Traffic Fuel – Training #10

 Success Stories

• Latest sales for the month thru 07/27/17. The CPC for our Awning Company is now at$0.76 with an amazing 42,967 impressions and 163 clicks so far. That budget is basically exceeded for the month. Our electrical contractor is now getting firmly getting much lower CPCs at $2.22 with 31,398 impressions and 39 clicks.

2 months of massage retargeting:

• CTR:                       1.8819%
• Impressions:          10309
• Clicks:                    194
• Spent:                    $53.19
• CPC:                       $0.27

• Water damage client update. PPC clicks suggested bids are 160 – 175 per click. I guess we’re doing ok.

• CTR:                       0.6744%
• Impressions:          35864
• Clicks:                    242
• Spent:                    $309.4
• CPC:                       $1.28

• Stats for my international moving client. Not too bad.

• CTR:                       0.4722%
• Impressions:          6142
• Clicks:                    29
• Spent:                    $34.17
• CPC:                       $1.18

 Review: Last Week Review

Search Campaign

320 clicks @ $7.00/click:        $2450

$245 management fees

Client cost per month:            $2695

• No ad development
• No fresh ads each month
• No fresh retargeting ads
• No retargeting program!

Your traffic Package

Traffic (projected 400]: $1400

Ad development: $597/month

Client cost per month: $1997

• Fresh cold traffic ads each month
• Fresh retargeting ads each month
• Cold and retargeting ad traffic
• Projected higher traffic volume

Review: Vertical Strategy

 Review: Traffic Fuel Case Study

WARNING!

This presentation has proprietary information you do not have unlimited rights to this presentation.

Please Read Carefully:

I understand that all sales material graphics and slide deck powerpoint images are licensed to me to be used for “Private Marketing” purposes only.

You may not post these slides online for public view in any form, no videos on YouTube, or uploading to slideshare or any other public forum.

This presentation may only be used for live presentation either 1 on 1 or in a group.

You are never to share the case study “Agency Slides” with any other agency, client or anyone. They are for your eyes only to help you setup the case study. Breaking these terms will result in immediate cancellation of all products and software and banned from future use. If you agree then delete this slide.

Home Renovations Contractor Case Study – Traffic Fuel Case Study: Cold Traffic Campaign

Review: Client Slides

• PPC (Pay per Click)

PPC Marketing is placing your ad in front of someone based on the words they searched for.

Ex. Ac repair, air conditioning service, etc.

• You only pay for clicks and they can range from $20.00 - $80.00 for  1 click
• No branding or ability to follow up with people that click on your ad

VS.

• Digital Display Ads

Display Ad Marketing is placing your ads on websites based on your target market’s interest.     

Ex. Health, Home Improvements, Beauty, Travel, etc.

• You usually pay based on cost of impressions not clicks. Range from $25 - $50 per 1k impressions (CPM)
• Long term branding and the ability to follow up with visitors based on their engagement level.

Review: Two Types of Display Ad Marketing

Retargeting Ad Traffic [96% of website visitors don’t contact you]

• Someone visits your website
• Capture 100% visitors drop a browser pixel
• Market only to your website visitors on any other site
• Follow them 1-3 months until they are ready to buy

Cold Ad Traffic [Drive new customers to your door]

• Place ads on sites that interest your target market
• Market to everyone that visits those sites or only those from a city that visits
• Split test your offers, reputation & brands ads to maximize clicks

Review: Home Renovations Contractor Case Study: Cold Traffic

Industry Numbers

• Cold Display Average Click Through Rate 0.06%
• Retargeted Display Ads Average Click Through Rate 0.6%
• Average PPC: $5.00-$7.00/click
• Keywords: home renovation, building contractors, home contractors

 Review: Home Renovations Contractor Case Study: Cold Traffic

Traffic Summary

• 53 days            -           Campaign
• 185,644           -           Impressions
• 324                  -           Clicks
• 0.17%              -           Click through rate (183% Ind. Avg.)

 Review: Home Renovations Contractor Case Study: Cold Traffic

Traffic Geo-Targeting

• Country:          United States
• City:                 27 cities
• Reach:             6,500,00

Devices

• Phone
• Tablet
• Desktop

Review: Home Renovations Contractor Case Study: Cold Traffic

• Reputation Ads – received the highest number of clicks.

Agency Slides – Do not show client

Review: Home Renovations Contractor Case Study: Cold Traffic

• Daily Ad Spend Breakdown

• 53 day period:             $528.12
• Cost per click:             $1.63
• Average PPC               $5.00-$7.00/click
• Keywords: home renovation, building contractors, home contractors

Review: Home Renovations Contractor Case Study: Cold Traffic

Interests

• Double verify:             Home & garden – any home & garden site
• Grape shot:                 Home – interiors, property
• Peer 39:                       Real estate
• comScore:                   MMX category – lifestyles – home

Replacement

• Above the fold
• Unknown

Devices

• Phone
• Tablet
• Desktop

Location

• Country:          United States
• City:                 27 cities
• Reach:             6,500,000

Review: Home Renovations Contractor Case Study: Cold Traffic

Banners

• Split testing:    3 Ad sets
• Sizes:        320x250    320x50        728x90        300x600    120x600

160x600    300x50        250x250    468x60

Review: Home Renovations Contractor Case Study: Cold Traffic

Budget & Bidding

• Budget:                        $20.00/day
• Budget duration:         Lifetime
• Max bid price:             $2.75 CPM
• Schedule:                     Monthly

LIVE Q&A

Q&A Question: For retargeting, I thought bid price is only affected by sites?

Q&A Question: Isn’t retargeting based on pixels?

 Q&A Question: When running cold traffic to gain pixels, how long do the pixels stay on the database, is it forever or 3 months?

 Q&A Question: How did they measure the success of this campaign?

Q&A Question: When you show prospect slide number 6 and they ask how much that will cost them for 10,000 impressions, are you saying we should not share $1.63 cost per click that they got in this case study?

Q&A Question: How do you manage expectations of the client?

Q&A Question: Is there a minimum city population where it’s too difficult to get enough traffic cold or retargeting?