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Ultimate Guide to Local Business Marketing
Google AdWords looks easy but proves to be hard. Local business marketing is tough because owners are besieged with phone calls, reps and solicitations promising "first page on Google," "Facebook traffic," "Social Media expertise" and myriads of advertising opportunities.
And most local business owners feel ill-equipped to judge. They write big checks, and all too often get disappointing results.
NOW YOU CAN MASTER LOCAL ONLINE MARKETING AND REACH THE RIGHT CUSTOMERS EVERY TIME. With Google, Yahoo!, and Bing returning local businesses as results on more than a billion daily searches, Google AdWords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local paid search, mobile and SEO campaign.
From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build a complete local marketing campaign.
You'll discover how
Search advertising leader Perry Marshall and local marketing expert Talor Zamir have teamed up to fill a void in the online marketing category. From local online advertising to local listings, maps and reviews to social outreach, effective content development and PR, this guide goes beyond local SEO, delivering tools so entrepreneurs can build a comprehensive online advertising campaign.
And most local business owners feel ill-equipped to judge. They write big checks, and all too often get disappointing results.
NOW YOU CAN MASTER LOCAL ONLINE MARKETING AND REACH THE RIGHT CUSTOMERS EVERY TIME. With Google, Yahoo!, and Bing returning local businesses as results on more than a billion daily searches, Google AdWords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local paid search, mobile and SEO campaign.
From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build a complete local marketing campaign.
You'll discover how
Search advertising leader Perry Marshall and local marketing expert Talor Zamir have teamed up to fill a void in the online marketing category. From local online advertising to local listings, maps and reviews to social outreach, effective content development and PR, this guide goes beyond local SEO, delivering tools so entrepreneurs can build a comprehensive online advertising campaign.
- GenresBusiness
220 pages, Paperback
First published September 8, 2015
62 people are currently reading
133 people want to read
About the author
Perry Marshall
13 books123 followersPerry Marshall is endorsed in FORBES and INC Magazine and is one of the most expensive business consultants in the world. Clients in 300 industries value his capacity to integrate sales, technology, art and psychology.
He founded the $10 million Evolution 2.0 Prize, staffed by judges from Harvard, Oxford and MIT. He aims to solve the #1 mystery in Artificial Intelligence and the origin of life itself.
His 80/20 Curve is a productivity tool in NASA's Jet Propulsion Labs at the California Institute of Technology, and his Google AdWords book laid the foundations for the $100 billion Pay Per Click industry. He's served as an expert witness for search advertising litigation.
Marketing maverick Dan Kennedy says, “If you don’t know who Perry Marshall is — unforgivable. Perry’s an honest man in a field rife with charlatans.”
He has a degree in Electrical Engineering and lives with his family in Chicago.
He founded the $10 million Evolution 2.0 Prize, staffed by judges from Harvard, Oxford and MIT. He aims to solve the #1 mystery in Artificial Intelligence and the origin of life itself.
His 80/20 Curve is a productivity tool in NASA's Jet Propulsion Labs at the California Institute of Technology, and his Google AdWords book laid the foundations for the $100 billion Pay Per Click industry. He's served as an expert witness for search advertising litigation.
Marketing maverick Dan Kennedy says, “If you don’t know who Perry Marshall is — unforgivable. Perry’s an honest man in a field rife with charlatans.”
He has a degree in Electrical Engineering and lives with his family in Chicago.
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June 6, 2017
An excellent overview with sufficient detail to get started to market and promote your local marketing business.
Lacking some synergistic strategies.
But very good overall .
4.5 stars
Detailed notes below...read at your own risk!
Ultimate Guide to Local Business Marketing
Perry Marshall
Talor Zamir
2016
MASTER LOCAL SEO AND REACH THE RIGHT CUSTOMERS EVERY TIME
With Google, Yahoo!, and Bing returning local businesses as results on more than a billion daily searches, Google Adwords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local SEO campaign.
From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build an entire local marketing campaign.
You'll learn how to:
Capture high-quality leads from Google AdWords and Bing in 48 hours
Master the components of a high-converting campaign and get the most bang for your buck
Harness mobile search advertising and Facebook ads for maximum results
https://www.goodreads.com/book/show/2...
www.ultimatelocalbook.com
EN = Editor’s note
EN: where there is no author after a chapter it is written by Talor Zamir
Chapter 1: why 95% of local businesses are failing miserably with their marketing
Page 2: Where are the clients?
Page 3: SEO (Search engine optimization) last not first
Chapter 2: Search Engines are the new yellow pages
Page 6: when people are searching for something they are ready to buy…
…only higher quality lead is from a referral.
Traditional forms of marketing are less effective compared to Google advertising…
Chapter 3: Search Engine Optimization (SEO) vs. Pay Per Click (PPC)
Advantage of PPC:
• Prime posting – above the search results
• Almost immediate results with PPC
• Clear, measurable results
PPC will be a top source of leads for a long time
Chapter 4: The dirty little secret ad agencies are afraid you’ll find out
16: Find the same people to outsource at:
• Guru.com
• Freelance.com
Agencies break even or make small profit on PPC but charge 2K + per month for SEO and make their margin
You want to drive traffic with words that click.
Chapter 5: The 80/20 Rule: It’s not what you think, but it’s really profitable! ~ Perry Marshall
The 80/20 rule, aka the Pareto |Principle, says:
1. 80% of what you get comes from 20% of what do: Small effort, big reward.
2. 20% of what you get comes from the 80% of what you do: Big effort, small reward.
80/20 applies to nearly everything you can measure in a business
80/20 isn’t just two groups
www.8020curve.com
There’s an 80/20 inside every 80/20!
When you start throw enough spaghetti against the wall to see where it is starting to stick, then immediately channel your efforts into improving what’s working.
