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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

Working Your Ad Campaign To Full Potential

Presented by David Gollahon

Presentation sponsored by

Franchise Gator

slide3
Basic Ad Mechanics

3 Components:

logo and name1
Basic Ad Mechanics

3 Components:

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

Logo and Name

logo and name2
Basic Ad Mechanics

3 Components:

  • This is what stops the end-users eye on the page
  • Make sure it is legible

Logo and Name

logo and name3
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

logo and name4
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
logo and name5
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
logo and name6
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!
logo and name7
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
logo and name8
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
logo and name9
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
logo and name10
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
logo and name11
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
logo and name12
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
logo and name13
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
logo and name14
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
slide20
Metrics Tuning

1) Click-In Rate for Logo/Short Description

slide21
Metrics Tuning
  • 1) Click-In Rate for Logo/Short Description
    • This is the percentage of page-viewers who clicked into your listing
slide22
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
slide23
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
slide24
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.
slide25
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
slide26
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
slide27
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
slide28
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
slide29
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.
slide31
Metrics Tuning

Compounded Example

slide32
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:
slide33
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
      • Competitor 5% 500 views to landing
      • You 2.5% 250 views to landing
    • Conversion to lead
      • Competitor 5% 25 lead converted
      • You 2.5% 6.25 leads converted
slide34
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
      • Competitor 5% 500 views to landing
      • You 2.5% 250 views to landing
    • Conversion to lead
      • Competitor 5% 25 lead converted
      • You 2.5% 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.
slide37
Content Evolution
  • 1) Metrics
    • Evolve your content until the metrics are in line.
slide38
Content Evolution
  • 1) Metrics
    • Evolve your content until the metrics are in line.
  • 2) Trial It
slide39
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.
slide40
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
slide41
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!!!
slide42
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
slide43
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
slide44
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
slide45
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
slide46
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
slide47
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
slide48
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
slide49
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
slide50
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
slide51
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
slide53
Content Evolution

Have a good website!!!

slide55
Sales System
  • Critical to have a clearly defined system.
slide56
Sales System
  • Critical to have a clearly defined system.
  • Don’t stray from system.
slide57
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
slide58
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.
slide59
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.
slide60
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.
slide61
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
slide63
Tracking

1) Cost Per Lead

slide64
Tracking
  • 1) Cost Per Lead
    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake
slide65
Tracking
  • 1) Cost Per Lead
    • Many franchisors get hung up on their CPL and this is a Dangerous Mistake
  • 2) Cost Per Profile
slide66
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
slide67
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
slide68
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
slide69
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
slide70
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
slide71
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
slide72
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
slide73
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
slide74
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
slide75
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
slide77
How To Pick The Right Portal
  • Clean Traffic – know who you are and why you are calling
slide78
How To Pick The Right Portal
  • Clean Traffic – know who you are and why you are calling
  • Good Visibility
slide79
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
slide80
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
slide81
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
slide83
Work Your Back Database
  • Many Zors let their back leads sit and rot.
slide84
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.
slide85
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
slide86
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
slide87
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!
slide89
A Good Lead Is Only The 1st Step

Blame should not flow uphill.

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