Digital Recap: Sharing Our Partner Success
Wild Birds Unlimited – Local Marketing Success
Our primary focus at Location3 is developing digital ad campaigns that deliver quality returns for our partner brands. We’re thrilled to share customer feedback from our friends at Wild Birds Unlimited, who are experiencing the benefits of Paid Search and Paid Social campaigns in our LOCALACT platform. Our local marketing success story comes from Jeanette McDaniel, store owner in Kettering, OH. Her Google Search campaigns generated $15,000 in sales and 520 store visits, plus online shopping returns. Social campaigns on Facebook generated new followers and online purchases.
UPDATE: Google’s New Search Term Filtering and Ad Spend Transparency
Optmyzr and Search Engine Land’s Frederick Vallaeys is sharing a script that will help you calculate the daily percentage of clicks going to search terms that Google doesn’t report. Here are some of their findings so far:
- There is a pronounced decrease in visibility into queries driving clicks and cost.
- In their example, unseen search queries increased to 50%, so they didn’t know which queries were responsible for nearly half of their ad spend.
- E-commerce advertisers using Smart Shopping campaigns saw less change because most search terms were already unavailable.
Read Vallaey’s guide to better understand the impact of Google’s search term filtering: “How much does Google’s new search term filtering affect ad spend transparency? Here’s how to find out.” Location3’s Paid Search experts are using this script to better understand the impacts on our campaigns!
Facebook Updates Brand Safety Tools
Facebook is giving advertisers more control over where their ads appear. Writing for The Drum, John Glenday provides insight into the update. Brands can now exclude themselves from specific topics like political or religious content and will also have visibility into the video assets that carry their ads. Read Glenday’s article to learn more about the new brand safety features: “Facebook hands advertisers more granular brand safety tools.”
Google Updates Make Nearby Product Inventory More Discoverable
Google announced this week that nearby product inventory will be more discoverable to consumers with some new and updated Shopping UI features. Greg Sterling dives into the update in his article for Search Engine Land. As Sterling points out, consumers are increasingly buying online and picking up in stores. They can continue to buy locally but avoid exposure to the virus. With the updates to its Shopping UI, Google hopes to help brands create better visibility for nearby products. Read Sterling’s article for more details on the update: “Google boosting visibility of ‘nearby’ product inventory with new Shopping features.”
Whitespark’s 2020 Local Search Ranking Factor Survey
Darren Shaw recently shared his presentation from Whitespark’s Local Search Summit, in which he covers the highlights of the 2020 Local Search Ranking Factor Survey results. Want to better understand local search ranking factors? Hear from the experts – among them Location3’s Matt Lacuesta, Director of Earned and Owned. Shaw’s slide deck is currently available, with a more complete analysis and additional resources coming soon.
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