Working Your Ad Campaign To Full Potential

Working Your Ad Campaign To Full Potential

Presented by David Gollahon

Presentation sponsored byFranchise Gator

Basic Ad Mechanics

Basic Ad Mechanics 3 Components:

1) Logo and Name

Basic Ad Mechanics 3 Components:

1) Logo and Name

Basic Ad Mechanics 3 Components:

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

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legible

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilize

1) Logo and Name

Basic Ad Mechanics 3 Components:

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

o Where most companies focus their attention

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

o Where most companies focus their attentiono Be brief, but provide good info

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wording

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wordingo Make them want to know more

1) Logo and Name

Basic Ad Mechanics 3 Components:

3) Landing Page

o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible

2) Short Description o This is what makes the end-user decide if they want to read more

o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here

o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wordingo Make them want to know moreo You can also lose half your leads here

Metrics Tuning

1) Click-In Rate for Logo/Short Description

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listing

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effective

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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 Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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 Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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

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

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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

o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effective

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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

o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effectiveo Your goal, again, is to meet or exceed the site average, particularly within your sector

Metrics Tuning

1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo 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

o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effectiveo 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 viewsCompetitor 5% 500 views to landingYou 2.5% 250 views to landing

Conversion to leadCompetitor 5% 25 lead convertedYou 2.5% 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 viewsCompetitor 5% 500 views to landingYou 2.5% 250 views to landing

Conversion to leadCompetitor 5% 25 lead convertedYou 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.

Metrics Tuning

Content Evolution

1) Metrics

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial It

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releases

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portal

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in nature

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quotes

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

4) Multi-Media

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

4) Multi-Mediao Press Releases - Newspaper

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radio

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radioo Video – Infomercial

Content Evolution

1) Metricso Evolve your content until the metrics are in line.

2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.

3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak

4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radioo Video – Infomercialo Day in the Life of a zee

Content Evolution

Content Evolution

Have a good website!!!

Content Evolution

Sales System

o Critical to have a clearly defined system.

Sales System

o Critical to have a clearly defined system.

o Don’t stray from system.

Sales System

o Critical to have a clearly defined system.

o Don’t stray from system.

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

Sales System

o Critical to have a clearly defined system.

o Don’t stray from system.

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

o 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

o Critical to have a clearly defined system.

o Don’t stray from system.

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

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

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

Sales System

o Critical to have a clearly defined system.

o Don’t stray from system.

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

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

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

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

Sales System

o Critical to have a clearly defined system.

o Don’t stray from system.

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

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

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

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

o Track the Results

Sales System

Tracking

1) Cost Per Lead

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profile

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisition

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detail

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snap

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo 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 Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

4) Budget and Performance Percentageso Percent of Budget

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

4) Budget and Performance Percentageso Percent of Budgeto Percent of Leads

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

4) Budget and Performance Percentageso Percent of Budgeto Percent of Leadso Percent of Profiles

Tracking

1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake

2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes

3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out

4) Budget and Performance Percentageso Percent of Budgeto Percent of Leadso Percent of Profileso Percent of Sales

Tracking

How To Pick The Right Portal

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

How To Pick The Right Portal

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

o Good Visibility

How To Pick The Right Portal

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

o Good Visibility

o Search Leads – inbound as opposed to outbound

How To Pick The Right Portal

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

o Good Visibility

o Search Leads – inbound as opposed to outbound

o Primary Leads – not secondary/rerouted

How To Pick The Right Portal

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

o Good Visibility

o Search Leads – inbound as opposed to outbound

o Primary Leads – not secondary/rerouted

o Good Results for Others

How To Pick The Right Portal

Work Your Back Database

o Many Zors let their back leads sit and rot. 

Work Your Back Database

o Many Zors let their back leads sit and rot.

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

Work Your Back Database

o Many Zors let their back leads sit and rot.

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

o Later Means Later – Sometimes

Work Your Back Database

o Many Zors let their back leads sit and rot.

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

o Later Means Later – Sometimes

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

Work Your Back Database

o Many Zors let their back leads sit and rot.

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

o Later Means Later – Sometimes

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

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

Work Your Back Database

A Good Lead Is Only The 1st Step

Blame should not flow uphill.

A Good Lead Is Only The 1st Step

Conclusion

Q & A