22: Chris Anderson wrote a book called “The Long Tail: Why the Future of Business is Selling Less for More.”
The long tail is very useful it’s simply the left side of the 80/20 curve
But you must be careful about the long tail.
You should try to be a big fish in a little pond, but can’t be any kind of fish in a puddle.
The right way is to deliberately choose to be a big fish in a little pond and become the king of a small niche that has been overlooked.
There are thousands and thousands of such niches
Some 80/20 rules of thumb
• One-fifth the people will spend 4 times the money
• 1% of the work you did last year earned 50% of your money
• Average is seldom important in Google
• Factors in the top 20% - the people and things that make the most difference – usually send signals ahead of time.
• Archimedes said: “Give me a lever and a place to stand and I will move the world”
o With Adwords, you have a lever.
24: Here are some additional tips on how to use 80/20 to your advantage
• Flip your daily to do list
• make constructive use of the time you liberate
• Perfectionism is the root of all evil
• Put ‘do nothing” on your to-do list
Chapter 6: Google Adwords: The Greatest Innovation in Advertising History
Most important innovation in the last 25 years
• Reach
• Intent
o With search you reach people who know they need help and are in receptive mindset
• Pay Per Click
• Nearly instant page one rankings
• Start small and scale things up massively
• Unmatched control
o Your monthly budget
o How much you pay per click
o What search queries (keywords) your ads show up for
o When your ads are running and when they are off
o The pages your site visitors are directed to (landing pages)
o The ad messaging that’s displayed
o How much you bid for mobile traffic (if at all)
o Your bidding strategy
…above is just a partial list
• Geo targeting
• Testing ground
• Improve your SEO results by tracking keywords
• However, not as easy as it used to be
Chapter 7: The top four reasons local businesses fail using Google adwords
1. No landing page or awful landing page
2. Horrible ads with low click through rates
3. No Conversion or call tracking
4. Poor campaign structure
Chapter 8: The most important piece of the puzzle – your landing page
Wright Brothers vs Samuel Pierpoint Langley
When you are paying per click the conversion of your landing page is the most important part of the process.
Why your landing page will convert better than your website
1. Pretty sights do not convert well and a landing page needs to get leads for your business
2. Psychology, need to make choosing easier
a. Sheena Iyengar “How to make choosing easier’
b. 24 types of jam versus 6….
The goal of your landing page?
• The goal of the landing page is to get the phone call
• People have online ADD and even more on mobile
EN: PPC can be the driver to get you noticed…you can then support with
Email harvesting
Newsletter
SMM
Content marketing
Etc
o Keys?
Be ready
Calls
Walk ins
Online requests
Mobile requests
• Text
• Voicemail
o Integration
o Teamwork
Chapter 9: How to make landing pages that convert curiosity to cash
Page 43: The local business landing page template, Talor Zamir
Header
Video or image
Headline / sub headline
Proven headline formula for local business landing pages
• You can use one, two or even 3 benefits in the headline
o You want to elicit a YES answer
Body copy/bullet points
• People will skim
• Need 3 to 5 bullet points
Contact form
The Proof zone
Another call to action
Tiny links at the bottom of you landing page
• We would put none but we need to have
o Privacy policy
o Terms and conditions
o Contact page
What you should avoid on your landing page
1. Do not want to try and make a sale
2. Do not try and answer all your prospects’ questions
3. Do not do a half ass landing page
4. Do not go negative
5. Do not be a business that Google does not like
Local business landing page generator @ www.ultimatelocalbook.com
Chapter 10: Increase your conversion and dominate your niche with a killer USP! ~ Bryan Todd, president of Perry S. Marshall & associates
USP = Unique Selling Proposition
How are you unique?
In what way are you different from your competitors?
Why should I buy from you rather than from someone else?
Why should I care about you or anything you sell?
The six essential elements of a power USP:
1. You’re unique because of the buyer you serve
2. You’re unique because of what you sell
3. You’re unique because you have an unusual angle
4. You’re unique because of what your product/service does not do
5. You’re unique because of the time frame you offer
6. You’re unique because of your product/service guarantee
How many of these elements are true of you?
Zero in on a niche
Service where others offer product
Angle: track record, quality, experience, payment plan….
Time frame
Guarantee?
Chapter 11: Why you must track all conversions on your landing page
Marking is an investment. Dollars in dollars out….
Most local business owners are flying blind
Track conversions with dynamic call tracking
Page 60: Getting started with dynamic call tracking
• Google has Website call conversion
• Others cost around $40 per month
Once you start optimizing “the one eyed king rules the land of the blind’
Chapter 12: How to find the best keywords to start with
What would your ideal client type into Google?
…we would rather you start with 20 to 30 words, instead of 200 to 300 keywords.
The keywords you should use are pretty darn obvious, do not over complicate things
Chapter 13: Advanced Keyword research
68: Using Google’s Free Keyword Planner
EN: need to create an Adwords account
How to spy on your competitors to find the best targeted keywords
• Look at search term lists of 3 to 5 advertisers
• You do not just have to search for advertisers in your city
• EN: remember Montreal is distinct
Chapter 14: Keyword matching options: dodging Google’s stupidity tax
76: Board match modifier keywords are created by putting a plus sign in front of each word like this:
+CHIROPRACTOR + RENO
Shortcut – use the ‘Wrap Keywords’ button
Free tool at http://adwordwrapper.com to make this quick and easy
Negative keywords are really important
• EN: will need to review negative keywords and the entire section
Chapter 14: Breaking out your keywords into ad groups
82: The more closely the words and messaging in your Adwords ad mirrors what is going on in the searcher’s head the more likely they are to click on it
The concept of segmentation of your Adwords campaign is critically important to your success
For instance a group around attorney and another around lawyer and another around accident lawyer, etc
…having your ad messaging match the search term your prospect types into Google
Create a document in MS Word with all your keywords – match type variations of each keyword included – for your campaign listed and broken out into ad groups.
