Ultimate Guide to Local Business Marketing

by Perry Marshall, Talor Zamir

Overview

MASTER LOCAL SEO AND REACH THE RIGHT CUSTOMERS EVERY TIME

With Google local services ads 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, new competitors and even legacy platforms such as 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

Product Details

ISBN-13:	9781599185781
Publisher:	Entrepreneur Press
Publication date:	02/09/2016
Series:	Ultimate Series
Pages:	220
Product dimensions:	8.00(w) x 10.00(h) x (d)

About the Author

Perry Marshall is the number-one author and world’s most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save billions of dollars in “AdWords stupidity tax.” His Chicago company, Perry S. Marshall and Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results. Marshall has been featured at conferences in the U.S., Canada, Ireland, Great Britain, Israel and Australia. He’s shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Gary Halbert, Harvey Mackay and Les Brown. He’s consulted in over 200 industries, from computer hardware and software to high-end consulting, from health and fitness to corporate finance. Marshall lives in Chicago, IL.
Talor Zamir is a highly-sought after speaker and consultant in the fields of internet marketing, entrepreneurship, and personal development. He has generated tens of thousands of leads for local businesses via his “Local Business Landing Page Template” and unique PPC strategies. Zamir lives in Las Vegas, NV.

Table of Contents

Preface xi

Chapter 1 Why 95 Percent of Local Businesses Are Failing Miserably with Their Marketing Talor Zamir 1

What They Don't Teach You in Law (or Any Professional) School 2

What You Will Not Learn in This Book 2

"Real" Marketing 2

High Potential-Low Risk 3

Limited Budget? No Problem! 3

SEO Last, Not First 3

Chapter 2 Search Engines Are the New Yellow Pages Talor Zamir 5

Why the Yellow Pages Was (and Search Engines Are Now) the Highest-Quality Leads 6

Why Traditional Forms of Marketing Are Less Effective 7

Chapter 3 Search Engine Optimization (SEO) vs. Pay Per Click (PPC) Talor Zamir 9

The Differences between SEO and PPC 10

The Advantages PPC Has Over SEO 10

Why PPC Will Be a Top Source of Leads for a Long Time 14

Chapter 4 The Dirty Little Secret Ad Agencies Are Afraid You'll Find Out Talor Zamir 15

Ad Agency Math 16

The Number-One Thing Local Business Owners Want 16

Chapter 5 The 80/20 Rule: It's Not What You Think, But It's Really Profitable! Perry Marshall 17

Back When I Thought 1 Understood 80/20 18

80/20 Applies to Nearly Everything You Can Measure in a Business 18

80/20 Isn't Just Two Groups, "The 80" and "The 20" 18

There's an 80/20 Inside Every 80/20! 19

Overlay Multiple 80/20s-and Double Your Mojo! 20

Perfectionism Can Get in Your Way! 22

The Myth of the Long Tail 22

Some 80/20 Rules of Thumb 23

Chapter 6 Google AdWords: The Greatest Innovation in Advertising History Talor Zamir 25

A Dramatic Shift 25

Not as Easy as It Used to Be! 29

Chapter 7 The Top Four Reasons Local Businesses Fail Using Google AdWords Talor Zamir 31

1 No Landing Page or Awful Landing Page 31

2 Horrible Ads with Low Clickthrough Rates 32

3 No Conversion or Call Tracking 32

4 Poor Campaign Structure 33

AdWords Aren't Perfect, But 33

Chapter 8 The Most Important Piece of the Puzzle-Your Landing Page Talor Zamir 35

The Importance of Conversion 36

Why Your Landing Page Will Convert Better Than Your Website 38

Online ADD and One-Decision Marketing 38

The Goal of Your Landing Page 39

Chapter 9 How to Make Landing Pages that Convert Curiosity to Cash Talor Zamir 41

Example of a Dreadful Landing Page 41

The Local Business Landing Page Template 43

What You Should Avoid on Your Landing Page 48

Chapter 10 Increase Your Conversion and Dominate Your Niche with a Killer USP! Bryan Todd 51

What Is a USP? 52

The Six Essential Elements of a Power USP 52

Chapter 11 Why You Must Track All Conversions on Your Landing Page Talor Zamir 57

Most Local Business Advertisers Are Flying Blind 58

Track Conversions with Dynamic Call Tracking 58

Getting Started with Dynamic Call Tracking 60

True Campaign Optimization 61

Chapter 12 How to Find the Best Keywords to Start With Talor Zamir 63

What Would Your Ideal Client Type into Google? 64

The Secret to Keyword Research for Local Businesses 65

Chapter 13 Advanced Keyword Research Talor Zamir 67

Using Google's Free Keyword Planner 68

How to Spy on Your Competitors to Find the Best Targeted Keywords 70

Chapter 14 Keyword Matching Options: Dodging Google's Stupidity Tax Talor Zamir 73

Understanding Keyword Match Types 74

Shortcut for Generating Keyword Match Types 76

Negative Keywords are Really Important! 77

Chapter 15 Breaking Out Your Keywords into Ad Groups Talor Zamir 81

The Psychology of Search 81

Structuring Your AdWords Account for Success 82

Chapter 16 Build Your Google AdWords Campaign from Scratch Talor Zamir 85

Warning: Do Not Use AdWords Express! 86

Choosing the Right Campaign Settings 86

Advanced Settings 94

Creating Your Ad Groups 97

Chapter 17 Bidding Strategies Make or Break You Talor Zamir 101

Bidding for the Top Three Positions 102

Setting Your Initial Bids 102

Changing Your Bids 103

Chapter 18 The Ultimate Local Google Ad Perry Marshall Taior Zamir 105

Ad Copy 105

Ad Extensions 106

A Good Ad vs. a Bad Ad 106

Your Ad Copy 107

Chapter 19 Ad Extensions: Twice the Real Estate for No Extra Money Talor Zamir 111

