SUMMARY: If you are trying to target just one region online, and you're competing against bigger national advertisers, this is the story for you. Tips detailed include:
- Measure local campaigns over time - not over clicks
- Test a wide variety of sites in each market
- Locally branded email files work well
- Assume campaign results will vary between regions
Plus, MLT reveals skyscrapers with three offers work better for them than skyscrapers with one offer.