Whether or not to sell Google AdWords was hardly a question at the 2013 Digital Agency Summit, produced by BIA/Kelsey and LocalMedia Association.
The majority of media leaders speaking in the digital services space voted "Yes, but... "
Here are the cons: Margins are thin - the least of any digital service, and most of them are have thin margins to begin with. Plus media executives don't like the idea of training merchants to advertise somewherelse.
But don't count out selling Google AdWords just yet. Even leaders like Chris Lee, President of Deseret Digital, consider Google AdWords "foundational."
How many local business websites fit on the head of the pin? That is, metaphorically, the first page of Google?
This theory, posed by Trevor Sumner, president and co-founder of LocalVox Media, at the 2013 Digital Agency summit caught our attention.
So we decided to take a good look.
It's an important question: Most searchers (70 to 90% depending on the survey) prefer to select a merchant from the results that show up on the first page and a full 43% click on the first listing (also depending on the survey, of course).
We searched a few categories in St. Petersburg, Florida, a medium size city of about 500,000 people with a healthy small business community, to see what happened.
The most successful agencies were on hand to share their experiences at the 2013 Digital Agency Summit, produced by BIA/Kelsey and the Local Media Association. Here's a round-up of ten top "take aways" attendees noted at the end of the two days.
Creative Circle was one of the first firms to implement paywalls. They were added to their CMS platform from the inception of the platform in 2005, which means just about every pay wall option is possible. The company also has some innovative ideas on how to successfully switch from free to paid. Contact Bill Ostendorf at 401-455-1555 for more info.
Sponsoring companies can showcase their information here and get great exposure to decision-makers at a wide range of media companies.
Hiring hunters? Find your next Wayne Gretsky with this job description, modeled after a job description used successfully by a top digital agency.
How can local retail merchants use Pinterest to sell more products? Hubbard Radio account executive Jason Budzik tapped inhouse agency 2060 Digital to help out by taking over the Pinterest strategy for local jeweler Eddie Lane's Diamond Showroom, with compelling results.
How do you generate both appointments and good will? One way is to partner a major giveaway with Breast Cancer awareness month. Created by account executive Lori Summers of WKRQ, using in-house agency 2060 Digital, the contest utilized social media promotions, a huge prize, and a consultation requirement to create a win/win.
This Facebook strategy shared by Dream Local Digital helped a group of innkeepers increase fans by more than 700% using targeted ads, and meet a variety of specific marketing objectives. Included: Copies of three ad campaigns and targeting strategies that worked, posting strategies to follow up and increase conversions, results.