1. September 9, How to Make Online Advertising
2012
Work for Your Business
Fred Yee
www.Fp-imarketing.com

2. Agenda
 What is online advertising?
 Myths (and facts)
Quick  How can this help my business?
Overview  Case study
 Summary/Questions
 Why isn’t it working for me then?
(member audit)
 FoundPages

3. What is online advertising?
 Google, Yahoo ads on search results
 Sponsored links
Not Just  Contextual ads beside articles on websites
Banners  Banners and skyscrapers on websites
 Online directory listings (Yahoo and others)
 Pay-per-click vs CPM (cost per 1000) vs
Fixed
 Search engine optimization (free ads)
 Online press releases
 Growing at 40% per year

4. Myths (and facts)
 People can click on your ads and charge up $$$ on
your account using pay per click (click fraud)
Don’t Let  Text ads are not very effective
Myths Stop
 We need to pay more $$$ to be seen (bid)
You
 Cost more than a fixed price print ad (Yellow pages)
 Yellow pages offers the same thing
 Doesn’t work for local advertising
 It’s hard to do and is for big companies
 It’s easy to do ourselves, or for my web designer

5. How can this help my
business?
 Interest in your ad can be directly sent to your
website for more info and further contact
So… – What’s  Low cost and highly relevant traffic
In it for Us?
 Low creative costs for ads (if any)
 Search engines used much more than Yellow Pages
 Ads can be changed easily and instantly
 Local, national or global
 Increase leads, inquiries and new customers!

6. Example: Benchmark
Management
Member Case
Study

7. Before and after
 Property management company established for
over 20 years
Recent BBB  Website had 150 first time visitors (not hits) per
Member month on average
Profile  Now has over 300 on average – a 100% increase in
relevant traffic
 Monthly advertising cost – less than $85
 Testimonial – “We are taking on 4 new properties
this October. We are busier now than we have been
in 23 years” – Dennis Anderson, President

8. Screenshot 1: Ad
Relevant and
Timely

9. Screenshot 2: Result
No More Spray
and Pray

10. Summary/Questions
 Online advertising is low cost and highly effective
 Myths come from misunderstanding, poor practice
Online and competition
Advertising  Works for almost any business, and especially well
for small to medium size
 Works fast and is easy to measure, change
 Questions

11. FP iMarketing
 Calgary based firm specializing in online marketing
products and services – 90+ clients since 2004
1-877-872-2ROI  Nominated by Deloitte as a 2008 Tech Company-to-
Fp-imarketing.com Watch
 Proven, experienced online marketing expertise
 Full service online marketing, including website
development, online advertising and project
management
 Use the best tools, practices and trained personnel
to leverage online marketing for YOU

12. Clients
 Artists of the World  HC Piper Manufacturing
 Dent Clinic Calgary  ABL Imaging
Trusted by  Diversified Staffing  Clinicare Software
Over 90  Evans Consoles  Westcor Mortgage
Clients  Johnston Group  Red Arrow Bus
 Benchmark Management  Genstar Development Co.
 West Canadian Graphics  The Manor Villages
 South Centre Fine Cars  Jayman MasterBUILT
 Len T Wong and Assoc  And more than 70 others!

13. Live Examples/Audit
 Benchmark Property Management
Volunteer  Use Google search ads to
Your demonstrate
Situation  CalgaryHerald.com banners and
contextual ad examples
 Landing page example
 How about your online ad or website?