Dive Brief:

• National marketers are often hesitant to develop local search campaigns because of the complexity, but AdAge is offering some advice on how to approach local marketing. 
• According to Google, 72% of consumers that searched for local information on a smartphone ended up visiting a store within five miles—a stat that makes local search hard to ignore. 
• To develop a national campaign, marketers need to: understand how to prioritize local search, identify your approach for adopting local, and assess the role of an automation tool set, says Jon Schepke, chief executive of SIM Partners, a local search company.

Dive Insight: 

There's no denying that local search campaigns can reap impressive results. The struggles with local are real too—a national marketer will have to develop specific local campaigns for each market. That's not an easy task, but with more consumers depending on mobile for information it needs to be at the forefront of marketers' plans.