1. 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

2. Agenda
I. Why targeted display advertising can be
a powerful growth tool for your local
business
II. 3 keys to successful online lead
generation
2

3. WHY TARGETED DISPLAY
ADVERTISING CAN BE A
POWERFUL GROWTH TOOL FOR
YOUR LOCAL BUSINESS 3
act one

4. 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
4

5. …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
5

6. 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

7. More local businesses are turning to
online advertising for growth and brand
building…
7
3
Big
Reasons

8. You see online ads everywhere you browse...
8

9. 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 9

10. 3 KEYS FOR TO SUCCESSFUL
ONLINE LEAD GENERATION
USING TARGETED DISPLAY
ADS 10
act two

11. Key #1: Create compelling
ads
+ Needs to be grab your
attention
+ Short, Creative copy
+ accurately represents
your 11

12. Start by doing your
homework
+ Determine target
demographics
+ Assess competitor ads
(good,
bad, and ugly) 12

13. 13
Example: Ads targeted to
audience

14. Keep it simple
+ Short, crisp copy
+ easy to distinguish
colors, fonts,
and overall design
+ Simpler is better
14

15. 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]
15

16. 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
16

17. 17

18. Use social proof
+ include powerful
testimonials
+ Add star ratings
+ show pictures of real
18

19. Key #2: Target your ads
precisely
4 main buckets:
+Location
+interests
+intent
+demographics 19

20. 20

21. 21

22. Measure your results
+ constantly review analytics
+ run before-and-after
reports
+ draw insights and shift
your 22

23. Key #3: “Follow” your
prospects
+ “Retargeting” shows
your ads
to users who
previously
visited your website
+ your ads appear when 23

24. 24

25. Retargeting delivers…
+ repeat impressions to
your
most interested
prospects
+ Ability to build a “list” to
advertise to 25

26. SUMMARY OF KEY
TAKEAWAYS
26
Act three

27. Everything you need to
know…
27
+ Be Memorable
+ Target your ads
+ Strong call to action
+ measure & Adjust
+ “Retarget” your best
prospects

28. Questions?
28
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touch!