Reaching online consumers is a high priority for your business. Today, 97% of consumers use online media when researching products and services locally. Getting consumers to find your company online can be a major undertaking. And because the digital landscape is constantly evolving, it’s important to partner with a company who knows which types of marketing will be most effective at getting you what you really want – more customers.

When you choose MustHaveAdvertising, a leader in local online marketing, you gain the expertise of a team of digital marketing professionals, data from hundreds of thousands of online campaigns, and targeting techniques that will help you reach the right online audience.  As your partner, we’re also invested in helping you manage components of your online presence, like your website and online reputation, which can impact the effectiveness of your online campaigns.

Here’s the difference

Lead Conversion Software

Track and follow up with your leads so you can convert them into customers and finally know your marketing ROI.

Web Presence

Impress consumers and get more contacts with an optimized presence on your website and across the web.

Digital Advertising

Get more leads and build your brand by advertising to local consumers where they surf, search, and socialize online.

What advertising should you be doing?

• Facebook Advertising
• Display GeoFence
• Display – Targeting Real Estate Sites and Retargeting

Facebook Advertising

Facebook reaches 71% of all American adults and 64% of Facebook users visit every single day. With consumers spending so much time online and with so much of this time aggregated on Facebook – it is a must for any brand of any size. Facebook offers the opportunity for your business to engage with prospects early in their consideration process and even create interest with new clients.

Benefits of Advertising on Facebook:

Fine-tuned targeting that allows you to customize your audience based on geographic targeting, interests, age ranges

• Advertising across mobile, desktop, newsfeed & right rail
• Proven targeting tactics based on identified client goals
• Price guidance to allow for a controlled CPM & a right-sized budget
• Predictive audience targeting
• Continuous tactic refinement optimizing around converting tactics via conversion pixel

What does Custom Facebook include?

• Completely customized business goals, ad types, and audience targeting
• Customized strategy outline
• Placement of ads in Facebook Newsfeed, right rail, etc.
• Support of all ad types including dynamic ads, carousel ads, and video ads
• Programs for any business goal

In addition to geographic and demographic targeting, social ads enable custom audience targeting such as:

• Location  Reach your customers in the areas they live or where they do business with you. Target ads by country, state, zip code, or even the area around your business.
• Demographics  The customers your business serves are on Facebook. Choose the audiences that should see your ads by age, gender, interests—and even the languages they speak.
• Interests  When people are interested in your business, they’re more likely to take action on your ad. Choose from hundreds of categories like music, movies, sports, games, shopping, and so much more to help you find just the right people.
• Behaviors  You know your customers best, and you can find them based on the things they do—like shopping behavior, the type of phone they use, or if they’re looking to buy a car or house.
• Connections Reach the people who like your Page or your app—and reach their friends, too. It’s an easy way to find even more people who may be interested in your business.
• Custom Audiences Custom Audiences help you find your existing customers among all the people who are on Facebook. You can create a Custom Audience using a customer contact list, your website traffic (site retargeting) or activity in your app.
• Lookalike Audiences let you find more people who are similar to your best customers. It’s a great way to use the insights you’ve gained from your Facebook marketing to find more people who’ll love your products and services.

What the Competitors are Missing

Predictive Affinity

Predictive Affinity is a proprietary audience expansion technology. Predicted Affinity automatically creates new targeted audiences based on analysis of the core audience. Unlike Lookalike audiences, this Predicted Affinity audience does not match the existing customer profile, but instead represents new, incremental audiences predicted to respond.

Audience and Geo Targeting

Audience Focus:

1. Likely to Move
2. Homeowners
3. Retargeting

Advertising Goal:

Online Property Listing Visits and Buyer Lead Generation.

Budget Recommendation:

Dependent upon the number of impressions you would like – between $1,500 – $3,000.

$15 – $40 COST PER THOUSAND IMPRESSIONS (dependent upon the specificity of the audiences targeted. The more targeting and specific audience the more expensive CPM, but higher conversion rate)

$1,500 – 30,000 – 100,000 Impressions / mo

$2,000 – 50,000 – 140,000 Impressions / mo

$3,000 – 75,000 – 200,000 Impressions / mo

Ad Examples

Display GeoFencing

What is Geo-Fence Display?

• The most advanced location based mobile advertising technology powered by latitude and longitude data to target specific geographic areas.
• It’s meant to aggregate smartphone users whose GPS signals have entered a fence that we have drawn based on the specific addresses you have provided.
• We then deliver them ads not only while they are in the fence, but also for up to 30 days after they have left the fence.
• As long as the user has any location services on, we can target them.
• 80-90% of the delivery will be in apps, the remainder will be in mobile browser.
• There are not any push notifications – once we target a user, we can show an ad up to 8 times an hour, for the next 30 days across their apps and any mobile browsing they do.
• The ads can appear on thousands of different apps (excluding those that have their own revenue stream ie – Facebook,Twitter, Instagram).
• The value of this advertising tactic is that it allows you to target your ideal audience, all based on addresses.
• Thus, it is very valuable, as these are users who have been hand picked based on their physical travel path.

How Does Geo-Fence Display Work?

• We map out an area creating a Geo-Fence.
• Then GPS follows users, and when someone’s phone enters the geo-fence, we add that phone to your segment and can serve your ads to that device.
• If someone enters a geo-fence and they have Location Services ON, we capture them.
• We serve ads to the user while in the fence (assuming they’re actively using their phone) and when they leave (and will likely be using their devices much more frequently)

What Are “Conversion Zones”?

