In retail, we can and should expect that people who are exposed to our messaging, will just come into the store.

The lower the price of the time, the less likely a consumer needs to have a website visit as an intermediate step.

Consider the last time you had fast food or bought something at a chain store after seeing an ad for a special sale. Did you go to their website or were you more likely to look at maps and directions?

I predict that in-store visits and offline conversions will become THE most important metrics we optimize towards.

Further, with robust chat, canvas ads (look at “collection” ads), and other integrations, expect next year to be where people question the ROI of maintaining a website instead of questioning the ROI of social media.

Businesses will find that Facebook and Google already do everything their website was doing and many things a website can’t do.

Local is our future, but tuning websites is a necessary phase to get to local store-driven optimization. You’re hearing this from a guy who has done PPC and SEO for over 15 years and worked at a major search engine.

Facebook and Google (via Google My Business) won’t be ready for at least a year to properly serve mainstream locals.

Dennis Yu

Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations. He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications. Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries. Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.

View all posts