Online Advertising for Local and Franchise Businesses
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Learn about the online, mobile and social advertising industry and how it pertains to local and franchises businesses. Get an in-depth look into the different channels, ways to target, budget management and remarketing. See more at http://www.qebot.com
Transcript of Online Advertising for Local and Franchise Businesses
2WEBINAR SCHEDULE
Over the next 3 weeks we will cover the following topics:
TODAY: Online Advertising – Targeting and Remarketing
OCTOBER 29th: Branding and Brand Consistency
NOVEMBER 5th: Social for the Local Business Community
3AGENDA
2 COMMON CHANNELS
3 CUSTOMER TARGETING
4 RETARGETING
5 BUDGETING
1 WHAT IS ONLINE AND MOBILE ADVERTISING?
5What is Online and Mobile Advertising?
Brand vs. Performance Advertising
Brand Advertising•More visual•Get consumers to recognize your company or product
Performance Advertising•Get users to engage your ad•Examples: Go to your website, download your app, open maps•Focused on measurable performance (clicks, impressions, etc.)
6What is Online and Mobile Advertising?
Ad Types• Text ad for search
• Visual display ads for publications
• Video ads that can be placed in publications, other videos or through mobile.
• Banner ads, like you may see at the bottom or top of an ad or publication
• Rich media ads that allow people to actually interact (play a game, buy a product, etc.) right from the ad.
7What is Online and Mobile Advertising?
Ad PlacementPopular channel types:•Publications•Search•Mobile
Strategies• Cost Per Mille (CPM): Pay for every 1,000 impressions (views)• Cost Per Click (CPC): Pay for each click• Cost Per Acquisition (CPA): Pay for each converted user
9Common Channels
Google• Most-used search engine—71% of market• Google Display for brand advertising • Google AdWords great for CPC performance advertising
Bing• #2 search engine• Great for CPC advertising• Can be cheaper than Google AdWords, but with less scale
10Common Channels
Facebook• Current leader in social media• Great targeting capabilities• Can be used for performance or brand advertising
Twitter• Harder to manage• Targeting can be excellent, more in real time• Can be used for performance or brand advertising
Yelp• Good way to stand out to review searchers• Mostly performance-based
11Common Channels
Mobile• Massive reach capabilities• Great targeting • Can be used for performance or brand advertising• Typically very focused viewers• Fantastic location targeting• Mobile advertising is directed to “buy right now” attitude
13Customer Targeting
• Advertisers have access to more behavioral and demographic data than ever before
• Targeting has become extremely specific
• Online and mobile ad spend has doubled in the last 3 years
How do we take advantage?
• Platforms (Google, Facebook, etc.) have great campaign interfaces• Third-party technologies have been developed to manage spend,
track performance, and optimize campaigns for best return
15Retargeting
• Keeps your product in people’s minds• Increases conversion rates by 3x to 6x—as little as 2% of visitors
convert to customers on the first visit to your site
Retargeting is a method of tracking your website’s visitors and placing relevant ads for your business when they visit other sites online.
17Budgeting
So how much do I spend?
Effective budget sizes vary widely by:•Product being sold•Size of potential customer base•Competition•Advertising channel
Advertising professionals help you:•Understand the market•Optimize your campaigns•Maximize ROI
18WHO IS QEBOT?
Who is Qebot, and how do they know about all of this??As a technology company, first and foremost, we use technological
advances unlike anyone else to drive more leadsat reduced cost with less management!
•High quality, localized and SEO driven websites and microsites. FOR FREE!•Most effective citation and reputation management tool on the market.•Outstanding SEO platform with truly proven results•Advertising management over different channels, including Google, Bing, Mobile, Facebook, Twitter and Yelp.•Brand management systems in place for franchises and multi-location businesses.
Driving more leads with less management and lower costs. Qebot.
19QUESTIONS AND ANSWERS
Q&AInterested in learning more about the Qebot platform and how we’re helpinglocal businesses, multi-location businesses and franchises be more productive
with their marketing?
EMAIL: [email protected]: 805-286-8535http://www.qebot.com
