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Driving Local Sales through Funnel Marketing

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Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.

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Driving Local Sales through Funnel Marketing

  1. 1. @SamJaneNoble DMSSO – October 2016 DRIVING LOCAL SALES THROUGH FUNNEL MARKETING
  2. 2. 2000
  3. 3. 2016
  4. 4. 1 x Paid Ad 3 x Local Listings 10 x Organic Listings
  5. 5. 20002016
  6. 6. ££££
  7. 7. Google’s revenue from advertising continues to increase exponentially. Source: Statista
  8. 8. 89%of Google’s revenue Came from advertising platforms such as AdWords in 2015! Source: Investor Google
  9. 9. They must innovate in order to maintain growth.
  10. 10. PAID MEDIA MARKET WELCOME TO THE
  11. 11. DISPLAY REMARKETING GMAIL YOUTUBE APPS SHOPPING MOBILE SEARCH
  12. 12. DISPLAY REMARKETING NATIVE MOBILE SHOPPING SEARCH
  13. 13. Gone are the days when all we had were keywords.
  14. 14. Advertisers now have more to get excited by.
  15. 15. We can now target our own audiences via PPC.
  16. 16. This is where things get really powerful.
  17. 17. Competitors are unable to copy or replicate your audience.
  18. 18. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
  19. 19. TARGETTING FUNNEL
  20. 20. This is too complicated.
  21. 21. This is too simple.
  22. 22. This is just about right.
  23. 23. What does this actually mean for you?
  24. 24. MARKETPLACE BACK TO THE
  25. 25. The Awareness Market
  26. 26. Awareness Display Ads Gmail Ads YouTube In- Display YouTube In- Stream Dynamic Search Ads LinkedIn Ads Facebook Ads Bing Native Twitter Ads Instagram Ads
  27. 27. YouTube In-Stream Ads are amazing for brand awareness and come in at a low cost.
  28. 28. Display ads on a CPC model can drive thousands of impressions without a huge cost.
  29. 29. Bing Native ads appear in context within content on the MSN network.
  30. 30. Local Search Ads on Google Maps for desktop can appear in the search results & on the map.
  31. 31. In the Google Maps mobile app, ads can appear in the results & within the actual map.
  32. 32. The Consideration Market
  33. 33. Consideration Brand Bidding Competitor Bidding Vouchers & Reviews Seller Ratings Remarketing RLSALanding Pages Affinity Audiences YouTube Remarketing Dynamic Remarketing Local Inventory Ads Bing Native
  34. 34. Have a presence when potential customers are looking for reviews, vouchers & discounts.
  35. 35. Likewise, you want to appear when the potential audience searches for your brand.
  36. 36. Businesses can show ads on the Waze map to drivers & commuters in the nearby area.
  37. 37. Seller Ratings make your ads stand out in the crowded search results and boost CTR.
  38. 38. Facebook Local Awareness Ads can track calls and in-store visits. h/t acquisio
  39. 39. The Preference Market
  40. 40. Preference Gmail Ads: Competitor Gmail Ads: Your Brand RLSA Remarketing PLAs Amazon Ads Facebook Product Ads Google Search Bing Search Dynamic Remarketing YouTube In- Display
  41. 41. Bid on competitors names using Gmail ads to entice customers away if they receive mail.
  42. 42. Google and Bing search is imperative if you are looking to keep audiences at this stage.
  43. 43. Include approximate distance from the bank in mobile ads to encourage the locals.
  44. 44. Leverage Call-Only ads to completely avoid the need for landing pages & drive calls.
  45. 45. The Purchase Market
  46. 46. Purchase Google & Bing Search Amazon Ads Google Shopping Facebook Shopping Ads Bing Shopping RLSARemarketing YouTube Shopping Ads Similar Audience Local Inventory Ads In-Market Audiences
  47. 47. The recently announced Promoted Pins in Google Maps can drive footfall into the store.
  48. 48. Google Shopping is the go to place for audiences who are researching where to buy.
  49. 49. Showcase Shopping ads could be used to promote more product & convert broad terms. h/t PPC Hero
  50. 50. The physical stores that hold stock can use Local Inventory Ads to drive footfall from ads.
  51. 51. Use Similar Audiences to target potential customers with a similar demographic to yours.
  52. 52. The Loyalty Market
  53. 53. Loyalty Gmail Ads Customer Match RLSA RemarketingGoogle Search Bing Search Facebook Ads
  54. 54. Use Customer Match with Gmail Ads to offer loyalty discounts for existing customers.
  55. 55. If you have a rewards scheme, Facebook Customer Match promotion can work well.
  56. 56. RLSA competitor bidding means you can capture audiences before they go elsewhere.
  57. 57. The Advocacy Market
  58. 58. Advocacy Customer Match Gmail Ads – Forward to Friend Recommend a FriendFacebook Ads Remarketing for Reviews
  59. 59. Customer Match for Gmail and YouTube can work well to promote a RAF scheme.
  60. 60. Use remarketing across platforms to generate reviews from existing customers.
  61. 61. ATTRIBUTION DON’T FORGET
  62. 62. Use the Assisted Conversions report to understand the ‘actual’ value of non-converters.
  63. 63. The Top Paths report will show you which campaigns drive the touchpoints before a sale.
  64. 64. THOUGHT FINAL
  65. 65. “Audience is your Unique Marketing Point (UMP)” @SamJaneNoble
  66. 66. Thanks for listening. @Koozai Facebook.com/koozaiE-mail: sam.noble@koozai.com www.koozai.com Tel: 0330 353 0300

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