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 new year is the perfect opportunity to review and revise your marketing strategies, and implement changes where necessary. The run up to Christmas is busy and often stressful, meaning one vital area of the Christmas season often gets missed out…January sales. With all the hype about Christmas sales, so many companies forget to advertise their January sales offers, or even acknowledge that they exist until January 1st. Local online advertising is the ideal way to target those customers who are most likely to produce sales, rather than wasting time targeting those who are less interested.
The new year is often seen as a quiet time for sales due to being directly after Christmas. The truth is, it doesn’t have to be this way.
- January is the perfect time to introduce a wide variety of new deals and offers, to your customers. Time these offers wisely, limit the amount of time to ensure a significant rise in traffic. Try giving gift card discounts for those who have received them as Christmas gifts, giving users the incentive to purchase rather than leaving them and forgetting to use them.
- Reward your loyal customers. What better time to be sharing rewards, discounts and special offers with customers that have shown loyalty to you throughout the past year. Try sending targeted emails with exclusive deals and offers to your most loyal customers, to build up a relationship and encourage further sales throughout January, by making them feel more valued.
- Use New Year’s resolutions to your advantage, especially products related to New Year’s resolutions. For example, fitness and health can be very successful during January due to people wanting to start the year with a healthy lifestyle, restaurants and food vendors can also benefit from this, offering special New Year’s healthy dishes to encourage those with this resolution to try new healthy options from their favourite restaurants and shops.
- The run up to Christmas often sees a spike in new customers. The secret to keeping these customers, is keeping them engaged even after the Christmas period with an active, engaging and interesting social media strategy. Be responsive by replying to any reviews or queries that your customers make, and ensure you have plenty of interesting offers and insights to keep your customers interested and stop them clicking that dreaded unfollow button…
- Another tactic for maintaining customers you have acquired over the festive season, is to give sneak peaks of new products or services you have lined up in the forthcoming months, using various social media channels. This will help keep your current customers interested and intrigued, but may also encourage more followers before you launch new products, increasing the amount of potential sales you could be generating.
January sales don’t have to be about shifting unwanted Christmas stock, they can massively benefit your business. By making the most of January sales, you can increase the amount of sales, customers and engagement your business receives, rather than a quiet month selling all your unwanted goods, you can set your business up for the rest of the year- a strong
Spending over the holiday season often shows a dramatic change, not only in how we spend the money but also in the change of attitude we have towards day to day life in the run up to Christmas. According to the Bank of England, the average household in the UK spends around £2000 in an average month…in December, it is unsurprising that this spend creeps up to £2500 due to the increase in going out, food, alcohol and gifts for friends and family.
Not only are consumers spending more, they are also spending in different ways. The number of online sales compared to physical has increased dramatically over the last few years, with over 60% of our shopping being purely online sales. New trends and events such as Black Friday and Cyber Monday now mean that Christmas spending is lengthened into November, as well as December, and availability fears fuel spending sprees.
Research shows that the average spend on food increases by 20% in December alone, 30% on alcohol and a whopping 80% on books, compared to any other month of the year. However a look behind the stats gives a very interesting view as to what else in happening in the festive season. Below are a few choice statistics we feel sum up the modern world of Christmas excess.
(All stats courtesy of booatoo.co.uk)
Giving is living.
27%, The biggest group of those surveyed will be spending between £300 and £500 on gifts, while 16% said they would be putting their present buying budget below £200. Most shockingly perhaps just behind, 15.7%, said they would be spending over £700 on gifts alone, a significant increase from the previous year.
… It’s not all about the gifts
The majority of those who completed the survey said that they would be spending around £100-£200, but there was a sharp incline in the number of those willing to part with over £400 on food, drink and decorations up to around 26%!. There was also a telling decline in the amount of people spending less than £100 since 2018, highlighting the willingness of people to spend more this year. Something which depending who you ask may be in-spite, or a symptom of, the political climate
But lets not go overboard
Most of the respondents, around 44%, said that they would likely go marginally over their budget this year, with another 10% pessimistically predicting they could overspend by a significant amount. This does however reveal another trend, a significant increase in the amount of people budgeting their holiday season, possibly another sign of financial uncertainty, but tinged with hope that they may be able to spend more.
It’s just one day … right?
Apparently not, with a startling rise in customers shopping for at least some Christmas presents in the between July and September. 18% had partaken of some early deals this year up from 13% in 2018. But not quite as unusual as the 12% who admitted they’ve been planning their gifts and surprises for the full 365 days!
With these things in mind, each year it is getting more and more vital for businesses to be selling online, and ensuring their site is not only accessible for desktop, but for mobile and tablet also. Customers are more likely year on year to be conducting product research via social media channels, so businesses must also ensure they are active and engaging through social media sites, and responding to questions or comments. At SeeLocal, we specialise in local online advertising, helping businesses to target specialised markets based on factors such as previous search history, interests and location. Christmas is the ideal time to begin your online marketing, particularly for encouraging sales after Christmas and into the new year.
If you are interested in starting a campaign, contact us for help and support.
You may think you’ve left it too late to up your online marketing game this Christmas, but you still have time to ensure that this Christmas is a success for your business.
We’ve put together a checklist of ways you can ensure your online sales increase this season, with just a few things that SeeLocal can help with, that can make a huge difference.
- Mobile User-Friendly: People are increasingly using mobile devices to do their Christmas shopping, with so much to do and places to be, Christmas shopping has taken a much more mobile approach. It is essential that your website is mobile friendly, and can be easily accessed and navigated just as easily as if on a desktop.
- Paid Online Media- Christmas is the ideal time to be sponsoring your posts and promoting your website, with the increase in demand, and of people using the internet to buy and find inspiration for gifts. Retargeting really comes in handy at this time, as ads can be shown to people who have shown an interest in your products or service in the past, but have not converted into a sale yet. This can be hugely effective in convincing these people to then buy the product, by reminding them of it as they browse.
- Preparation- You will need to have a plan as to what special offers you will have during the Christmas season, how will you encourage sales and traffic to your website? Approximately half of all the money at Christmas is allegedly spend on gifts alone, so if you are in the gift retail market, you really need to be utilising this. The other half is apparently spent on decorations, food, drink and travel, so still a huge amount of money. It doesn’t matter what kind of online shop or service you have, with more people online than at any other time in the year, Christmas is a great time to build your brand awareness through a campaign, competition or advertisements- but make it Christmassy! You can send out customised Christmas emails to your clients, with exclusive offers to help get your brand noticed, and generate new sales.
- Christmas Theme- Decorate your website with a Christmas theme, to get your customers in the right mindset for spending. It doesn’t have to be drastic but elements of red, white, green and gold can ensure your website feels festive and will help in giving your customers the feeling of wanting to spend. Emulate this theme onto your social media channels also, which will hopefully encourage website traffic from your various channels, and increase engagement.
For further information on how we can help you run a Christmas marketing campaign, contact us– we’re happy to help.