Local businesses don't often use all the features available within the Paid Media space which means there is less competition across the board. This talk from MozTalk in London covers 24 strategies the businesses targeting local areas could be using to really dominate in their marketplace.

1. @SamJaneNoble
MozTalk – July 2016
DOMINATING PAID MEDIA IN
LOCAL MARKETS

2. 2000

5. 2016

6. 1 x Paid Ad
3 x Local Listings
10 x Organic Listings

7. 20002016

9. ££££

10. Google’s revenue from advertising continues
to increase exponentially.
Source: Statista

11. 89%of Google’s
revenue
Came from advertising platforms such as AdWords in 2015!
Source: Investor Google

12. They must innovate in
order to maintain growth.

13. PAID MEDIA MARKET
WELCOME TO THE

14. DISPLAY REMARKETING GMAIL
YOUTUBE APPS SHOPPING MOBILE
SEARCH

15. DISPLAY REMARKETING NATIVE
MOBILE SHOPPING
SEARCH

17. Gone are the days when
all we had were keywords.

18. Advertisers now have
more to get excited by.

19. We can now target our
own audiences via PPC.

20. This is where things get really powerful.

21. Competitors are unable to
copy or replicate your
audience.

22. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble

23. TARGETTING
FUNNEL

24. This is too complicated.

25. This is too simple.

26. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy
This is just about right.

27. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy

28. Unaware
Aware
Loyalty
Consideration
Preference
Buy
Advocacy

29. What does this actually
mean for you?

30. MARKETPLACE
BACK TO THE

31. The Awareness Market

32. Awareness
Display Ads Gmail Ads
YouTube In-
Display
YouTube In-
Stream
Dynamic
Search Ads
LinkedIn Ads
Facebook
Ads
Bing Native
Twitter Ads
Instagram
Ads

34. YouTube In-Stream Ads are amazing for brand
awareness and come in at a low cost.

35. Display ads on a CPC model can drive
thousands of impressions without a huge cost.

36. Bing Native ads appear in context within
content on the MSN network.

37. Local Search Ads on Google Maps for desktop
can appear in the search results & on the map.

38. In the Google Maps mobile app, ads can
appear in the results & within the actual map.

39. The Consideration Market

40. Consideration
Brand
Bidding
Competitor
Bidding
Vouchers &
Reviews
Seller Ratings
Remarketing
RLSALanding
Pages
Affinity
Audiences
YouTube
Remarketing
Dynamic
Remarketing
Local
Inventory
Ads
Bing Native

42. Have a presence when potential customers
are looking for reviews, vouchers & discounts.

43. Likewise, you want to appear when the
potential audience searches for your brand.

44. Businesses can show ads on the Waze map to
drivers & commuters in the nearby area.

45. Seller Ratings make your ads stand out in the
crowded search results and boost CTR.

46. Facebook Local Awareness Ads can track
calls and in-store visits.
h/t acquisio

47. The Preference Market

48. 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

50. Bid on competitors names using Gmail ads to
entice customers away if they receive mail.

51. Google and Bing search is imperative if you
are looking to keep audiences at this stage.

52. Include approximate distance from the bank
in mobile ads to encourage the locals.

53. Leverage Call-Only ads to completely avoid
the need for landing pages & drive calls.

54. The Purchase Market

55. 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

57. The recently announced Promoted Pins in
Google Maps can drive footfall into the store.

58. Google Shopping is the go to place for
audiences who are researching where to buy.

59. Showcase Shopping ads could be used to
promote more product & convert broad terms.
h/t PPC Hero

60. The physical stores that hold stock can use
Local Inventory Ads to drive footfall from ads.

61. Use Similar Audiences to target potential
customers with a similar demographic to yours.

62. The Loyalty Market

63. Loyalty
Gmail Ads
Customer Match
RLSA
RemarketingGoogle Search
Bing Search
Facebook Ads

65. Use Customer Match with Gmail Ads to offer
loyalty discounts for existing customers.

66. If you have a rewards scheme, Facebook
Customer Match promotion can work well.

67. RLSA competitor bidding means you can
capture audiences before they go elsewhere.

68. The Advocacy Market

69. Advocacy
Customer Match
Gmail Ads –
Forward to Friend
Recommend a
FriendFacebook Ads
Remarketing for
Reviews

71. Customer Match for Gmail and YouTube can
work well to promote a RAF scheme.

72. Use remarketing across platforms to generate
reviews from existing customers.

73. THOUGHT
FINAL

74. “Audience is your
Unique Marketing
Point (UMP)”
@SamJaneNoble

75. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: sam.noble@koozai.com
www.koozai.com
Tel: 0330 353 0300