Getting the Most From Your Local Online Advertising Campaign
By: Vanessa Fox, Product Team Lead | September 25, 2007
It’s clear that people are shifting to online resources when looking for local information. Case in point: when Google unveiled universal search earlier this year, which combined results from multiple vertical products for any search from google, it included local results in the short list of five it initially integrated.
But local search goes beyond typing a locally-oriented query into a major search engine. As more consumers adopt online search into their daily lives, sites that cater specifically to local information become more important to them.
It’s a good time to be a local advertiser. New online options emerge all the time. Advertising on Zillow directly to consumers who live in or are moving to a specific neighborhood is certainly one example of the options available in the new online and local world, but that world is full of other opportunities as well: creating a community from your users, getting listed for free in the local component of the major search engines, optimizing your web site for local visitors, partnering with other local businesses, or making your web site mobile. This new world is wide open.
I’ll be speaking about local search at the Search Marketing Expo Local and Mobile conference in Denver next Monday and Tuesday. Come on out to learn hands on tactics for getting the most from your local advertising campaigns — from connecting with your customers, to measuring ad effectiveness. And come say hi to me! It’s not too late to register and you can get 20% off by using discount code SMX20LM. Hope to see you there.
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- Categories: Advertising, Zillow
Comments
5 Comments so far
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Dana Lookadoo on September 26, 2007 8:22 pm
First of all, I can already see a change in Zillow due to your move from Google. Sorry for those of us in online marketing who will not have the benefits of you behind the wheel of the Webmaster Tools, but what a win-win for those of us trying to sell today! I was at SES in SJ, and you move was quite a topic of “discussion.” Congrats on the new opportunity.
What are your recommendations for using Zillow to advertise land? Our 1-acre lot with plans and permit (http://www.whisperingpinecourt.com) shows up as a “Home” on Zillow.
Is there a category for property or a recommendation for Zillow advertising?
David G from Zillow.com on September 27, 2007 7:27 am
Hi Dana,
The Zestimate algorithm does not account for vacant land and as such, we typically don’t display land parcels and you’ll notice that “land” is not yet an option when updating your home facts.
I also have land that shows up as a house on Zillow - because it’s not properly coded by my county and I suspect the same is true in your case.
So, my advice is to disregard the Zestimate but otherwise, you can interact with your land on Zillow in much the same way you would a house. Yes, you can definitely post it for sale and when you do, you’ll have the chance to describe the property - where you can specify that it is a plot of vacant land. Posting your lot for sale is free.
You could also purchase additional exposure for your listing by buying EZ Ads;
http://www.zillow.com/ezads/GetStarted.htm?s_cid=ez-site-adwithus
Video: Five Minutes with Vanessa Fox on Zillow on October 2, 2007 12:22 pm
[...] talked about what she’s doing with Zillow and their advertising platform for marketers that want to reach local audiences as well as what the future may hold in [...]
Jack Weinzierl on January 12, 2009 12:30 am
As a local business owner and LocalAdLink representative, the shift to geo-targeted search is exciting and allows the local business owner to compete on a very targeted level with accountability and tracking vs. print. Thanks for this post. Jack
Paul Croskrey on March 1, 2009 11:02 am
LocalAdLink has improved my visability on the internet. I also use Zillow combined with the use of LocalAdLink my ROI on internet advertising has increased. I could say that the geo targeting nature of LocalAdLink can allow realtors even for sale by owners sell thier properties. Good subject..Paul