building and executing online localized marketing strategy - mn ama january 19, 2010
Post on 16-Apr-2017
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2What You’ll Learn
• What is local?• How do they find you?• What are main channels for online
local advertising?• What are the ones related to
searching online? And what are the basics for setting them up?
3What is local?• Some one who is currently in a location
– Looking for services there. “Auto repair Golden Valley”– Not specifying a location but who may exhibit localized behavior
“best dentists” “used cars” “office manager jobs”
• Someone who isn’t in a location but wants something there. “best family neighborhoods in San Diego” “hotels near MOMA in NYC”
• Targeting a business to someone in a specific location who may not be actively looking for something, but who exhibits certain behavior, demographics, or interests.
4Examples
5How did we find you?
Self-select your location of interest
6“sniff” your IP location
If they can’t determine the location (example here of AOL), it’s shown as (not set)
7Or Big BrotherAnd they know exactly where I am because I have it integrated to my phone.
But of course I can switch my location manually and fool them. For example last year my default location was the discovery of something looking suspiciously like Atlantis.
8Based on your login info
9If we know where you are..We can advertise to you
This may not have a big market, but with a little creativity, I can make it larger
10Channels to Target
• Social Media Sites• Review Sites• Search Engines• Phones• Web Surfing• “Search Engines” – YouTube, eBay
11Top local adv channels
12Types of Advertising
• Maps – Getting your business listed in a local business directory
• SEO – Optimizing the content on your website for the location
• SEM, pay-per-click search ads• Banner Ads – Content Networks • Reviews & Social
13MapsTop 3 Factors:1. Claim it!2. Distance from
“Centroid”3. Reviews &
Pages
14Local Maps
Reports:• Searches!• Actions!• Directions!
FREE CLICKS
15SEOA page for EACH location
Use the location in keywords, and page copy, meta code
Have the address on the web page
Build off the work you did to get your address listed in the maps
16PPC – Tons of Options
Small But Mighty
• Only show in certain geographies• Have ad copy for different locations• Set different rules and bids• Sync to local business listings• Only show if certain words (like locations are in the ad copy
17Pay-Per-Click: Options• Ads show only in targeted
locations, on a variety of websites. People see them when reading those sites. – Images– Text– Ad copy can be localized or generic
18Facebook PPC
19WHERE and How? - MobileSet up PDA Campaigns in PPC ad campaigns
Incorporate into searches
Create .mobi pages for each location
Sync locations from Google maps to ads for smart phones (this also triggers a click-to-call)
Tons of apps
20Where and How - Reviews
21A peek at Social Local
22HOW to Measure
Web AnalyticsClear PixelsReports!
• Numbers of views• Reviews• Stars & Ratings• Driving directions• Visits to site / Search rank• Coupons• Phone calls• Leads• Sales
23Where to start?• Claim your listings - everywhere• Add your address to your website• Add location qualifiers to social profiles and links• Add pages for locations on your website• Consider location advertising – paid search,
content network, Facebook, • Consider localized promotions like Groupon,
Foursquare• If running PPC, sync your locations
– If running PPC, look into the MULTIPLE location targeting options
24Resources• www.Google.com/LocalBusinessCenter • AdWords Learning Center - Google • www.facebook.com/advertising• http://www.groupon.com/• http://foursquare.com/businesses/• borrellassociates.com – research and conference• Yahoo APT• http://www.ninahale.com
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