Comments on: Dunkin Donuts Doesn’t Get Local Search Marketing http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/ Tue, 14 Feb 2012 22:19:40 +0000 hourly 1 http://wordpress.org/?v= By: I Can't Bring Myself to Say Venti: Looking at Dunkin' Donuts http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/comment-page-1/#comment-1177197 I Can't Bring Myself to Say Venti: Looking at Dunkin' Donuts Wed, 13 Jan 2010 18:36:34 +0000 http://www.searchenginejournal.com/?p=2577#comment-1177197 [...] took a close look at the local search strategy of Dunkin Donuts. Or is that a lack of strategy? In Dunkin Donuts Doesn’t Get Local Search Marketing, he pinpoints some of the things that Dunkin’ Donuts could do to make their focus on being [...] [...] took a close look at the local search strategy of Dunkin Donuts. Or is that a lack of strategy? In Dunkin Donuts Doesn’t Get Local Search Marketing, he pinpoints some of the things that Dunkin’ Donuts could do to make their focus on being [...]

]]> By: Loren http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/comment-page-1/#comment-53799 Loren Sat, 03 Dec 2005 03:44:02 +0000 http://www.searchenginejournal.com/?p=2577#comment-53799 Kim, thanks for posting your comment here. I've reread my story and realized that yes, I did not write a very fair portrayal of Zipingo. I'd like to hear a bit more about Zipingo and your local search and user review direction. Please contact me via email. Thank you, Loren Baker Kim, thanks for posting your comment here. I’ve reread my story and realized that yes, I did not write a very fair portrayal of Zipingo. I’d like to hear a bit more about Zipingo and your local search and user review direction. Please contact me via email.

Thank you, Loren Baker

]]> By: ZipingoKim http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/comment-page-1/#comment-53784 ZipingoKim Sat, 03 Dec 2005 00:31:53 +0000 http://www.searchenginejournal.com/?p=2577#comment-53784 >> My initial plan of doing a post on Intuit’s new Local Search >> 2.0 offering Zipingo ran into a detour when I noticed the lack >> of user reviews... >> With 70,000+ user reviews as of today (as noted on the home page), I was wondering when you visited the site. We rely on the user to provide the reviews. So, yes, it's possible that the business names you entered -- providing you searched the site -- didn't have any reviews yet. >> My initial plan of doing a post on Intuit’s new Local Search
>> 2.0 offering Zipingo ran into a detour when I noticed the lack
>> of user reviews…
>>

With 70,000+ user reviews as of today (as noted on the home page), I was wondering when you visited the site. We rely on the user to provide the reviews. So, yes, it’s possible that the business names you entered — providing you searched the site — didn’t have any reviews yet.

]]> By: Brad http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/comment-page-1/#comment-53517 Brad Tue, 29 Nov 2005 20:08:15 +0000 http://www.searchenginejournal.com/?p=2577#comment-53517 "The only way for the “local” shop to advertise their local business they have to actually use the keyword “coffee shops in Havre de Grace MD” in the Yahoo.com regular search directory." There are two different strategies Dunkin Donuts could use to really take advantage of the above suggestions. 1. Use Overture local. The bidding is by location. One can have unlimited locations per account. Match up all the locations to show different ads to those using geo qualified searches. 2. There are a finate number of cities, counties, states, zip codes, and area codes in the US (yes, the number is large, but it's finite). Create all these keywords. If you're spending enough with Yahoo, they'll let you bulk upload everything (and even help with the organization) so that you capture all of the local audience. It's a lot more work (and much better results) to target everything locally - but the results are usually a dramatic increase in total returns. “The only way for the “local” shop to advertise their local business they have to actually use the keyword “coffee shops in Havre de Grace MD” in the Yahoo.com regular search directory.”

There are two different strategies Dunkin Donuts could use to really take advantage of the above suggestions.

1. Use Overture local. The bidding is by location. One can have unlimited locations per account. Match up all the locations to show different ads to those using geo qualified searches.

2. There are a finate number of cities, counties, states, zip codes, and area codes in the US (yes, the number is large, but it’s finite). Create all these keywords. If you’re spending enough with Yahoo, they’ll let you bulk upload everything (and even help with the organization) so that you capture all of the local audience.

It’s a lot more work (and much better results) to target everything locally – but the results are usually a dramatic increase in total returns.

]]> By: Aaron http://www.searchenginejournal.com/dunkin-donuts-doesnt-get-local-search-marketing/2577/comment-page-1/#comment-53327 Aaron Mon, 28 Nov 2005 16:41:26 +0000 http://www.searchenginejournal.com/?p=2577#comment-53327 The issue behind their advertising strategy is not really Dunkin Donuts fault at all. It's the way that the search advertising works on yahoo.com itself. If you do a nationwide (non local) search for simply “coffee shops”, Dunkin Donuts comes up first - if you go to local and type in coffee shops anywhere in the US Dunkin Donuts also comes up first. The sponsored listing section rolls over simply from the keyword "coffee shops" and has nothing to do with the local aspect of things. Until Yahoo! changes their approach to Yahoo Local, the local advertisers can not target their local shops within “sponsored section” of the Yahoo! Local section. The only way for the "local" shop to advertise their local business they have to actually use the keyword "coffee shops in Havre de Grace MD" in the Yahoo.com regular search directory. The issue behind their advertising strategy is not really Dunkin Donuts fault at all. It’s the way that the search advertising works on yahoo.com itself. If you do a nationwide (non local) search for simply “coffee shops”, Dunkin Donuts comes up first – if you go to local and type in coffee shops anywhere in the US Dunkin Donuts also comes up first. The sponsored listing section rolls over simply from the keyword “coffee shops” and has nothing to do with the local aspect of things. Until Yahoo! changes their approach to Yahoo Local, the local advertisers can not target their local shops within “sponsored section” of the Yahoo! Local section. The only way for the “local” shop to advertise their local business they have to actually use the keyword “coffee shops in Havre de Grace MD” in the Yahoo.com regular search directory.

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