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 companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Welcome!
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© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Meet your presenters
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Selecting the right keywords
When selecting keywords…
• Start small and targeted
• Bid on your business
name + iterations
• Obvious is good!
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Selecting the right keywords
Location, location, location!
• Bid on business category +
location keywords
• Don’t forget zip
codes
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Selecting the right keywords
Think like your
customer, not like
a search engine.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Tips for writing ad copy that works
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Tips for writing ad copy that works
Use attention-grabbing words:
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Tips for writing ad copy that works
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Converting visitors into customers
Assuming Ad Spend: $100
25
20
15
Conversion
Cost Per Conversion
10
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Planning an SEM budget for SMBs
• Clearly identify your
business goals
• Run an “evergreen”
campaign for your best
keywords
• Target your traffic
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
So to summarize…
SEM success =
• Selecting the right keywords
• Writing effective ad copy
• Converting visitors
to customers
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
So to summarize…
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Have questions?
Submit them now
and look for the
answers on:
www.adsolutions.yp.com/
practical-answers
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
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companies.
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arethe
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© 2014 YP
Intellectual
All contained
rights reserved.
logo and
all other
YP marks
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.