How Low Can you Go? Diving Deep into Local Ad Performance Metrics

Everyone is touting the benefits of location based marketing as a way to target your desired audience and create higher performing ad campaigns.  And there are a lot of statistics floating around that demonstrate the effectiveness of location based marketing.  But will those results be realized in your ad campaign?

The larger question is whether you are relying on the right data to create the platform for your ad campaign whether it be display, email, push, or mobile targeted by location, demographic, time or category.  The problem with local campaigns is that there is such great variance in response depending on local culture that data from San Diego isn’t reliable for gauging a response in Nashville.   Neither would ad campaigns for pet shops be applicable for planning restaurant campaigns.

Today, data exists for ad campaigns to be customized to a local marketplace using factors including geography, platform, business category, demographics and more.  For example, we at the Local Search Association just launched LSA Insights, a local media performance and planning tool for the local advertising and marketing community that analyzes over 350,000 advertiser campaigns in a variety of media such as the over 150,000 mobile campaigns.

In my Search Engine Land article, I demonstrate with metrics from LSA Insights how this variance plays out in the real world.  I look at the difference in effectiveness of ad campaigns between verticals and 3 different types of geo-targeting methods based on the performance of 10,000 mobile display ad campaigns.

Check out what the charts reveal in my full column on SEL.

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