3 Keys Of Online Advertising
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Transcript of 3 Keys Of Online 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
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
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
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
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
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
Use social proof
+ include powerful
testimonials
+ Add star ratings
+ show pictures of real
people18
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
Retargeting delivers…
+ repeat impressions to
your
most interested
prospects
+ Ability to build a “list” to
advertise to
+ Very High r.o.i.25
Everything you need to
know…
27
+ Be Memorable
+ Target your ads
+ Strong call to action
+ measure & Adjust
+ “Retarget” your best
prospects