Digital Ad Strategiesfor
Lead GenerationGuy Lieberman
Director Digital Marketing
MAN Marketing
Guy LiebermanDirector of Digital Marketing
• About MAN Marketing• Full service advertising agency
• 39 years, Carol Stream IL with 40 employees
• About Me• 20+ years Digital Marketing
Brad Ochsankehl
President
Frank DiMatteo
Senior Account Executive
Agenda
• Advertising Priorities For Lead Generation
• Google My Business (GMB)
• Paid Search
• Pandora
• Your Website
• Video
• Display Ads
• MANMarketing/NuComfort to download presentation
Most Popular Websites
What’s Most Important?
• Results
• Time invested
• Money spent
Push vs. Pull Advertising
Push Advertising
• Me trying to find customers
• Pushing ad messaging out to
reach people
Pull Advertising
• Creating a presence in places where customers look for what I sell
• When they’re ready!
Pull Advertising
• Reach the most people in market for what we offer!
• Free and low cost options
• Action oriented
Priorities For Lead Generation
Audience Target
Paid Search
GMB
Website
Where to Focus
Pull
• GMB
• Paid Search
• Website
Push
• Pandora
• YouTube
GMB: Google My Business
• Google Search
• Google Maps
The Value of GMB
Actions Taken
Info: Complete, Accurate, Updated
Reviews: Solicit and Respond
Posts: Free Ads On Your GMB
Google Paid Search
Online Search for HVAC Contractors
How Paid Search Works
• Budget
• Targeting• Geography
• Keywords
• Ads
• Only pay for clicks!
Desktop and Mobile
Text Campaigns
Location extension will display below text ad. Example below:
Location Extension Examples
Google Maps example:Google Search example:
Call-Only Campaigns
• Only action is to call
• Served to mobile phones
Facebook Advertising
Why Facebook
• Reach
• Engagement
• Targeting
Your Page vs. News Feed
Facebook Demographics
Daily Time on Facebook
Facebook: Paid vs. Organic
• Organic Posts- Your Page• Posts on our own page
• Seen by “fans” of our page in their news feed
• But shown to less than 10%
• Paid Advertising- News Feed• Boosted Posts
• Paid Ads
How It Works
• Budget
• Targeting• Geo
• Behavior or interest
• Custom Audience
• Ad Type
Targeting: Suggested Audiences
• Geo-Target
• Home Owner• Length of residence
• Behavior and Interest• HVAC pages and sites
• Website Retargeting
• Custom Audience
Display, Video and Carousel
Your Website
Website Checklist
• Deal breakers
• Additional priorities
Mobile “First”
Website SSL Certificate
• Google wants all sites secure
• Sites ranked lower without it
• Inexpensive, annual renewal
Important Tech Stuff... The Nuts and Bolts!
• Meta Data
• Page titles, H1and H2
• Page descriptions
• Image tags
• Site Map
• Speed
Additional Priorities
• Add or refresh content
• Offers monthly or seasonally
• “Today’s Tip”
• Add a blog
• Subscribe to email offers
TODAY’S AUDIO LANDSCAPE
2%5% 6%
8% 8% 8%
12% 12% 13%
17% 17%
22%
29%
33%36%
44%
50%53%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
% W H O H A V E L I S T E N E D T O I N T E R N E T R A D I O I N L A S T W E E K
Base: Total Population 12+
Source: Edison Research and Triton Digital; The Infinite Dial 2018
1 I N 2 AM E R I C A N S L I S T E N S
T O S T R E AM I N G AU D I O W E E K LY
ESTIMATED
160M
57%
RISE OF THE NEW
AUDIO ERA
SHARE OF STREAMING AUDIOT h e M a j o r i t y I s A d v e r t i s e r - A d d r e s s a b l e
Source: Edison Research, Share of Ear Study, Q1 2018. Figures may not add to their expected totals due to rounding. Non-addressable includes Pandora and Spotify paid listening,
Apple Music, Amazon Music, Google Play and others.
Pandora Free32%
Spotify Free14%
iHeart9%
Other3%
Non-Addressable42%
1 in 3A M E R I C A N S
LISTEN TO PANDORA
Source: ComScore Key Measures July 2018
75%cleaning or doing
household chores
51%listen while exercising
47%getting ready for the day
60%listen while cooking
59%commuting to or from work
R A D I O
1 3 - 1 7
M I N SADS PER HOUR
< 5 MINSADS PER HOUR,
on average
T V
11 - 2 0
M I N SADS PER HOUR
M O R E M U S I C , L E S S I N T E R R U P T I O N S =
Y O U R M E S S A G I N G S TA N D S O U T
L O W C L U T T E R
Targeting: Suggested Audiences
• Geo-Target• Zip code list
• Home Owner• Length of residence
• Age of home, 1990 and older
The Power of Video & Display
Targeting: YouTube and Display
• Geo-Target• Zip code list
• Same Audience as our Paid Search Campaign
Thank You!
ManMarketing.com/NuComfort