We’re supporting Small Business Saturday!

If you’re not already familiar with Small Business Saturday, let us introduce you!

Small Business Saturday is fantastic, non-commercial campaign that celebrates UK small business success and encourages consumers all over the country to shop locally and to support all the small businesses doing wonderful things within their communities.

The event takes place annually on the first Saturday in December and is growing each year! Last year an estimated £748 million was spent on the day and is predicted to grow for 2018 as backing from local authorities is up to 87% from last year’s 80%.

We work closely with small businesses every day and we know how much they impact local communities so we’re keen to get involved and show our support! This year, we’re offering all small businesses a FREE campaign when 3 campaigns are purchased. To find out more about this superb offer, get in touch with our team!

You can find out more about the great work happening over the UK here: smallbusinesssaturdayuk.com

If you’re not retargeting this Christmas, you need to read this

It’s here… the busiest time of the year for retail sales offline and online. That means it’s also one the most important times to run retargeting ads. You’ll want to trust us on this one, we promise. Here’s why..

Big sales events Black Friday and Cyber Monday may have come and gone but online shoppers aren’t going anywhere. In fact, 30% of all annual retail sales typically occur between now and Christmas, with 60% of UK consumers doing at least half their Christmas shopping online.

You’ve already got them this far, you don’t want to lose out now!

SeeLocal retargeting is all about getting your customers back – on average, 98% of people won’t buy anything during their first visit to a website so retargeting is pretty essential to ensure you’re not missing out on any customers.

The good news is, we can help! SeeLocal retargeting works by showing your ads on relevant websites and social media platforms when a user visits your site or opens your email without making a purchase.

 There’s a tonne of people online

The right Christmas marketing should mean additional shoppers online equals additional website visitors. With all these increased visits, you want to ensure that you’re capitalising on all the opportunities and keep reminding any lost customers to come back to your website to make those all important purchases.

Looking to buy

Unlike other times of the year when you’re trying to give your customers an excuse to buy from you, Christmas is an easy sell. Or at least, it should be. Consumers are looking to spend and they’re looking for ideas – the perfect opportunity for you to remind them that your business is where they should start!

 

SeeLocal retargeting is included in every SeeLocal display campaign so go on, get started and treat yourself to success this Christmas!

 

Advertising for Black Friday

Black Friday, traditionally is the busiest retail time of the year for American business marking the beginning of their holiday season after thanksgiving This time of year is fast becoming a British phenomenon too, along with Cyber Monday that comes just a couple of days later.

Last year the British public spent a whopping £1.4bn with British retailers online only across the Black Friday and Cyber Monday weekend. Year on year the amount increases massively, so this year is set to be the biggest yet!

With this in mind, businesses who have not previously got involved, should really carefully consider it, as the opportunities it provides  In order to get the most out of the event, why not get started early and increase brand awareness in the run up to 23rd November.

With just a month to go,  increasing brand awareness ensures that when it comes to searching for the best deals, customers remember your brand over your competitors, so are more likely to recognise your brand when you have offers on, and might even organically search for you to see what deals you have to offer.

In order to achieve this awareness though, starting advertising campaigns in plenty of time is key. Highly targeted, online advertising campaigns are a great way of first, building brand awareness before the event, then increasing website traffic during black Friday weekend.

Every year we see companies beginning their black Friday marketing far too late, meaning they see little or no return on investment. Black Friday and Cyber Monday are becoming more and more popular here in the UK- it’s time businesses understand and get involved by being prepared early.

Top tips for a great landing page

Firstly, what is a landing page? A landing page is used in online advertising, is the page in which users are taken to after clicking on your ad online. When advertising online, it is one of the first impressions a user gets of your company, brand or product, so it needs to be flawless. But what does it take to make a truly great landing page?

Firstly, you need to establish what your goal is, and what exactly you want your users to do upon clicking on your site. Do you want them to fill in a contact form, sign up for a newsletter or download a brochure. Whatever it is you want them to do, you need to make sure this is clear and that your conversions are defined, so you can easily track them.

