#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

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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

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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