Having developed a local advertising platform, we like to think we know a thing or two about how to create a successful and engaging marketing strategy. Search engine marketing, as well as optimisation, play a key role in forging positive impressions for your local advertising campaigns and producing great ROI for your efforts. But sometimes it’s hard to know where to begin when you want to create truly successful PPC campaigns so here are just a few of the secrets we follow every time to make gauging and certifying success for your local advertising campaign.
It’s hard to accurately consider your campaign’s results without adequate benchmarks to put against your data. Determining your key performance indicators (KPIs) will allow you to effectively monitor and grade your performance, as well as give a basis for comparison when you make alterations. Defining what your KPIs are before the campaign starts also makes it easier to determine which areas are over or underperforming when results are not as expected, meaning changes to the systems involved will have a higher efficiency.
KPIs should ideally be clear concise and realistic. In local advertising campaigns, normal KPIs are measured in possible interactions with the audience such as; the click-through-rate, or keyword performance; and possibly the cost verses lead generator; such as cost per click, or cost per conversion. Rating these against known factors can mean creating an overall picture of the local advertising environment, when people convert best, what it costs to generate a lead or even what avenues work best to generate engagement in your content.
Here’s the kicker of all PPC, there is no quick route to achieving great results, and a lot like SEO there is always someone waiting in the wings to take your spot. The biggest ideologies in local advertising campaign management is repetition and implementation. Even if analytics are showing great things there should always be a good amount of time spent on considering how to refresh, retry and hone keywords on each advertising platform independently. Even well managed campaigns require constant consideration and refinement if nothing else to stay ahead of the competition.
Remember great ad copy and the most accurate keywords drive real high-quality leads. Keywords themselves are the means for delivering your ads to the best customers at the most opportune moment, they, coupled with your bid, determine the frequency with which your ads will show. Ensuring keywords are creating the right kinds of traffic by reviewing a report of search terms as often as possible. They should be used to help determine what keywords could be used, removed or used as negatives to promote the right sort of traffic to your product. While some local advertising may rely on building a good click through rate, brand awareness for example, If you just base your keyword usage on clicks and don’t see the relevant conversions they are not really working to create good leads. It is especially important to consistently be updating keywords and content to reflect the current climate and status of the industry advertised. Peoples perceptions and the terminology used can change in the blink of an eye more so now than ever before, continuous assessment is the best way to develop meaningful and attractive searchable phrases.
We spoke in the last part of the keywords about the problem of relevancy. Having something in place that creates traffic is great, however the traffic needs to consist of an audience that may convert and become leads. The best way to make sure you use the right terms to attract the correct people is by having a better understanding of their habits and ideals. The best way to generate these overviews of the ‘average customer’ is using tracking which allows more information procurement to help broaden knowledge of those who visit a page’s habits, where they go after and where they came from. Tracking not only helps capture the information of the people who convert but can be used in other ways to assess how people move around the web page and streamline the conversion process as a whole as well as provide insight as to what sites may be useful for use in display retargeting etc. Using all these techniques and applying what they teach to campaigns in the future, or implementing as soon as observed means solid, dependable leads that work for you as well as giving real ROI.
Arguably the most important part of any lead generation local advertising campaign is what comes after the campaign has done its work. Having leads is all well and good but they aren’t providing any ROI until they have been full converted into a paying customer. Chasing the leads up in the most effective way is key to a profitable campaign. There are many ways to do this, from retargeting to email campaigns and telemarketing, the best solution is always a combined strategy that gets the brand in front of the target with an eye-catching incentive to buy, always considering over saturation and spamming will immediately annihilate the lead. Campaign management platforms often have the ability to create effective remarketing solutions aimed at multiple audiences allowing a good overview of all local advertising activities and providing support to convert leads into customers in a fast paced and competitive environment.
Hope you’ve enjoyed this little round up of local advertising PPC strategy and look forward to more tips and tricks in the future. Don’t have the time to implement them yourself, let us do the work for you, contact us here.
The way native advertisements differ from traditional advertisements, is in how they are positioned. Over 70% of people prefer reading about a product rather than seeing an ad. Native ads are a form of online advertising, positioned in a way that makes them appear part of content or editorial, which according to research means viewers are 25% more likely to view native ads as opposed to banner ads, and look at them 53% more frequently.
There are many types of native ads that appear in various situations. Native advertisements can be extremely effective forms of paid media advertising in all areas of marketing campaigns, particularly local online advertising.
Examples of Native Advertising
Blogs on company websites may seem as though they fit in with the overall website content…however most blogs featured on websites are often sponsored or branded content. Sponsored content is paid for by the advertiser, but written and posted by the publisher, whereas branded content is written and paid for by the advertiser and still posted by the publisher. This content serves as brand awareness, by not stating a call to action, but includes links back to the advertiser’s website, and can often be surrounded by ads from the advertiser company in the attempt of getting readers to click on them.
One form of native advertising that most people are aware of is product placement. This is when a brand or distinctive product is featured in imagery online, in print, television ads and even film and television productions. This type of native advert works best for large established businesses, as a strong brand logo or image is required for it to be successful and noticeable by viewers and potential customers. Therefore, small businesses wanting to build their name will not generally choose to use product placement alone unless combined with a large amount of building brand awareness.
Most commonly used by social media sites for retargeting, in-stream ads feature whilst scrolling through a page, based on previous views or searches. Ads appear as part of a news feed on Twitter, Instagram or Facebook, often showing who of your friends or followers already like the brand and will most likely feature some incentive and a link to their website. Statistics show that 85% of consumers are often unaware they are viewing an advertisement when browsing social media. At SeeLocal, we design ads that will stand out amongst news feeds, and are targeted towards relevant audiences for maximum impact.
Social posts can be boosted to appear on relevant users’ news feeds, on all social media platforms. Similarly to in-stream ads, they are made to blend in with content and often don’t include imagery. Users are often unaware they are viewing advertisements which generally increases views and engagements for these types of ads.
By keeping ads in similar format to website content, users are less aware that what they are viewing are in fact adverts, as they blend in with the format of the site, being viewed 53% more frequently than banner ads. The use of native ads are increasing, and expected to bring in around 74% of advertising revenue within the next five years.
For help generating native ads for your business, follow the link to contact us for more information.