Business Tools

A Year of Massive Change in Digital Marketing: Understanding the New Online Advertising Landscape

• 

  Peter Troast

  Founder and CEO
  Energy Circle
  Portland, Maine

Over the last 12 months, there has been massive change in the digital advertising and lead generation landscape as it affects home performance, HVAC and efficiency contracting businesses. Google Adwords (pay per click) are an increasingly cost effective lead generation source, but are growing in complexity. Google’s new product--Local Service Ads--has been progressively rolling out across the country (including in Madison) and will have a major impact on all search related to HVAC and insulation. HomeAdvisor merged with Angie’s List. If there is one truism, it’s that the digital marketing landscape is ever changing. In this session, Peter Troast, Energy Circle's founder and CEO, will cover everything you need to know about these recent changes, and how your company can take advantage of these new lead generation opportunities.

 

Learning Objectives:

• Understand the current state of market demand for healthy homes contractors and indoor air quality
• Learn about the real estate of the Google Search Results Page and where you want your business to show up
• Understand how to balance digital channels such as Paid Search and Organic Search