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Advertising In Maps: Unparalleled Local Context By Caleb Donegan

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Advertising In Maps: Unparalleled Local Context. PRESENTATION: Advertising In Maps: Unparalleled Local Context - Given by Caleb Donegan, @calebdonegan - Balihoo, VP, Product & Digital Strategy. #SMX #11C2

Publicada em: Marketing
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Advertising In Maps: Unparalleled Local Context By Caleb Donegan

  1. 1. #SMX #11C2 @CalebDonegan Unparalleled Local Context ADVERTISING IN MAPS
  2. 2. #SMX #11C2 @CalebDonegan Unparalleled Local Context ADVERTISING IN MAPS
  3. 3. #SMX #11C2 @CalebDonegan • Ads served directly in the maps interface (desktop & mobile) • Limited spots available • Depending on search, options can change • Driven by Google My Business (GMB) listing • Directions, calls, learn more are primary CTA’s What Are Map Ads?
  4. 4. #SMX #11C2 @CalebDonegan • Ads served directly in the maps interface (desktop & mobile) • Limited spots available • Depending on search, options can change • Driven by GMB listing • Directions, calls, learn more primary CTA’s What Are Map Ads
  5. 5. #SMX #11C2 @CalebDonegan • 41% of Internet users worldwide use Google Maps services • 1 Billion monthly users of Google Maps • 30% of all Google searches have local intent or geographic aspect Stats About Maps
  6. 6. #SMX #11C2 @CalebDonegan • 66% of people want ads customized to their location. • 50% of consumers who conducted a local search on their smartphone visited a store within a day. • 18% of local searches on smartphones lead to a purchase within a day (compared to 7% of non- local searches). Why Local is Taking Over
  7. 7. #SMX #11C2 @CalebDonegan Why Map Ads? • Not just hyper local, they’re hyper mobile • As the local pack evolves, maps are the primary focus • These searchers have purchase intent - help them find you! • Make your business stand out
  8. 8. #SMX #11C2 @CalebDonegan “Near Me” Searches are Exploding
  9. 9. #SMX #11C2 @CalebDonegan • Geo-targeted like never before • Intent is to get searcher to location • Promotions become more powerful • You stand out amongst your competition • Still wildly underutilized What’s Awesome About Map Ads
  10. 10. #SMX #11C2 @CalebDonegan • Physical location • New offering • Grand opening • Increased ancillary sales • You are the little guy When to Use Map Ads
  11. 11. #SMX #11C2 @CalebDonegan How to Use Map Ads
  12. 12. #SMX #11C2 @CalebDonegan Don’t Forget • Link all your Google entities • GSC will allow you to bypass Google Number for tracking • May 20th it will be mandatory to link to GMB • Check to see if you are using feeds!
  13. 13. #SMX #11C2 @CalebDonegan Make Map Ads Even More Powerful • Make sure your GMB listing is updated...often • Day-part aggressively • Think mobile first (and only, in some cases) • Layer in additional 3rd party data
  14. 14. #SMX #11C2 @CalebDonegan Change your bid strategy based on distance from location Make Map Ads Even More Powerful
  15. 15. #SMX #11C2 @CalebDonegan • 3 primary KPI’s • Driving Directions • Click-to-Call • Get Location Details Metrics to Follow
  16. 16. #SMX #11C2 @CalebDonegan Geography and zip code reports: Metrics to Follow
  17. 17. #SMX #11C2 @CalebDonegan Hourly engagement: Metrics to Follow
  18. 18. #SMX #11C2 @CalebDonegan • What triggered your ad? (geographic) • Where your users were? (user location) Metrics to Follow
  19. 19. #SMX #11C2 @CalebDonegan • 20+ locations? Spreadsheets may kill you. • You need less time maintaining, more time optimizing Scalability - The Case for Automation
  20. 20. #SMX #11C2 @CalebDonegan • Grab fresh data each day - 1st and 3rd party • Trigger and deactivate campaigns while you sleep • Scale new locations and campaigns easily • Pace your budget for you • Spend when money should be spent Local SEM Automation will:
  21. 21. #SMX #11C2 @CalebDonegan • Low competition right now • The most contextual relevant search ad option • Connect to Google My Business • Optimize like crazy...use automation for the grunt work • Pay attention to day-parts and distance from location • Adjust bids up for mobile Ads in Maps: Conclusions
  22. 22. #SMX #11C2 @CalebDonegan LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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