Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advertising In Maps: Unparalleled Local Context By Caleb Donegan

321 views

Published on

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

Published in: Marketing

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

×