For those of you who are running ad builders for your local retailers this study will help you focus your efforts.
This doesn’t surprise us as we work with retailers through our ad builders on a regular basis. What we always talk to our clients about is that the real power and control is in the landing page design, customization and tracking that’s behind the banner ad.
Banner ads and Google Local Search campaigns aren’t so much about the ad or ad copy as much as they are about what the consumer sees after they click. So many marketers that are too entrenched in the print world don’t seem to care about what the landing page looks like and that is a big mistake. Some brands even co-op banner ads and then let the retailer link to their own site that is loaded with competitive information. Ouch.
So, make sure you ad builder allows dealers to build the banner ad and the landing page or else you may be wasting your money and sending business to your competitors.