Multi-Location Digital Advertising: What the Pros Know
September 12, 2017
Multi-location digital advertising is big business in 2017. Just ask any one of the countless franchises, dealer networks, or nationwide retailers that rely on it to bring traffic through the door on a daily basis. But, advertising of any kind can be a challenge when you have hundreds or thousands of locations. Questions we receive all the time from clients include: How do we localize without a ton of effort? How do we know each location’s true marketing area? What channels are the best use of my media spend?
Well, there are few things that the pros (the folks that specialize in MLDA) already know, based on years of data across verticals, that will help you on your journey. Let’s jump in.
- Localizing advertising means better performance – It’s easy to write off “local” advertising as a practice meant for “local” businesses only – but the largest national franchises and global enterprise retailers know that dollar for dollar, localized advertising brings in more revenue. Why? Because the advertisements are not only more relevant to the viewer, but they give a more specific call to action (head to this store for this promotion)- both strategies that are used in both BtoB and BtoC marketing as conversion-boosters.
- Geography can’t be the only targeting criteria – With digital advertising, it’s getting easier by the day to target micro-audiences based on their behaviors, interests, and demographics. Further more, the availability of success metrics that can be sliced and analyzed by any number of customer criteria has never been more readily available! Even if your products and services might appeal to a wide variety of consumers, it’s foolish to not focus your targeting on your best and most easily converted customer segments. This reduces ad waste and boosts ROI. Once you saturate that segment, fold in other high-performing groups into your strategy.
- The message must be personal – the “rules” of advertising state that the more relevant and personal an advertisement is to its intended target, the more connected the consumer will feel to your brand, and the more they will spend over time. This is why so many Balihoo brands see success by hyper-segmenting their audiences, producing relevant ads for each, then further personalizing the experience by triggering changes to the creative based on factors such as local real-time weather.
- The most robust audiences are in the “walled gardens” – Networks such as Google Display Network, Google AdWords, Facebook, and Instagram, are considered “walled-gardens” because their advertising services only show your ads on a pre-determined set of web properties. Two things are incredibly powerful about these types of networks: their level of detailed user data for targeting and analysis, AND their massive reach and breadth across the globe. GDN advertisers reach 90% of all internet users worldwide, and the Facebook Ad Network reaches 91% of millennials and 72% of adult internet users each month in the US! This reach allows advertisers to focus in on high performing micro-audiences while still seeing high volume.
- Automation is table stakes for ROI – Even with a room full of well-paid digital marketing managers, it would be hard to match the efficiency and precision afforded to advertisers that use automation to launch multi-location digital advertising. Not only does an automation platform, such as Balihoo, launch and adjust ads in near real-time, based on changes in local conditions/intelligence, it also ensures that the ad message is always in sync with the targeting. Performing MLDA for more than 30 locations without automation is a recipe for high ad waste and low ROI.
Balihoo is the premier provider of digital advertising technology for national brands that need to market hyper-locally at scale. By improving the relevance of search, social, and display ads over other ad technologies, Balihoo is proven to increase click-through-rates and decrease average cost-per-click, while removing manual tasks and setup time for campaign managers.