Spiro aims to sell CRM software to businesses that have been avoiding traditional CRM products. CEO Adam Honig told me that he and his co-founders originally set out to build artificial intelligence products that could assist with CRM. But then they started hearing from companies that weren’t using any CRM at all. So the team ended up broadening its approach. Read More
Enterprise – TechCrunch
Brands with many distributor locations across the country use dealer locator tools to provide consumers information on how to find their products at local stores.
But more often than not, these dealer locator mappers are missing the necessary local SEO optimizations that make their distributor locations appear prominently on search results pages. These brands are missing out on a huge opportunity to drive more visitors to their website, generate more retail traffic at these physical locations, and capture additional revenue as a result.
Here are a few simple ways to optimize your dealer locator for local search, to capitalize on this opportunity and quit leaving local money on the table.
Create dealer pages with search-friendly navigation
Why do you need to worry about targeting individual dealer location when you’re a big brand?
- Local branding – Consumers prefer to patronize brands the old-fashioned way: by choosing local locations and stores they know and trust.
- Effective, geo-targeted content – In order for Google to index and deliver your content to your intended audience, you need to make it locally relevant.
- No penalties involved – If executed correctly, local SEO for companies with multiple store locations will help you avoid link networking penalties.
Create location landing pages for each of your dealer locations with an organized linking hierarchy based on city, region, or state. It’s best practice to have less than 100 links on a single page, but you’ll probably want to reduce the internal linking structure even more to improve your user experience on these location pages.
If you have more than 100 distributor locations, start out at the state level. The state will link to participating cities, which then provide links to each individual location within that city. Make sure that the links in your navigation structure are search engine crawler-friendly; the shorter, the better.
Example of See’s Candies Locator Breadcrumb Structure:
Give consumers meaty local info: NAP & map
For each of these location pages, provide relevant information about the dealer’s store or service location, including address, phone number and hours of operation. Make sure you include a map!
Make each store’s profile page as unique as possible. For example, you can mention nearby landmarks, which helps the search engines understand your relevance to the local area. Include photos of each location, if possible.
Optimize your dealer location page titles for people & crawlers
Draw from your search query data within Search Console to better understand how users search for your business, and use that insight to craft your dealer location page titles.
Use your brand name, the city, and business type within the title. For instance, “Dad’s Tools Hardware Store in San Diego, CA.”
Help Google associate your dealer locations in maps to your landing pages
Finally, using Google’s Business Location Bulk Upload tool, you can deliver your dealer locator information directly to Google Maps. This allows Google Maps to directly associate each of your locations to a unique landing page.
Use speciality pages for visibility across more relevant queries
How do you reach people who don’t already know your brand? Good local SEO takes advantage of unbranded keywords and demonstrates your relevance for queries related to certain products and services at the local level.
For example, imagine you’re a pet retailer trying to reach pet owners actively seeking out services and items tailored to their pet’s needs, but not specifically for your store. These people might be searching for “dog grooming,” or “pet vaccinations near me.”
Creating and optimizing speciality pages for services within each of your brand’s locations allows you to reach those potential customers while they’re actively looking for local services.
Just how important are speciality pages? A national pet retailer and service provider used hyperlocal speciality pages to promote their dog training, grooming, vaccinations and aquatics services. These pages drove an additional 1.4 million site visits and helped the retailer achieve a 42% lift in search volume year-over-year.
Optimizing all of your store locations can be time consuming, but has major benefits. Using a store location tool automates the process of creating these local listings to save you time, reduce errors, and help each location rank prominently when searchers are looking for businesses like yours.
It seemed like our PPC Hero audience really enjoyed Amanda’s competitor creep post so I thought maybe a little more creeping was in order. I’m going to focus, however, on the various tools on the market that you can use to see estimated metric performance, keyword and ad copy information on those competitors. Why is competitor […]
Read more at PPCHero.com
This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.
Below is a round-up!
The new AdWords experience will be available to all advertisers by the end of the year
The new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.
Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.
Here are some other new things to check out:
Since rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster — on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.
Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.
Better together: Google Optimize and Google Surveys 360 integrate with AdWords
Your marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you’ll be able to test landing pages and gain insights about your ads more efficiently.
Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.
Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.
Smarter planning in DoubleClick Bid Manager
The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in DoubleClick Bid Manager.
Bid Manager uses machine learning to analyze your past campaigns and understand what’s performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.
Unique Reach arrives for AdWords Display campaigns and DoubleClick
Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30% of people today use 5 or more devices1 – that means if you reach someone three times on each screen, you could be showing them fifteen ads!
We launched Unique Reach for YouTube in AdWords earlier this year and are soon expanding availability to Display campaigns in AdWords. We’re also bringing Unique Reach to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.
We can’t wait to get these new tools into your hands to hear what you think and help you work faster and smarter. To get the full replay of new innovations at Google Marketing Next, watch the keynote here. Until next year!
Posted by Paul Muret, Vice President of Display, Video and Analytics
1. Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016
Atlassian today announced the launch of Atlassian Stack, a new subscription service that bundles virtually all of the company’s self-hosted developer tools into a single offering. Starting at $ 186,875 per year for 1,000 licenses, this new bundle is meant to make the procurement process for enterprises easier and cheaper (despite what looks like an eye watering price at first). Instead… Read More
Enterprise – TechCrunch
To beat Facebook and Google’s duopoly, Snapchat needs advertisers to build and buy campaigns with confidence. So today it’s announcing the Snap Publisher tool for building vertical video creative, it’s rolling out its self-serve Ad Manager, and its launching a Snapchat Certified Partners program to connect advertisers to trained third-party ad tech tool providers. Together,… Read More
Social – TechCrunch
Binded aims to make it easier for photographers to protect their intellectual property by creating a permanent record of their copyright in a public database, namely the blockchain. The startup was previously known as Blockai, but it’s rebranding today — the new name is meant to focus less on technology and instead emphasize the idea of creating a legally binding record. Read More
Startups – TechCrunch
Pinterest is adding another ad to its array of products, now allowing advertisers to publish video advertising that will automatically play in the home feed and search, as it continues to bulk up and woo advertisers with a different pitch from Facebook and Google. Pinterest has had to make the argument to advertisers that its 175 million users behave differently on Pinterest when compared… Read More
Social – TechCrunch
Kickstarter and its crowdfunding brethren have played a pivotal role in the hardware revolution of the past decade. But even now that developers have a wide range of democratizing tools at their disposal, hardware is, as ever, hard. Today the service launched Hardware Studio, a new suite of tools aimed at helping developers navigate the choppy waters of hardware development. Read More
Startups – TechCrunch
We’re going to look at some tools Facebook provides that help with advertising within the platform, but can also provide general analytics usefulness outside of Facebook.
Read more at PPCHero.com