Various ways to do online advertising

1. Online Advertising

2. 2
Consumer Buying Process
http://www.tutor2u.net/business/marketing/buying_decision_process.asp

3. 3
http://www.leadliaison.com/best-practices/b2b-buying-process/

4. 4
Acquisition Funnel
http://mx3metrics.com/our-dashboard/#measures

5. 5
Marketing Funnel
http://b2bmarketing.bizo.com/MetricsThatMatter

6. 6
Top-Funnel
TACTICS
• Display Ads – Broad business demographics
• Company targeting – LinkedIn ads
• Video Targeting – Eastside Dodge
METRICS
• Brand recall – Surveys
• Branded search – Search trends
• Targeted traffic to your website – Direct and Referral
• Form conversions – The right customers

7. 7
Mid-Funnel
TACTICS
• Business Demographic – Job Function, Seniority
• LinkedIn Ads
• Twitter Ads
METRICS
• New Visitors – # and %
• Cost per New Visitor
• Page duration increases – Bounce rate increases too
• Web form lift – Micro Conversions
• Search lift – branded and generic keywords
• Leads – Macro Conversions

8. 8
Bottom-Funnel
TACTICS
• Website retargeting - AdWords
• http://youtu.be/xEMG7O9KNLU
• Keyword targeting (SEO and AdWords)
METRICS
• Leads (total, cost per lead)
• Overall website form conversion lift percentage
• Opportunity contribution
• Revenue contribution

9. 9
Jeff Nelson, MBA
403-410-3803
jeff.nelson@anduro.com
@JeffxNelson
Questions?