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The Portland Guide To PPC

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Local Pay Per Click campaigns have many targeting and segmentation nuances that can affect audience reach and performance. This presentation takes a deep look into how the team at WebRanking.com builds high performing and deeply segmented Local PPC campaigns all from a uniquely Portland point of view. It was originally presented at Engage Conference in Portland Oregon in March of 2017.

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The Portland Guide To PPC

  1. 1. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation THE PORTLAND GUIDE TO PPC
  2. 2. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation James Svoboda Partner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com download: www.webranking.com/presentation
  3. 3. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation CONSIDERATIONS
  4. 4. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation “WATERFALL” CAMPAIGNS – Segmentation that Flows
  5. 5. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation GEO-MODIFIED Keywords vs NON-GEO Keywords Keywords with GEO: [portland lawyer], +portland +lawyer [portland coffee shop], +portland +coffee +shop [dentist portland or], +dentist +portland +or [portland oregon pizza], +portland +oregon +pizza General Non-Geo Keywords: [lawyer], +lawyer [coffee shop], +coffee +shop [dentist], +dentist [pizza], +pizza Source: Search Engine Land - searchengineland.com/how-users-search-for-local-businesses-5-tips-to-optimize-local-listings-97612
  6. 6. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation COMMON & UNCOMMON GEO KEYWORD VARIATIONS • Cities: Portland • City Nicknames: Portlandia, Rose City • City Abbreviations: NYC • States: Oregon • State Abbreviations: OR, ORE • Metros: Twin Cities • Counties: Multnomah, Marion, Clackamas • Regions: Willamette Valley, Eastern Oregon • Neighborhoods: Downtown, Pearl District, Sellwood • Streets: Broadway, Sandy, Burnside, 82nd • Highways: I5, 205, 405, Banfield, Sunset, 99, 217 • Airports: PDX • Zip Codes: 97001 – 97920 • Area Codes : 503, 541, 971, 458 • Ocean Areas: Oregon Coast, North Coast • Lakes: Lake Oswego, Crater Lake • Rivers: Colombia, Willamette, Deschutes • Mountains: Hood, Bachelor, West Hills • Landmarks: Rose Garden, Multnomah Falls, Fort Vancouver, Zoo, Waterfront, Washington Park • Sports: Moda Center, Trailblazers, Timber, Providence Park • *Implied & Voice Search: Near Me
  7. 7. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation PEOPLE “IN” LOCATION vs PEOPLE “SEARCHING FOR”
  8. 8. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation WHERE AM I RIGHT NOW? Broadband WiFi Location/GPS Off Mobile Phone Data On Location/GPS Off Location/GPS On Mobile Phone Data On or Off
  9. 9. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation Example #1: FARGO via MINNEAPOLIS (235 miles off)
  10. 10. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation Example #2: MINNEAPOLIS via CHICAGO (408 miles off)
  11. 11. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation Example #3: NYC via LOUISVILLE (737 miles off)
  12. 12. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation RESEARCH & TARGETING
  13. 13. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation WHICH PORTLAND?
  14. 14. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation WHICH PORTLAND? 27 Others in the United States • Alaska • Arkansas • Colorado x2 • Connecticut • Georgia • Illinois • Indiana x2 • Iowa • Kansas • Kentucky, x2 • Maine x3 • Michigan • Missouri • New York • North Dakota • Ohio • Oregon (the largest) • Pennsylvania • Tennessee • Texas • Wisconsin x2 15 Others in the World • Australia: 4 • Canada: 5 • Ireland: 1 • Jamaica: 2 • New Zealand: 2 • United Kingdom: 1 https://en.wikipedia.org/wiki/Portland
  15. 15. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation WHICH VANCOUVER? (only 2 that I know of)
  16. 16. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCAL KEYWORD PLANNER RESEARCH (beware of synonyms)
  17. 17. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation 3 MAIN LOCAL KEYWORD VARIATIONS LOC + KEYWORD KEYWORD + LOC KEYWORD + in + LOC
  18. 18. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation GOOGLE SEARCH CONSOLE + ANALYTICS FILTERS LOCAL REG|EX FILTERS: port| or|ore|van| wa
  19. 19. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation GEOGRAPHICAL BUSINESS ISSUES (Travel, Legal, Income, etc.)
  20. 20. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCATION TARGETING: Add Relevant Areas
  21. 21. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCAL REMARKETING AUDIENCES
  22. 22. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCAL RLSA : Bid Only + Same Bids = Insights
  23. 23. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation RLSA Location Audiences + Wide Targeting + General Keywords Campaign Type: RLSA-GEO Location Targeting: Pacific Northwest or Nationwide Match Types: Exact, BMM, or Standard Broad Match *gasp* General Keywords: [lawyer], +lawyer, or even lawyer Industry Keywords: [law], +law, or even law Topic Keywords: [immigration], +immigration, or immigration Brand Keywords: Competitors, Organizations
  24. 24. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation ACCOUNT STRUCTURE
  25. 25. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation ZONING: EXPAND GEOs with CREATIVE TARGETING Small GEO Head Keywords Moderate GEO KWs +michigan Larger GEO KWs +upper +peninsula Huge GEO KWs +michigan +upper +peninsula *Geo-Targeting Accuracy: Country > State > City > Zip
  26. 26. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation CAMPAIGNS: GEO-MODIFIED “Keywords” vs GEO-TARGETED Campaign Type: GEO-Modified Location Targeting: Surrounding States Keywords with GEO: [portland lawyer], +portland +lawyer Negative Keywords: -maine, -me Campaign Type: GEO-Targeted Location Targeting: Portland area cities General Keywords: [lawyer], +lawyer Negative Keywords: -portland
  27. 27. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation ANALYSIS: GEO-TARGETED vs GEO-MODIFIED Campaign Type: GEO-Modified “Keywords” Location Targeting: Surrounding States Keywords with GEO: [portland lawyer], +portland +lawyer Campaign Type: GEO-Targeted Location Targeting: Portland area cities General Keywords: [lawyer], +lawyer
  28. 28. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCAL “WATERFALL” ACCOUNT STRUCTURE
  29. 29. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LOCAL “WATERFALL” VARIATIONS DICTATED by VOLUME
  30. 30. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation ADS
  31. 31. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation AD ANALYSIS: PAID vs ORGANIC ANCHORS & CONTENT TYPES
  32. 32. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation AD ANALYSIS: FEATURES, BENEFITS & USPs
  33. 33. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation AD ANALYSIS: AD EXTENSIONS
  34. 34. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation AD ANALYSIS: OTHER MARKETS
  35. 35. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LANDING PAGES
  36. 36. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LANDING PAGES: LOCAL MATCH
  37. 37. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LANDING PAGES: 503 and 360 (even with call tracking)
  38. 38. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation LANDING PAGES: MAPS, LOCATIONS & SERVICE AREAS
  39. 39. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation TAKEAWAYS - ASSESS BUSINESS ISSUES (use a map) - “ZONE” CAMPAIGNS - BUILD BASED ON VOLUME & FLOW - ANALYZE SERPs (paid & organic) - LOCALIZE YOUR LANDING PAGES
  40. 40. The Portland Guide to PPC James Svoboda @Realicity Download: www.webranking.com/presentation THANK YOU! James Svoboda Partner WebRanking, Co-founder MnSearch t: @realicity e: james.s@webranking.com w: www.webranking.com download: www.webranking.com/presentation

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