Chapter 16: Build your Google Adwords campaign from scratch
It’s time to set up you Adwords campaign – make sure your landing page is online first.
Set up Adwords account at www.google.com/adwords and follow the instructions on setting up an account
If Google forces you to set up a campaign set it at $1 for now
WARNING: Do not use Adwords express!
Choosing the right campaign settings
• Search network only
o Your goal is to reach the most targeted customers
o The Display network is very difficult for a local business to get good results from
• Campaign name
• Networks
• Devices
• Locations
o You will want to specifically choose the geographies you advertise in
• Advanced location settings
• Languages
o EN: Will need to consider in Montreal
• Shopping channels
o Does not apply to local business
• Bid strategy
o Budget is a daily budget
o Take monthly budget and divide by 30
• Ad extensions are very important
o See chapter 19
• Advanced settings
• Ad scheduling
o EN want to be open when the calls come in
• Ad rotation
o At least 2 ads
o Optimize for clicks
o Optimize for conversion
o Rotate evenly
o Rotate indefinitely
• Creating your ad groups
o EN: will need to review later
o Adding additional ad groups
Chapter 17: Bidding strategies make or break you
What you end up paying for clicks depends on many factors very specific to your campaign, including:
• Big city or smaller town
• How many competitors you are up against
• The CTR (click through rate) of your ads
• What Google thinks about the relevancy of your keywords
Bidding for the top three positions
Setting your initial bids
Changing your bids
• Start high, see what that gets you and adjust as needed
Chapter 18: The Ultimate Local Google Ad by Perry Marshall and TZ
The components of ultimate local Google ads fall into two broad categories: Ad Copy and Ad Extensions
Ad Copy
• Heart of your ad
• Headline with a max of 25 characters
• Two additional lines with max of 35 characters each
Ad Extensions
• Extra space that can’t fit in headline and additional lines
• Harnesses all extensions possible
o Sitelink
o Location
o Call
o Callout
o Review
107: EN: the ad does not need to LOOK good, it needs to user the real estate available to get the clicks
Your ad copy:
• Your ad headline
• For local business, LOCAL is very important
• Have to use actual URL but can put 35 characters of text on same line
Chapter 19: Ad extensions: Twice the Real Estate for no extra money
Location extensions
• To have local extensions, need to have Google My Business (formally Google Places)
Call extensions let you add a phone number
Sitelink extensions
• Most important ad extensions
• Give you extra 25 characters to add some additional selling points
Callout extensions
Review extensions
Chapter 20: Split-Testing your ads: The Key to Continuous improvement
The world’s greatest market research engine
Split-test with ease
Split- test is not just about clickthrough rates
Six things you can test in your ads
• Display URLs
• Switch the 2nd and 3rd line of text
• Benefits
• Questions (and Pre-qualifying prospects)
• Dynamic Keyword Insertion (DKI)
• ALL CAPS
Adding additional ads to your ad groups
Unlimited Possibilities
If we had to choose one thing that separates the very best Adwords campaign from all other it would be split-testing
• Split-test your ads
• Split test your landing pages
• Split test consistently
Doing this over time is the key to outperforming the competition in Adwords
Chapter 21: Conversion tracking
The most important metric: Cost per conversion
EN: this might work for Andion on a 2K plus program….ie restructuring, trusts, active business modeling, franchise analysis
Three things to watch when optimizing your campaign:
• Keywords
• Ads
• Mobile
Setting up conversion tracking
Chapter 22: Mobile search advertising: The future of local business marketing
By mid 2015 the number of mobile searches exceeded desktop
Mobile ad positioning
Adjusting Mobile bids
Creating mobile optimized ads
• Call-only campaigns
Chapter 23: Scale up your lead flow once you have a winner
Bing ads on both Bing and Yahoo!
Adding more keywords
Advertising 24/7
Expand our geo tracking
Chapter 24: Remarketing: A powerful strategy every local business should use
Getting started with Google remarketing
Creating remarketing ads
Segmenting for success
Expanding your remarketing beyond Adwords
Chapter 25: Convert those leads into paying clients and profits, by Perry Marshall and TZ
EN: ABS Restaurant management franchising seminars
Incompetent handling of inbound calls is a huge source of loss
The x-factor
Six tips for converting leads into clients:
1. Do not let calls go to voicemail!
2. Mystery shopping
3. Invest in sales training
4. Use systems and scripts
5. Always get contact information
6. Use email marketing
What two of our most successful clients have in common
• Trained salespeople answering their phones
Chapter 26: What to look for when hiring a PPC Agency, by Adam Kreitman, CEO of Words That Click
PM: 95% of PPC experts do not know what they are doing because they did not learn Adwords on their own dime
Six questions to ask before hiring a PPC agency and why
1. Will I keep ownership of my AdWords account
a. Make sure there is transparency
2. How are results/ROI tracked and reported?
a. Importance of tracking conversions
3. Will the Agency create dedicated landing pages for my campaign?
a. Either do it yourself or hire an agency that is highly skilled in landing page creation / optimization
b. EN: set them up and then do a % deal
4. Who will create and manage my campaign?
a. …if you don’t keep a close eye on it, it won’t be done right
5. Do they work with my competitors?
6. Do I have to sign a long-term contract?
a. 3 to 4 months, longer than that is unnecessary…
b.
Hiring an agency does not mean you are off the hook
adam@wordsthatclick.com
Chapter 27: Local SEO techniques by Richard Jacobs, founder of SpeakEasy Marketing
• Important to get 5 reviews in Google Maps to get the gold star
172: If you have a website with hundreds of pages and you cover every aspect of what you do, peope with specific problems in your niche are much more likely to see a particular article on your website that exactly matcher what their problem or question is
Think of a tree with a trunk, branches and roots…not just a stump!
