This document summarizes a presentation about local search marketing. It discusses local directories, mobile local apps, the importance of reviews, and an overview of Kenshoo Local's platform. It also describes how Kenshoo Local can be used to manage local advertising campaigns across many locations and integrate with CityGrid's large local search network to drive clicks, calls, and in-store visits at scale.
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Hyper Local at Scale for Multi-Location Brands
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Beyond the Engines
May 23rd, 2013
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Your Hosts
Jonathan Rosen
Director of Product Marketing
Kenshoo
Steve King
Director of Product Strategy
SIM Partners
Tara Thomas
Vice President of Client Strategy
SIM Partners
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Agenda
Market Overview
Local Directories
Mobile Local Apps
The Importance of Reviews
Kenshoo Local Overview
CityGrid + Kenshoo Local
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Digital Advertising Fragmentation
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Hyper Local @ Scale for Multi-Location Brands
Local
pages
Local
traffic
Higher
conver-
sion
Local
copy
More
real
estate
Multiple
domains
/ads
Geo-
specific
strategy
Local
reporting
Multiple
ads per
market
Scalable
and
turn-key
Maximized SERP’s for non-brand
search queries PPC (Geo-Specific
Messaging) & Multiple Organic Listings
optimized at a Location level
All Ads direct traffic to a location
specific landing page
All visits, web forms and phone calls
are tracked uniquely to the ad type and
location
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Search, Social, and Local Ad Spend
CM
S
Social
CRM
Bid
Managemen
t
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Global Digital Ad Spend
CM
S
Social
CRM
Bid
Managemen
t
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Mobile is BIG
Source: Google/Ipsos Study 2011, Google Survey – Holiday
Shoppers 2012, Business Insider – The Future of Mobile; February
2012
0
500
1000
1500
2000
2500
3000
Smartphones
Personal Computers
Tablets
Smartphone's Exceed Personal
Computers Sales
2011
Mobile Internet to Surpass
Desktop Internet
2013
Global Device Sales
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39.8%
24.8%
13.2%
11.7%
5.4%
3.1% 2.3%
38.9%
20.0%
9.3%
2.5%
20.7%
11.6%
9.2%
TV Online Radio Mobile (nonvoice) Print Newspapers Magazines
Time spent
share
Ad
spending
share
Media Time Spent vs. Ad Spend
US adults now spend more time on mobile devices each day then they
do with all print media combined, but ad spending is yet to catch up
Source: eMarketer, March 2013
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Local Directories
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Local Ecosystem
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Data Feed & Distribution
• Clean Data
Ensure correct information is
distributed
Ensure unique location information is
distributed – no duplication
• To Create
Online Citations which improve search
engine performance
More listings for potential customers to
find your location
12
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Primary Data Aggregators
Data should be sent on an ongoing basis to the primary Data Aggregators
and Search Engines that directly update 300+ Search Engines,
YP Directories, Mobile Directories, Review Sites,
GPS Directories and Social Sites.
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Mobile Local Apps
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App Use for Local Business Searches
Source: comScore March, 2013
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Facebook
Data seeded by
77,800,000/131,000,000 Downloads
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Urbanspoon
Data seeded by
11,000,000/2,200,000 Downloads
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CitySearch
Data seeded by
Data updated by
869,000/50,600 Downloads
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The Importance of Reviews
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Reviews
• Increased reviews are correlated to higher Google+
rankings
• Reviews generate searcher trust
• Searchers are savvy enough to take into account all
reviews, so the occasional negative review is not as
detrimental as it once was
• Don’t fake customer reviews – the sites will figure it out
and penalize you for it through de-ranking and hiding
reviews
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Tips for Generating Reviews
• Ask satisfied customers (may seem obvious, but a lot of
business owners just hope it'll happen)
• Send emails requesting reviews (links to the business
page on specific review sites is helpful)
• Include links and requests for reviews on any leave
behinds or takeaways
(receipts, pamphlets, documentation, business cards, or
it's own request form).
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Power Tip
• Provide bonuses/rewards to employees that were
mentioned most in reviews
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Kenshoo Local Overview
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What does Kenshoo Local do?
Help agencies and media efficiently manage thousands of small
businesses
Enable Rapid Onboarding
Automate Budget Management
Increase Calls and Conversions
Automate Reporting
Help brand stores with physical locations execute on their Local
strategy
Drive in-store visits and phone calls
Start and stop campaigns as locations
open/close
Manage store level budgets
Access local and mobile traffic
Agency
SMB
SMB
SMB
SMB
SMB
Brand
Store
Store
Store
Store
Store
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Kenshoo Local Has You Covered
Onboarding Ongoing
Management
Global SupportReporting
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Campaign Templates: Never Start From Scratch
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Advanced Search for
Custom Bid
Management
Bid Policies for
Auto Bid
Management
Kenshoo Bid Management: Giving You the
Ultimate Flexibility and Transparency
Use provided bid policies to
optimize campaigns to
objectives
Define and automate best
practices and custom
optimizations
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Close the Loop with Online to Offline Integration:
Phone Calls
Use phone numbers to track and optimize those
keywords driving phone calls
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CityGrid + Kenshoo Local
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What is CityGrid?
The largest local search network in America, with over 140
million unique users across more than 300 partner sites
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Kenshoo Local + CityGrid:
Drive more clicks and calls from local networks
• Advertise on more than 300 local
and mobile websites and
applications
• Gain access to a high
quality, ready-to-buy audience
• Take advantage of lower CPCs
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CityGrid: Where the campaigns go
48% of these
users do not have a
specific business in
mind when
conducting a
search. *
60% will end up
making a purchase
or reservation **
Sources: *comScore 2012, **Google 2012
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CityGrid Network offers tailored distribution
for 15 select business types, and many more
Retail Financial Services Home Services Hotels Automotive
Real Estate Restaurants Storage Electronics Furniture Stores
Legal Drug Store Dental Insurance Appliances
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Create a Local campaign for each store,
using store level data
• Create local
market specific
campaigns
• Start and stop
campaigns as
locations
open/close
• Manage store
level budgets
• Tailor to a
location’s
attributes
(eg. hours)
Store 179
San Diego
Opens at 11
Texas Campaign NJ Campaign CA Campaign
Network
Store 1
Houston
Opens at 9 BRAND
Store 76
San Jose
Opens at 10
Store 326
Newark
Opens at 8
Store 55
Dallas
Opens at 10
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Kenshoo Local + CityGrid:
Interface to manage places at enterprise scale
• Upload 100’s or 1000’s of Place page campaigns, with bulk edit in Kenshoo
• Create, manage, and report on CityGrid campaigns
• View performance alongside Search
• Create local CityGrid campaigns to drive phone calls and in-store visits
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Kenshoo Local + CityGrid:
See all your campaigns in one place
Search campaigns appear alongside Place campaigns
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Kenshoo + CityGrid
Extend advertising budgets to capture Local and
Mobile traffic from the CityGrid network.
Create campaigns, manage budgets and report
on the performance of CityGrid campaigns
alongside your Search advertising.
Upload “Place” data to Kenshoo Local to easily
create CityGrid campaigns at enterprise scale.
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Thank you
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Thank you
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Questions?
Editor's Notes
Adam
Adam
Adam
Talk about match types, geo and mobile v desktop auto creation ability. SHOULD BE DEMO. NEED ENVIRONMENT.
Rules and algo based. Explain diff and data sufficency.Talk about using Adv search to capture Google best practices
Score calls by type and $ valueOnline/offline transaction feedback loop Web & phone transactions linked to keyword levelBid algorithms optimize toward higher quantity and/or value conversions