Answer the Public

78. Life Events

79. Custom Intent Audiences

80. AD types

81. Ad Types

82. REPORTING

85. BONUS
CHECKLISTS

86. Maintenance PPC Checklist
 Keywords
– Analyze search query report
– Look for low quality scores
– Test diff match types
 Ad Copy
– Audit ad performance
– Seasonality? Punctuation?
Offers?
 Ad Extensions
– Test call extensions
– Review extensions?
– Callouts performing?
 Remarketing
– Placements audit
– Test new ads
 Shopping
– Dimensions audit for product groupings
 YouTude Ads
– Impressions/View performance
– Expand Reach
 Billing
– exp date, prepaid, errors
 Monthly Reports

87. #pubcon
@damongochneaur @jlaratro