Digital Ad Strategies for Lead Generation - MAN Marketing · Director Digital Marketing MAN Marketing . Guy Lieberman Director of Digital Marketing ... The Nuts and Bolts! •Meta

Digital Ad Strategiesfor

Lead GenerationGuy Lieberman

Director Digital Marketing

MAN Marketing

Guy LiebermanDirector of Digital Marketing

• About MAN Marketing• Full service advertising agency

• 39 years, Carol Stream IL with 40 employees

• About Me• 20+ years Digital Marketing

Brad Ochsankehl

President

Frank DiMatteo

Senior Account Executive

Agenda

• Advertising Priorities For Lead Generation

• Google My Business (GMB)

• Paid Search

• Facebook

• Pandora

• Your Website

• Video

• Display Ads

• MANMarketing/NuComfort to download presentation

Most Popular Websites

What’s Most Important?

• Results

• Time invested

• Money spent

Push vs. Pull Advertising

Push Advertising

• Me trying to find customers

• Pushing ad messaging out to

reach people

Pull Advertising

• Creating a presence in places where customers look for what I sell

• When they’re ready!

Pull Advertising

• Reach the most people in market for what we offer!

• Free and low cost options

• Action oriented

Priorities For Lead Generation

Audience Target

Facebook

Paid Search

GMB

Website

Where to Focus

Pull

• GMB

• Paid Search

• Website

Push

• Facebook

• Pandora

• YouTube

GMB: Google My Business

• Google Search

• Google Maps

The Value of GMB

Actions Taken

Info: Complete, Accurate, Updated

Reviews: Solicit and Respond

Posts: Free Ads On Your GMB

Google Paid Search

Online Search for HVAC Contractors

How Paid Search Works

• Budget

• Targeting• Geography

• Keywords

• Ads

• Only pay for clicks!

Desktop and Mobile

Text Campaigns

Location extension will display below text ad. Example below:

Location Extension Examples

Google Maps example:Google Search example:

Call-Only Campaigns

• Only action is to call

• Served to mobile phones

Facebook Advertising

Why Facebook

• Reach

• Engagement

• Targeting

Your Page vs. News Feed

Facebook Demographics

Daily Time on Facebook

Facebook: Paid vs. Organic

• Organic Posts- Your Page• Posts on our own page

• Seen by “fans” of our page in their news feed

• But shown to less than 10%

• Paid Advertising- News Feed• Boosted Posts

• Paid Ads

How It Works

• Budget

• Targeting• Geo

• Behavior or interest

• Custom Audience

• Ad Type

Targeting: Suggested Audiences

• Geo-Target

• Home Owner• Length of residence

• Behavior and Interest• HVAC pages and sites

• Website Retargeting

• Custom Audience

Display, Video and Carousel

Your Website

Website Checklist

• Deal breakers

• Additional priorities

Mobile “First”

Website SSL Certificate

• Google wants all sites secure

• Sites ranked lower without it

• Inexpensive, annual renewal

Important Tech Stuff... The Nuts and Bolts!

• Meta Data

• Page titles, H1and H2

• Page descriptions

• Image tags

• Site Map

• Speed

Additional Priorities

• Add or refresh content

• Offers monthly or seasonally

• “Today’s Tip”

• Add a blog

• Subscribe to email offers

TODAY’S AUDIO LANDSCAPE

2%5% 6%

8% 8% 8%

12% 12% 13%

17% 17%

22%

29%

33%36%

44%

50%53%

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

% W H O H A V E L I S T E N E D T O I N T E R N E T R A D I O I N L A S T W E E K

Base: Total Population 12+

Source: Edison Research and Triton Digital; The Infinite Dial 2018

1 I N 2 AM E R I C A N S L I S T E N S

T O S T R E AM I N G AU D I O W E E K LY

ESTIMATED

160M

57%

RISE OF THE NEW

AUDIO ERA

SHARE OF STREAMING AUDIOT h e M a j o r i t y I s A d v e r t i s e r - A d d r e s s a b l e

Source: Edison Research, Share of Ear Study, Q1 2018. Figures may not add to their expected totals due to rounding. Non-addressable includes Pandora and Spotify paid listening,

Apple Music, Amazon Music, Google Play and others.

Pandora Free32%

Spotify Free14%

iHeart9%

Other3%

Non-Addressable42%

1 in 3A M E R I C A N S

LISTEN TO PANDORA

Source: ComScore Key Measures July 2018

75%cleaning or doing

household chores

51%listen while exercising

47%getting ready for the day

60%listen while cooking

59%commuting to or from work

R A D I O

1 3 - 1 7

M I N SADS PER HOUR

< 5 MINSADS PER HOUR,

on average

T V

11 - 2 0

M I N SADS PER HOUR

M O R E M U S I C , L E S S I N T E R R U P T I O N S =

Y O U R M E S S A G I N G S TA N D S O U T

L O W C L U T T E R

Targeting: Suggested Audiences

• Geo-Target• Zip code list

• Home Owner• Length of residence

• Age of home, 1990 and older

The Power of Video & Display

Targeting: YouTube and Display

• Geo-Target• Zip code list

• Same Audience as our Paid Search Campaign

Thank You!

ManMarketing.com/NuComfort