Lead Generation Tactics – SEM Best Practices

companies. All other marks contained herein are the property of their respective owners.

Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

The Fundamentals

of Digital Marketing

Lead Generation Tactics –

SEM Best Practices

Make sure your sound is not muted

If you have any issues during the

webinar, please contact: tstock@yp.com

Questions will be answered on our

website after the webinar

Tweet using #practicalmarketing

Available on demand within minutes

Welcome!

Tina Stock | YP | Executive Director, Marketing

tinastock.com

@tinadstock.

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 YPSM Local Ad

Network and have 3,000 marketing consultants helping over 570,000

businesses get, and keep customers

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

Meet your presenters

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

Selecting the right keywords

When selecting keywords…

• Start small and targeted

• Bid on your business

name + iterations

• Obvious is good!

Geo-targeting can be your friend

• Consider how you want to

geo-target your campaigns.

• Deliver ads to people in

your targeted location

Location, location, location!

• Bid on business category +

location keywords

• Don’t forget zip

Think like your

customer, not like

a search engine.

Tips for writing ad copy that works

Use attention-grabbing words:

Scope out your competitors

• Who are they?

• What are they offering?

• What keywords are

they bidding on?

Timing is important

Converting visitors into customers

$1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00

Conversion

Cost Per Conversion

Assuming Ad Spend: $100

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

Planning an SEM budget for SMBs

• Clearly identify your

business goals

• Run an “evergreen”

campaign for your best

keywords

• Target your traffic

So to summarize…

SEM success =

• Selecting the right keywords

• Writing effective ad copy

• Converting visitors

to customers

So to summarize…

Have questions?

Submit them now

and look for the

answers on:

www.adsolutions.yp.com/

practical-answers

Don’t miss out

All other marks contained herein are the property of their respective owners.

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

adsolutions.yp.com/small-business-marketing-center/

webinars/omi-series

More Free Advanced Training

onlinemarketinginstitute.org/courses/yp

Lead Generation Tactics – SEM Best Practices

Small Business & Entrepreneurship

Global Supply Chain Management. Inventory Reduction Tactics Reduce lot sizes Improved demand forecasts Reduce lead times Reduce supply uncertainties

50 Simple Lead Generation Tactics

B2B Growth Hacking Tactics for Lead Generation from Livestorm

11 Steps for Online Lead Nurturing [Episode 7] - Tuesday's Tips & Tactics: Inbound Marketing in 10 Minutes or Less

Launch Leads - B2B Lead Generation, Cold Calling, Prospecting, as Presented at the UTAH business summit - b2b sales tactics

Online B2B Marketing and Lead Generation Tactics Increase Sales

Kaplan Contractor Education Are You EPA Lead-Safe ...91acf2223c449e9aca09-573931475ab0c8bec3ec5b55f4da0a6c.r12.… · tips, tactics, and over 200 practice exam questions. Delivered

LEAD&STRAT Generic Course Syllabi II Sem 12-13 - Ateneo de

Top Lead Management Tactics That Super-Charge Your Sales & Marketing Results

B2B Lead Generation Tactics

8 tactics to use content, social media and webinars to ... · Lead Generation: 8 tactics to use content, social media and webinars to boost lead volume and quality Kabani said, “Online

Sem 2 lecture 1 lead

9 Lead Gen Tactics From 2 Rapidly Growing Startups [Webinar]

How to Create Lead Management Systems, Nurturing Tactics ...€¦ · Lead Management Systems, Nurturing Tactics and ... From the Ground Up Bill Rozier, VP Global Marketing Ciena Corporation

Planning for 2013: How to best utilize top lead gen tactics in the New Year

Lead Generation: What’s Working/Cutting Through the Noise · Lead Generation: What’s Working/Cutting Through the Noise ... What are some of today’s most innovative sales tactics

Lead & Breed's SWAT 4 Tactics

Lead Generation Tactics: Zero-Cost Ways to Fill Your Sales … · 2020. 9. 22. · Guest Blogging. 01 02 03 6 Lead Generation Tactics: Zero-Cost Ways to Fill Your Sales Pipeline 04

Top Lead Generation Tactics for 2015

Lead Generation with LinkedIn [Episode 5] - Tuesday's Tips & Tactics: Inbound Marketing in 10 Minutes or Less