3 Keys To Successful Online Lead Generation Using Display Advertising

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


Chapter 9 In My Book.“Anyone Can Have

Traffic – As Long As You Have Money”


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


WHY TARGETED DISPLAY ADVERTISING CAN BE A POWERFUL GROWTH TOOL FOR YOUR LOCAL

BUSINESS

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 YouTube

every minute


…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


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


More local businesses are turning to online advertising for growth and brand building…

3 Big

Reasons


You see online ads everywhere you browse...


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)


3 KEYS FOR TO SUCCESSFUL ONLINE LEAD GENERATION USING TARGETED

DISPLAY ADS

act two


Key #1: Create Compelling Ads

+ Needs to be grab your

attention

+ Short, Creative copy+ Accurately represents your brand and message


Start by doing your homework

+ Determine target demographics

+ Assess competitor ads (good, bad, and ugly)

+ Develop your unique approach


Example: Ads targeted to audience


Keep it simple

+ Short, crisp copy+ Easy to distinguish colors, fonts & overall design+ Simpler is better


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!


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…”



Use social proof

+ Include powerful testimonials

+ Add star ratings <- Reputation

+ Show pictures of real people


Key #2: Target your ads precisely

4 main buckets: + Location+ Interests+ Intent+ Demographics




Measure your results

+ Constantly review analytics

+ Run before-and-after

reports

+ Draw insights and shift your targeting accordingly


Key #3: “Follow” your prospects

+ “Retargeting” shows your ads to users who previously visited your website+ Your ads appear when they browse other websites



Retargeting delivers…

+ Repeat impressions to your most interested prospects (Brand Building)+ Ability to build a “list” to advertise to through Adwords+ Very High ROI


SUMMARY OF KEY TAKEAWAYS

act three


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


iMarketing Leader | imarketingleader.com

mailto:[email protected]