Driving Local Sales through Funnel Marketing

@SamJaneNoble

DMSSO – October 2016

DRIVING LOCAL SALES THROUGH FUNNEL MARKETING

2000

2016

1 x Paid Ad

3 x Local Listings

10 x Organic Listings

2000

2016

££££

Google’s revenue from advertising continues

to increase exponentially.

Source: Statista

89%of Google’s

revenue

Came from advertising platforms such as AdWords in 2015!

Source: Investor Google

They must innovate in

order to maintain growth.

PA ID MEDIA MARKETWELCOME TO THE

DISPLAY REMARKETING GMAIL

YOUTUBE APPS SHOPPING MOBILE

SEARCH

DISPLAY REMARKETING NATIVE

MOBILE SHOPPING

SEARCH

Gone are the days when

all we had were keywords.

Advertisers now have

more to get excited by.

We can now target our

own audiences via PPC.

This is where things get really powerful.

Competitors are unable to

copy or replicate your

audience.

“Audience is your Unique Marketing

Point (UMP)”@SamJaneNoble

TARGETT INGFUNNEL

This is too complicated.

This is too simple.

This is just about right.

What does this actually

mean for you?

MARKETPLACEBACK TO THE

The Awareness Market

Awareness

Display Ads Gmail Ads

YouTube In-Display

YouTube In-Stream

Dynamic Search Ads

LinkedIn AdsFacebook

Ads

Bing Native

Twitter Ads

Instagram Ads

YouTube In-Stream Ads are amazing for brand

awareness and come in at a low cost.

Display ads on a CPC model can drive

thousands of impressions without a huge cost.

Bing Native ads appear in context within

content on the MSN network.

Local Search Ads on Google Maps for desktop

can appear in the search results & on the map.

In the Google Maps mobile app, ads can

appear in the results & within the actual map.

The Consideration Market

Consideration

Brand Bidding

Competitor Bidding

Vouchers & Reviews

Seller Ratings

Remarketing

RLSALanding Pages

Affinity Audiences

YouTube Remarketing

Dynamic Remarketing

Local Inventory

Ads

Bing Native

Have a presence when potential customers

are looking for reviews, vouchers & discounts.

Likewise, you want to appear when the

potential audience searches for your brand.

Businesses can show ads on the Waze map to

drivers & commuters in the nearby area.

Seller Ratings make your ads stand out in the

crowded search results and boost CTR.

Facebook Local Awareness Ads can track

calls and in-store visits.

h/t acquisio

The Preference Market

Preference

Gmail Ads: Competitor Gmail Ads:

Your Brand

RLSA

Remarketing

PLAs

Amazon AdsFacebook

Product Ads

Google Search

Bing Search

Dynamic Remarketing

YouTube In-Display

Bid on competitors names using Gmail ads to

entice customers away if they receive mail.

Google and Bing search is imperative if you

are looking to keep audiences at this stage.

Include approximate distance from the bank

in mobile ads to encourage the locals.

Leverage Call-Only ads to completely avoid

the need for landing pages & drive calls.

The Purchase Market

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

The recently announced Promoted Pins in

Google Maps can drive footfall into the store.

Google Shopping is the go to place for

audiences who are researching where to buy.

Showcase Shopping ads could be used to

promote more product & convert broad terms.

h/t PPC Hero

The physical stores that hold stock can use

Local Inventory Ads to drive footfall from ads.

Use Similar Audiences to target potential

customers with a similar demographic to yours.

The Loyalty Market

Loyalty

Gmail Ads

Customer Match

RLSA

RemarketingGoogle Search

Bing Search

Facebook Ads

Use Customer Match with Gmail Ads to offer

loyalty discounts for existing customers.

If you have a rewards scheme, Facebook

Customer Match promotion can work well.

RLSA competitor bidding means you can

capture audiences before they go elsewhere.

The Advocacy Market

Advocacy

Customer Match

Gmail Ads –Forward to Friend

Recommend a FriendFacebook Ads

Remarketing for Reviews

Customer Match for Gmail and YouTube can

work well to promote a RAF scheme.

Use remarketing across platforms to generate

reviews from existing customers.

ATTR IBUT IONDON’T FORGET

Use the Assisted Conversions report to

understand the ‘actual’ value of non-converters.

The Top Paths report will show you which

campaigns drive the touchpoints before a sale.

THOUGHTFINAL

“Audience is your Unique Marketing

Point (UMP)”@SamJaneNoble

Thanksfor listening.

@Koozai

Facebook.com/koozaiE-mail: [email protected]

www.koozai.com

Tel: 0330 353 0300