Slides from a webinar on Tuesday, August 23rd, 2016. Topic: Local businesses have an opportunity to get more customers to their location by making use of the many digital marketing channels that are available to them. But which channels are right for your business? Where do you need to be seen to make sure that you're capitalizing on mobile search? How do you make sure people find the answers they're looking for when they're looking for products locally? Acquisio's VP of Product, Sebastien Provencher, will discuss all this and more when he's joined by Abid Chaudhry of BIA/Kelsey for this informative and enlightening webinar.

1. Digital opportunities
for local businesses
PERFORMANCE MARKETING SOLUTIONS

2. 1. Major Milestones in “Local”
History
2. Current Trends
3. Today’s Opportunities
4. Tomorrow’s Opportunities
5. Summary
AGENDA

3. • Vice President, Product at Acquisio
• Serial startup entrepreneur
• 16 years of experience in product management and
business development
• Ex- Yellow Pages Canada, HomeAdvisor
@SebProvencher
3

4. • Senior Analyst, BIA/Kelsey
• 10 years of experience in local
• Specializes in Search Marketing, Local Online
Marketing, Emerging Tech
@abidc
4

5. Reverse Engineering Adwords For Higher Quality Scores
Housekeeping
The webinar is recorded and will be made available by
email Q&A session at the end of the webinar.
Use the Chat box to submit your questions at any time
For any follow up questions about the webinar please
contact:
acquisio-marketing@acquisio.com

6. We Work With:
○ Marketers | Direct Advertisers | Brands
○ Agencies
○ Local Solution Providers
Our Business:
○ $1 Billion ad spend under management
○ 2.4 million bid adjustments per day
○ 300+ Customers in 32 countries
@Acquisio: What We Do
Performance Marketing Solutions
○ Unparalleled Optimization
○ Elegant Reporting
○ Scalable Campaign Management
○ Search, Social, Display
6

7. Major Milestones in
“Local” History01

8. Why Look at the Past?
8
“You have to know the past to
understand the present” - Carl Sagan

9. ● 1994: Sensis’ Online Yellow Pages
● 1996: AtHand.com (PacBell)
● 1996: SuperPages.com (GTE)
● 1996: Switchboard.com
● 1997: YellowPages.com
The Emergence of Digital Local Directories (1994-1999)
9

10. ● 1998: Google
● 2004: Google Local
● 2004: Yahoo! Local
● 2004: Yelp
● 2005: Google Maps
(Tip of the hat to early search sites like
Excite & Altavista.)
The Emergence of (Local) Search (1998-2005)
10

11. ● 2003: LinkedIn
● 2006: Facebook opens up to
everyone (launched in 2004)
● 2006: Twitter
● 2009: Foursquare
(Tip of the hat to early social media sites
like Friendster & MySpace)
The Emergence of Social Media (2003-2009)
11

12. ● 2007: the iPhone
● 2008: first phone using Android
● 2010: iPad
● 2011: smartphones outsell PCs
(Tip of the hat to other early mobile companies
like Motorola, Nokia & Blackberry.)
The Emergence of Smartphones (2007-2011)
12
Photo source: The Verge

13. ● 2008: Airbnb
● 2009: Uber
● 2012: “Uber for X”
(Tip of the hat to travel sites like Expedia &
Travelocity.)
The Emergence of End-to-End Marketplaces (2008-2012)
13

14. ● 2004: Flickr
● 2005: YouTube
● 2010: Instagram
● 2010: Pinterest
The Emergence of the Visual Web (2004-2010)
14

15. ● 2009: Whatsapp
● 2011: Snapchat, LINE, WeChat,
Facebook Messenger
● 2013: Telegram
(Tip of the hat to instant messaging tools like SMS,
ICQ, and AOL IM)
The Emergence of Messaging (2009-2013)
15

16. ● 2011: Siri (Apple)
● 2011: Watson (IBM)
● 2012: Google Now
● 2014: Cortana (Microsoft)
● 2014: Echo (Amazon)
● 2016: Deepmind (Google)
● 2016+: ???
The Emergence of AI & Intelligent Agents (2011+)
16

17. Why the Age of Mobile Created an Inflection Point
17
Source: Andreessen Horowitz

18. The World in 2020: Even More Smartphones
18
Source: Andreessen Horowitz

19. Mobile’s Multiplier Effect
19
Source: Andreessen Horowitz

20. And Mobile = Local
20
Photo credit: HowToGeek

21. “Local” Trends
02

22. Mobile Bigger than PC for Purchase Research
22

23. And Consumers on Mobile
are Searching More than
Before
23

24. Consumers are Also Using Social Media
24

25. Almost all Small Businesses are Using Digital Tools
25

26. And They’re Increasing Their
Digital Spend
26

27. Where They’re Planning to Invest
27

28. Where Small Businesses
Need Help
28

29. Advertisers Churn
Because of Poor
Results...
29

30. … And They Don’t Measure Performance
30

31. Today’s Opportunities
with Small Businesses03

32. • Some small businesses still don’t
have any website
• Most small business websites are
not optimized for mobile
• Most websites are also not
optimized for conversion
Mobile Landing Pages
32

33. • Google AdWords
○ Geo-targeting at the city level/zip code or radius targeting
○ Location extension, call extension
○ Mobile ads
○ Call-only campaigns
• Bing Ads
○ Similar to Google AdWords
• Local Directories
• Ads & campaign creation
Paid Local Search
33

34. • Facebook
○ Geo-targeting at the city level
○ Local Awareness Ads
○ Local Leads Ads
• Twitter
○ Geo-targeting by region, city, metro,
postal or zip code
○ Promoted tweets
○ Leads campaigns
Social Media Advertising
34

35. • Website optimization
○ With constant algo changes, this tactic is at risk
• Business listings syndication
○ Google My Business, Bing, Yahoo, Directories
(including Yelp). Data aggregators, Vertical sites &
marketplaces
• Social media presence creation
○ Facebook, Twitter, Foursquare, LinkedIn,
Instagram/Pinterest (if relevant to business category)
Search Engine Optimization
35
Flickr photo: SEOPlanter

36. • Content creation for social media
○ Blog, Facebook, Twitter, Instagram, Pinterest, etc.
• Answering questions/comments from
social media users
• Monitoring mentions in social media
Social Media & Reputation Management
36
Flickr photo: Jason Howie

37. • Solution provider
○ Hundreds of solutions available
• Content creation
Email marketing
37
Flickr photo: Yoel Ben-Avraham

38. • Prove positive return on investment
○ Make the phone ring (and track calls)
○ Track store visits (beacons)
○ Track other types of conversion (clicks to
website, sales, etc.)
• Offer great service & support
○ Small businesses would prefer working
with one supplier
• Lots of education required
Conditions for Success with Small Businesses
38
Flickr Photo: Got Credit

39. Tomorrow’s Opportunities
with Small Businesses04

40. • Messenging
○ Consumers want real-time engagement,
but businesses are not ready
○ Chatbots
○ Sponsored messages
• E-commerce (marketplaces,
ecommerce solutions)
• Loyalty & CRM
Tomorrow’s Opportunities
40

41. In Summary...
05

42. ● Small businesses are faced with a multitude of
digital choices
● Mobile has created even more opportunities for
small businesses
● Top opportunities: landing pages, search marketing,
social media advertising, SEO
● Make sure you create the conditions for success
Summary
42

43. THANK YOU