Behind the Marketing: The Technology that Drives ReachLocal Solutions

In the age of digital marketing, there’s one thing that can separate a good campaign from a great campaign: the technology behind it. And at ReachLocal, we’ve learned a thing or two about what makes digital marketing technology work to help local businesses succeed online.

Our experience running thousands of high-quality search advertising, display, retargeting, and SEO campaigns has helped us continuously refine our solutions in order to help our clients get more leads and customers online.  So, what does our technology look like? Here’s an overview of how four of our technologies work behind the scenes to get our small business clients real results from their marketing.

Conversion Optimization

For many local businesses, running search advertising campaigns on their own can be a complex and time-consuming task. From deciding on a budget to picking the right keywords to improving performance – search advertising requires a lot of expertise and continuous adjustment.

That’s why we developed a search advertising solution that does this all for local businesses. First, our experienced team evaluates lists of keywords and crafts the right text ads for your campaign. Then our conversion optimization technology gets to work optimizing your ads to get you the best visibility on search engines based on the keywords that drive conversions—not clicks. This all helps ReachLocal clients get better results from their search advertising.

Learn how the conversion optimization technology built into ReachSearch search engine advertising drives more conversions in this infographic:

Engagement Optimization

Buying display advertising on your own can often be difficult and expensive if you don’t have access to premium websites and a variety of audience targeting options.. For many businesses, a “spray and pray” approach results in placement anywhere online, even if it’s not relevant to their business. And, if you’re looking to run ads on specific sites, you can expect to spend a large amount, depending on the site(s) and availability of advertising space. Both can leave you with few results.

Our display advertising service not only gives you a wide range of audience targeting options, but it uses a technology we call engagement optimization to get your ads the best placement for the lowest cost. How does it work?

We leverage our extensive network of publishers to get ads in front of the right audience. Then, we track impressions, clicks, and conversions and place your ads in front of the right audiences, so you get more brand awareness over time.

See how engagement optimization technology helps ReachDisplay drive more brand awareness in this infographic:

Dual-Approach Retargeting

Retargeting, when done right, can be an extremely efficient way to target consumers with display ads who have already shown some interest in a business. But did you know there are multiple ways to retarget interested consumers?

By incorporating two types of retargeting, search retargeting and site retargeting, our ReachRetargeting solution helps increase the chances our clients’ ads will be shown to consumers. Search retargeting reaches consumers who have shown interest by searching for keywords and phrases relevant to the business, while site retargeting – what you may already be familiar with- targets those consumers who have visited a business’ website.  The same engagement optimization technology in ReachDisplay is used to track ad impressions, clicks, and conversions to continuously improve the visibility and performance of search and site retargeting dispay ads.

See how our two-in-one retargeting solution, ReachRetargeting, builds brand awareness in this infographic:

ROI-Driven Search Engine Optimization

Search Engine Optimization, or SEO, is a key part of any digital marketing strategy. And while the major search engines have different algorithms they use to surface content, they have the same basic principles: display relevant and authoritative results to searchers. But how do businesses today make sure their websites and content can help them to get found online – and how do they measure the results?

At ReachLocal, it starts with a website that’s part of our ReachEdge marketing system. This website is already designed as a foundation for SEO and is optimized to drive conversions like calls and emails from site visitors. Then, our ReachSEO technology builds on that foundation with onsite and offsite best practices, boosting SMBs’ websites, social media presence, and local listings to help drive even more organic traffic.

The technology built into our ReachEdge system is unique in that it tracks the path from a click on an organic search result all the way through to a customer.  That way it can show real results from SEO, like visits, contacts, and customers – not rank. Plus, with a simple way to identify the customer lifetime value, this technology also calculates actual ROI from ReachSEO.

See how our combined ReachEdge and ReachSEO solution drives ROI from organic results in this infographic:

Want to learn more about how ReachLocal technology can work for your business? Visit our website to see more or to contact us.

Tara Banda

Tara Banda is a digital marketer in Dallas, TX and a Content Marketing Manager for ReachLocal. She focuses on helping businesses develop their voice in order to connect and engage with the right audiences. Tara has worked on campaigns and promotions – including social media, email marketing, video, advertising, guerrilla marketing, and event marketing – for both small businesses and globally recognized brands. In her spare time, she likes to cook.

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