Measuring success in local SEO
• Use Google Analytics to see how much traffic your website is getting from the search engines and for what keywords – this is called your ‘organic traffic’
• You’ve got to build your website traffic to a minimum of 500 visits a month
• For daily flow you need 100+ per day!
Diagnosing SEO problems using your website’s structure
• 80/20 rule holds in terms of website traffic (even 95/5)
SEO tactics to build your website’s traffic
1. Create unique, valuable content on a regular basis
a. Interview yourself once a month
b. One hour interview 12 to 15 articles (about 8000 words)
2. Obtain backlinks from relevant, third party websites
a. Only need 3- 5 highly relevant links
Local SEO is very similar to national SEO
• Google looks at physical location, ensure all addresses are located on website
Getting enough favorable reviews in Google Maps
A final word of caution
• It takes time
Chapter 28: Facebook and Facebook Ads for local businesses, Keith Krance, found of Dominate Web Media and co-author of Ultimate Guide to Facebook Advertising with Perry Marshall
Facebook doesn’t want to be cool
• It wants to be a utility
• Facebook is your mobile channel
• FB and IG account for 23% of time spent on mobile
• How do you put your message in front of a massive audience?
The Five-Step Facebook Fast Start Formula
1. Publish Facebook (FB) Friendly Goodwill content
a. Builds trust and goodwill and helps indoctrinate people into your business or brand
b. It builds your FB ads account with high relevance scores and low negative
c. Builds your website custom audience lists (retargeting lists)
i. What if you don’t have a Blog?
2. Target audience research
a. Audience insights
b. FB search
c. Suggested Interests
d. Interests and audience spreadsheets
3. Publish and boost your FB post
4. Repeat with conversion-focused campaign
a. Local brick and mortar offers
5. Step 5: Analyze and optimize
The Facebook fast start review
Chapter 29: Take Action – and Get Started!
Steps:
1. Set up your landing page(s) and post them online (either on your own website or buy a new domain)
2. Create a Google My Business account if you don’t have one already (for integration with your location extension)
3. Create a Google AdWords account
4. Set up dynamic call conversion tracking on your landing page
5. Get contact form conversion tracking set up on your landing page
6. Conduct keyword research to identify your best and most targeted keywords
7. Organize keywords into ad groups and select the appropriate match types
8. Write your ads and copy for sitelinks and callout extensions
9. Build you campaign in Google AdWords
10. Launch your campaign!
11. Monitor conversion and adjust bids up or down depending on results
12. Add remarketing/retargeting
13. Decide if the campaign is working and you want to scale things up or down
14. If you want to scale up, add Bing Ads, increase geo-targeting, add keywords etc
15. Split-test ad copy
16. Grow your local business!
One step at a time
80/20 top strategies to implement now
We have given you the model; now it’s your turn to take action and make it happen.
Conclusion: A final call to arms
Remember the 80/20 rule is always working – either for you or against you.
Carper Diem- Seize the day!
~ Perry Marshall and Talor Zamir
Lacking some synergistic strategies.
But very good overall .
4.5 stars
Detailed notes below...read at your own risk!
Ultimate Guide to Local Business Marketing
Perry Marshall
Talor Zamir
2016
MASTER LOCAL SEO AND REACH THE RIGHT CUSTOMERS EVERY TIME
With Google, Yahoo!, and Bing returning local businesses as results on more than a billion daily searches, Google Adwords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local SEO campaign.
From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build an entire local marketing campaign.
You'll learn how to:
Capture high-quality leads from Google AdWords and Bing in 48 hours
Master the components of a high-converting campaign and get the most bang for your buck
Harness mobile search advertising and Facebook ads for maximum results
https://www.goodreads.com/book/show/2...
www.ultimatelocalbook.com
EN = Editor’s note
EN: where there is no author after a chapter it is written by Talor Zamir
Chapter 1: why 95% of local businesses are failing miserably with their marketing
Page 2: Where are the clients?
Page 3: SEO (Search engine optimization) last not first
Chapter 2: Search Engines are the new yellow pages
Page 6: when people are searching for something they are ready to buy…
…only higher quality lead is from a referral.
Traditional forms of marketing are less effective compared to Google advertising…
Chapter 3: Search Engine Optimization (SEO) vs. Pay Per Click (PPC)
Advantage of PPC:
• Prime posting – above the search results
• Almost immediate results with PPC
• Clear, measurable results
PPC will be a top source of leads for a long time
Chapter 4: The dirty little secret ad agencies are afraid you’ll find out
16: Find the same people to outsource at:
• Guru.com
• Freelance.com
Agencies break even or make small profit on PPC but charge 2K + per month for SEO and make their margin
You want to drive traffic with words that click.
Chapter 5: The 80/20 Rule: It’s not what you think, but it’s really profitable! ~ Perry Marshall
The 80/20 rule, aka the Pareto |Principle, says:
1. 80% of what you get comes from 20% of what do: Small effort, big reward.
2. 20% of what you get comes from the 80% of what you do: Big effort, small reward.
80/20 applies to nearly everything you can measure in a business
80/20 isn’t just two groups
www.8020curve.com
There’s an 80/20 inside every 80/20!
When you start throw enough spaghetti against the wall to see where it is starting to stick, then immediately channel your efforts into improving what’s working.
22: Chris Anderson wrote a book called “The Long Tail: Why the Future of Business is Selling Less for More.”
The long tail is very useful it’s simply the left side of the 80/20 curve
But you must be careful about the long tail.
You should try to be a big fish in a little pond, but can’t be any kind of fish in a puddle.
The right way is to deliberately choose to be a big fish in a little pond and become the king of a small niche that has been overlooked.
