{"id":103152,"date":"2017-10-03T18:31:00","date_gmt":"2017-10-03T23:31:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/reducing-click-per-acquisition-local-level-display-media-2\/"},"modified":"2024-12-19T16:41:28","modified_gmt":"2024-12-19T21:41:28","slug":"reducing-click-per-acquisition-local-level-display-media-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/reducing-click-per-acquisition-local-level-display-media-2\/","title":{"rendered":"Reducing Click Per Acquisition at the Local Level with Display Media"},"content":{"rendered":"

When it comes to getting results with digital advertising, bigger isn\u2019t always better. If you are still building big national campaigns, you might be missing a lucrative opportunity at the local level.<\/p>\n

With a localised display media campaign, you can deliver tailored content, allowing you to reach the right people with the right message at the right time. So what should you think about when developing a localised media display strategy<\/a>? Here are the big questions we ask when clients are considering this strategy:<\/p>\n

Do you need a local presence?
\n<\/strong><\/h3>\n

Whether you have physical locations spread across the country or you\u2019re an online business serving several communities, a local paid media presence<\/a> is most likely a good idea. If you\u2019re a single-location shop, you\u2019ve likely already got this covered.<\/p>\n

The path to conversion varies from person to person \u2014 and location to location. For each location, there is a wide range of targeting options that can bring the right consumers to your business with targeted content relevant to their journey.<\/p>\n

Is your main KPI to drive online purchase or in-store traffic?<\/strong><\/h3>\n

There are several ways a business can benefit from localising campaigns and targeting the right audience. But what are your KPIs? Make sure that when you set up your localised campaign it is set up with tools and analytics that will allow you to measure:<\/p>\n

    \n
  1. Brand lift \u2013 Is the brand name being searched more in local areas due to the advertising efforts being executed?<\/li>\n
  2. Attribution \u2013 Is the advertising you are running having an impact on other marketing channels like search or SEO?<\/li>\n
  3. Online purchase<\/li>\n
  4. In-store traffic \u2013 Are the marketing efforts you execute online driving people to visit the store? This KPI is referred to as cost-per-visit (CPV).<\/li>\n
  5. Audience learnings \u2013 This includes on-site behaviours such as time on site, pages visited per session, age, income, topics, interests, offline activities and places they spend their time.<\/li>\n<\/ol>\n
    \n \n
    \n
    \n

    \n Stay Forward <\/h2>\n

    \n Get exclusive insights into digital
    media's top-trending topics delivered
    directly to your inbox. <\/p>\n <\/div>\n\n

    \n
    \n
    \n
    \n \n