Mark is joined this week by Matt Viara, leader of the Workstand paid Google ads team. What are paid ads? How do we help bike shops participate in paid Google programs? What are the costs and benefits? We talk about all of that!

We give a high-level overview of our paid ads programs and touch on the 4 offerings that we’ll discuss in detail during the episode.

• Why Local and Full Service?
• What is product vs awareness?
• Why do we differentiate in that way?

With that groundwork in place, we’ll move to explaining each program and who should consider them.

Deeper explanation of each program:

• Local Awareness
  • Help local consumers find you via the most popular general search terms. Great for connecting with local people who don’t have a preferred shop
  • Get top map pack placement via sponsored ads in search results
• Local Product + Local Feed
  • Show people close by that you have the products they are looking for in stock in store
• Product
  • The best way to jump start your ecommerce
  • Target regionally or nationally
• Awareness
  • On top of local Search Ads we can also get the word out about seasonal content, sales, events via Display (image) and YouTube video ads

FAQ:

• Costs of the different programs?
• Are there any setup fees?
• How are budgets determined?
• How long are retailers committed to the program?
• How do we set expectations for results? Dollars, sales growth, timelines?
• How personalized are these programs for a specific retailer?
• How do we deal with serving multiple Workstand merchants in the same market?

You can reach Matt Viara at [email protected] or read more about all of these programs.

Be sure to email your questions to [email protected]. We read all emails sent and we look forward to hearing from you.
If you're a Workstand client with questions about your subscription, email [email protected] or call 303-527-0676 x 1. If you are not currently a Workstand client with questions about how our programs work, email [email protected].
Find Us on LinkedIn
Ryan Atkinson, President + Co-Owner
Mark Still, Business Development
We also publish Around the Workstand on our YouTube channel if you'd like to watch while you listen. Here is our Around the Workstand playlist.
If you have any questions about the topics discussed in this episode of Around the Workstand or if you have ideas for new topics we can cover, schedule a time to meet with Mark Still here or email [email protected].