1	Crafting Local Search Ads Brad Geddes Brad@LocalLaunch.com SES – San Jose – Summer 2005
2	Types of Local Searches Typical use: two types of geographic based searches: Search query includes geo targeted phrase (San Jose Hotel) Need to reinforce local aspect Don’t need to emphasize it IP Targeting (hotel) Chance to engage surprised visitor Use local phrase to set apart from competition
3	Types of Local Searches Consider these as the two types of local searches: Search done by a local Search done by a non local Searches by non locals are still local searches, but include very different engagement process. Searches by locals allow advertisers to choose geographic characteristics and lingo to identify with the searcher.
4	Local Search Engagement Non Local Searchers Need to add the local component to reassure the visitor they’re in the correct place Often these searches are done by tourists or searchers considering moving Geo-qualifiers must be blunt (NYC Real Estate, Chicago Pizza, etc). Local Searchers Need to reinforce local aspect, don’t need to be blunt with it Advertiser knows search variable - user location Use your knowledge to engage visitor
5	Differentiating Factors in Local Ads Standard National Ad Captivating Headline Product Feature – Uniqueness of product/service User Benefit – What do I get out of it? Standard Local Ad Geo Headline Product Feature – Uniqueness of product/service User Benefit – What do I get out of it? Not Different Enough!
6	Competing with National Companies Unique Selling Points USP – Unique Selling Point Your ‘Angle’ What’s unique about your product & offer? Often these are similar for all products – however, the way it’s marketed can make the difference. Potatoes – “Suitable for Vegetarians” Plumbers – “Will travel anywhere in NYC” While the above are obvious – serious thought is necessary for a USP that fits your business and customers. When battling national companies, a local USP can close the deal Local Companies already have a Unique Selling Point They’re in customers backyards Local for Locals Use it!
7	Using Your Local Unique Selling Point: Local to Locals Local user identification: User identification brings customers and merchants together The closer a customer can identify with you, the higher chance of closing the deal. Geographic - How closely can you geographically identify with your target audience? Believability - Each target audience has different identifiers they consider believable in an offer. Finding Local Information – How to find local information to write ad copy.
8	Identifying Target Geography Strategic campaign development phase Map out the geographies advertisers wishes to cover Determine logical geography breakdown Identify with users at the smallest, logical level State – Government Departments, Movers City – Special Events, Department Stores, Hotels Neighborhood – Restaurants, Plumbers, Local Services Some verticals, like real estate or tourist info can fall into multiple categories Pick your geographic categories carefully.
9	Implementing Target Geography Example: Advertiser Goal: Blanket Pennsylvania with Local ads AdWords campaign breakdowns: Philadelphia Pittsburgh Erie Allentown Harrisburg/York Pennsylvania Control targeting by bidding less on PA category than by city categories
10	Identify Geographically with Searchers The closer you can identify with a searcher – the better chance of a click and a conversion Once you’ve identified the local geography, find something unique about the area which describes the product or offer. Use regional landmarks or lingo: Serving the Twin Cities since ’96 (Minneapolis) Delivery in Hancock Bldg Shadows (Downtown Chicago) Located in Heart of the Triangle (Downtown Pittsburgh)
11	Believability of Local Ads Keyword advertising is about speaking to a specific group of individuals (those who preformed a given keyword search) Local means they’re pre-qualified into a geographic group Each group has it’s own belief system Belief system isn’t necessarily political or religious views – it’s also a collective perception of services and offerings In ad writing, the belief system we’re targeting is based on geography
12	Believability of Local Ads Ads for chain located in northeast Geo-targeted ads in each state Campaign devised to drive people into stores
13	Know Your Local Audiences Ad received only a 5.6% CTR in Pennsylvania 8% CTR in major cities, 2.3% in rest of state Outside of the two cities, Pennsylvania is a rural state ‘Convenient’ isn’t a word they react well too – know they have to drive for special deals Ad received a 13.6% CTR in New Jersey Users want convenience ‘Near You’ speaks to NJ consumers
14	Know Your Local Audiences Ad received only a 2.1% CTR in New Jersey New Jersey consumers want convenience, not locations Ad received a 11.3% CTR in Pennsylvania Pennsylvanian’s wiling to drive for specials ‘throughout the state’ speaks well to Pennsylvanians as there will be one ‘near them’ in the PA ‘near’ mindset.
15	Believability of Local Offerings Believability should be adjusted for every geography area covered Offers should be credible to each target geography Learn the local market, use the belief structures to enhance your campaign – don’t work against it.
16	Finding Local Information How to find local colloquialisms and user identification info Ask Your Clients They’re local. They know their market. Leverage their knowledge. Watch local news Direct TV, On demand cable, Net rebroadcasts, Podcasting Read local paper Most papers are available on the net. Read headlines & stories to get inside the local journalists mindset. Test ad copy by geography When split testing, don’t just test ad copy across campaigns Break up ad copy by geography to run tests Can be extended to landing page testing as well
17	Overview Local Ads – Use local ‘Unique Selling Point’ Choose specific geographies for offerings Identify with local user Speak the local language Use local belief structures to enhance your campaign Test ad copy & landing pages by geography
18	Crafting Local Search Ads Brad Geddes Brad@LocalLaunch.com SES – San Jose – Summer 2005