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Working Your Ad Campaign To Full Potential. Presented by David Gollahon Presentation sponsored by Franchise Gator. Basic Ad Mechanics. Basic Ad Mechanics. 3 Components:. Basic Ad Mechanics. 3 Components:. Logo and Name. Basic Ad Mechanics. 3 Components:.

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Working Your Ad Campaign To Full Potential

Presented by David Gollahon

Presentation sponsored by

Franchise Gator


Basic Ad Mechanics


Basic Ad Mechanics

3 Components:


Basic Ad Mechanics

3 Components:

Logo and Name


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

Logo and Name


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

Logo and Name


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page

  • Where most companies focus their attention


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page

  • Where most companies focus their attention

  • Be brief, but provide good info


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page

  • Where most companies focus their attention

  • Be brief, but provide good info

  • Descriptive and attractive wording


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page

  • Where most companies focus their attention

  • Be brief, but provide good info

  • Descriptive and attractive wording

  • Make them want to know more


Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page

  • Make sure it is legible

  • Make it have an impact if possible

Logo and Name

  • Short Description

  • This is what makes the end-user decide if they want to read more

  • Make these 250 characters count!

  • Look at your competitor and what they utilize

  • You can lose half your leads right here

  • Landing Page

  • Where most companies focus their attention

  • Be brief, but provide good info

  • Descriptive and attractive wording

  • Make them want to know more

  • You can also lose half your leads here


Metrics Tuning


Metrics Tuning

1) Click-In Rate for Logo/Short Description


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  • 2) Click-Through Rate for Landing Page


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  • 2) Click-Through Rate for Landing Page

    • This is the percentage of landing views that convert to submission


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  • 2) Click-Through Rate for Landing Page

    • This is the percentage of landing views that convert to submission

    • This number tells you if your landing page is effective


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  • 2) Click-Through Rate for Landing Page

    • This is the percentage of landing views that convert to submission

    • This number tells you if your landing page is effective

    • Your goal, again, is to meet or exceed the site average, particularly within your sector


Metrics Tuning

  • 1) Click-In Rate for Logo/Short Description

    • This is the percentage of page-viewers who clicked into your listing

    • This number tells you if your Logo/Short are effective

    • Your goal is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  • 2) Click-Through Rate for Landing Page

    • This is the percentage of landing views that convert to submission

    • This number tells you if your landing page is effective

    • Your goal, again, is to meet or exceed the site average, particularly within your sector

    • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the logo and short description provided the same click-in percentage, your competitor just doubled your lead count from the same source in the same exposure.


Metrics Tuning


Metrics Tuning

Compounded Example


Metrics Tuning

  • Compounded Example

  • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:


Metrics Tuning

  • Compounded Example

  • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:

    • 10,000 page views

      • Competitor5%500 views to landing

      • You2.5%250 views to landing

    • Conversion to lead

      • Competitor5%25 lead converted

      • You2.5%6.25 leads converted


Metrics Tuning

  • Compounded Example

  • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:

    • 10,000 page views

      • Competitor5%500 views to landing

      • You2.5%250 views to landing

    • Conversion to lead

      • Competitor5%25 lead converted

      • You2.5%6.25 leads converted

  • ** The sites don’t have the control that we, as advertisers, want to think they have. They cannot control the end-users actions. All they can do is get them to their site. The rest is up to us.


Content Evolution


Content Evolution

  • 1) Metrics


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak

  • 4) Multi-Media


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak

  • 4) Multi-Media

    • Press Releases - Newspaper


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak

  • 4) Multi-Media

    • Press Releases - Newspaper

    • Podcasts – Talk Radio


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak

  • 4) Multi-Media

    • Press Releases - Newspaper

    • Podcasts – Talk Radio

    • Video – Infomercial


Content Evolution

  • 1) Metrics

    • Evolve your content until the metrics are in line.

  • 2) Trial It

    • Do your testing on one site that offers good metrics. Then translate that to other sites.

  • 3) Press Releases

    • This is one piece of exposure that is severely underutilized across the board!!!

