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#SMX #24C @hoffman8
Amy Bishop, Clix Marketing
Winning At Mobile
#SMX #24C @hoffman8
 Director: Audits, Outbound,
Training at Clix Marketing
 Multi-Channel Experience
 Indiana Native & Undercover
Farmer
 Loves cat memes. Ok, any
memes.
About Me
#SMX #24C @hoffman8
 Proximity Based Targeting
 Interest Based Geotargeting
 Layering Audiences
 Considerations
Agenda
#SMX #24C @hoffman8
 60% of local searchers say location
information in ads is important to them
 4 in 5 searchers prefer ads customized to
their city or zip code
Why It Matters
#SMX #24C @hoffman8
Proximity Based Targeting
#SMX #24C @hoffman8
 Geo-fencing
 Radius Targeting
Proximity Based Targeting
#SMX #24C @hoffman8
Your Locations
72% of
Consumers
who
Performed a
Local
Search
Visited a
Store Within
5 Miles
#SMX #24C @hoffman8
Searches Containing “Near Me”
Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends
Searches containing “Near Me” Have Grown Exponentially.
April 2015
50% of Local Searches
From Mobile Devices
Result in a Same-Day
Store Visit
80% of “Near Me” Searches Occur On a Smartphone
#SMX #24C @hoffman8
#SMX #24C @hoffman8
 Review performance by radius
 Determine opportunities to tighten or expand location
targeting
Determining Your Radius
#SMX #24C @hoffman8
Targeting Nearby Consumers
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
#SMX #24C @hoffman8
Consumers Will Go In-Store If…
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
#SMX #24C @hoffman8
Competitive Targeting
#SMX #24C @hoffman8
42%
of consumers conduct research online
while in stores
#SMX #24C @hoffman8
Targeting Competitor Stores?
#SMX #24C @hoffman8
42%
of consumers conduct research online
while in stores
#SMX #24C @hoffman8
 Brand Awareness: Target stores with similar
demographics to generate interest
 Location Awareness: Let potential customers know
you have a store nearby
 Intercept the Sale: Get to your customers before
they commit
Drive Customers In-Store or Drive Website
Actions Such as Quotes/Calls/E-Comm
How to Leverage Competitive Targeting
#SMX #24C @hoffman8
How Consumers Conduct Research While In-Store
#SMX #24C @hoffman8
Product Inventory Ads
When Asked What
Information Was
Important:
 74% availability of
item (in-stock)
 75% price of item
at a nearby store
Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
#SMX #24C @hoffman8
 Search
 Social Ads
 GDN
 Mobile Providers
Determining a Channel
#SMX #24C @hoffman8
In-Store research habits provide one last
chance to grab the sale from a competitor.
#SMX #24C @hoffman8
Interests Derived from Location
#SMX #24C @hoffman8
Timing Matters
#SMX #24C @hoffman8
Consider Your Target Demographics’ Interests.
Where Do They Spend Their Time?
#SMX #24C @hoffman8
Sale On
Athletic
Tops!
Free S&H!
#1 Dog Lover’s
Subscription
Treat Box!
10% Off Your
Rental!
#SMX #24C @hoffman8
 Used longitude & latitude coordinates to
implement a bid modifier for a small radius
around brick and mortar locations
 Noted a 108% Increase In Conversions
 Subsequently Rolled Out to Facebook &
Early Results Have Been Positive
Case Study Example
#SMX #24C @hoffman8
Layering Consumer Data
#SMX #24C @hoffman8
Use
Audiences to
Find Your
Customers
#SMX #24C @hoffman8
Layering Opportunities
Near Your Locations
Competitor Locations
Locations
Underscoring Need
Leads/Sales
Lookalikes
Loyalists
Site Visits
Personas
#SMX #24C @hoffman8
Get New Products In Front of Nearby Loyalists
= New Fall
Line In
Store
Now!
+
*Logged Into Customer Loyalty UI* *Near A Store Location*
#SMX #24C @hoffman8
Deliver Customized Coupons
= 10% off
Tees In-
Store.
Today
Only!
+
*Shopped For Teeshirts* *Near A Store Location*
Add to Cart
$$$
#SMX #24C @hoffman8
Defend Your Customer Base
= Huge
Inventory
of Golf
Supplies
In-Stock!
+
*Visited The Site* *Near A Competitor Store*
Add to Cart
$$$
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
Once at their destination,
56% of travelers rely on
their mobile device to find
& decide on activities.
Resident vs Traveling
Source: Google Travel Study, June 2014, Ipsos MediaCT
#SMX #24C @hoffman8
Find Nearby
Customers By
Layering Lookalikes.
Prospecting
#SMX #24C @hoffman8
Lookalike Example:
Makes a
Purchase Online
#SMX #24C @hoffman8
 Purchasers/Clients
 Leads/Demos
 Email Subscribers
 Loyalty Programs
Consider Your Site Events & KPIs. Create
Audiences & Lookalikes!
