Internet Marketing Lead Generation to Maximize ROI

In a recent article from eMarketer.com, companies worldwide stated that email was the best lead generation program based on quantity and the quality of the leads. Email blasts were followed by live events, webinars, and website registrations. “The effectiveness of online channels, coupled with the fact that prospects indicate the web is the first place they look for more information, makes it natural for companies to be increasing their investments in web design, email marketing and search engine optimization.”

“As more lead generation efforts shift to the Internet, tools to help develop, execute, and track campaign effectiveness will become a ‘must have’ rather than a ‘nice to have,’” said the report.

This is a clear sign that email marketing will continue to be a powerful marketing method. With that being said, the integration of social media marketing into email blasts will increase the possibility for your information to evolve within the social networks. Leveraging email marketing, social media marketing, SEO, and Pay-Per-Click will help with lead generation and brand awareness. Not all customers are in a position to purchase today, so brand awareness and a diversified campaign will pay off in the long-run. The ability to integrate internet marketing with traditional marketing methods will continue to be important as well.

Google AdWords Broad Match Modifier

In May 2010, Google began testing the broad match modifier in the UK and Canada. Last week, Google rolled out the broad match modifier globally with the exception of Chinese, Japanese, Thai, Arabic, and Hebrew languages. The broad match modifier is a Google AdWords targeting feature that allows advertisers to create keywords with more reach than phrase match and broad match. Now, this feature is available in the AdWords Editor and AdWords API. Keep in mind that by implementing this new feature; your clicks and conversion volume are likely to decrease.

Local Search Advantage with Google AdWords

Google AdWords has continued to roll-out enhancement features for advertisers. The latest feature is called Ad Sitelinks. This new one-line format will allow advertisers to add additional links into the ad copy of AdWords campaigns. Google will automatically determine if your ad qualifies to show Ad Sitelinks and whether to show two lines or the one-line format based on the quality of the ads.

Keep in mind that there are several other Ad Extensions that local businesses may find useful to improve search results. These extensions are locations, products, and phone extensions.