Next, you need to establish who your competitors are, and what they are doing that you’re not. How are they succeeding, and what can you take from their strategy that could imitate their success? It’s completely fine to imitate competitors, if anything they’ll probably see it as a compliment…I say probably…

You need to know your audience inside out in order to create a landing page  that appeals directly to them and will entice them in, not turn them away. You can alter your ads depending on the location of your audience such as the way they speak and include images of things that will be familiar to them, to be more personalised and hopefully increase your engagement. Ask yourself, for example, what is the age of your targeted audience, what are their interests, where do they live, how much do they earn? Without knowing really detailed information about them, you will not be able to effectively market to them.

Finally, it’s worth knowing how your users got to your landing page, so you can tailor that page depending on where they came from.

Some final tips on how to ensure your landing page is successful and effective are the following:

  • Keep text short, sweet and to the point. If there’s too much text, users simply won’t bother reading so make sure your information is clear, and that your font is clear.
  • Any imagery, branding, text or decoration need to have a purpose- any clutter will just make your page look too crowded and will distract users from the real purpose of your page.
  • Ensure your content and images are of high quality, this is one of the first impressions users get of your business so you want to show high quality to reflect your business.

For more information about landing pages in SeeLocal campaigns, feel free to contact us!

Why location based marketing is so effective.

Location based marketing is arguably the most exciting development in the marketing industry, to date. With the ongoing increase in how people use and rely on mobile phones in day-to-day life, using these devices to personalise messages to potential customers, in real time and based on their current location is an extremely effective, successful way of marketing. Depending on where they are in the world,  advertisers can choose to send  different ad types, such as display ads, banner ads or search ads, to appeal to a particular activity or area.

At SeeLocal, our speciality is running highly targeted, local online advertising campaigns across multiple advertising platforms. We tailor ad campaigns to be shown to particular demographics, based on your target audience, and make sure ads are shown to relevant users, so your budget is not wasted and your campaign is a success.

Being so personalised, means that your potential customers who are seeing your ads, are more likely to convert as the information they are seeing is relevant to them. Using a particular dialect in an area, for example Yorkshire, means your ads are appealing to the specific ways of speaking in that area, which makes ads seem more personalised and therefore encourages more sales.

Ads are served up in real time, meaning they are seen in the moment. Ads shown based on location are relevant to what the user wants to see at a particular time, and encourages them to complete an action simply based on where they are. For example, in the retail industry, apps can serve up unique discount codes for nearby shops to encourage impulse purchasing. After all, we’re all human, we are much more likely to make a purchase if we have the opportunity to pay less than it is supposedly worth.

The fact that location based ads are so highly targeted, means they are even more relevant to users. Over time, due to consistently seeing relevant ads, this then increases the attention that users pay to display ads, due to reduction in generic irrelevant ads. In the past,  statistics have shown that around 46% of people used ad blockers due to seeing irrelevant ads, but with the development of location based marketing, truly relevant ads can be shown to those who are actually interested, which in theory should lead to a reduction in the use of ad blockers.

When targeted properly, location specific ads are almost certainly relevant to the audience you are targeting, making them more likely to be noticed and lead to a sale. Better, higher quality ad targeting means businesses are spending less money on ad campaigns to people who simply are not interested.

 

Benefits of Live Reporting

Live reporting allows advertisers to see data results as and when they happen, usually in the form of a dashboard. The benefits of this are endless, allowing advertisers to gain a deeper understanding of who customers are, and how they react to, for example, an ad campaign, and to quickly make any changes necessary to maximise impact of the campaign.

This limits the amount of wasted time and budget, as changes and alterations can be made almost instantaneously, so users can easily measure just how well a campaign is doing.  At SeeLocal, our online dashboard not only offers real-time reporting of your campaign, it also allows you to see exactly where each of your display ads are being shown, as well as how well they are performing in terms of analytics such as click-through-rate and cost-per-click.

Another element of live action marketing is real-time bidding. Realistically, you would think the most relevant ads would be shown to you when you load a webpage, when actually, the amount these advertisers are willing to pay for a click is also taken into account. Advertisers bid against each other to appear onto website pages, with the most relevant and highest paying ad being displayed when the website loads. This all takes place in a matter of seconds, and can be changed in no time by advertisers simply increasing their cost per click to become the highest bidder for each particular webpage.

With online marketing, there is always something going on, and opportunities for changes and alterations to be made in a matter of seconds. At SeeLocal, our network captures real-time results, monitoring and changing cost-per-clicks according to the campaign budget and real-time bidding prices.