Lookalike Suggestions
#SMX #24C @hoffman8
 Demographics
 Affinity Audiences
 Interests
Additional Layering Opportunities
#SMX #24C @hoffman8
Considerations
#SMX #24C @hoffman8
 Be aware of strengths and weaknesses
 Make the intended action easy
 Strong CTA & value proposition
Compelling The Consumer
#SMX #24C @hoffman8
#SMX #24C @hoffman8
 Make it Quick and Easy
 Reserve Online
 Book an Appointment
 In-Store Pick-Up
Messaging Convenience
Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014
Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
#SMX #24C @hoffman8
 Avoid Shipping Costs
 Get The Product Today (or Start the
Service Agreement)
 Coupons
Messaging Value
#SMX #24C @hoffman8
Tracking The Pieces
Matching online data
against your CRM to
determine value:
• Appointments
• Calls
• Quotes
Matchbacks In-Store Visits
Leverage software to
track customers that
visit the store after
engaging with an ad.
Indicators
• Store Locates &
Getting Directions
• Booking an
Appointment
Coupon
Redemption
Create a separate
coupon promo for
digital media and track
in-store redemptions.
#SMX #24C @hoffman8
 Retail chain with e-commerce & store locations
 Targeted a broad area with increased modifiers 5 miles around
each store
 Utilized ads pushing coupon usage and competitive prices and
discounts with location extensions
 Coupons with a Unique ID were dynamically inserted into landing
pages through ad params
 Coupons eligible online or in-store
Client Example:
#SMX #24C @hoffman8
Tracking Coupons Proved In-Store Sales
Drove 5x More Revenue than E-
commerce
Client Example:
#SMX #24C @hoffman8
Summary
Geotarget Wisely Layer Insights
Message Strategically Track Performance
#SMX #24C @hoffman8
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

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SMX East 2015 Winning at Mobile - Amy Bishop

  • 1. #SMX #24C @hoffman8 Amy Bishop, Clix Marketing Winning At Mobile
  • 2. #SMX #24C @hoffman8  Director: Audits, Outbound, Training at Clix Marketing  Multi-Channel Experience  Indiana Native & Undercover Farmer  Loves cat memes. Ok, any memes. About Me
  • 3. #SMX #24C @hoffman8  Proximity Based Targeting  Interest Based Geotargeting  Layering Audiences  Considerations Agenda
  • 4. #SMX #24C @hoffman8  60% of local searchers say location information in ads is important to them  4 in 5 searchers prefer ads customized to their city or zip code Why It Matters
  • 6. #SMX #24C @hoffman8  Geo-fencing  Radius Targeting Proximity Based Targeting
  • 7. #SMX #24C @hoffman8 Your Locations 72% of Consumers who Performed a Local Search Visited a Store Within 5 Miles
  • 8. #SMX #24C @hoffman8 Searches Containing “Near Me” Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends Searches containing “Near Me” Have Grown Exponentially. April 2015 50% of Local Searches From Mobile Devices Result in a Same-Day Store Visit 80% of “Near Me” Searches Occur On a Smartphone
  • 10. #SMX #24C @hoffman8  Review performance by radius  Determine opportunities to tighten or expand location targeting Determining Your Radius
  • 11. #SMX #24C @hoffman8 Targeting Nearby Consumers Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  • 12. #SMX #24C @hoffman8 Consumers Will Go In-Store If… Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  • 14. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  • 15. #SMX #24C @hoffman8 Targeting Competitor Stores?
  • 16. #SMX #24C @hoffman8 42% of consumers conduct research online while in stores
  • 17. #SMX #24C @hoffman8  Brand Awareness: Target stores with similar demographics to generate interest  Location Awareness: Let potential customers know you have a store nearby  Intercept the Sale: Get to your customers before they commit Drive Customers In-Store or Drive Website Actions Such as Quotes/Calls/E-Comm How to Leverage Competitive Targeting
  • 18. #SMX #24C @hoffman8 How Consumers Conduct Research While In-Store
  • 19. #SMX #24C @hoffman8 Product Inventory Ads When Asked What Information Was Important:  74% availability of item (in-stock)  75% price of item at a nearby store Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  • 20. #SMX #24C @hoffman8  Search  Social Ads  GDN  Mobile Providers Determining a Channel
  • 21. #SMX #24C @hoffman8 In-Store research habits provide one last chance to grab the sale from a competitor.
  • 22. #SMX #24C @hoffman8 Interests Derived from Location
  • 24. #SMX #24C @hoffman8 Consider Your Target Demographics’ Interests. Where Do They Spend Their Time?
  • 25. #SMX #24C @hoffman8 Sale On Athletic Tops! Free S&H! #1 Dog Lover’s Subscription Treat Box! 10% Off Your Rental!
