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Location, Location, Location

In Digital Advocate

Alexander Gould

By Alexander Gould
Jan. 8, 2014 at 1:32 p.m.
Updated March 4, 2015 at 1:32 p.m.


Digital marketing, like real estate, is all about location. Anyone who has dabbled in advertising or marketing knows where you put your message is key to the success of your campaign. It’s no coincidence every interstate exit has billboards for restaurants and gas stations. That’s the right location for their advertising to target the right customer base for their products.

Having your company’s information in the right place at the right time is key to success! 

Did you know?

The numbers don’t lie. It’s incredibly important to have a website with strong search engine optimization (SEO) and to be mobile friendly, so you are in the right spot when a potential client is on the search. It’s a new year, and in 2014 businesses without a mobile site or a website without responsive design could easily be overlooked.

Strong SEO is important, but it doesn’t happen overnight. Like our interstate restaurant and gas station advertisers, sometimes you have to pay for the most effective spot for your message. While you are developing your SEO, Google AdWords will allow you to place your link on the results page of the searches where you want to be based on keyword location. Even after your SEO has driven your presence to the top of the organic search results, AdWords are a great way to increase business when managed correctly.

Google AdWords are a smart way to be in the right location at the right time on Google. Now you need to get that job done on the rest of the Internet. Ad targeting is a technology that allows you to place your advertising message in front of an online customer based on geography, demographics and -- most importantly -- behavior. Digital ad targeting allows a business -- no matter what their size -- to target advertising to a potential client who is in the buying process. That is powerful. No other media can accomplish that. With ad targeting, you can utilize various platforms, digital display (the leaderboard and medium rectangles which have been around for years), video pre-roll and mobile to relay your message.

It’s important to keep in mind all of the above digital tools are available to businesses of any size. While the big boys have been using them longer, small- to medium-sized companies can and should be incorporating them into their plans for 2014 and benefiting from them just the same.

Having digital presence is the right “location;” 97% of purchasing decisions begin on the Internet.

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