Editor's Note: Where can you go to find answers to your pressing Search Engine Marketing questions, quandaries, doubts, and dilemmas? Right here at “Ask the Search Expert,” our regular series featuring SEM experts from the crack Yahoo! Search Account Management team. Today, Lynda Doria, Sr. Search Account Manager at Yahoo!, answers a common question from a search advertiser.
Dear Search Expert:
I work in marketing for a seafood restaurant chain in the Pacific Northwest. I’ve been doing my best to compete against the larger national advertisers with my SEM campaigns, but I’m really struggling. What can I do to attract local consumers to my sites and dining locations?
Signed, Lost in the Crowd
Dear Lost in the Crowd,
Trying to hold your search advertising ground against big-name, national brands can seem just as daunting as trying to catch fish with a hook and a hot dog while the other guys are using custom lines and lures. Luckily for you, the Yahoo! Bing Network can improve your angling abilities with the latest and greatest tools. We can help you snap up more of those hungry customers, and we don’t have any daily limits on the number you’re allowed to catch!
Location Extensions can help you hook more customers
Last year, the Yahoo! Bing Network began launching new ad formats designed to entice searchers by highlighting content that’s close to their geographic locations. One example is Location Extensions. This format displays your business address and phone number when searchers are within a 50-mile radius of your location, alerting them to your local presence and further encouraging them to click on your ad.
Many advertisers who have used this format have seen a 30-35% higher click-through rate on average compared to standard search ads without Location Extensions.*
Call Extensions format reels in mobile searchers
Here’s a great way to reach the growing ranks of smartphone users. Our Call Extensions format places your business phone number below the text ad on mobile devices, making it easy for mobile users to make reservations at your restaurants or place orders to go. When your ads serve on the Yahoo! and Bing Mobile networks, users can just click on the phone number to place a call.
Combining Call Extensions with location targeting may make the perfect bait to bring schools of diners to your business. Call Extensions are currently in a pilot stage, so contact your Account Manager to learn how to add them.
Implementation is quick and easy
Getting started with Location Extensions and Call Extensions is a very straightforward process that begins with setting up your Business Locations via the Bing Ads interface.
Next, you can enable Location and/or Call Extensions in the settings section of the campaigns tab.
To assess how your new “hooks” are performing, you can use the Click-Type report (available once your account is enabled with Call Extensions) to review all the nibbles you’re getting. We’ll also be adding more enticing format features later this year—like the ability to display up to three of your closest locations and allow searchers to click for directions.
Now that you’ve learned about all the fancy new lures available to you and coming in the future, we want you to go out there and hook some big ones for your business.
For more information, contact your account representative. And be sure to sign up for our free SEM webinar for retailers on April 30!
* Internal data, October 2012