The benefits of real-time bidding, has enabled advertisers to target ads to specific users of particular sites, ensuring that the position of every ad they show is not only relevant, but grabbing the attention of audiences with a genuine interest in the product or service.

For more information about how our live reporting dashboard, and real-time bidding service could benefit your business, get in touch by giving us a call on 01295 817611, or through our website contact page.

 

Marketing or Innovation?

 

Just like the age-old saying- what came first…the chicken or the egg, in the world of marketing, we often question what comes first- marketing strategy or product innovation.

Marketing strategy refers to a plan, determined by customer’s needs, so companies can assure they are marketing a product that is of interest to their company. Marketing is the underlying, constant source of getting a product known about, and seen by those interested.

Marketing innovation, refers to a ‘big idea’ or piece of technology, within the original product, such as an update or launch. Of course, you might think this comes first, with the launch of a new product, which to an extent it does…however, how would you know  there was a space in the market for your product without conducting market research?

It’s all very well conducting thorough marketing research, but how would you know what to research without an innovative idea or concept to start with? This is the age-old question within marketing, where exactly does it all start?

Honestly, it would be really difficult to define the exact point that can be established as the first step in developing and marketing a new product. The important element to consider thoroughly, and continuously throughout the very early stages of marketing and innovation, is that these aspects work side-by-side, and one simply won’t work as well without the other.

The closeness between marketing and innovation, is what allows them to change and evolve quickly according to consumer trends; what one lacks, the other excels. This concept applies to all industries, from tech to hospitality and retail to transport. It’s an industry wide trick, that can ensure a product maintains success and lifespan, keeping the marketing campaign innovative, and developing innovation according to marketing results.

A benefit of using online advertising techniques, as opposed to traditional printed methods, is the fact that digital methods such as display ads allow users to accurately track the success of  a campaign, and know that the results they are seeing is a genuine reflection on how well the campaign has run. This then lead to more successful innovation, as market testing

The key is to maintain close involvement of innovation in marketing processes, and marketing in innovation processes, to ensure the two can work together to optimise the strength of your product, and increase its longevity within the market.

5 Tips for Online Marketing

Marketing is a time consuming and often tricky aspect of running a business- particularly for small businesses and start-ups.

For this reason, here at SeeLocal, we have put together a few tips on how to get the most out of your marketing and how we can help you to do so.

  • Be present online- Just because your product is not sold online, does not mean that a strong online presence is irrelevant to you. People are spending more and more time online now, so the place you want your business and products to be appearing is exactly there. It’s vital that you give your target audience the opportunity to learn about your products and business, and that is one place where SeeLocal can help. We specialise in reaching specific, highly targeted audiences through bespoke display ads across a series of large online networks to audiences in targeted postcodes and locations.
  • Engage with your local community online- Social media is no doubt the best and most effective way to communicate to potential customers and promote your business. Getting involved with the online community by using hashtags and keeping up with trends, displaying what locals are talking about and engaging in is highly important when it comes to online activity. Potential customers often make decisions based on how engaging and active a company is on social media, so it’s vital that you are making the effort to engage as much as possible.
  • Be Creative- Try and come up with different ways of communicating your message. Plan your posts for the month to get a view of what you’ll be posting and how often. Come up with competitions, weekly posts and questions to keep your followers engaged and interested.
  • Encourage and push for online reviews- Ask your satisfied customers to leave reviews online; these are a great way of gaining more brand awareness. It is often only the unsatisfied customers that feel the need to leave reviews, change this by asking your customers to leave an honest review of how you did- you can then use what they say in social posts on your website to promote your service. People want to know that businesses leave customers satisfied, and makes them more likely to try the business for themselves through trust that they can deliver.
  • Don’t neglect your marketing offline- although digital marketing is growing more and more popular, offline marketing can complement your online campaigns. Although they are more time consuming and less cost effective ways of gaining awareness, often people will find out about a business offline, leading to a google or social media search. However you choose to market offline, ensure you include your social media handles for people to then follow you, perhaps incorporate a hashtag to create an online buzz encouraging potential customers to then move online and become involved.

If you’re interested in starting your own campaign, contact us– we’ll be happy to help.

