The Fundamentals of Digital Marketing Lead Generation Tactics SEM Best Practices

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1 The Fundamentals of Digital Marketing Lead Generation Tactics SEM Best Practices 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated

2 Welcome! Make sure your sound is not muted If you have any issues during the webinar, please contact: Questions will be answered on our website after the webinar Tweet using #practicalmarketing Available on demand within minutes

3 Meet your presenters Tina Stock YP Executive Director, Marketing About YP YP is North America s largest local search, media and advertising company Our mission is to help local businesses and communities grow We generate 40 billion annual impressions on the YP SM Local Ad Network and have 3,000 marketing consultants helping over 570,000 businesses get, and keep customers

4 Meet your presenters Anna Yum YP Executive Director, Performance Marketing Anna Yum is experienced in online marketing, specializing in demand generation from paid media channels, specifically search engine marketing and display advertising. Her experience includes managing multi-million dollar paid media channels from Fortune 100 companies as well as spearheading smaller, highly targeted pay-per-click campaigns for small-medium businesses. More than 13 years experience in Paid Search Worked with enterprises such YP, OneWest Bank, and Bank of America

5 Lead gen SEM best practices 1. How to select the right keywords 2. Tips for writing effective ad copy 3. Turning visitors into customers 4. Making the most of your budget

6 Selecting the right keywords When selecting keywords Start small and targeted Bid on your business name + iterations Obvious is good!

7 Selecting the right keywords Geo-targeting can be your friend Consider how you want to geo-target your campaigns. Deliver ads to people in your targeted location

8 Selecting the right keywords Location, location, location! Bid on business category + location keywords Don t forget zip codes

9 Selecting the right keywords Think like your customer, not like a search engine.

10 Tips for writing ad copy that works

11 Tips for writing ad copy that works Use attention-grabbing words:

12 Tips for writing ad copy that works Scope out your competitors Who are they? What are they offering? What keywords are they bidding on? Timing is important

13 Tips for writing ad copy that works

14 Converting visitors into customers Assuming Ad Spend: $ Conversion Cost Per Conversion 5 0 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00

15 Converting visitors into customers Drive traffic to deep linked pages within your site Develop specific landing pages for relevant keywords Invest in landing page testing tools

16 Planning an SEM budget for SMBs Clearly identify your business goals Run an evergreen campaign for your best keywords Target your traffic

17 So to summarize SEM success = Selecting the right keywords Writing effective ad copy Converting visitors to customers

18 So to summarize

19 Have questions? Submit them now and look for the answers on: practical-answers

20 Don t miss out adsolutions.yp.com/small-business-marketing-center/ webinars/omi-series More Free Advanced Training onlinemarketinginstitute.org/courses/yp Be sure to register for the next in the fundamentals of digital marketing series: December 17, 11:00 am PT Marketing & Mobile In association with 2014 YP companies. Intellectual All Property. other marks All contained rights reserved. herein YP, are the the YP property logo and of their all other respective YP marks owners. contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.