Tactical Search: Local

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Tactical Search Local Mobile Search

• Dana Todd, CMO, Newsforce (Moderator)
• Zach Anderson, VP Marketing, TicketCity
• Sean X. Cummings, Director Marketing,
  Ask.comErika Moersch, Manager Paid Search,
  OutriderIan White, CEO, Urban Mapping

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Zach Anderson, VP MarketingTicketCity
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Local Search Intro

• Local Search IYP search companies
• Yellowpages.com network 20.2 share
• Superpages network 20 share
• Yahoo Local sites 17.9 share
• Google Local sites 15.1 share
• Yellow Book network 8.6 share
• Microsoft Local sites 4.8 share
• Citysearch
• Ask.com AskCity

Source comScore March 2008
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Mobile Search Intro

• Mobile Search multiple opportunities players
• WAP/Search Advertising
• SMS Advertising
• Mobile Local Search
• Voice Advertising
• Coupons / QR Codes
• SMS Marketing
• 4Info.net, Google SMS 1-800-FREE-411

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Case Study TicketCity

• Sell tickets for events across US World
• 75 B-to-C revenue from online/search
• Heavy investment in PPC SEO
• Downsized YP to invest in Local Search (IYP)
• Higher ROI with Superpages than search
• Superpages ROI exceeds traditional YP
• Local Search residuals
• Shorter sales cycle
• Brand building
• Mobile Search Evolving - Using 1-800-FREE-411

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Case Study TicketCity

• Currently ranked 1 in our category using
  Superpages PPC program

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Case Study TicketCity

• Category sponsorship in Yellowpages.com secures
  top placement provides detailed company info.

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Why Invest in Local Search?

• Local Search is a targeted, captive audience
• 17 more likely to buy than SE users
• 42 more likely to buy than overall online pop
• Local Search has effective community for users
• Reviews, directions, ratings, comments video
• Local Search is an attractive market
• 60 of users earn 60K per year
• IYPs investing millions to lure users

Source comScore/TMPDM Search Study June 2007
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Why Invest in Mobile Search?

• Mobile industry growing rapidly
• By 2010, over 250 mobile users in US
• 90 of US population accessible
• Mobile spending is increasing
• Mobile Search 2007 83 million
• Mobile Search 2008 244 million
• Mobile Search 2012 3 billion
• Get in before the water is completed crowded
• By 2012 new media spending increase 82

Source eMarketers March 2008 PQ Media March
2008
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Local Mobile Search Extra Tips

• Spend in moderation
• Monitor how both mediums evolve
• Find a good partner
• Take advantage of the free opportunities
• Update your listings
• Get people to rate your business

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Sean X Cummings, Director of MarketingAsk.com
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Best Practices Messaging Local Markets

• Site structure makes a big difference.
• If you have location-specific content, then be
  sure it is organized in way that conveys some
  meaning to search. domain.com/california/san-fr
  ancisco
• You should be able to bookmark your local content
  pages, email the link to a friend etc.
• Be sure these location-specific pages have the
  location in the title
• Have localized landing pages with appropriate
  local content on those pages and local metatags  

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Best Practices Messaging Local Markets

• Have content and campaigns targeted to the
  various parts of "the funnel.
• Consumers search on category/brand terms. These
  are ultimately local searches because they buy
  offline. Consumers do research and then buy in
  stores. Lead them from the category or
  brand-level search to where they can buy.

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Best Practices Messaging Local Markets

• Make sure you are properly listed in Maps
• Have store locations and relevant content in the
  major DBs and search sites
• Buy local PPC
• Lots of retailers dont realize they can do this

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Best Practices Messaging Local Markets

• Develop local SEO content
• Semantic build out of words Florida Internet
  Company, South Florida Internet Company, Miami
  Internet Company, Ft. Lauderdale Internet
  Company, Florida Online Company, South Florida
  Online Company, Miami Online Company, Ft.
  Lauderdale Online Company

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Best Practices Messaging Local Markets

• SEO Press Releases targeting local terms
• Local PR is great for building backlinks
• Simple joint press releases announcing service in
  a new area are usually picked up by local media
  and goes a long way to building lasting traffic
• Build links with your chamber of commerce and
  local associations to become part of the local
  link relevance set

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Erika Moersch, Manager Paid Search Outrider
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Mobile Search Best Practices- Create a WAP site

• Experience specifically designed for the mobile
  user
• Decreased load time
• Ability to advertise on all mobile platforms

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Mobile Search Best Practices

• Choose the right keywords
• Redirect so they can find you
• Plan for on-deck and off-deck
• 75/25 rule
• Creative limitations

source eMarketer, Feb 2008
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Issues and Roadblocks

• Flash, Java
• Only 13.3 of phones are smartphones
• Algorithms
• No platform standardization
• CTIA
• Android
• No domain/sub-domain standardization
• m., .mobi, wap.
• Tracking

Source- mmetrics
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Mobile Search Insider Learnings

• CPCs may or may not be high
• Entertainment and Auto
• Yahoo vs. Google Impressions
• Yahoo 18.2 million uniques
• Low volumes

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Mobile Search Insider Learnings

• Underestimate impressions accurate clicks
• Less real estate than traditional search
• Test for less than 1K/month
• Two Entertainment Vertical Campaigns
• General industry terms

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Testing The time is now!

• Low cost advertising
• Sparse Mobile Competition
• Minimal Risk

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Ian White, CEOUrban Mapping
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About Urban Mapping

• Geospatial data to enrich local content
  intersection of direct/interactive marketing and
  GIS with a healthy dose of user-led design
• Products aggregated database of informal space
  (neighborhoods), normalized database of mass
  transit (subway) systems, novel geotargeting
  platform
• Customers Major portals and IYPs

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The Opportunity in Local Search

• 40 queries inherently local
• 5 search terms use city and/or state
• 2 search terms use informal space (ie
  neighborhoods)
• .05 search terms use ZIP

Source leaked AOL search data sample,
3/1/06-5/31/06, UMI Analysis
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IP-based Geotargeting Sucks

• Load balancers, dynamic IPs, proxy servers (think
  AOL dialup/Dulles, VA)
• Geo IP good for anti fraud, regional content
  serving
• Service area misrepresentation
• Defined service area (DMA, etc)
• Auto dealer, Hardware store are all
• service areas the same?
• Other
• Accuracyat country level?
• Where you are v. where you want to be (vacation
  planning)

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Geographic Keywords Have Arrived

• Design campaigns around user behavior
• Natural and paid
• Aggregate and conquer
• Admin boundary (ZIP, county, city, state)
• POIs (churches, schools, parks, cultural
  attractions, transit hubs, neighborhoods)

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How Location Aware Are You?

• Know the ways
• Thumb
• WiFi
• A-GPS
• Cell ID
• GPS
• Understand the tradeoffs
• Power consumption
• Time-to-fix
• Accuracy

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Fin
Ian White Urban Mapping Inc. ian_at_urbanmapping.com
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Questions? Lets Talk!