SIS Session: Leveraging Local Search on a National Basis
10:45am: Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.
Aaron excitedly shows slides/stats from eMarketer supporting that budgets are going to local, “local is here”. 20% of all queries are local based but over half of all queries are for local info but do not include geographic terms in the query (according to SEMPO)
Local campaigns
Chris describes the importance of having locations of all offices your company operates in as well as having a store locator. Don’t overuse brands and use geo phrases in ads.
Aaron: What are some best practices for online-only retailers?
Chris: If you want to buy geo modified phrases that’s fine, but you better have some call out to things like “free shipping”. Position against some of the benefits from brick and mortar retailers.
What about local […]
Written by on December 13th, 2007 with
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