There are thousands and thousands of such niches
Some 80/20 rules of thumb
• One-fifth the people will spend 4 times the money
• 1% of the work you did last year earned 50% of your money
• Average is seldom important in Google
• Factors in the top 20% - the people and things that make the most difference – usually send signals ahead of time.
• Archimedes said: “Give me a lever and a place to stand and I will move the world”
o With Adwords, you have a lever.
24: Here are some additional tips on how to use 80/20 to your advantage
• Flip your daily to do list
• make constructive use of the time you liberate
• Perfectionism is the root of all evil
• Put ‘do nothing” on your to-do list
Chapter 6: Google Adwords: The Greatest Innovation in Advertising History
Most important innovation in the last 25 years
• Reach
• Intent
o With search you reach people who know they need help and are in receptive mindset
• Pay Per Click
• Nearly instant page one rankings
• Start small and scale things up massively
• Unmatched control
o Your monthly budget
o How much you pay per click
o What search queries (keywords) your ads show up for
o When your ads are running and when they are off
o The pages your site visitors are directed to (landing pages)
o The ad messaging that’s displayed
o How much you bid for mobile traffic (if at all)
o Your bidding strategy
…above is just a partial list
• Geo targeting
• Testing ground
• Improve your SEO results by tracking keywords
• However, not as easy as it used to be
Chapter 7: The top four reasons local businesses fail using Google adwords
1. No landing page or awful landing page
2. Horrible ads with low click through rates
3. No Conversion or call tracking
4. Poor campaign structure
Chapter 8: The most important piece of the puzzle – your landing page
Wright Brothers vs Samuel Pierpoint Langley
When you are paying per click the conversion of your landing page is the most important part of the process.
Why your landing page will convert better than your website
1. Pretty sights do not convert well and a landing page needs to get leads for your business
2. Psychology, need to make choosing easier
a. Sheena Iyengar “How to make choosing easier’
b. 24 types of jam versus 6….
The goal of your landing page?
• The goal of the landing page is to get the phone call
• People have online ADD and even more on mobile
EN: PPC can be the driver to get you noticed…you can then support with
Email harvesting
Newsletter
SMM
Content marketing
Etc
o Keys?
Be ready
Calls
Walk ins
Online requests
Mobile requests
• Text
• Voicemail
o Integration
o Teamwork
Chapter 9: How to make landing pages that convert curiosity to cash
Page 43: The local business landing page template, Talor Zamir
Header
Video or image
Headline / sub headline
Proven headline formula for local business landing pages
• You can use one, two or even 3 benefits in the headline
o You want to elicit a YES answer
Body copy/bullet points
• People will skim
• Need 3 to 5 bullet points
Contact form
The Proof zone
Another call to action
Tiny links at the bottom of you landing page
• We would put none but we need to have
o Privacy policy
o Terms and conditions
o Contact page
What you should avoid on your landing page
1. Do not want to try and make a sale
2. Do not try and answer all your prospects’ questions
3. Do not do a half ass landing page
4. Do not go negative
5. Do not be a business that Google does not like
Local business landing page generator @ www.ultimatelocalbook.com
Chapter 10: Increase your conversion and dominate your niche with a killer USP! ~ Bryan Todd, president of Perry S. Marshall & associates
USP = Unique Selling Proposition
How are you unique?
In what way are you different from your competitors?
Why should I buy from you rather than from someone else?
Why should I care about you or anything you sell?
The six essential elements of a power USP:
1. You’re unique because of the buyer you serve
2. You’re unique because of what you sell
3. You’re unique because you have an unusual angle
4. You’re unique because of what your product/service does not do
5. You’re unique because of the time frame you offer
6. You’re unique because of your product/service guarantee
How many of these elements are true of you?
Zero in on a niche
Service where others offer product
Angle: track record, quality, experience, payment plan….
Time frame
Guarantee?
Chapter 11: Why you must track all conversions on your landing page
Marking is an investment. Dollars in dollars out….
Most local business owners are flying blind
Track conversions with dynamic call tracking
Page 60: Getting started with dynamic call tracking
• Google has Website call conversion
• Others cost around $40 per month
Once you start optimizing “the one eyed king rules the land of the blind’
Chapter 12: How to find the best keywords to start with
What would your ideal client type into Google?
…we would rather you start with 20 to 30 words, instead of 200 to 300 keywords.
The keywords you should use are pretty darn obvious, do not over complicate things
Chapter 13: Advanced Keyword research
68: Using Google’s Free Keyword Planner
EN: need to create an Adwords account
How to spy on your competitors to find the best targeted keywords
• Look at search term lists of 3 to 5 advertisers
• You do not just have to search for advertisers in your city
• EN: remember Montreal is distinct
Chapter 14: Keyword matching options: dodging Google’s stupidity tax
76: Board match modifier keywords are created by putting a plus sign in front of each word like this:
+CHIROPRACTOR + RENO
Shortcut – use the ‘Wrap Keywords’ button
Free tool at http://adwordwrapper.com to make this quick and easy
Negative keywords are really important
• EN: will need to review negative keywords and the entire section
Chapter 14: Breaking out your keywords into ad groups
82: The more closely the words and messaging in your Adwords ad mirrors what is going on in the searcher’s head the more likely they are to click on it
The concept of segmentation of your Adwords campaign is critically important to your success
For instance a group around attorney and another around lawyer and another around accident lawyer, etc
…having your ad messaging match the search term your prospect types into Google
Create a document in MS Word with all your keywords – match type variations of each keyword included – for your campaign listed and broken out into ad groups.
Chapter 16: Build your Google Adwords campaign from scratch
It’s time to set up you Adwords campaign – make sure your landing page is online first.
Set up Adwords account at www.google.com/adwords and follow the instructions on setting up an account
If Google forces you to set up a campaign set it at $1 for now
WARNING: Do not use Adwords express!
