Lead Generation Tactics – SEM Best Practices

© 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.

© 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.

The Fundamentals

of Digital Marketing

Lead Generation Tactics –

SEM Best Practices



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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

codes






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

0

5

10

15

20

25

$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

© 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.

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

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Date post:	16-Jul-2015
Category:	Small Business & Entrepreneurship
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Lead Generation Tactics – SEM Best Practices

Small Business & Entrepreneurship