Black Friday And Nothing Has Changed

Posted by Ad Hustler | Posted in Local Online Advertising | Posted on 24-11-2014

Almost exactly 1 year ago I wrote the post Why Your Black Friday Sale Will #FAIL and not a darn thing has changed.  Retailers on the the local level are getting even more excited about Black Friday and jumping on the bandwagon with tons of advertising.  The only problem is that they are advertising NOTHING!  The offers they are making are the same offers that people can get all year ’round.  Auto dealers are giving out a Free TV or a Gift Card if you buy a car and every auto dealer seems to be giving out the same “bonus.”  There is no creativity and there are NO DEALS.  I said it last year and I’ll say it again.  If you want to succeed at Black Friday you need to make an event out of it.  I highly suggest you read last years post which is linked above if you are a local business and you want to capitalize effectively on  Black Friday.

Ad Hustler Out.

Effective Use Of Retargeting & Exclusion Pools In Local Online Marketing

Posted by Ad Hustler | Posted in Ad Networks, Local Online Advertising, Tracking | Posted on 26-09-2014

When it comes to local online marketing, just because you’re options and budgets may be more limited then big national advertisers, it doesn’t mean you can’t THINK like a big national advertiser.  Retargeting is HUGE for large eCommerce companies however it is often overlooked on the local level.  I’m not really sure why it’s overlooked or ignored but I’d much rather be doing a retargeting campaign then a lot of other things that local companies spend their money on.

I want to show you an effective way to use retargeting on the local level.  I’ll use a random example but feel free to apply this to whatever campaign you are currently managing.

Let’s say the client is a sports equipment store and they are driving traffic to a landing page offering a 20% off coupon for your in-store purchase using a multitude of media sources including traditional and various online media sources.  Retargeting’s job would be to maximize the effectiveness of all the other media being purchased.  In order to do that you have to think out the strategy a bit.  For the purposes of an example let’s say that 100,000 people were driven into the landing page with this 20% coupon.  20,000 People claimed the 20% off coupons and 80,000 people didn’t and bounced off the page without doing anything.  Let’s refer to the 20,000 people who claimed the coupon as the “Claimed Pool” and the 80,000 people as the “Bounced Pool.”

You need to have different objectives for the people in the “claimed pool” and the people in the “bounced pool” if you want your retargeting to work effectively.  The “Claimed Pool” people don’t need to claim the coupon anymore because they already did.  The “Bounced Pool” people still need to claim the coupon because they previously went to the page and didn’t do anything.

Ideally you want to serve the “Bounced Pool” people an ad saying to “claim the coupon” because that would maximize the traffic previously sent to the page.  You want to send the “Claimed Pool” people messaging saying to come into the store and use the coupon that they already claimed.

The way you would do this is through multiple campaigns and exclusion pools.  First you would install your retargeting tags on both the landing page and the thank you page.

#1 – You would setup a campaign targeting everyone but EXCLUDING anyone ending up in the “Claimed Pool” that has “claim your coupon messaging.”  This would effectively retarget to everyone who DID NOT claim the coupon.  To create a claimed pool you would basically have a pool of anyone ending up on the thank you page.

#2 – You would setup another campaign targeting only people who are in the “Claimed Pool” with “come in and use your coupon messaging”

The benefits of this is that people would see the correct messaging at the correct time in the buying process.  Why serve someone an ad saying “claim your coupon” if they already did that?  Why send someone a message saying “Use your coupon” if they don’t have one?

If retargeting is not currently a part of your local online marketing mix it should be.  If you have any questions leave a comment.

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What’s Been Up? Why No Posts? A Prediction About The Future.

Posted by Ad Hustler | Posted in Ad Hustler, Local Online Advertising | Posted on 18-09-2014

I feel like it’s been LONG time no speak.  I’ve been getting a lot of questions like is your blog dead?  Did you give up?  What’s going on with Ad Hustler?

All is well.  Really well.  I’ve been focusing on the local lead gen/local marketing side of the business more and more.  Business has exploded.  Newspapers are dead and I’m taking their revenue.  Online marketing reigns supreme for local advertisers.

This is a far cry from where I started with local online marketing almost a decade ago.  When I started devising products and services for the local advertiser, most people we pitched viewed it as a joke and “maybe something to try at some point.”  Now local advertisers are grasping for anything that WORKS online, ANYTHING.  Lucky for them there are a multitude of online media sources that work well if you have someone who knows what they are doing handling them.  Some of these more successful sources include Adwords, Facebook Ads, Email & Media Buys.  It’s funny how even the dollars that were traditionally earmarked for radio and cable TV on the local level are now flowing into products like Pandora and Pre-Roll video advertising.

I plan to write more about all of this.  I want to start writing again somewhat regularly (not every day for sure).  I more importantly want to drop some knowledge bombs about local online marketing because when I started blogs helped me quite a bit.  I want to return the favor.

So now for my prediction: Everyone saw the death of print coming.  It was somewhat obvious.  I’m predicting the death of Cable TV.  Local advertisers spend a good chunk of their budgets advertising on TV.  In the next 5 years and quite possibly sooner, Cable TV will die.  In the same way that millenials don’t read the newspaper, they are watching less and less tv and consuming their media on computers, tablets and phones.   This will create more and more fragmentation that will eventually kill ratings, which will kill ad dollars going to Cable TV which will kill Cable.  All Cable dollars will come to the internet in other online video advertising opportunities.  Terrestrial Radio may suffer the same fate but I think it has more lasting power until mobile bandwidth comes down in price or becomes unlimited.

That is all for now.  Stay tuned for more Ad Hustler.

I missed you all.

Ad Hustler

Don’t Forget Mobile

Posted by Ad Hustler | Posted in Local Online Advertising | Posted on 14-04-2014

My business has been local, local, local for quite some time now.  It’s no secret that I focus on local online marketing.  One kind of common sense but also somewhat surprising trend that I’m seeing is the onslaught of mobile traffic.  To mention that a larger percentage of the traffic coming into our landing pages is mobile probably doesn’t surprise anyone but the percentage is staggering.  Well over 50% of our traffic has become mobile.  The problem with this is that we don’t find mobile to convert nearly as well as desktop traffic.

I think that people just don’t have any attention span when it comes to going to a website on a mobile device.  They want what they are looking for in a matter of milliseconds.  If they don’t find it, they leave.  We’ve been combating that with responsive landing pages that resize themselves based on the device.  I personally hate responsive sites but they do seem to perform a bit better when you look at the conversion data.  From a personal standpoint, I don’t want someone telling me how I have to look at their website and exactly what data I can see vs not see.  I can see however why it would perform better IF you are showing the data that the consumer wants to see.

I can’t say I’ve perfected mobile by any means but we are aware of the shift and we are testing solutions to increase conversion rates.  How are YOU combating the onslaught of mobile traffic on the local level?

Ad Hustler

Local Online Marketing Facebook Group

Posted by Ad Hustler | Posted in Local Online Advertising | Posted on 10-01-2014

I’ve been busy busy busy with local online marketing/lead generation.  I decided to start a Facebook Group.  If you’d like in, please request access here.