Heaviside Digital

Local Online Advertising Planning

Local online advertising can help a business get a lot of attention from consumers who are searching for products and services similar to the ones that the company offers. It can also help them stand out of the crowd and get noticed. This type of marketing can help increase a business’s revenue, as well as their bottom line.

Local online advertising is generally less costly than large international or national online marketing campaigns and is often cheaper for smaller businesses. Many local online advertising purchases are affordable even for small businesses, which is ideal for those who are struggling to save money and are looking to really make an impression online. Some examples of local online advertising options include creating Google Places pages, listing direct to local businesses on Google Maps, and using social media platforms to share coupons and specials with customers.

Creating a Google Places page is relatively easy. In fact, it only takes a few minutes to create a page using Google’s basic web design tool. Business owners can choose whether they want their business listed in categories or in the search box, which features a list of your closest competitors. They can also choose from a variety of different headers such as text and picture menus to make their listing look more professional. When a potential customer searches for something on a popular search engine such as Google, they will see your listing first and you will appear higher in the search results.

Creating a Google Maps page is slightly more involved, but not by much. Business owners have the option of choosing where they want their Google Places lists to appear, how much exposure their advert will get, and what type of listing they would like. The location tool allows the consumer to search within a city, region, state, or country. If the consumer searches within a specific city, region, or country, they will be shown business listings that are near their current location. The greater exposure that a business receives through local online advertising, the better chance they have of getting new customers.

Businesses can also take advantage of the free marketing that the major search engines offer. Paid search is one of the easiest ways to market a business because consumers go to these sites in search of a specific product or service. For example, someone may search for “guitar lessons in Los Angeles” or “handmade soaps in Santa Monica.” By targeting specific keywords, local online advertising can target the right audiences for a business.

There are two main types of local online advertising. Pay per click advertisements (PPC) are placed on prominent positions in the search engines and include sponsored links, which can earn a business additional revenue. Organic listings are also commonly used for local web directories. These allow businesses to appear on the landing pages of local digital marketing and business directories for a modest fee.

With all types of advertising, there is the importance of maintaining quality content. It is important for local online advertising to have articles that accurately describe the business, the services that the business provides, and provide contact information. It is also important for online advertising to avoid placing the business’s address in the advertisement. Instead, it is most effective for local businesses to use the internet as a place to gather prospects and to create a relationship with these prospects. This creates a positive experience for the customer and helps to build their trust in the business.

When a local business starts to use local online advertising, they should consider paid search engine optimization as an option for PPC and organic listing placement. Pay per click advertisements can help a business gain exposure but without increasing their overall search engine rankings. Organic listing placements can help local businesses gain high positions on the search engines, but without paying for PPC, a business can quickly reach the top of the search engines and pay for results in a matter of weeks. A local online advertising campaign should include the development of a strong website and the implementation of a search engine optimization plan. This will help a local online advertising company to develop a strong business website and ensure that it has high search engine rankings and can generate local traffic.

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38 CONVERSIONS AT $2.55 EACH WITH GOOGLE ADS FOR A BIKE SHOP.

Our marketing funnel starts with a bike inspection. We want to attract “bike people” within 6 miles of our coconut grove shop.

HOW WE DID IT

  • We set the proper geo-targeting and picked hyper-specific keywords

RESULTS

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Campaign provided a whopping 38 conversions in the first week at $2.55 per downloaded coupon.

ATTORNEY-NICHE LEADS AT $4.22 EACH WITH GOOGLE ADS.

McLaughlin Sanchez is a real estate law firm that specializes on eviction, tenant buyouts, HOA disputes, and real estate dispute.

HOW WE DID IT

  • Developed targeted, niche keywords that would only generate highly relevant, high-value clicks.

RESULTS

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Achieved an extremely low $4.22 CPC, which is difficult to do in the competitive attorney PPC landscape

PET NANNY COACH GENERATED 3,328 SIGN-UPS IN A SINGLE CAMPAIGN AT THE RATE OF $1.41.

Pet Nanny Coach was established to assist the pet sitting businesses become successful. They provide webinars to coach the pet owners.

HOW WE DID IT

  • 64 ads
  • split testing of eight audiences

RESULTS

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The strategy generated 3,328 sign-ups in a single campaign at the rate of $1.41.

GOOGLE ADS - INCREASED CONVERSIONS 13X WHILE REDUCING COSTS BY 5X

Radyne is the world leading manufacturer and pioneer in the development of advanced induction and controlled atmosphere heating equipment. From induction power supplies to full-turnkey induction heating machines and processing lines for almost every industry sector, we provide our customers with industry expertise, process engineering, inductor design and development, power supply and machine design, manufacturing, testing, and 24/7 service and support- under one roof from our Milwaukee Headquarters and throughout our participating Inductotherm Group Companies worldwide.

