April 20, 2014

Tip to improve local targeting with online ads

Some online business owners already know about Backpage.com’s sponsored ad services, but if you are of this group and don’t know about their classified ad services — you’re really missing out. The ads are, overall, downright cheap; you can advertise all across the USA for as little as $40-$50 for an entire week (depending on the category), and the sponsored ads are SEO friendly — pick a longer-term ad option, and you could give your website a temporary boost in search engines to boot.

This tip that I am sharing can help website owners who are offering nation-wide products or services using regional listings to improve their conversions and to avoid wasteful spending.

As an example, I’ll share the details on the ad that I just placed this morning. I’m looking to acquire more writers for PLR Niche Content, a website that sells private label rights products. So, what I did initially, is I visited Google Trends, and typed in ‘Writing Jobs’, and limited the time/location to the USA for the last 12 months:


Google Trends for Writing Jobs, Last 12 Months in USA


You can see that the cities with the highest search activity for the term ‘writing jobs’ were Denver, Philadelphia, St. Louis, Tampa, Portland, Boston, and a couple of others. So, what I did was simply chose my category (which, I chose Miscellaneous Jobs as I thought that was the closest fit), chose the above cities and a couple more that I found under another term, placed my ad and that was it.

The ad itself was about $8 for 1 week, but I chose the 4x repost option for an additional $3. So, in essence, I am advertising these job openings for 5 weeks in 12 cities that have a verifiable history of a high-level of interest in what I’m offering, or looking for in this case.

Now, while trying to rely on Google’s keyphrase search volume as an accurate indicator of overall demand for Backpage.com’s regional listings is not a good idea, I’ve had more success with this method (more signups, sales) than randomly picking cities that I thought might be good. However, you could spend a small fortune (not really, only comparatively) going after high-visibility markets (New York City, Los Angeles, etc.) only to find out that your conversions are better in Akron, Ohio.

I’ve placed dozens of ads with Backpage.com over the last year or so, and this method not only helps me to save money, but it produces better results.

If you have any tips for advertising on Backpage.com, or experiences, feel free to share them here.

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4 Responses to “Tip to improve local targeting with online ads”

  1. Jeet from manual directory submission(new comment) on May 26th, 2009

    More than backpage, using google trends to analyze which cities are best is definitely good.

    Do you also recommend using craigslist for this?

  2. Rob Ferrall(new comment) on May 31st, 2009

    Well, Google Analytics will only tell you this info after you’ve placed the ads and spent the money. This method will help you before-the-fact, and you can then narrow things down further with Google Analytics or other tracking software.

    As far as Craigslist, I’m not sure how this would be a very good option. Posting to multiple cities would almost certainly be against their Terms of Service, and for the effort you have to put into it, and likely the expense, the ends don’t justify the means, in my opinion.

  3. Navya from V neck Pencil Dress(new comment) on April 25th, 2011

    Glad to know about this local trend and demand.. And how important targeting the niche is well explained by you…

    Regards
    Navya.

  4. Rob from Compare Prices(new comment) on August 26th, 2012

    online ads i always find don’t convert well, or if they do I make very little commision, looks like its organic or nothing for me

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