 

Google Shopping Ads Being Used To Display Products On YouTube

YouTube has been a major part of the Google network for some time now, and Google AdWords has always been a key feature within it. Adverts display before or during videos, are shown on the sides of the screen, and even questionnaires and surveys can be shown to viewers before they watch a video. Allowing ads to display online during YouTube videos has already been a highly successful new format, allowing longer video adverts and emphasising the usefulness of shorter, snappy adverts. But Google is always looking for better ways to implement their AdWords features into a video, and new features have been tested and implemented that can be a huge boost to local online advertisers such as SeeLocal.

Back in May 2015, Google began integrating their Shopping Campaign adverts into YouTube, creating a layout that meant that products included in the YouTube video were shown along the right side of the video. This was a very useful addition for brands and retailers to advertise specific products alongside their videos, but now Google has been preparing for the release of a new format of Shopping Ads on YouTube. The implementation of shopping ads below a video is a boost for local business marketing as it offers a fresh way to attract a relevant audience to your website, and an audience is more likely to make a snap purchasing decision if they know the store or website they’re buying from is local.

The more traditional style of Google Shopping adverts that people are used to are the carousal format on the search engine, but people have spotted this traditional style of shopping ad appearing below YouTube ads recently. Back in November 2016, this format was spotted by users in Denmark, with shopping ads appearing below Bruce Springsteen videos, and ads for cleats appearing under soccer cleat product reviews. The ads didn’t show for all users, and it most likely is a preliminary test being done before rolling the feature out to a larger audience. When these features are implemented, SeeLocal and other local digital marketing firms will find them very useful in reaching a more locally based audience using a very wide-reaching method. Millions of people watch YouTube videos, so the feature will reach a huge and varied audience, and this audience is more likely to make a conversion when they are attracted to the products being shown on the video itself.

Google has also implemented another shopping feature onto YouTube in the form of TrueView, allowing advertisers to show products directly from their Merchant Centre shopping feed on the YouTube video page. Once again, these adverts appear below the video itself and show off specific products related to the video being shown. Google automatically selects videos on which to feature these shopping card, depending on their title, descriptions, and various other attributes. Dynamic Remarketing has also been introduced for this feature, allowing people watching YouTube videos to see your products provided they have already visited your website before.

Youtube is one of SeeLocal’s many networks. Contact us today to find out how SeeLocal’s digital marketing platform can benefit your business.

Google AdWords Updates To Keep In Mind In 2017

Google AdWords is constantly evolving and changing to adapt to the modern world of marketing. Each year, new features like Enhanced Campaigns and Expanded Text Ads are implemented to try and improve the AdWords experience, and in 2017, there are a number of updates that can aid any online advertiser. SeeLocal is a local advertising company, so we have a keen interest in any updates that can improve our local online display advertising, such as the updates below:

A major theme that has gradually been moving forward is a change in how search ads are targeted. More often, search ads are more focused on a specific audience rather than on keywords, as the rise in machine learning and voice search renders keywords less vital, with digital marketing poised to focus more on semantic and contextual information to target a specific audience rather than a keyword. This will be important for SeeLocal to adapt to as keywords are a key part of our online advertisement strategy, but as we have adapted to the ever-increasing use of mobile and tablet devices for online advertising, we can also adapt to new voice and context searches.

  • Google will be introducing a feature called Life Event Targeting to YouTube and Gmail, targeting people who are making searches based on huge life events such as weddings or graduations, making it easier for these people to find particular products or services that are related to the event they are facing.
  • YouTube will be able to use Location Extensions similar to the ones that AdWords uses. This will be a huge help for local advertising firms such as SeeLocal as it allows a relevant audience to not only see your ad on YouTube but to also see if your business is located near them, and where it is.
  • Mobile advertising is a huge industry now, but it requires grabbing the customers attention far quicker than advertising via a desktop. Literal seconds can be the difference between a click and a conversion, and Google is introducing AMP landing pages to ensure that loading times for webpages are improved, including special display ads for AMP landing pages that load up to 5 seconds faster than regular display ads.
  • Google is planning to merge Google Optimise with Google AdWords, giving advertisers a method of creating new versions of their landing pages for mobile devices and applying them to their ad campaigns without any coding needed. This has the potential to be a huge improvement and offer a far easier and simpler way for SeeLocal to reach mobile customers.
  • Google Attribution is a new feature being created that focuses on directly attributing conversions correctly. Rather than simply telling you how many conversions there have been, advertisers will be able to see exactly what actions led to that conversion. This will make it far easier for SeeLocal to tell you exactly where your conversions are coming from, letting us know where best to optimise the ad campaign to generate conversions and letting you know where the majority of your profits are coming from in your business.
  • Google Assistant is being optimised for voice searches, allowing voice actions to lead to faster conversions and website searches. Combining mobile and voice searches may well lead to the next big boom in digital advertising, so you can be sure SeeLocal will be keeping a close eye on this as it improves and develops.