Location Extensions 112

Call Extensions 114

Sitelink Extensions 115

Callout Extensions 118

Review Extensions 118

Chapter 20 Split-Testing Your Ads: The Key to Continuous Improvement Talor Zamir 121

The World's Greatest Market Research Engine 121

Split-Test with Ease 122

Split-Testing Is Not Just About Clickthrough Rates 122

Six Things You Can Test in Your Ads 123

Adding Additional Ads to Your Ad Groups 125

Unlimited Possibilities 126

Chapter 21 Conversion Tracking Talor Zamir 127

The Most Important Metric: Cost Per Conversion 128

Three Things to Watch When Optimizing Your Campaign 129

Setting Up Conversion Tracking 132

Chapter 22 Mobile Search Advertising: The Future of Local Business Marketing Talor Zamir 137

Mobile Ad Positioning 138

Adjusting Your Mobile Bids 139

Creating Mobile Optimized Ads 140

Chapter 23 Scale Up Your Lead Flow Once You Have a Winner Talor Zamir 143

Bing Ads 143

Adding More Keywords 145

Advertising 24/7 146

Expand Your Geo-Targeting 146

Chapter 24 Remarketing: A Powerful Strategy Every Local Business Should Use Talor Zamir 149

Getting Started with Google Remarketing 150

Creating Remarketing Ads 154

Segmenting for Success 155

Expanding Your Remarketing Beyond AdWords 157

Chapter 25 Convert Those Leads into Paying Clients and Profits Perry Marshall Talor Zamir 159

The X-Factor 160

Six Tips for Converting Leads into Clients 161

What Two of Our Most Successful Clients Have in Common 163

Chapter 26 What to Look for When Hiring a PRC Agency Adam Kreitman 165

Six Questions to Ask Before Hiring a PPC Agency and Why 166

Hiring an Agency Does Not Mean You Are Off the Hook! 170

Chapter 27 Local SEO Techniques Richard Jacobs 171

Measuring Success in Local SEO 172

Diagnosing SEO Problems Using Your Website's Structure 173

SEO Tactics to Build Your Website's Traffic 174

Local SEO is Very Similar to National SEO 175

Getting "Enough" Favorable Reviews in Google Maps 176

A Final Word of Caution 177

Chapter 28 Facebook and Facebook Ads for Local Businesses Keith Krance 179

Facebook Doesn't Want to Be Cool 180

The Five-Step Facebook Fast Start Formula 183

Step 1 Publish "Facebook-Friendly" Goodwill Content 183

Step 2 Target Audience Research 191

Step 3 Publish and Boost Your Facebook Post 197

Step 4 Repeat with Conversion-Focused Campaign 201

Step 5 Analyze and Optimize 204

The Facebook Fast Start Review 205

Chapter 29 Take Action-and Get Started! 209

80/20: Top Strategies to Implement Now 210

Conclusion: A Final Call to Arms 211

Before We Go 211

About the Authors 213

Index 215

Editorial Reviews

Perry Marshall combines the attributes of the most calculated engineer with the artistry of a poet. If you are not following Perry’s formula, you are leaving millions on the table.
—Brian Kurtz, Executive Vice President of Boardroom Inc.

Perry’s methods coupled with Google AdWords offer a fast and cheap testing ground for a lot of marketing messages. He’s a consummate player of this game, the smartest person I or any of my clients have ever found when it comes to Google AdWords—optimizing response for his clients, and teaching others how to do it for themselves.
—Dan S. Kennedy, Author of No B.S. Direct Marketing

Perry Marshall is a certifiable genius in his intellect, and his understanding of far more than mere marketing.
—Jay Abraham, Founder and CEO of Abraham Group, Inc., and author of Getting Everything You Can Out of All You’ve Got

This is not a get rich quick book. What Perry and Talor prescribe is a tough look at your business, and then give you the tools to getting the right customers and creating the business you want to run. Don't expect to read this book, buy a couple of keywords and have money rolling in tomorrow. Those days are over. But, if you want to capture a sustainable, profitable niche, then this book needs to be in your arsenal.
—Rod Brant, Serial Entrepreneur, Sylvania, Ohio

I'm often asked by peers in my niche how I manage to rank so well in search engines and not go broke using Google AdWords. There are a couple of reasons—I've been subscribing to Perry Marshall's newsletters since 2003; I've read every one of his books; I listen in on all the conference calls he organizes; and finally, I implement his strategies and tactics.
Only a fool would continue to run Google AdWords campaigns and NOT invest in, study, and implement these ideas. Just get the book!
—Jer Ayles-Ayler, AdWords User, Trihouse Enterprises, Inc.

What I love about this book is its honesty. Most of the other books on Google AdWords don't really "tell it like it is" but rather tell you what "Google would have you believe." This book is full of proven tips and tricks (even for seasoned veterans), valuable resources, and an objective attitude. I can see why Perry is the number one quoted resource for Google AdWords.
—Jason L. McDonald, Silicon Valley, Calif.

Talor created a very successful lead generation campaign for my law practice. He is a straight shooter who understands marketing at the highest level. If you are a local business owner there is nobody you are going to get better advice from on marketing and generating leads for your business.
—Jacob Sapochnick, Law Offices of Jacob J. Sapochnick, Immigration Lawyers, San Diego, CA

If you are a local business owner and you read this book you will be in the top 1% compared to your competitors when it comes to getting new customers for your business. The strategies Talor Zamir clearly outlines in this book have generated millions of dollars for businesses around the world.
—Shaun Smith, Black Belt Marketing, Philadelphia, PA

From the Publisher