How Google Runs The World(and how to win at Google’s game)

Goals For Today

Introduce Google in a new light

Discuss Google My Business, the [free] direct line for local business to tell Google what it needs to know

Brief discussion on buying search ads with Google Adwords

A Brief Intro to Google

2017, Alphabet generated $12.6 billion in profit on $110.6 billion in revenue

Market cap in the neighborhood of $800 billion

Roughly 90% of Alphabet revenue comes from advertising

The Secret Sauce

The [Practical] Secret Sauce

Google gets $0.42 out of every $1 spent on digital advertising

The [Practical] Secret Sauce

Google gets $0.42 out of every $1 spent on digital advertising

And there is a LOT of Sauce

Last year, Google processed over 2 trillion searches5.5 billion per day63,000 per second

~15% of searches have never been searched before

Google is Transforming Media Consumption

5 billion videos viewed daily, with Live TV available for $35 / month

Google is Transforming Media Consumption

Android possesses ~85% global share of mobile operating systems

Google is Transforming Media Consumption

In a legitimate battle with Amazon over the virtual assistant market, millions sold and gaining

Google is Transforming Media Consumption

Mobile virtual network operator using Sprint, T-mobile & US Cellular

Google Is Transforming…EVERYTHING

Logged more automated miles driven than any other company

Google Is Transforming…EVERYTHING

Is a leading player in the development of artificial intelligence.

Google Is Transforming…EVERYTHING

Calico aims to “optimize the biology that controls lifespan”.

Playing the Data Game to Win

Google.com/maps/timeline

Google My Business (GMB) Completely free to claim and verify a local business Google leans heavily on the information businesses supply as a factor in their ranking

algorithm

Local Intel Suggest An Opportunity In Agriculture

With GMB, You Take the Reigns on How Google Presents your BusinessConfirm consistent contact informationConfirm hours of operationDesignate searchable categories and attributesUpload preferred, hi-res photos of your businessSee and respond to customer reviewsReview updates that Google automatically finds

Google Search Draws Heavily On GMBFor locally or geographically qualified searches, Google will often pull from GMB data to populate results that go beyond blue text links

Preferred Position Local SEO 3-Pack Knowledge Panel Domination!

GMB Coverage Exercise

OPEN GOOGLE.COM/MAPS (or MAPS App)

SEARCH FOR YOUR BUSINESS NAME

CHECK FOR ‘CLAIM THIS BUSINESS’

GMB Coverage Exercise

OPEN GOOGLE.COM/MAPS (or MAPS App)

SEARCH FOR YOUR BUSINESS NAME

CHECK FOR ‘CLAIM THIS BUSINESS’

BONUS: SEARCH YOUR BUSINESS NAME @ Google.com

Claiming Your GMB Listing

Option A: Visit Business.Google.com/Create

Option B: Download Google My Business App

Follow the prompts

Pro Tips For GMB Power Users

1. Use new Posts feature to share current news about events, offers, new products or special hours

2. Turn on messaging to allow customers to immediately message you via Google Allo messaging app

3. Photos & videos are your friend. Request a virtual tour if you gain traction

4. Use List View to maintain multiple locations from one GMB account

Google Adwords & AdWords Express

Adwords is Google’s native platform for executing search advertising campaigns

GMB promotes Google Adwords Express, faster to set up but less precise

Adwords can be effective for local businesses looking to promote specific products, offers or events Keyword selection is critical

Primer on Google Adwords for search ads

Tips For Local Adwords Campaigns

Leverage location targeting

Only run on the search network

Be careful with keyword match types

Take advantage of location extensions

Define a conversion; consider Click-to-Call

References for GMB Claiming Issues

If someone else has already claimed your GMB profile, follow the steps outlined in this video

If a location has closed and you wish to mark that location for removal from Google Maps, follow these steps.

NOTE: This reflects the process for “GMB Classic”, if using the updated version, find location and click the “Actions” button

There is a bulk upload feature, if you operate 10 or more locations; in most cases, though, the easiest route will be to simply claim all relevant GMB’s under a single Google account

Google Support for GMB

VISIT THE GOOGLE MY BUSINESS HELP CENTER WITH ANY ADDITIONAL QUESTIONS

IF ALL ELSE FAILS, EMAIL THE GOOGLE MY BUSINESS TEAM (responses may take up to 1 week)

*The ‘Fix Issue’ button is especially useful