Traffic Fuel Weekly Training #4

 Successful Stories

• Results for a shipping container company – we do a PPC for them also and the average CPC on Google is $3.20. Very successful campaign for them.

• Only a couple hours in on this campaign and I know it’s early, but the numbers are looking great so far. CPC $1.80 in larger city. High end medical niche. 0.3043$ click through, 1654 impressions, 5 click, $8.99 spent and $1.0 CPC.

• Just started my first cold traffic campaign for a double glazing company in the UK. Only started 2 days ago, 4 clicks at $3.51 and only spend $14.03.

 Question: What about your campaign?

 Traffic Fuel Featured Feature

 Evaluating Ad Performance

• We can optimize our campaign performance in one simple way is to look at the ads which are not performing.

Traffic Fuel Case Study

 Warning!

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

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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.

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HVAC Company – Traffic Fuel Case Study: Retargeting 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

• 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: HVAC Company Case Study: Retargeting Traffic

Industry Numbers

• Cold Display Ads Average Click Through Rate 0.06%
• Retargeted Display Ads Average CTR 0.6%
• Average PPC: $22-$51
• Keywords: AC Service, Air Condition Repair, Air Conditioning Service

Review: HVAC Company Case Study: Retargeting Traffic

Traffic Summary

• 27 days            -           Campaign
• 3,820               -           Impressions
• 49                    -           Clicks
• 1.28%              -           Click through rate

 Review: HVAC Company Case Study: Retargeting Traffic

Audience

Website visitors within past 90 days

• Country:          United States
• City:                 1 city
• Reach:             955 pixels

Devices

• Phone
• Tablet
• Desktop

 Review: HVAC Company Case Study: Retargeting Traffic

• Reputation Ad – received the highest number of clicks.

Review: HVAC Company Case Study: Retargeting Traffic

• Call to Action Ad – received the second highest number of clicks.

 Agency Slides Do Not Show Client

 Review: HVAC Company Case Study: Retargeting Traffic

• Daily Ad Spend Breakdown

• 27 day period:             $17.52
• Cost per click:             $0.36
• Average PPC:              $22-$51
• Keywords:                    Ac service, air condition repair, air conditioning service

Review: HVAC Company Case Study: Retargeting Traffic

Displaying Ads

Website visitors within 90 days

Location

• Country:          United States
• City:                 1 city
• Reach:             955 pixels

Placement

• Above the fold

 Review: HVAC Company Case Study: Retargeting Traffic

Banners

• Split testing:    3 Ads
• Sizes:        300x250    250x250    320x100    320x50        300x50                   

468x60        728x90        300x600    160x600    120x600

480x480    400x300    320x240    400x300    640x480

Review: HVAC Company Case Study: Retargeting Traffic

Budget & Bidding

• Budget:                        $5.00/day
• Budget Duration:        Lifetime
• Max bid price:             $5.01 CPM
• Schedule:                     Monthly

Link HVAC Case Study http://localgenius.com/TFCaseStudy4

LIVE Q&A

Q&A Question: Where they running a 10x retargeting strategy?

 Q&A Question:  Without logo, is there a problem with approvals?

Q&A Question: How does one discover who will do the clicking for follow ups?

Q&A Question: How do I get a pixel for specific product campaign?

Q&A Question: Should we install every page on a client’s website?

Q&A Question: is the impression number figured the same way as for retargeting?

 Q&A Question: How much of the customer pay, so that we can get the idea of the profit?

 Q&A Question: Do you have other screenshots where ad show up on the website along with ads from other brands?

 Q&A Question: Did you go over targeting the HVAC case?