#SMX #24C @hoffman8 Amy Bishop, Clix Marketing Winning At Mobile
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#SMX #24C @hoffman8
Amy Bishop, Clix Marketing
Winning At Mobile
#SMX #24C @hoffman8
§ Director: Audits, Outbound, Training at Clix Marketing
§ Multi-Channel Experience § Indiana Native & Undercover
Farmer § Loves cat memes. Ok, any
memes.
About Me
#SMX #24C @hoffman8
§ Proximity Based Targeting § Interest Based Geotargeting § Layering Audiences § Considerations
Agenda
#SMX #24C @hoffman8
§ 60% of local searchers say location information in ads is important to them
§ 4 in 5 searchers prefer ads customized to their city or zip code
Why It Matters
#SMX #24C @hoffman8
Proximity Based Targeting
#SMX #24C @hoffman8
§ Geo-fencing § Radius Targeting
Proximity Based Targeting
#SMX #24C @hoffman8
Your Locations
72% of Consumers who Performed a
Local Search Visited a Store Within 5 Miles
#SMX #24C @hoffman8
Searches Containing “Near Me”
Google Think, April 2015 https://think.storage.googleapis.com/docs/i-want-to-go-micro-moments.pdf, Google Trends
Searches containing “Near Me” Have Grown Exponentially.
April 2015
50% of Local Searches From Mobile Devices Result in a Same-Day
Store Visit
80% of “Near Me” Searches Occur On a Smartphone
#SMX #24C @hoffman8
#SMX #24C @hoffman8
§ Review performance by radius § Determine opportunities to tighten or expand location
targeting
Determining Your Radius
#SMX #24C @hoffman8
Targeting Nearby Consumers
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
#SMX #24C @hoffman8
Consumers Will Go In-Store If…
Google Think, May 2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
#SMX #24C @hoffman8
Competitive Targeting
#SMX #24C @hoffman8
42%
of consumers conduct research online while in stores
#SMX #24C @hoffman8
Targeting Competitor Stores?
#SMX #24C @hoffman8
42% of consumers conduct research online
while in stores
#SMX #24C @hoffman8
§ Brand Awareness: Target stores with similar demographics to generate interest
§ Location Awareness: Let potential customers know you have a store nearby
§ Intercept the Sale: Get to your customers before they commit
Drive Customers In-Store or Drive Website Actions Such as Quotes/Calls/E-Comm
How to Leverage Competitive Targeting
#SMX #24C @hoffman8
How Consumers Conduct Research While In-Store
#SMX #24C @hoffman8
Product Inventory Ads When Asked What Information Was Important: § 74% availability of
item (in-stock) § 75% price of item
at a nearby store
Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
#SMX #24C @hoffman8
§ Search § Social Ads § GDN § Mobile Providers
Determining a Channel
#SMX #24C @hoffman8
In-Store research habits provide one last chance to grab the sale from a competitor.
#SMX #24C @hoffman8
Interests Derived from Location
#SMX #24C @hoffman8
Timing Matters
#SMX #24C @hoffman8
Consider Your Target Demographics’ Interests. Where Do They Spend Their Time?
#SMX #24C @hoffman8
Sale On Athletic Tops!
Free S&H!
#1 Dog Lover’s Subscription Treat Box!
10% Off Your Rental!
#SMX #24C @hoffman8
§ Used longitude & latitude coordinates to implement a bid modifier for a small radius around brick and mortar locations
§ Noted a 108% Increase In Conversions § Subsequently Rolled Out to Facebook &
Early Results Have Been Positive
Case Study Example
#SMX #24C @hoffman8
Layering Consumer Data
#SMX #24C @hoffman8
Use Audiences to
Find Your Customers
#SMX #24C @hoffman8
Layering Opportunities
Near Your Locations
Competitor Locations
Locations Underscoring Need
Leads/Sales
Lookalikes
Loyalists
Site Visits
Personas
#SMX #24C @hoffman8
Get New Products In Front of Nearby Loyalists
= New Fall Line In Store Now!
+
*Logged Into Customer Loyalty UI* *Near A Store Location*
#SMX #24C @hoffman8
Deliver Customized Coupons
= 10% off Tees In-Store. Today Only!
+
*Shopped For Teeshirts* *Near A Store Location*
Add to Cart
$$$
#SMX #24C @hoffman8
Defend Your Customer Base
= Huge Inventory of Golf Supplies In-Stock!
+
*Visited The Site* *Near A Competitor Store*
Add to Cart
$$$
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
In-Market Audiences
#SMX #24C @hoffman8
Once at their destination, 56% of travelers rely on their mobile device to find & decide on activities.
Resident vs Traveling
Source: Google Travel Study, June 2014, Ipsos MediaCT
#SMX #24C @hoffman8
Find Nearby Customers By
Layering Lookalikes.
Prospecting
#SMX #24C @hoffman8
Lookalike Example:
Makes a Purchase Online
#SMX #24C @hoffman8
§ Purchasers/Clients § Leads/Demos § Email Subscribers § Loyalty Programs
Consider Your Site Events & KPIs. Create Audiences & Lookalikes!
Lookalike Suggestions
#SMX #24C @hoffman8
§ Demographics § Affinity Audiences § Interests
Additional Layering Opportunities
#SMX #24C @hoffman8
Considerations
#SMX #24C @hoffman8
§ Be aware of strengths and weaknesses § Make the intended action easy § Strong CTA & value proposition
Compelling The Consumer
#SMX #24C @hoffman8
#SMX #24C @hoffman8
§ Make it Quick and Easy § Reserve Online § Book an Appointment § In-Store Pick-Up
Messaging Convenience
Source: comScore, Neustar Localeze, and 15 Miles, Trends Shaping Local Search in 2014 Digital Impact on In-Store Shopping Study https://think.storage.googleapis.com/docs/digital-impact-on-in-store-shopping_research-studies.pdf
#SMX #24C @hoffman8
§ Avoid Shipping Costs § Get The Product Today (or Start the
Service Agreement) § Coupons
Messaging Value
#SMX #24C @hoffman8
Tracking The Pieces
Matching online data against your CRM to determine value: • Appointments • Calls • Quotes
Matchbacks In-Store Visits
Leverage software to track customers that visit the store after engaging with an ad.
Indicators
• Store Locates & Getting Directions
• Booking an
Appointment
Coupon Redemption
Create a separate coupon promo for digital media and track in-store redemptions.
#SMX #24C @hoffman8
§ Retail chain with e-commerce & store locations § Targeted a broad area with increased modifiers 5 miles around
each store § Utilized ads pushing coupon usage and competitive prices and
discounts with location extensions § Coupons with a Unique ID were dynamically inserted into landing
pages through ad params § Coupons eligible online or in-store
Client Example:
#SMX #24C @hoffman8
Tracking Coupons Proved In-Store Sales Drove 5x More Revenue than E-
commerce
Client Example:
#SMX #24C @hoffman8
Summary
Geotarget Wisely Layer Insights
Message Strategically Track Performance
#SMX #24C @hoffman8
THANK YOU!
SEE YOU @SMX WEST SAN JOSE, CA
MARCH 1-3, 2016
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