Choosing the right campaign settings
• Search network only
o Your goal is to reach the most targeted customers
o The Display network is very difficult for a local business to get good results from
• Campaign name
• Networks
• Devices
• Locations
o You will want to specifically choose the geographies you advertise in
• Advanced location settings
• Languages
o EN: Will need to consider in Montreal
• Shopping channels
o Does not apply to local business
• Bid strategy
o Budget is a daily budget
o Take monthly budget and divide by 30
• Ad extensions are very important
o See chapter 19
• Advanced settings
• Ad scheduling
o EN want to be open when the calls come in
• Ad rotation
o At least 2 ads
o Optimize for clicks
o Optimize for conversion
o Rotate evenly
o Rotate indefinitely
• Creating your ad groups
o EN: will need to review later
o Adding additional ad groups
Chapter 17: Bidding strategies make or break you
What you end up paying for clicks depends on many factors very specific to your campaign, including:
• Big city or smaller town
• How many competitors you are up against
• The CTR (click through rate) of your ads
• What Google thinks about the relevancy of your keywords
Bidding for the top three positions
Setting your initial bids
Changing your bids
• Start high, see what that gets you and adjust as needed
Chapter 18: The Ultimate Local Google Ad by Perry Marshall and TZ
The components of ultimate local Google ads fall into two broad categories: Ad Copy and Ad Extensions
Ad Copy
• Heart of your ad
• Headline with a max of 25 characters
• Two additional lines with max of 35 characters each
Ad Extensions
• Extra space that can’t fit in headline and additional lines
• Harnesses all extensions possible
o Sitelink
o Location
o Call
o Callout
o Review
107: EN: the ad does not need to LOOK good, it needs to user the real estate available to get the clicks
Your ad copy:
• Your ad headline
• For local business, LOCAL is very important
• Have to use actual URL but can put 35 characters of text on same line
Chapter 19: Ad extensions: Twice the Real Estate for no extra money
Location extensions
• To have local extensions, need to have Google My Business (formally Google Places)
Call extensions let you add a phone number
Sitelink extensions
• Most important ad extensions
• Give you extra 25 characters to add some additional selling points
Callout extensions
Review extensions
Chapter 20: Split-Testing your ads: The Key to Continuous improvement
The world’s greatest market research engine
Split-test with ease
Split- test is not just about clickthrough rates
Six things you can test in your ads
• Display URLs
• Switch the 2nd and 3rd line of text
• Benefits
• Questions (and Pre-qualifying prospects)
• Dynamic Keyword Insertion (DKI)
• ALL CAPS
Adding additional ads to your ad groups
Unlimited Possibilities
If we had to choose one thing that separates the very best Adwords campaign from all other it would be split-testing
• Split-test your ads
• Split test your landing pages
• Split test consistently
Doing this over time is the key to outperforming the competition in Adwords
Chapter 21: Conversion tracking
The most important metric: Cost per conversion
EN: this might work for Andion on a 2K plus program….ie restructuring, trusts, active business modeling, franchise analysis
Three things to watch when optimizing your campaign:
• Keywords
• Ads
• Mobile
Setting up conversion tracking
Chapter 22: Mobile search advertising: The future of local business marketing
By mid 2015 the number of mobile searches exceeded desktop
Mobile ad positioning
Adjusting Mobile bids
Creating mobile optimized ads
• Call-only campaigns
Chapter 23: Scale up your lead flow once you have a winner
Bing ads on both Bing and Yahoo!
Adding more keywords
Advertising 24/7
Expand our geo tracking
Chapter 24: Remarketing: A powerful strategy every local business should use
Getting started with Google remarketing
Creating remarketing ads
Segmenting for success
Expanding your remarketing beyond Adwords
Chapter 25: Convert those leads into paying clients and profits, by Perry Marshall and TZ
EN: ABS Restaurant management franchising seminars
Incompetent handling of inbound calls is a huge source of loss
The x-factor
Six tips for converting leads into clients:
1. Do not let calls go to voicemail!
2. Mystery shopping
3. Invest in sales training
4. Use systems and scripts
5. Always get contact information
6. Use email marketing
What two of our most successful clients have in common
• Trained salespeople answering their phones
Chapter 26: What to look for when hiring a PPC Agency, by Adam Kreitman, CEO of Words That Click
PM: 95% of PPC experts do not know what they are doing because they did not learn Adwords on their own dime
Six questions to ask before hiring a PPC agency and why
1. Will I keep ownership of my AdWords account
a. Make sure there is transparency
2. How are results/ROI tracked and reported?
a. Importance of tracking conversions
3. Will the Agency create dedicated landing pages for my campaign?
a. Either do it yourself or hire an agency that is highly skilled in landing page creation / optimization
b. EN: set them up and then do a % deal
4. Who will create and manage my campaign?
a. …if you don’t keep a close eye on it, it won’t be done right
5. Do they work with my competitors?
6. Do I have to sign a long-term contract?
a. 3 to 4 months, longer than that is unnecessary…
b.
Hiring an agency does not mean you are off the hook
adam@wordsthatclick.com
Chapter 27: Local SEO techniques by Richard Jacobs, founder of SpeakEasy Marketing
• Important to get 5 reviews in Google Maps to get the gold star
172: If you have a website with hundreds of pages and you cover every aspect of what you do, peope with specific problems in your niche are much more likely to see a particular article on your website that exactly matcher what their problem or question is
Think of a tree with a trunk, branches and roots…not just a stump!
Measuring success in local SEO
• Use Google Analytics to see how much traffic your website is getting from the search engines and for what keywords – this is called your ‘organic traffic’
• You’ve got to build your website traffic to a minimum of 500 visits a month
• For daily flow you need 100+ per day!
