1. Marketing Experiments
http://www.ServeLocals.com

2. ServeLocals.com
A platform with a website builder along with
marketing software that enables small
businesses to gain online presence and
manage their marketing in one place

3. Marketing Strategy

4. Target Market
Small businesses in USA and UK. Mainly:
● Accountants
● General Contractors - Architects & Builders
● Interior Decorators
● Event Organizers
● Dentist
● Solicitors & Lawyers
● Plastic Surgeon
● Physicians and Surgeons
● Wedding Photographers

5. How we reach them?
● Search Advertising
● Display Ads
● Contextual
● Geo-targeting
● Mobile Marketing
● Social networking sites
● Affiliate marketing
● Online Videos
● Blog & Content Advertising
● Media Publishing & PR
● Local listings and classifieds

6. How we measure?
● Website analytics
● Clickthrough
● Conversion rate
● Cost Per Acquisition
● Cost Per Click
● Email Signups
● Landing Pages
● Social Media Interactions
○ Comments, Likes
○ Shares , Followers

7. Budget?
Initial budget allocated for running paid
search and social media advertising :
$230 (USD)

8. Execution
● Created a landing page http://www.
servelocals.com/
● Started running campaigns on
Google and Facebook
● Performed keyword analysis for the
Google campaign
● Allocated $130 for Google campaign
● Allocated $100 for Facebook
campaign

9. Execution: Continued
Screenshots of Google campaign. Google
campaign was targeted for U.S.A. & U.K.
regions

10. Execution : Continued

11. Execution Continued

12. Execution Continued

13. Execution Continued

14. Execution Continued
While tracking campaign we added new
keywords and removed negative keywords

15. Execution Continued
● Facebook campaign was created targeting
specific customer segments
● This campaign was run for two regions (U.S.
A & U.K.)

16. Execution Continued
● Submitted campaigns on Nov-27-2012 and
they got approved after various guideline
suggestions from Facebook
● Campaigns became effective as of Nov-29-
2012
● Got 5 subscribers into our beta invite list
● Acquisition cost/customer : $230 (total
campaign cost)/ 5 (number of subscribers) =
$65

17. Execution Continued:
Lessons Learned:
● Landing page should have been more
effective with clear value proposition
● Keyword research is important
● Targeting advertising to right audience only
can make campaign effective
● Tracking campaign effectiveness is
important and tweaking keywords while
tracking is paramountly important

18. Future plan
● Accommodate changes from lessons
learned section including making landing
page more effective
● Change Google, Facebook campaigns
accordingly
● Pursue other marketing channels

19. Where is high fidelity prototype
● Work is in progress