Location based ad targeting, when done right, can achieve 2x-3x greater performance according to Verve Mobile president and GM Tom Kenney. We interviewed Tom and YP’s VP of Digital Jeff Federman during our SMB Digital Marketing show last month (video below).
But what do we mean by “location based ad targeting?” The term is thrown around so loosely these days and no one stops to define it. We did just that before discussing performance deltas and, more importantly, the tactics that can achieve those results.
For example, it’s not just about where the ad shows up, but location relevance in what the ad contains. That means things like ad creative and calls to action. Ironically, that goes back to ad fundamentals that aren’t necessarily new.
“If you have crumby inventory, poor creative, and bad messaging, it doesn’t matter how good you can target the ad to a consumer,” said Kenney. “Location is an enabling capability, it’s not the solution… the solution is all the other stuff in the marketing mix that you were doing previously such as world class messaging and presentation.”
There’s also a fair share of emerging ad components such as dynamic distance feed indicators (How close are you to the closest store?). Kenney says that when dynamic distance feeds weren’t used in their A/B testing, performance dropped by 40 percent.
Other tactical areas worth examining include proper calls to action in ad units, such as click to call. Both panelists agree to the growing importance of driving phone calls to SMBs, especially in high-value verticals like professional services that want the phone to ring.
And as always, local ad sales is a key topic. YP has a unique high-touch approach, afforded by it’s direct SMB sales channel. And the economics work out well, given more favorable margins from owning both the sales channel and the user touch point (the YP app).
We discuss these matters throughout the session, which can be seen in its entirety below. You can also follow the chapter links to jump around to various subtopics Those are also listed and linked below for your convenience.
Stay tuned for lots more conference video as we gear up for our next conference, Leading in Local: Interactive Local Media, taking place December 3-5 in San Francisco. We’ll continue the discussion there.