Boosting Your Holiday Marketing Strategy: Localized Ad Campaigns

Posted by Jasmeet Babra on Nov 11, 2016 11:23:19 AM

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With the proliferation of mobile devices, there are more channels for consumers to find a business online than ever before, and with the holidays approaching, customers are already looking to find the best deals at the nearest stores. The most common way for consumers to satisfy their local purchase intentions is through a Google search, and a great way to catch the eye of prospective consumers this holiday season is through relevant, localized ads. Ads allow brands to customize the message, promotions or events they want to broadcast with custom features such as call-tracking and dedicated landing pages.  

Creating impactful, locally relevant search ads for every location can be a challenge, even though over 80% of customers prefer ads tailored to their city or zipcode. To avoid missing this opportunity moving forward, we’re ending our holiday blog series with a breakdown of four key best practices for localized advertising this season.

Use a Store Locator as Destination URL in Local Ads
Brands with store locators on their website should drive consumers to the store locator via localized ad campaigns. While it may seem like common sense to attach your brand’s homepage URL to local search ads, directing your consumers straight to the store locator can actually allow them to take immediate action by finding your nearest store location and heading over to make their seasonal purchases.  Customers who click on your ads from mobile devices will be even more likely to take action, as they load nearby locations while having driving directions just a click away.

Pro tip - Make sure your locator uses a user’s location right away and displays nearest stores. This will reduce the number of steps needed for a customer to act  and make their experience smoother.

One national pool and spa manufacturer increased in-store visitation by 83% by moving from a national ad approach to a local ad approach. Read more.

Connect GMB for Location Extension Ads
Google My Business helps manage your brand’s online presence across Google throughout the holidays and beyond. Its power can be extended into Google AdWords, which will enables ads to display location extensions like phone number, address, hours, special promotions and even review ratings. Currently, only 20% of retailers leverage location extensions in search ads, meaning that your brand has a real opportunity to get in front of local consumers this holiday by implementing these dynamic value-adds for users.

This McDonalds ad shows the hours for the nearest store, which will be automatically updated when the hours are updated via Google My Business.

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Pro tip - Connecting your brand’s GMB account to your Google Adwords account will automatically update your holiday hours in the ad, as well.

Find out how a national ice cream franchisee used location extension ads and directing customer to the nearest location’s local landing page, eventually decreased cost per lead by 34%.

Make Use of Local Landing Pages in Ads
Local landing pages are a great example of owned online real estate that feeds data into listings,  websites and data syndicators. 72% of consumers want to see the ads localized to their area, making the ad  more relevant and actionable for them. Creating individual campaigns for every location and using the local landing page as the ad-URL directs consumers to relevant local pages, displaying all of the information about a nearby location. Description text, keywords and promotions can be localized for every store and enhance engagement by prompting actions for users to take on holiday sales and promotions.

Pro tip -   By having individual campaigns per location, you will have more control over budget allocation for every location based on its performance results.

Latitude/Longitude Optimized Ads 
Another best practice for optimizing local ads is enhancing the use of latitude and longitude coordinates per store location. Multiple radii can be established around the coordinates of the store with different bids to formulate the best radius, from which most of the users are coming. This is a quantitative way to know how far a customer is willing to drive to visit your store and how specific deals or holiday sales may influence their willingness to travel. Using these types of ads will provide customers with the most local data this holiday season, based on their exact GPS location.

Pro tip -  Have a location near a university?  Use lat/long targeted search ads for special offers to students within a specified radius from the university.

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Localized search ads like the one above can target local consumers and present them with relevant content based on searches for products they seek this holiday season.

For more tips and tricks on boosting your presence to consumers this holiday season and beyond, join Brandify’s free webinar next week, 3 Ways to Boost Your Local Marketing Strategy this Holiday Season, with Director of Product, Damian Rollison and VP of Business Development, Nip Zalavadia.

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Topics: Local Advertising, Online-to-Offline Attribution