What It's About This short, information-rich presentation explores why local businesses should strongly consider using online advertising to get increased visibility, branding and lead generation. What You Will Learn You will discover the that the targeting and measurability of online advertising has created a “level playing field” where even small, local businesses can compete with national advertisers for the attention of the best prospects and customers right in your backyard - even on a very limited budget!

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!