 

HOW WE DID IT

  • Removed the underperforming keywords
  • Adjusted the bid strategy
  • Monitored the search terms

RESULTS

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Monthly average of 14 conversions at $152/conversion to 192 conversions at $32/conversion.

BONNYPACK GENERATED 1,531 SIGN-UPS AT JUST £0.23 EACH.

Bonnypack is a cash and carry wholesale company that helps people find the perfect product at the right price. They offer a wide selection of home decor, furniture, appliances, electronics, and much more.

HOW WE DID IT

  • HVG ran split testing of multiple audiences

RESULTS

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The campaign spent a total of £351.76 and generated 1,531 sign-ups at just £0.23 each.​

F45 RECORDED 257 IN 4 MONTHS WITH AN AVERAGE COST OF €4.99.

F45 Training is a global fitness community specializing in innovative, high intensity group workouts that are fast, fun and proven to get rapid results for members. It offers different classes that can cater the needs of the their clients.

HOW WE DID IT

  • Street Gym offered a 2-week free trial.
  • HVG Team split tested 8 audiences along with a number of ad combinations

RESULTS

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Based on the result of the test, the sign-ups increased to 257 in 4 months with an average cost of €4.99.

VENN SOCIAL RECORDED162 APP INSTALLATIONS AT THE RATE OF $1.27 IN JUST 9 DAYS.

Venn is a downloadable mobile application that is designed to connect the users to their niche, whether to meet Friends, Dating, or Business. This platform is a virtual avenue to discover and meet people nearby who has a common interest

HOW WE DID IT

  • Dynamic ads
  • Split testing of four audiences
  • Optimize for App Installs

“The service was excellent. The project was completed quickly and with precise. Thanks”

RESULTS

0 APP
installations at $1.27 per install in just 9 days.

RAPID ALARMS INCREASES LEADS 148% THROUGH ON-PAGE AND MAPS SEO OPTIMIZATION

Rapid Alarms is the leader in alarms and CCTV services in Perth. They sought Heaviside Group’s help in improving organic search and map pack rankings and lead generation.

After three months of working together, their organic traffic increased 42% while the number of inbound lead inquiries increased 148%. Through continued focus on expanding maps reach, we expect to see these numbers grow.

HOW WE DID IT

  • Geo-localized keyword research
  • On-page SEO optimization
  • Citations and guest post link building
  • Technical audit and improvements

“Excellent results! Very happy with the service and looking forward to continuing to see improvement.”
James, Owner

RESULTS

0 %
increase in organic traffic
0 %
increase in ecommerce transactions​
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increase in lead form completions

RETAILBOUND INCREASES ORGANIC TRAFFIC 57% THROUGH SEO OPTIMIZATION

Retailbound helps make marketing to retail easier. They sought Heaviside Group’s help in improving organic search and lead generation.

After eight months of working together in a very niche area, their organic traffic increased 57% while the total lead flow increased significantly. Through continued focus on expanding organic reach, we expect to see these numbers grow.

HOW WE DID IT

  • Niche focused keyword research
  • On-page SEO optimization
  • Content strategy

“We hired Heaviside 8 months ago to help improve the searchability of our updated website Retailbound.com. Chris and his team were able to quickly fix the on-page SEO issues. Once the on-page work was done, Heaviside worked on the off-page SEO (i.e. building blog content). We saw an increase of traffic to our website, which resulted in more in-bound inquires for our services. We closed two clients thanks to the work done by Heaviside.”
Yohan, Owner

RESULTS

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increase in organic traffic
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Increased inbound inquiries
0
(high-value) sales

BULL SHEATH LEATHER INCREASES REVENUE 65% THROUGH ECOMMERCE SEO OPTIMIZATION

Bull Sheath Leather is a group of artisans that love to live, laugh, and create things out of leather. They sought Heaviside Group’s help in improving organic search and ecommerce results.

After six months of working together, their organic traffic increased 81% while the total ecommerce revenue increased 65%. Through continued focus on expanding organic reach, we expect to see these numbers grow.

HOW WE DID IT

  • E-commerce focused keyword research
  • On-page SEO optimization
  • Technical audit and improvements
“They continue to do a great job!”
Ernie, Owner

RESULTS

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increase in organic traffic​
0 %
increase in ecommerce transactions​
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increase in revenue