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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

3 Keys Of Online Advertising

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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

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 takeaways2

WHY TARGETED DISPLAY

ADVERTISING CAN BE A

POWERFUL GROWTH TOOL FOR

YOUR LOCAL BUSINESS3

act one

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 4

…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 purchase5

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

6

More local businesses are turning to

online advertising for growth and brand

building…

7

3Big

Reasons

You see online ads everywhere you browse...

8

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

9

3 KEYS FOR TO SUCCESSFUL

ONLINE LEAD GENERATION

USING TARGETED DISPLAY

ADS 10

act two

Key #1: Create compelling

ads

+ Needs to be grab your

attention

+ Short, Creative copy

+ accurately represents

your

brand and message11

Start by doing your

homework

+ Determine target

demographics

+ Assess competitor ads

(good,

bad, and ugly) 12

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Example: Ads targeted to

audience

Keep it simple

+ Short, crisp copy

+ easy to distinguish

colors, fonts,

and overall design

+ Simpler is better14

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 15

Use your location if

appropriate

+ targeted is always better

+ 74% of people prefer to

see local

ads over non-local ads

+ Start copy with “Denver

Residents…”16

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Use social proof

+ include powerful

testimonials

+ Add star ratings

+ show pictures of real

people18

Key #2: Target your ads

precisely

4 main buckets:

+Location

+interests

+intent

+demographics 19

20

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Measure your results

+ constantly review analytics

+ run before-and-after

reports

+ draw insights and shift

your

targeting accordingly

22

Key #3: “Follow” your

prospects+ “Retargeting” shows

your ads

to users who

previously

visited your website

+ your ads appear when

they23

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Retargeting delivers…

+ repeat impressions to

your

most interested

prospects

+ Ability to build a “list” to

advertise to

+ Very High r.o.i.25

SUMMARY OF KEY

TAKEAWAYS

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Act three

Everything you need to

know…

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+ Be Memorable

+ Target your ads

+ Strong call to action

+ measure & Adjust

+ “Retarget” your best

prospects

Questions?

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We’re here to help – Get in

touch!