The Differential: The High Wire Act - Balancing Click-Thru Rate and Conversion Optimization

Posted by Matt Blackmore on October 09, 2017
Writing effective pay-per-click ad copy should be simple enough – the more consumers who click on your ads the better, right? Not exactly. While click-thru rate (CTR) is a good measure of how enticing your ads are, it only tells part of the story when it comes to ad effectiveness. Conversion rate is just as important ...
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Topics: Local Digital Marketing

Voice Search Presents Unique Challenges and Opportunities for Local Marketing

Posted by Cindy Kerber-Spellman on September 21, 2017
How are marketers monetizing voice search at the local level? With projections of smart speaker usage to grow 130% in 2017 and the rise in monthly virtual assistant usage to reach 1/5 of the U.S. population by end of year, the door of opportunity will open for voice search to have a positive impact at the local level. ...
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Topics: Insider, Local Digital Marketing, digital marketing, trends, virtual assistant, local, technology, voice activated, Voice Search, Innovation, smart speaker, infographic

The Differential: Connecting with Hispanic Audiences Online

Posted by Matt Blackmore on July 17, 2017
If I told you there was a digitally-savvy market segment with massive buying power and a growing consumer base, you’d likely assume that segment is already covered in your online marketing plans. Think again. That may not be the case. A segment that spends $1.7 trillion annually. An audience in which the number of ...
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Topics: Local Digital Marketing

What Improved Quality Score Reporting in Google AdWords Means For Advertisers

Posted by Matt Blackmore on June 02, 2017
Recently, Google AdWords improved its Quality Score reporting visibility. Seven new columns for QS components are now available in keyword reporting. The update allows advertisers greater ability to evaluate the components of the Quality Score, as well as measure against historical data....
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Topics: Local Digital Marketing

Industry Roundup

Posted by Cindy Kerber-Spellman on May 24, 2017
Why local digital matters. Finding the sweet spot for your business with radius targeting. How an electronics brand is making noise with local. Is the evolution of native advertising helping brands? Our Industry Roundup helps you stay up to speed on what’s happening around the industry with our quick-glimpse, monthly ...
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Topics: Insider, Local Digital Marketing, curated content, digital marketing

Why Local Digital Marketing Matters for Brands with Multiple Locations

Posted by Cindy Kerber-Spellman on May 18, 2017
Q&A with LBN’s Director of Client Services Mandy Stonerock. It’s easy for a company with digital presence to feel like a little fish in a big, big ocean when there’s more than 280 million Internet users in the United States. Allocating budgets, being discovered, getting the click, scoring that conversion – it can be ...
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Topics: Local Digital Marketing

Industry Roundup

Posted by Cindy Kerber-Spellman on March 24, 2017
Bing’s changes to restrictions on trademarks as keywords makes buying your branded terms more important than ever before. Google’s new features for mobile search. Consumers who are more receptive to online and mobile ads. Innovation that could impact your future for local engagement. Here’s what we’re reading at LBN: ...
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Topics: Insider, Local Digital Marketing, curated content, digital marketing

Industry Roundup

Posted by Cindy Kerber-Spellman on February 27, 2017
What's the latest local digital marketing buzz? Google’s changes to reviews can impact your business with a simple tap. Thoughts to ponder about your company’s digital transformation. How LBN is delivering local digital performance for 5,500 auto dealerships. Staying on top of hyperlocal in 2017. Check out this week’s ...
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Topics: Insider, Local Digital Marketing, curated content, digital marketing

Industry Roundup

Posted by Cindy Kerber-Spellman on February 13, 2017
What's the latest buzz? How Search, Display and Native affect local. Could Social Video have an impact on local digital performance? Big Picture Read: Franchises - Domino’s, loyalty accounts and their pizza success. Here's the latest roundup of what we're reading at LBN and industry chatter that’s caught our ...
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Topics: Insider, Local Digital Marketing, curated content, digital marketing

What We're Reading at LBN (January 2017)

Posted by Cindy Kerber-Spellman on January 31, 2017
With performance targets for the new year in place across marketing departments everywhere, a good place to start in order to reach those goals is improving local digital performance. Advertising success doesn't require stunts like what’s rumored to be in store for Super Bowl weekend, but like the smart moves of ...
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Topics: Insider, Local Digital Marketing, curated content, digital marketing