We ensure that we are up-to-date on all search engine updates, to make sure our online marketing campaigns are as efficient as possible. For more information on what we have to offer, contact us today.

Facebook Ads Are About To Get A Whole Lot Smarter

Facebook have recently announced that marketers will be able to target entire households instead of single members. This announcement has been created from the idea that the relationship between each member in a household provides useful information on purchasing decisions. This could be considered as an additional angle for businesses to reach their target audience. Let’s have a look at some of the examples:

  • During the Christmas holiday period, parents might want to see ads displaying gifts that their children might have an interest in.
  • Families usually travel together. Travel ads could be aimed at each member to inspire their choices.
  • There may be a shared interest within a household, therefore marketers can try to inspire repeat purchases and buyers from one household.
  • On the contrary, some products are only needed once in a household. For example if someone has purchased a sound system for the house, then other members are less than likely to buy another for that house.

This means that Facebook are able to use your information to understand your family relationship and try to influence your buying decisions as a group rather than individually. You can decide to opt out of these ads though by simply removing yourself from the “member of a family-based household” section within the ad preferences category, (Settings>Privacy>Advertising).

As well as this, Facebook are also going to begin displaying dynamic ads. These are adverts that display on-video content, acting as a supplement for an image. As well as this, they are allowing overlays to be added to these ads which allow for extra information to be added. Video is seen to be a greater movement on mobile devices as more and more people are using mobile devices to make purchases.

These advertising updates have been released in the US are set to be released elsewhere in the next coming year!

SeeLocal uses Facebook as one of our main local display advertising networks. By having access to the household data and by having the ability to use dynamic ads it allows us to enhance your online marketing campaign. For more information on our online advertising platform, contact us today.

Native Ads: How to make your ads look like the publisher.

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What is Native Advertising?

Native adverts are ads that look like whatever platform they’re being advertised on. There are many different ways to show off adverts, and you have to make sure that your advert doesn’t look out of place when it’s being shown. For example, a native ad published on Facebook would look like a regular Facebook advert on the news feed, while a native ad on Twitter looks like a regular tweet. When doing local internet advertising, native ads have to seamlessly meld into their environment and not appear jarring or disruptive.

Since native ads are placed on third-party sites, they also have to be contextually relevant and be related to the website they’re on. This makes users more likely to interact with them than some regular banner ad that might have nothing at all to do with the website. According to an article by CMO.com, consumers are 25% more likely to look at native ads over banner ads, and they are looked at with far more frequency.

How do I make Native Ads?

Creating native ads can be challenging as it requires editing your adverts to individually suit whatever platform they’re on. This is a process that SeeLocal can help you with as we manage and edit all our adverts to suit whatever platform they’re on. You need to be professional with native ads, as some customers can feel distrustful and wary with them. Ensuring your ad fits in seamlessly is key to the success of a native advert. Many platforms allow you to craft native ads quite easily through their own system, while others will require you to make edits yourself through researching the platform’s own adverts and designing yours to match them.

How does SeeLocal help me?

SeeLocal manages and creates adverts designed to fit perfectly with the website that they’re shown on. Our advert designers create adverts at the appropriate sizes with a mind on their design, ensuring they suit the ad network they run on. Our campaign managers set the ads up through social media and ad platforms to fit the style and design that is required. We also ensure that the adverts are targeted towards specific keywords and placements that are related to the advert itself, meaning that visitors to the site will only see SeeLocal adverts that appeal to them.

Our Remarketing adverts are also designed with native advertising in mind. They will show in appropriate locations on the site and will never be seen as out of place. We run locally based adverts on lots of platforms such as Facebook and Instagram, and they all are designed to fit in. In terms on content, design, size, relevancy and location, SeeLocal will ensure that your adverts are suiting their publisher and are gathering you the highest return on your investment.

To Learn more about how our local online display advertising platform can benefit you contact us today.