Traffic Fuel – Training #2

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 Auto Repair Company – Traffic Fuel Case Study – Cold Traffic Campaign

Client Slides

• PPC (Pay per Click)

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

Ex. Dentist, Pet Supplies, Shoes, etc.

• You only pay for clicks and they can range from $10.00 - $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.

• 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

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

Two Types of Display Ad Marketing

Retargeting Ad Traffic

• 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

• 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: Auto Repair Company Case Study: Cold Traffic

Industry Numbers

• Average click through rate 0.06%
• 1,000 ads shown, 6 ads are clicked
• Average PPC: $12
• Keywords: Auto Repair, Car Repair

Review: Auto Repair Company Case Study: Cold Traffic

Traffic Summary

• 16 days            -           Campaign
• 89,432             -           Impressions
• 198                  -           Clicks
• 0.22%              -           Click through rate

Review: Auto Repair Company Case Study: Cold Traffic

Traffic Geo-Targeting

• Country:          United States
• City:                 45 zip codes
• Reach:             4,826,000

Devices

• Phone
• Tablet
• Desktop

Visuals Review: Auto Repair Company Case Study: Cold Traffic

• Reputation Ad – Received the highest number of clicks.

 Review: Auto Repair Company Case Study: Cold Traffic – Ads with highest clicks

 Agency Slides – Do not show client

 Review: Auto Repair Company Case Study: Cold Traffic

• Daily ad spend breakdown

• 16 day period:             $552.42
• Cost per click:             $2.79

• Compared to PPC

• Keywords:                    Auto Repair, Car Repair
• Cost per click:             $12

Review: Auto Repair Company Case Study: Cold Traffic

Interests

• Double Verify > Automotive > Any Automotive site > Auto Repair
• Grape Shot > Auto > Auto-Miscellaneous
• Peer 39 > Automotive
• comScore > Page level contextual > Automotive > Auto repair

Location

• Country:          United States
• City:                 45 zip codes
• Reach:             4,826,000

Devices

• Phone
• Tablet
• Desktop

Review: Auto Repair Company Case Study: Cold Traffic

Banners

• Split testing:    None
• Sizes:         300x250    250x250    320x100    320x50        300x50

468x60        728x90        300x600    160x600    120x600

480x480    400x300    320x240    400x300    640x480

Review: Auto Repair Company Case Study: Cold Traffic

Budget & Bidding

• Budget:                        $39.00/day
• Budget Duration:        Lifetime
• Max bid price:             $6.20 CPM
• Schedule:                     Monthly

WARNING!

 Auto Repair Company – Traffic Fuel Case Study – Retargeting Traffic Campaign

 Client Slides

• PPC (Pay per Click)

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

Ex. Dentist, Pet Supplies, Shoes, etc.

• You only pay for clicks and they can range from $10.00 - $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.

• 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

 Two Types of Display Ad Marketing

Retargeting Ad Traffic

• 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

• 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: Auto Repair Company Case Study: Retargeting Traffic

Industry Numbers

• Cold display ads average click through rate:             0.06%
• Retargeted display ads average click through rate:  0.6%
• Average PPC:  $12
• Keywords: auto repair, car repair

 Review: Auto Repair Company Case Study: Retargeting Traffic

Traffic Summary

• 16 days            -           Campaign
• 1,767               -           Impressions
• 28                    -           Clicks
• 1.58%              -           Click through rate

Review: Auto Repair Company Case Study: Retargeting Traffic

Audience

Website visitors within past 90 days

• Country:          United States
• State:               1 state
• Reach:             405 pixels

Devices

• Phone
• Tablet
• Desktop

Visuals Review: Auto Repair Company Case Study: Retargeting Traffic

• Reputation Ad – Received the highest number of clicks.

Agency Slides Do not Show Client

 Review: Auto Repair Company Case Study: Retargeting Traffic

• Daily ad spend breakdown

• 16 day period:             $8.40
• Cost per click:             $0.30

• Compared to PPC

• Keywords:                    Auto Repair, Car Repair
• Cost per click:             $12

Review: Auto Repair Company Case Study: Retargeting Traffic

Displaying Ads

Website visitors within past 90 days

Location

• Country:          United States
• States:             1 state
• Reach:             405

Placement

Above the fold

Devices

• Phone
• Tablet
• Desktop

Review: Auto Repair Company Case Study: Retargeting Traffic

Banners

Split testing:    None

Review: Auto Repair Company Case Study: Retargeting Traffic

Budget & Bidding

• Budget:                        $5.00/day
• Budget Duration:        Lifetime
• Max bid price:             $4.80 CPM
• Schedule:                     Monthly

Review: Traffic Fuel Campaign

Q&A Question: Should we be following the 10x retargeting funnel?

Q&A Question: What do you do with those pages on audiences?

 Q&A Question: What if you want to retarget people from anywhere in the world that came to our site?

Q&A Question: On the pixel code can we change the name traffic fuel to our brand name?