The Best Advertising Objective on NextDoor (My Opinion)
Since managing a healthy 5-figure budget on NextDoor (using the NAC) and with a diverse set of vertical markets, I have discovered that awareness objectives work best for local businesses targeting a specific city.
NextDoor, in my experience, has not been able to deliver conversions in the fashion of someone clicking through to a website and filling out the form. A conversion metric on the website using NextDoor's Pixel and codes, Google Tag Manager and Google Analytics.
I have found that conversions from NextDoor typically happen as a by-product of awareness campaigns. Most conversions occur in the nature of a phone call time after seeing the ad, contacting the company days later, or re-visiting the website.
My theory is that the algorithm doesn't do a good enough job of being able to target people who will make a specific action because the same size is, in nature, smaller. So, having the mindset of ND ads can produce 5 leads a day can lead to false expectations. However, the mindset of awareness objective and billboard-style advertising sets the expectations more accurately as conversions are typically a by-product of the campaign.
There are 2 specific examples to share:
1. Awareness: NC tree timing business closed 7 leads from August - October, spent less than $1k, 76k impressions, 195 clicks to the website
2. Conversion (lead submission): Flooring Company, 1 conversion (which can't be identified so may be fake), spend $5k
Hi, Jennifer Sargeant here, local business digital marketing expert. I am the founder of Digital Sargeant, a local business digital marketing agency, and Local Business Hotline, digital marketing support for local business owners.
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