Answer: The most powerful tool for tracking online to offline conversions in mobile advertising.

• It’s a virtual boundary drawn around your business location via a GPS map.
• Conversion Zones allow you to track all physical traffic at your specified location who have previously seen one of your ads from visiting another geo-fenced location.

How Do Conversion Zones work?

• A virtual geo-fence is traced around one or more areas where you want to target consumers visiting a physical location (i.e a competitor’s store, a venue, or a specific part of town, etc.)
• When the customer enters the geo-fenced location, they will then be targeted with your ads on their mobile device.
• The Conversion Zone recognizes the user and attributes their visit as an offline conversion for the geo-fencing campaign.

The Value of Conversion Zones

• Identify audiences responding to mobile advertising by visiting a physical location as opposed to a click or call

Track online to offline conversions

Enrich mobile performance

Evaluate campaign effectiveness

• Other mobile programmatic technologies lack the accuracy of ours to effectively attribute mobile impressions with physical visits to a business location.

Performance Metrics

Reporting

Case Studies

Strategy

Targeting Neighborhoods of your choosing to display ads to SELL or BUY 

Budget Recommendation

$1,000 -> 160,000 – 250,000 Impressions

CPM – $4- $6 

Display Advertising

Site Retargeting

Search Retargeting

Keyword Contextual Targeting

Category Contextual Targeting

CRM Targeting

Gmail Ads

What Tactics are Most Important for Real Estate Agents?

CONTEXTUAL TARGETING

Engage new customers by showing them ads that resonate with the content they are already consuming. Contextual targeting looks at the category or keywords of the current page a consumer is viewing and then serves them ads that are highly relevant to that content. So, viewers only see ads they’re interested in, and you only serve valuable impressions to the right viewers.

CONTEXTUAL TARGETING OPTIONS

• Keyword Contextual Targeting: Create our own contextual category by adding keywords that define the pages where you want your ad to appear. Bid, report, and optimize based on each keyword to attain optimal performance.
• Category Contextual Targeting: Target ads on pages that relate to Real Estate including Zillow, Trulia, and much more. Gain visibility on how each contextual category is performing and optimize to CTR, CPC, or CPA.
• Keyword/Category Contextual Combination: Target only pages that contain your selected keywords and have been classified into one of your selected categories. Combination targeting works great for targeting keywords with multiple meanings.

MUSTHAVEADVERTISING ADVANTAGES

• Keyword Level Performance: Rebel Yell’s keyword contextual targeting enables you to target pages containing competitive product terms, brand terms, and other highly relevant phrases that drive improved performance.
• Multiple Options: Get as granular as you like with keywords or keep it high-level based on categories. Balance reach and performance to meet the goals of your specific campaign.
• Complete Transparency: Learn how each keyword and category perform and use that insight to improve existing and future campaigns.
• Massive Scale: Use contextual targeting across all the major real-time bidding exchanges.

Strategy:

Targeting Individuals who look at websites like Zillow and Trulia and retargeting to users who search for homes for sale OR want to sell their home.

Investment :

Total Minimum for Display $2,000

Minimum $1,000 per tactic

Display (non-retargeting): $4-$6 Cost Per Thousand Impressions

Retargeting: $8-$13 Cost Per Thousand Impressions

Why MustHaveAdvertising?

We have partnerships with leading real estate marketing experts with 14 years of experience, over 2 million campaigns worth of data, and extensive service teams to run successful campaigns.

• Which platform do other companies run their campaigns with? Competitors use Google Adwords. We have our own platform which optimizes every 3 hours on a keyword level and every 2-3 days on a published level (Google, Bing, Yahoo, Ask, AOL, etc.)

•  What do other companies do for optimization and how many changes do they typically make on each campaign? Most companies do not have a platform for optimization other than looking at performance and increasing bids based on clicks, bounce rate, etc. Clicks are not leads. We care about leads. Our platform makes over 500 changes to the average campaign per month.

•  What do other companies base their changes on in their campaigns? Most companies will optimize based off of CTR, bounce rate, or quality score. Our platform optimizes up to 10 times a day based on conversions. No person or company can do this.

• Do other companies track conversions on a website? Every company tracks form submits. We track form submits and all phone calls. For example, take 2 different keywords, the first one has 800 clicks and 2 conversions and the second has 300 clicks and 48 calls and 2 form submits. We optimize against the second keyword so you’re spending less and not wasting your money on the ad that has only 2 conversions.  Other companies look at clicks and not conversions, so they would decrease their bid on keyword 2 and increase on keyword 1, in turn losing leads because they are not tracking or seeing the phone calls.

• We market on 98% of search engines – our extensive network gets you covered on all the major search engines & directories that consumers are using to search for businesses. Any company not using our platform advertises on Google and Google’s partner sites.

• We have specialists who manage every aspect of the campaigns – you get a dedicated Marketing Consultant and a virtual Marketing Expert who is certified in search advertising to manage your campaign and ensure optimal results, keyword specialist, text ad specialist, optimization specialist, copywriter, design, landing page expert, proxy team, etc.

3 MONTH ENGAGEMENT (ALL PRICES BELOW ARE FOR INFORMATION PURPOSES ONLY)