This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn the newest and most cutting edge tactics to deliver local traffic/leads as well as ways to make the results tangible for small to medium sized businesses.

1. Brandon Hoffman
Aka Ad Hustler
Amanda Orson
Aka Phillian

2. 2
Generating Traffic for Local Businesses:
Part 1 - Methods

3. 3
• Display ads (banner ads)

4. 4
• Display ads (banner ads)
• Video ads

5. 5
• Display ads (banner ads)
• Video ads
• Search ads (SEM)

6. 6
• Display ads (banner ads)
• Video ads
• Search ads (SEM)
• Social ads

7. 7
• Display ads (banner ads)
• Video ads
• Search ads (SEM)
• Social ads
• Mobile

8. 8
• Display ads (banner ads)
• Video ads
• Search ads (SEM)
• Social ads
• Mobile
• Programmatic TV

9. 9
• Display ads (banner ads)
• Video ads
• Search ads (SEM)
• Social ads
• Mobile
• Programmatic TV
• DOOH (Billboards / Place-based Ads)

10. 10
Generating Traffic for Local Businesses:
Part 1b – Targeting Options

11. 11
Types of Targeting
1. Interest-based
2. Demographic
3. Technical
4. Date & Time
5. Geographic

12. 12
Interest-Based Targeting
• Behavioral
• Content Targeting (Site Networks)
• Retargeting

13. 13
Demographic Targeting
• Age
• Gender
• Household income
• Education
• Religious affiliation
• Families / Household status
• Ethnicity

14. 14
Technical Targeting
• Type of Device (mobile, tablet, desktop)
• Type of Browser
• Language

15. 15
Date & Time
• Specific Days of the Week
• Specific Times of Day
• Specific Start/ End dates on Campaign

16. 16
Geographic Targeting
• Country
• State
• City
• Zip Code
• DMA
Designated Market Area (DMA) is a group of counties in the
United States that are covered by a specific group of television
stations.

17. 17
Types of Targeting
1. Interest-based
2. Demographic
3. Technical criteria
4. Date & Time
5. Geographic
6. Really, really geographically targeted

18. 18
Really, Really Geospecific Targeting
• IP Addresses
• Geo-Fencing
• Recency

19. Local Performance
Based Marketing

20. Decline In Form Fills
Increase In Mobile Traffic
Trends

21. So What’s A Hustler To Do?

22. Think Simple
Think Mobile
Think In Funnels

23. Landing Page Design

24. Desktop Mobile Device

25. Desktop Mobile Device

26. Desktop Mobile Device

27. Desktop Mobile Device

28. Online To Offline Conversions
2.0

29. It’s no longer just about
full-form leads

30. Coupon/Voucher
Redemption

31. 96% of consumers use coupons (RetailMeNot)
51% of shoppers said they wished all coupons were digital (Inmar)
76% of consumers are willing to trade personal information for relevant offers (Forbes)

32. Coupon Tracking Methods
Bar Codes
Promo #s
Manual Tracking At Point of Sale

33. Matchbacks are Hot

34. Landing Page
1-Field Match Back

35. How It Works
1. Collect One Field On Landing Page
2. Request Access To Sales Database
3. Run These 2 Lists Against Each Other To Determine Attribution

36. Saturation Email Matchback

37. How It Works
1. Append Physical Addresses To Email List
2. Request Sales Database From Client
3. Run These 2 Lists Against Each Other To Determine Attribution

38. IP Matchback

39. How It Works
1. Market To Users And Collect IP Addresses Of Everyone Served An Ad
Through Your Ad Server
2. Use Geofencing to determine all users entering a specified GeoFence
3. Get a report of each of these campaigns broken down by day
4. Match against each other and check that the People served ads were
in the list prior to the geofence campaign to determine attribution

40. Digital Fingerprinting

41. GPS/GeoFence Matching

42. How It Works
1. Market to people at specified physical locations
2. Create a geofence around your client and anonymously track people
who were served an ad at another geofence and subsequently
entered your clients geofence. This is a true “online to offline
conversion”

43. Beacons Are The Future