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Advanced Advertising Tactics for Local Online Marketing

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn the newest and most cutting edge tactics to deliver local traffic/leads as well as ways to make the results tangible for small to medium sized businesses.

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Advanced Advertising Tactics for Local Online Marketing

  1. 1. Brandon Hoffman Aka Ad Hustler Amanda Orson Aka Phillian
  2. 2. 2 Generating Traffic for Local Businesses: Part 1 - Methods
  3. 3. 3 • Display ads (banner ads)
  4. 4. 4 • Display ads (banner ads) • Video ads
  5. 5. 5 • Display ads (banner ads) • Video ads • Search ads (SEM)
  6. 6. 6 • Display ads (banner ads) • Video ads • Search ads (SEM) • Social ads
  7. 7. 7 • Display ads (banner ads) • Video ads • Search ads (SEM) • Social ads • Mobile
  8. 8. 8 • Display ads (banner ads) • Video ads • Search ads (SEM) • Social ads • Mobile • Programmatic TV
  9. 9. 9 • Display ads (banner ads) • Video ads • Search ads (SEM) • Social ads • Mobile • Programmatic TV • DOOH (Billboards / Place-based Ads)
  10. 10. 10 Generating Traffic for Local Businesses: Part 1b – Targeting Options
  11. 11. 11 Types of Targeting 1. Interest-based 2. Demographic 3. Technical 4. Date & Time 5. Geographic
  12. 12. 12 Interest-Based Targeting • Behavioral • Content Targeting (Site Networks) • Retargeting
  13. 13. 13 Demographic Targeting • Age • Gender • Household income • Education • Religious affiliation • Families / Household status • Ethnicity
  14. 14. 14 Technical Targeting • Type of Device (mobile, tablet, desktop) • Type of Browser • Language
  15. 15. 15 Date & Time • Specific Days of the Week • Specific Times of Day • Specific Start/ End dates on Campaign
  16. 16. 16 Geographic Targeting • Country • State • City • Zip Code • DMA Designated Market Area (DMA) is a group of counties in the United States that are covered by a specific group of television stations.
  17. 17. 17 Types of Targeting 1. Interest-based 2. Demographic 3. Technical criteria 4. Date & Time 5. Geographic 6. Really, really geographically targeted
  18. 18. 18 Really, Really Geospecific Targeting • IP Addresses • Geo-Fencing • Recency
  19. 19. Local Performance Based Marketing
  20. 20. Decline In Form Fills Increase In Mobile Traffic Trends
  21. 21. So What’s A Hustler To Do?
  22. 22. Think Simple Think Mobile Think In Funnels
  23. 23. Landing Page Design
  24. 24. Desktop Mobile Device
  25. 25. Desktop Mobile Device
  26. 26. Desktop Mobile Device
  27. 27. Desktop Mobile Device
  28. 28. Online To Offline Conversions 2.0
  29. 29. It’s no longer just about full-form leads
  30. 30. Coupon/Voucher Redemption
  31. 31. 96% of consumers use coupons (RetailMeNot) 51% of shoppers said they wished all coupons were digital (Inmar) 76% of consumers are willing to trade personal information for relevant offers (Forbes)
  32. 32. Coupon Tracking Methods Bar Codes Promo #s Manual Tracking At Point of Sale
  33. 33. Matchbacks are Hot
  34. 34. Landing Page 1-Field Match Back
  35. 35. How It Works 1. Collect One Field On Landing Page 2. Request Access To Sales Database 3. Run These 2 Lists Against Each Other To Determine Attribution
  36. 36. Saturation Email Matchback
  37. 37. How It Works 1. Append Physical Addresses To Email List 2. Request Sales Database From Client 3. Run These 2 Lists Against Each Other To Determine Attribution
  38. 38. IP Matchback
  39. 39. How It Works 1. Market To Users And Collect IP Addresses Of Everyone Served An Ad Through Your Ad Server 2. Use Geofencing to determine all users entering a specified GeoFence 3. Get a report of each of these campaigns broken down by day 4. Match against each other and check that the People served ads were in the list prior to the geofence campaign to determine attribution
  40. 40. Digital Fingerprinting
  41. 41. GPS/GeoFence Matching
  42. 42. How It Works 1. Market to people at specified physical locations 2. Create a geofence around your client and anonymously track people who were served an ad at another geofence and subsequently entered your clients geofence. This is a true “online to offline conversion”
  43. 43. Beacons Are The Future

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