Diagnosing SEO problems using your website’s structure
• 80/20 rule holds in terms of website traffic (even 95/5)
SEO tactics to build your website’s traffic
1. Create unique, valuable content on a regular basis
a. Interview yourself once a month
b. One hour interview 12 to 15 articles (about 8000 words)
2. Obtain backlinks from relevant, third party websites
a. Only need 3- 5 highly relevant links
Local SEO is very similar to national SEO
• Google looks at physical location, ensure all addresses are located on website
Getting enough favorable reviews in Google Maps
A final word of caution
• It takes time
Chapter 28: Facebook and Facebook Ads for local businesses, Keith Krance, found of Dominate Web Media and co-author of Ultimate Guide to Facebook Advertising with Perry Marshall
Facebook doesn’t want to be cool
• It wants to be a utility
• Facebook is your mobile channel
• FB and IG account for 23% of time spent on mobile
• How do you put your message in front of a massive audience?
The Five-Step Facebook Fast Start Formula
1. Publish Facebook (FB) Friendly Goodwill content
a. Builds trust and goodwill and helps indoctrinate people into your business or brand
b. It builds your FB ads account with high relevance scores and low negative
c. Builds your website custom audience lists (retargeting lists)
i. What if you don’t have a Blog?
2. Target audience research
a. Audience insights
b. FB search
c. Suggested Interests
d. Interests and audience spreadsheets
3. Publish and boost your FB post
4. Repeat with conversion-focused campaign
a. Local brick and mortar offers
5. Step 5: Analyze and optimize
The Facebook fast start review
Chapter 29: Take Action – and Get Started!
Steps:
1. Set up your landing page(s) and post them online (either on your own website or buy a new domain)
2. Create a Google My Business account if you don’t have one already (for integration with your location extension)
3. Create a Google AdWords account
4. Set up dynamic call conversion tracking on your landing page
5. Get contact form conversion tracking set up on your landing page
6. Conduct keyword research to identify your best and most targeted keywords
7. Organize keywords into ad groups and select the appropriate match types
8. Write your ads and copy for sitelinks and callout extensions
9. Build you campaign in Google AdWords
10. Launch your campaign!
11. Monitor conversion and adjust bids up or down depending on results
12. Add remarketing/retargeting
13. Decide if the campaign is working and you want to scale things up or down
14. If you want to scale up, add Bing Ads, increase geo-targeting, add keywords etc
15. Split-test ad copy
16. Grow your local business!
One step at a time
80/20 top strategies to implement now
We have given you the model; now it’s your turn to take action and make it happen.
Conclusion: A final call to arms
Remember the 80/20 rule is always working – either for you or against you.
Carper Diem- Seize the day!
~ Perry Marshall and Talor Zamir
January 22, 2018
Technically speaking, the author of this book is really Talor Zamir. While Perry does lend a couple chapters worth of material, it's apparent his celebrity was used to market the book. Several other authors also contribute, a chapter each.
If you've read one of Perry's Adwords books this book won't add anything more in regards to Google Adwords, but LBM does offer some good info about Bing, Facebook, and SEO. It's pretty basic material but it lays out a solid program. A great book for anyone new to SEM.
If you've read one of Perry's Adwords books this book won't add anything more in regards to Google Adwords, but LBM does offer some good info about Bing, Facebook, and SEO. It's pretty basic material but it lays out a solid program. A great book for anyone new to SEM.
March 9, 2019
While there was a lot of detailed and in-depth information in this book, I felt that it had an agenda to push (PPC and GoogleAd Words). I was hoping for a more over-arching set of ideas on how to market a local business and found myself skipping chapters when I realized the authors were deep diving into a strategy that I was not interested in. It felt like half of the book wasn't useful for my goals, which is fine, but if it had been titled "How to Pay for Ads and Get the Best Bang for Your Buck," I would have had a better idea of what to expect (and I wouldn't have picked it up).
January 3, 2019
Printed in 2016, I think the knowledge is up to date.
Great resource for marketers, and for owners business.
Maybe the section about Facebook ads needs a refresh, but the know how is current.
This is the third time I read this book
Great resource for marketers, and for owners business.
Maybe the section about Facebook ads needs a refresh, but the know how is current.
This is the third time I read this book
January 1, 2018
Read the first few chapters and seemed pretty rudimentary. Some good little tidbits.
May 25, 2021
Good book for anyone who wants to start their small businesses or any local businesses wanting to enhance their customer base.
April 30, 2016
Initial fears and concerns over this book soon evaporated and this guide to marketing your business on a local level turned out to be a pleasing read. Every locally focussed business needs local business marketing, yet most companies don’t seem to get it, it is claimed, so maybe this book will be the saviour for some?
Search engines are an important source of traffic and visible potential business for a company and the larger search engine giants are certainly pushing local search. A wise business that focusses on a local business area surely doesn’t want to miss out on this traffic, especially since the old ways of attracting business such as newspaper advertising and telephone directories are “yesterday’s technology.” The authors show the reader actionable methods of utilizing local search advertising and focused traffic building to good effect: all items that can be directly measured and tracked. At the same time this will also assist the company’s visibility within search engines, providing additional benefit to local traffic acquisition. SEO is important but it should not be the primary focus of the business owner, the authors note, since you want to start pulling in sales immediately and thus paid-for advertising is key.
Great success can follow it is claimed, with the authors suggesting that business owners who follow their system could see a doubling or tripling of their business within a year. Everything is possible, even if no guarantee is given. The book is a complete guide, yet you still have a fair bit of work to do, the filling in the gaps whilst following the authors’ careful guidance.
Even if you don’t have a business that requires local marketing, this book is still capable of giving a lot of quality advice about online advertising! It is an excellent, focussed all-rounder.
