How to use targeted online ads to increase your visibility, attract new customers, and stimulate growth 3 Keys to Successful Online Lead Generation for Local Businesses Todd D. McPartlin
Jan 25, 2015
How to use targeted online ads to increase your visibility, attract new customers, and stimulate growth
3 Keys to Successful Online Lead Generation for Local Businesses Todd D. McPartlin
iMarketing Leader’s R4 Marketing
System
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Chapter 9 In My Book.“Anyone Can Have
Traffic – As Long As You Have Money”
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Agenda
I. Why targeted display advertising can be a
powerful growth tool for your local business
II. 3 keys to successful online lead generation
III. Summary of key takeaways
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
WHY TARGETED DISPLAY ADVERTISING CAN BE A POWERFUL GROWTH TOOL FOR YOUR LOCAL
BUSINESS
act one
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
As the world becomes increasingly digital…
+ 2.4 billion global internet users
+ 1.1 billion global active Facebook users
+ 38 million user-generated Yelp reviews
+ 100 hours of video uploaded to YouTube
every minute
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
…local consumers have turned to shopping online
+ 73% do at least half of their shopping
online
+ 88% of consumers who search for local
business call or visit within 24 hours
+ mobile searchers are 51% more likely
to make a purchase
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
More and more ad impressions are coming from time spent online+ In 2012 there were 5.3T ads served online in
the U.S. alone!
+ That’s in increase of 1T+ ads since 2009
+ 74.2% of consumers prefer to see ads from
local businesses over national businesses
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
More local businesses are turning to online advertising for growth and brand building…
3 Big
Reasons
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
You see online ads everywhere you browse...
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Online advertising levels the playing field for small advertisers…
+ Highly targeted (15 mile zip code radius)
+ Lower cost ($1.50 CPM vs. $4.50 CPM for
Radio)
+ 35% of people who have seen an ad will
search for the business within 48 hours
+ Easy-to-measure ROI using analytics
compared to other forms of advertising (i.e.
TV, Radio, Print, Billboards)
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
3 KEYS FOR TO SUCCESSFUL ONLINE LEAD GENERATION USING TARGETED
DISPLAY ADS
act two
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #1: Create Compelling Ads
+ Needs to be grab your
attention
+ Short, Creative copy+ Accurately represents your brand and message
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Start by doing your homework
+ Determine target demographics
+ Assess competitor ads (good, bad, and ugly)
+ Develop your unique approach
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Example: Ads targeted to audience
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Keep it simple
+ Short, crisp copy+ Easy to distinguish colors, fonts & overall design+ Simpler is better
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Strong call-to-action
+ Be precise and clear on what you want visitor to do + Don’t have more than one (The CTA that is, not the Martini)+ Bribe them when appropriate!
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Use your location if appropriate
+ Targeted is always better+ 74% of people prefer to see local ads over non-local ads+ Start copy with “<City> Residents…”
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Use social proof
+ Include powerful testimonials
+ Add star ratings <- Reputation
+ Show pictures of real people
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #2: Target your ads precisely
4 main buckets: + Location+ Interests+ Intent+ Demographics
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Measure your results
+ Constantly review analytics
+ Run before-and-after
reports
+ Draw insights and shift your targeting accordingly
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #3: “Follow” your prospects
+ “Retargeting” shows your ads to users who previously visited your website+ Your ads appear when they browse other websites
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Retargeting delivers…
+ Repeat impressions to your most interested prospects (Brand Building)+ Ability to build a “list” to advertise to through Adwords+ Very High ROI
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
SUMMARY OF KEY TAKEAWAYS
act three
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Everything you need to know…
+ Be Memorable
+ Target your ads
+ Strong call to action
+ Measure & Adjust
+ “Retarget” your best
prospects
Contact us if you have any more questions or if you’d like help!
[email protected] 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
iMarketing Leader | imarketingleader.com