Updated for 2018! Brands that adopted hyper-targeted mobile strategies early in the mobile revolution are familiar with the mobile marketing arena – geo targeting, beacons, mobile search, and native advertising strategies included. But the rules have changed in 2018 – and for brands that are looking to improve their mobile ad ROI, build audiences quickly, and be top of mind (and literally under thumb!) of today’s consumers, it may be time to take a step back and make sure that you’ve got a mobile targeting strategy that works harder than ever.

1. The Mobile Marketing Arena
geo targeting beacons
mobile search native
advertising
strategies
Balihoo’s 2017 Rules of
Targeted Mobile Advertising
Rule the Mobile
SERP
Make Your Targeting
Location Based
Even if You Sell Everywhere
Use Personal Social
Data to Find Your
Bullseye
1 2 3
AD
AD
AD
Rule Mobile Search on
Google has now begun to show ads
in the “local pack”.
That is the area of the results page
that was previously reserved only
for organic results.
The “local search” or “near me” market
is growing rapidly and has a high ROI,
thanks to the incredible
intent-to-purchase shown by
a consumer that searches
for a product/service
in their current vicinity.
The “Local Search” or
“Near Me” Market
“Near Me” Searches
80% Mobile
Opportunity:
Searches for
a Low-Moderate
Cost Product
or Service that can
be Bought Locally
Opportunity: Brands With
Physical Locations,
Service Areas, or Local Agents
25
50
75
100
Mar 4, 2012 Sep 4, 2013 Mar 15, 2015 Sep 18, 2016
of local searches
on smartphones lead to
a purchase within a day
(compared to 7% of
non-local searches).
Such brands should always use strict
geo-targe�ng to not only eliminate wasted clicks,
but to also save the budget for the best clicks
across search, display, and social advertising.
Postal Codes
Smart brands are targeting, and
spending more money on, the postal
codes within their target cities that
provide the highest number of conversions,
with the highest conversion value.
Even ecommerce brands are seeing ROI
gains through geotargeting.
At Balihoo, we cross-check those ideal postal codes against
competition level and bid data, to narrow down the focus
to the lowest-hanging fruit.
POSTAL
CODE
At
Reasons Why Mobile Facebook
Advertising is so Great
Coordinate Facebook
Campaigns with Paid Search Efforts
Reach that beats almost any
other digital advertising pla�orm.
Puts immense interest and
behavior data at advertisers’
fingertips.
Can target the same users across
both mobile and desktop devices.
It’s not just the Facebook feed
where your targets see ads.
Coordinate your Facebook campaigns with your paid search
efforts – using similar keywords and product names in your
ad copy and keyphrases, so that someone who sees your ad
on the social network can find your product later in a search engine.
Balihoo is the premier provider of digital
advertising technology for national brands that
need to market hyper-locally at scale.
By improving the relevance of search, social, and
display ads over other ad technologies,
Balihoo is proven to increase
click-through-rates and decrease
average cost-per-click across digital channels.
About
AD
AD
AD
1
2 3
4
1
3 4
2
The New Rules of Targeted
Mobile Advertising
1
3 4
2
18%
http://