dominating paid media in local markets
TRANSCRIPT
@SamJaneNoble
MozTalk – July 2016
DOMINATING PAID MEDIA IN LOCAL MARKETS
2000
2016
1 x Paid Ad
3 x Local Listings
10 x Organic Listings
2000
2016
££££
Google’s revenue from advertising continues
to increase exponentially.
Source: Statista
89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google
They must innovate in
order to maintain growth.
PA ID MEDIA MARKETWELCOME TO THE
DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH
DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH
Gone are the days when
all we had were keywords.
Advertisers now have
more to get excited by.
We can now target our
own audiences via PPC.
This is where things get really powerful.
Competitors are unable to
copy or replicate your
audience.
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
TARGETT INGFUNNEL
This is too complicated.
This is too simple.
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
This is just about right.
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
What does this actually
mean for you?
MARKETPLACEBACK TO THE
The Awareness Market
Awareness
Display Ads Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search Ads
LinkedIn AdsFacebook
Ads
Bing Native
Twitter Ads
Instagram Ads
YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.
Display ads on a CPC model can drive
thousands of impressions without a huge cost.
Bing Native ads appear in context within
content on the MSN network.
Local Search Ads on Google Maps for desktop
can appear in the search results & on the map.
In the Google Maps mobile app, ads can
appear in the results & within the actual map.
The Consideration Market
Consideration
Brand Bidding
Competitor Bidding
Vouchers & Reviews
Seller Ratings
Remarketing
RLSALanding Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Local Inventory
Ads
Bing Native
Have a presence when potential customers
are looking for reviews, vouchers & discounts.
Likewise, you want to appear when the
potential audience searches for your brand.
Businesses can show ads on the Waze map to
drivers & commuters in the nearby area.
Seller Ratings make your ads stand out in the
crowded search results and boost CTR.
Facebook Local Awareness Ads can track
calls and in-store visits.
h/t acquisio
The Preference Market
Preference
Gmail Ads: Competitor Gmail Ads:
Your Brand
RLSA
Remarketing
PLAs
Amazon AdsFacebook
Product Ads
Google Search
Bing Search
Dynamic Remarketing
YouTube In-Display
Bid on competitors names using Gmail ads to
entice customers away if they receive mail.
Google and Bing search is imperative if you
are looking to keep audiences at this stage.
Include approximate distance from the bank
in mobile ads to encourage the locals.
Leverage Call-Only ads to completely avoid
the need for landing pages & drive calls.
The Purchase Market
Purchase
Google & Bing Search
Amazon Ads
Google Shopping
Facebook Shopping
Ads
Bing Shopping
RLSARemarketing
YouTube Shopping
Ads
Similar Audience
Local Inventory
Ads
In-Market Audiences
The recently announced Promoted Pins in
Google Maps can drive footfall into the store.
Google Shopping is the go to place for
audiences who are researching where to buy.
Showcase Shopping ads could be used to
promote more product & convert broad terms.
h/t PPC Hero
The physical stores that hold stock can use
Local Inventory Ads to drive footfall from ads.
Use Similar Audiences to target potential
customers with a similar demographic to yours.
The Loyalty Market
Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads
Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.
If you have a rewards scheme, Facebook
Customer Match promotion can work well.
RLSA competitor bidding means you can
capture audiences before they go elsewhere.
The Advocacy Market
Advocacy
Customer Match
Gmail Ads –Forward to Friend
Recommend a FriendFacebook Ads
Remarketing for Reviews
Customer Match for Gmail and YouTube can
work well to promote a RAF scheme.
Use remarketing across platforms to generate
reviews from existing customers.
THOUGHTFINAL
“Audience is your Unique Marketing
Point (UMP)”@SamJaneNoble
Thanksfor listening.
@Koozai
Facebook.com/koozaiE-mail: [email protected]
www.koozai.com
Tel: 0330 353 0300