Advanced Advertising Tactics for Local Online Marketing

Brandon HoffmanAka Ad Hustler

Amanda OrsonAka Phillian

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Generating Traffic for Local Businesses:

Part 1 - Methods

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• Display ads (banner ads)

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• Display ads (banner ads)• Video ads

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• Display ads (banner ads)• Video ads• Search ads (SEM)

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• Display ads (banner ads)• Video ads• Search ads (SEM)• Social ads

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• Display ads (banner ads)• Video ads• Search ads (SEM)• Social ads•Mobile

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• Display ads (banner ads)• Video ads• Search ads (SEM)• Social ads•Mobile• Programmatic TV

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• Display ads (banner ads)• Video ads• Search ads (SEM)• Social ads•Mobile• Programmatic TV• DOOH (Billboards / Place-based Ads)

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Generating Traffic for Local Businesses:

Part 1b – Targeting Options

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Types of Targeting

1. Interest-based2. Demographic3. Technical 4. Date & Time5. Geographic

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Interest-Based Targeting

• Behavioral• Content Targeting (Site Networks)• Retargeting

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Demographic Targeting

• Age• Gender• Household income• Education• Religious affiliation• Families / Household status• Ethnicity

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Technical Targeting

• Type of Device (mobile, tablet, desktop)• Type of Browser• Language

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Date & Time

• Specific Days of the Week• Specific Times of Day• Specific Start/ End dates on Campaign

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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.

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Types of Targeting

1. Interest-based2. Demographic3. Technical criteria4. Date & Time5. Geographic6. Really, really geographically targeted

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Really, Really Geospecific Targeting

• IP Addresses• Geo-Fencing• Recency

Local PerformanceBased Marketing

Decline In Form Fills

Increase In Mobile Traffic

Trends

So What’s A Hustler To Do?

Think Simple

Think Mobile

Think In Funnels

Landing Page Design

Desktop Mobile Device

Desktop Mobile Device

Desktop Mobile Device

Desktop Mobile Device

Online To Offline Conversions

2.0

It’s no longer just about full-form

leads

Coupon/Voucher Redemption

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)

Coupon Tracking Methods

Bar CodesPromo #s

Manual Tracking At Point of Sale

Matchbacks are Hot

Landing Page1-Field Match Back

How It Works1. Collect One Field On Landing Page2. Request Access To Sales Database3. Run These 2 Lists Against Each Other To Determine Attribution

Saturation Email Matchback

How It Works

1. Append Physical Addresses To Email List2. Request Sales Database From Client3. Run These 2 Lists Against Each Other To Determine Attribution

IP Matchback

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 GeoFence3. Get a report of each of these campaigns broken down by day4. Match against each other and check that the People served ads were

in the list prior to the geofence campaign to determine attribution

Digital Fingerprinting

GPS/GeoFence Matching

How It Works1. Market to people at specified physical locations2. 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”

Beacons Are The Future