Search engines are an important source of traffic and visible potential business for a company and the larger search engine giants are certainly pushing local search. A wise business that focusses on a local business area surely doesn’t want to miss out on this traffic, especially since the old ways of attracting business such as newspaper advertising and telephone directories are “yesterday’s technology.” The authors show the reader actionable methods of utilizing local search advertising and focused traffic building to good effect: all items that can be directly measured and tracked. At the same time this will also assist the company’s visibility within search engines, providing additional benefit to local traffic acquisition. SEO is important but it should not be the primary focus of the business owner, the authors note, since you want to start pulling in sales immediately and thus paid-for advertising is key.
Great success can follow it is claimed, with the authors suggesting that business owners who follow their system could see a doubling or tripling of their business within a year. Everything is possible, even if no guarantee is given. The book is a complete guide, yet you still have a fair bit of work to do, the filling in the gaps whilst following the authors’ careful guidance.
Even if you don’t have a business that requires local marketing, this book is still capable of giving a lot of quality advice about online advertising! It is an excellent, focussed all-rounder.
March 17, 2016
This book was very interesting and informative. I was amazed at the information that was contained and how easily it was understood. For many the idea of SEO and PPC and identifying the benefits of each can be confusing and I believe this book explains that well, clearing any confusion.
For any business owner I would highly recommend this book to assist in getting your business recognized and sought after. You will learn within this book, how to tell the difference between SEO and PPC and how to use Google search to your benefit. "Key words" is a phrase I hear in many aspects of life and in this respect, that philosophy is applied to making your business stand out over your competitors to Google searchers which is imperative in today's market. You will learn how to apply the words that fit your business and make it stand out. How to identify whether or your add is working or not is another benefit discussed in this marketing strategy. There is so much more than these areas involved in this book, but those are ones I feel are central.
If you are serious about your business you need to read this book. I felt as if I was back in my marketing courses with the amount of information given. My attention was caught and some areas that I had felt I needed clarifying were presented in this book and I understand the content better. The material will definitely be a plus to any determined business owner.
I reviewed this book for Netgalley
For any business owner I would highly recommend this book to assist in getting your business recognized and sought after. You will learn within this book, how to tell the difference between SEO and PPC and how to use Google search to your benefit. "Key words" is a phrase I hear in many aspects of life and in this respect, that philosophy is applied to making your business stand out over your competitors to Google searchers which is imperative in today's market. You will learn how to apply the words that fit your business and make it stand out. How to identify whether or your add is working or not is another benefit discussed in this marketing strategy. There is so much more than these areas involved in this book, but those are ones I feel are central.
If you are serious about your business you need to read this book. I felt as if I was back in my marketing courses with the amount of information given. My attention was caught and some areas that I had felt I needed clarifying were presented in this book and I understand the content better. The material will definitely be a plus to any determined business owner.
I reviewed this book for Netgalley
May 8, 2016
It blew my mind. I'm excited to write this review because I hope that after you read it, you'll realize how much this book can help you with your local business.
Based on the title, I knew this book was something I wanted to read. I'd struggled myself trying build a small local business on my own for several years. I tried all kinds of marketing: social media, direct mail, cold calls, and more. If there was a new shiny object that promised to help me grow my business I would try it. One of those methods was pay per click. However, I would often try for a while and then quickly give up on it because it would either be too costly or I'd be met with dead silence and no clicks.
The Ultimate Guide to Local Business Marketing helped change my perspective about pay per click. From the title, you might think this would be a book about how to secure news coverage or something like that. Instead, it's all about pay per click and how to make this form of marketing work for you.
When I got this book, I read it cover to cover, then went back and followed it step by step. My results so far have been phenomenal. In just a matter of hours, I have realized marked improvement in my Adwords marketing. No other guide I've read had been able to break down the process of setting up an ad the way this book does. Just one read through is all it took to take my Adwords marketing from floundering to fantastic.I highly recommend this book for any small business with an online presence.
Based on the title, I knew this book was something I wanted to read. I'd struggled myself trying build a small local business on my own for several years. I tried all kinds of marketing: social media, direct mail, cold calls, and more. If there was a new shiny object that promised to help me grow my business I would try it. One of those methods was pay per click. However, I would often try for a while and then quickly give up on it because it would either be too costly or I'd be met with dead silence and no clicks.
The Ultimate Guide to Local Business Marketing helped change my perspective about pay per click. From the title, you might think this would be a book about how to secure news coverage or something like that. Instead, it's all about pay per click and how to make this form of marketing work for you.
When I got this book, I read it cover to cover, then went back and followed it step by step. My results so far have been phenomenal. In just a matter of hours, I have realized marked improvement in my Adwords marketing. No other guide I've read had been able to break down the process of setting up an ad the way this book does. Just one read through is all it took to take my Adwords marketing from floundering to fantastic.I highly recommend this book for any small business with an online presence.
March 31, 2016
Disclosure: I received this book via NetGalley.
Perry Marshall is somewhat of a Pay Per Click maven and as such this guide focuses mainly on using AdWords (Google's PPC system) to attract new business.
He and Talor Zamir have put together and easy to read, upbeat and informative guide to using PPC to drive new business.
They rightly emphasise PPC over SEO (my field) for the speed of results and walk the reader through designing the landing page, conversion tracking, keyword research, writing ads and split testing both ads and landing pages.
It's an upbeat, positive easy read and I'd recommend it for anyone looking to get a decent understand of AdWords and PPC advertising.
Perry Marshall is somewhat of a Pay Per Click maven and as such this guide focuses mainly on using AdWords (Google's PPC system) to attract new business.
He and Talor Zamir have put together and easy to read, upbeat and informative guide to using PPC to drive new business.
They rightly emphasise PPC over SEO (my field) for the speed of results and walk the reader through designing the landing page, conversion tracking, keyword research, writing ads and split testing both ads and landing pages.
It's an upbeat, positive easy read and I'd recommend it for anyone looking to get a decent understand of AdWords and PPC advertising.
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