The Portland Guide To PPC

The Portland Guide to PPC James Svoboda @Realicity
Download: www.webranking.com/presentation
THE PORTLAND GUIDE TO PPC

James Svoboda
Partner WebRanking, Co-founder MnSearch
t: @realicity
e: james.s@webranking.com
w: www.webranking.com
download: www.webranking.com/presentation

CONSIDERATIONS

“WATERFALL” CAMPAIGNS – Segmentation that Flows

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

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

PEOPLE “IN” LOCATION vs PEOPLE “SEARCHING FOR”

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

Example #1: FARGO via MINNEAPOLIS (235 miles off)

Example #2: MINNEAPOLIS via CHICAGO (408 miles off)

Example #3: NYC via LOUISVILLE (737 miles off)

RESEARCH & TARGETING

WHICH PORTLAND?

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

WHICH VANCOUVER? (only 2 that I know of)

LOCAL KEYWORD PLANNER RESEARCH (beware of synonyms)

3 MAIN LOCAL KEYWORD VARIATIONS
LOC + KEYWORD KEYWORD + LOC KEYWORD + in + LOC

GOOGLE SEARCH CONSOLE + ANALYTICS FILTERS
LOCAL REG|EX FILTERS: port| or|ore|van| wa

GEOGRAPHICAL BUSINESS ISSUES (Travel, Legal, Income, etc.)

LOCATION TARGETING: Add Relevant Areas

LOCAL REMARKETING AUDIENCES

LOCAL RLSA : Bid Only + Same Bids = Insights

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

ACCOUNT STRUCTURE

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

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

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

LOCAL “WATERFALL” ACCOUNT STRUCTURE

LOCAL “WATERFALL” VARIATIONS DICTATED by VOLUME

ADS

AD ANALYSIS: PAID vs ORGANIC ANCHORS & CONTENT TYPES

AD ANALYSIS: FEATURES, BENEFITS & USPs

AD ANALYSIS: AD EXTENSIONS

AD ANALYSIS: OTHER MARKETS

LANDING PAGES

LANDING PAGES: LOCAL MATCH

LANDING PAGES: 503 and 360 (even with call tracking)

LANDING PAGES: MAPS, LOCATIONS & SERVICE AREAS

TAKEAWAYS
- ASSESS BUSINESS ISSUES (use a map)
- “ZONE” CAMPAIGNS
- BUILD BASED ON VOLUME & FLOW
- ANALYZE SERPs (paid & organic)
- LOCALIZE YOUR LANDING PAGES

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

The Portland Guide To PPC

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The Portland Guide To PPC