Sweet, Tweet & Petite

Paid Search Challenges for Local, Ultra-Local and Temporal Local Campaigns

SES Local @ ILM:07Interactive Local Media Los Angeles, CA

© Copyright 2007. Find Me Faster Nashua, NH. All Rights Reserved.

Matt Van Wagner

• start

Patisserie Bleu

Goal:

Enable the owner to take a paycheck.

Situation:

Ultra local audience.

Great Location.

Specialty cakes and wedding cakes are best for business.

Ultra Local Challenge:

How do we bring in new customers?

What to promote?

Keyword Decisions

Potential Keywords

bakery + nashuawedding cakeswedding cakes + nashuaanniversary cakesspecialty cakes

Cappuccino, coffeegourmet lunchesdelicious pastriescorporate cateringbakerywedding cakesbirthday cakes

Keyword Themes Selected

Learnings about Local

o Don’t bother making keywords with zip codes.

o Include city names in ultra-targeted ppc campaigns.

o Tracking is always a challenge for Ultra-Local

o Get free listings from Google, Yahoo, Verizon, etc

o Good Keywords to couple with primary terms:

near boston, in boston, Boston area western, eastern, east, west, north, south consider county names only for certain palacial search queries

Learnings for Keyword Content

Be careful with postal abbreviations

Massachusetts: MA, MASS Maryland: MD Illinois: IL, ILL Oregon: OR, ORE Indiana: IN Colorado: CO

Granite State Opera

Goals:

Fill Seats

Build Awareness

Situation:

Upscale regional audience.

Critically Acclaimed Regional Opera Company.

Unique Local Challenges:

Narrow time window for ticket sales

Opera-goers first think Boston & New York City

Keyword Decisions

Potential Keywords

OperaOperas in NHOpera Tickets

PagliacciI PagliacciLucia Di LamermoorDonizetti LuciaGranite State OperaBarbara KildufDanny Rodriquez

Keyword Themes Selected

OperaOperas in NHOpera Tickets

PagliacciI PagliacciLucia Di LamermoorDonizetti LuciaGranite State OperaBarbara KildufDanny Rodriquez

Learnings about Local

o Not many people are looking for Opera in NH

o Opera is too broad a term

o Contextual Ads on local news and specialty music websites has outperformed direct search.

unionleader.comcitizen.comsalemnews.comnashuatelegrah.comyankeemagazine.comlowellsun.comeagletribune.comconcordmonitor.comtheunionleader.com

operacast.comallaboutopera.combravuravox.comoperastuff.comoperatoday.com

Community of New Mothers

New Business Opened

Aug 15, 2007

Goal: Get people in store

One Month Later:

124K Ad Impressions

300+ Qualified Visitors to Site

Cost - $185

Sales:

3 mos. ahead of projections!

Think Inside the Polygon

Shows only to these people !!!!

This Simple Ad…

Community Building

Community Outreach

EVENTS

Cloth Diapering 101 with Beth

Introduction to Breastfeeding

"Taming Temper Tantrums"

Choosing an Empowered Hospital Birth

PLAYGROUPS

Saturday Morning Playgroup

Northern Vermont Babywearers

Learnings about Local

o We can “own” organic and maternity terms in a very local market.

o We can go broke if we try to “own” organic and maternity terms in national campaign.

PPC & Community

One Last ConstituencyAdded US Campaign

From Paid Search & Content ReferralsMoms were blogging all over New England.

Burlington VT is a destination.

CRAZY Grandmothers!