  • 26. #SMX #24C @hoffman8  Used longitude & latitude coordinates to implement a bid modifier for a small radius around brick and mortar locations  Noted a 108% Increase In Conversions  Subsequently Rolled Out to Facebook & Early Results Have Been Positive Case Study Example
  • 28. #SMX #24C @hoffman8 Use Audiences to Find Your Customers
  • 29. #SMX #24C @hoffman8 Layering Opportunities Near Your Locations Competitor Locations Locations Underscoring Need Leads/Sales Lookalikes Loyalists Site Visits Personas
  • 30. #SMX #24C @hoffman8 Get New Products In Front of Nearby Loyalists = New Fall Line In Store Now! + *Logged Into Customer Loyalty UI* *Near A Store Location*
  • 31. #SMX #24C @hoffman8 Deliver Customized Coupons = 10% off Tees In- Store. Today Only! + *Shopped For Teeshirts* *Near A Store Location* Add to Cart $$$
  • 32. #SMX #24C @hoffman8 Defend Your Customer Base = Huge Inventory of Golf Supplies In-Stock! + *Visited The Site* *Near A Competitor Store* Add to Cart $$$
  • 35. #SMX #24C @hoffman8 Once at their destination, 56% of travelers rely on their mobile device to find & decide on activities. Resident vs Traveling Source: Google Travel Study, June 2014, Ipsos MediaCT
  • 36. #SMX #24C @hoffman8 Find Nearby Customers By Layering Lookalikes. Prospecting
  • 37. #SMX #24C @hoffman8 Lookalike Example: Makes a Purchase Online
  • 38. #SMX #24C @hoffman8  Purchasers/Clients  Leads/Demos  Email Subscribers  Loyalty Programs Consider Your Site Events & KPIs. Create Audiences & Lookalikes! Lookalike Suggestions
  • 39. #SMX #24C @hoffman8  Demographics  Affinity Audiences  Interests Additional Layering Opportunities
  • 41. #SMX #24C @hoffman8  Be aware of strengths and weaknesses  Make the intended action easy  Strong CTA & value proposition Compelling The Consumer
  • 43. #SMX #24C @hoffman8  Make it Quick and Easy  Reserve Online  Book an Appointment  In-Store Pick-Up Messaging Convenience Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014 Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
  • 44. #SMX #24C @hoffman8  Avoid Shipping Costs  Get The Product Today (or Start the Service Agreement)  Coupons Messaging Value
  • 45. #SMX #24C @hoffman8 Tracking The Pieces Matching online data against your CRM to determine value: • Appointments • Calls • Quotes Matchbacks In-Store Visits Leverage software to track customers that visit the store after engaging with an ad. Indicators • Store Locates & Getting Directions • Booking an Appointment Coupon Redemption Create a separate coupon promo for digital media and track in-store redemptions.
  • 46. #SMX #24C @hoffman8  Retail chain with e-commerce & store locations  Targeted a broad area with increased modifiers 5 miles around each store  Utilized ads pushing coupon usage and competitive prices and discounts with location extensions  Coupons with a Unique ID were dynamically inserted into landing pages through ad params  Coupons eligible online or in-store Client Example:
  • 47. #SMX #24C @hoffman8 Tracking Coupons Proved In-Store Sales Drove 5x More Revenue than E- commerce Client Example:
  • 48. #SMX #24C @hoffman8 Summary Geotarget Wisely Layer Insights Message Strategically Track Performance
  • 49. #SMX #24C @hoffman8 THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

Editor's Notes

  1. Although this is a template, all of the slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. This template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at minimum on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). You can find your session specific hashtag next to its title on the online agenda: http://searchmarketingexpo.Com/advanced/agenda/ (click through to your session to see the hashtag). This template is high-resolution 16:9. Do not change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses arial & arial black as default fonts. Verdana is a secondary font that may appear. Note that older versions of PowerPoint do not have this as an option; change to arial or other standard sans-serif-font. When inserting text, please use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for that medium.
  2. DELETE THIS SLIDE IF YOU DO NOT USE.
  3. According to Google searches have increased 34% from October 2011 to April 2015 but just look at how much they’ve grown from April 2015 to August 2015
  4. Keep in mind, you’re not Just interrupting their session, you’re asking them to interrupt their day. Your ads need to be compelling and they need to contain the right information to trigger action.
  5. Tier Bidding Based Upon Proximity Distribute coupons, store information, value propositions (speed, promos, etc)
  6. Two points to make, in addition to what is on the slide: This is a scenario in which the intended audience is likely to be at a specific place (in this case, hospitals) without any other device We do target a broader geography for both desktop and mobile, in this situation, and I think that’s important to note because winning at mobile doesn’t always mean sacrificing desktop. It just means being smart about maximizing opportunities where people are most likely to have an immediate need, with access only to a phone.
  7. Target local consumers via mobile, using lookalike audiences from people that have made purchases online.
  8. Target in-market audiences for high value purchases, like vehicles
  9. Target local consumers via mobile, using lookalike audiences from people that have made purchases online.
  10. The point here is that if you don’t have a means to track in-store sales, you’re likely under-reporting performance.