    • Current Press and/ or Archived Press on the portal

    • Current and/or Archive on your brochure

    • Can be advertorial in nature

    • Make it personal if possible – quotes

    • Pitch a Little – use the facts, spin it into a chance to speak

  • 4) Multi-Media

    • Press Releases - Newspaper

    • Podcasts – Talk Radio

    • Video – Infomercial

    • Day in the Life of a zee


Content Evolution


Content Evolution

Have a good website!!!


Sales System


Sales System

  • Critical to have a clearly defined system.


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.

  • Try To Reach Leads – Call right away, multiple times in multiple formats


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.

  • Try To Reach Leads – Call right away, multiple times in multiple formats

  • Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.

  • Try To Reach Leads – Call right away, multiple times in multiple formats

  • Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.

  • Sales process should include a 2nd form of submission.


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.

  • Try To Reach Leads – Call right away, multiple times in multiple formats

  • Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.

  • Sales process should include a 2nd form of submission.

  • Once 2nd submission is in, prospect graduates from inquiry to candidate.


Sales System

  • Critical to have a clearly defined system.

  • Don’t stray from system.

  • Try To Reach Leads – Call right away, multiple times in multiple formats

  • Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.

  • Sales process should include a 2nd form of submission.

  • Once 2nd submission is in, prospect graduates from inquiry to candidate.

  • Track the Results


Tracking


Tracking

1) Cost Per Lead


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

  • 4) Budget and Performance Percentages


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

  • 4) Budget and Performance Percentages

    • Percent of Budget


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

  • 4) Budget and Performance Percentages

    • Percent of Budget

    • Percent of Leads


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

  • 4) Budget and Performance Percentages

    • Percent of Budget

    • Percent of Leads

    • Percent of Profiles


Tracking

  • 1) Cost Per Lead

    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake

  • 2) Cost Per Profile

    • Much better number to track, eliminates anomalies on lack of sales sometimes

  • 3) Cost Per Acquisition

    • The Ultimate detail

    • Slow delivering sources need a wider snap

    • Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

  • 4) Budget and Performance Percentages

    • Percent of Budget

    • Percent of Leads

    • Percent of Profiles

    • Percent of Sales


How To Pick The Right Portal


How To Pick The Right Portal

  • Clean Traffic – know who you are and why you are calling


How To Pick The Right Portal

  • Clean Traffic – know who you are and why you are calling

  • Good Visibility


How To Pick The Right Portal

  • Clean Traffic – know who you are and why you are calling

  • Good Visibility

  • Search Leads – inbound as opposed to outbound


How To Pick The Right Portal

  • Clean Traffic – know who you are and why you are calling

  • Good Visibility

  • Search Leads – inbound as opposed to outbound

  • Primary Leads – not secondary/rerouted


How To Pick The Right Portal

  • Clean Traffic – know who you are and why you are calling

  • Good Visibility

  • Search Leads – inbound as opposed to outbound

  • Primary Leads – not secondary/rerouted

  • Good Results for Others


Work Your Back Database


Work Your Back Database

  • Many Zors let their back leads sit and rot.


Work Your Back Database

  • Many Zors let their back leads sit and rot.

  • Database - Many don’t even have them in a database where they could utilize them.


Work Your Back Database

  • Many Zors let their back leads sit and rot.

  • Database - Many don’t even have them in a database where they could utilize them.

  • Later Means Later – Sometimes


Work Your Back Database

  • Many Zors let their back leads sit and rot.

  • Database - Many don’t even have them in a database where they could utilize them.

  • Later Means Later – Sometimes

  • Sales staff are often working for the now and lose track or don’t call on older inquiries


Work Your Back Database

  • Many Zors let their back leads sit and rot.

  • Database - Many don’t even have them in a database where they could utilize them.

  • Later Means Later – Sometimes

  • Sales staff are often working for the now and lose track or don’t call on older inquiries

  • Email Marketing – $80 to market to your old database in full!


A Good Lead Is Only The 1st Step


A Good Lead Is Only The 1st Step

Blame should not flow uphill.


ConclusionQ & A


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