Traffic Fuel Training #7

 Success Stories

• Was pleasantly surprised when I saw these small results. We always talk about starting with retargeting but this reinforces it. Retargeting costs far less for a similar if not better result for the client (due to being a warm market) and less funds needed to produce the clicks.

Cold traffic summary:

• Cold traffic spent:                   $158.14
• Cold traffic impressions:         15,207
• Cold traffic clicks:                   41 (0.3%)

Retargeting summary:

• Retargeting $:                        $16.52
• Impressions:                            1,757
• Retargeting clicks:                  39 (2.2%)

• Here are 4 week stats for a frame shop. They were paying Hibu $400 and got on average 27 clicks per month. Our stats: 55,029 impressions, 248 clicks, 0.450 CTR at $0.47 CPC.

• Updates on financial client – going well 33 clicks at $1.47/ea when average is $12+ PPC and it’s just about ½ done. I’ve been experimenting with bid vs impressions and clicks.

• CPC on an HVAC company at $.62 for a retargeting campaign. Good initial cost considering the campaign is un-optimized. The total retargeting impressions is much lower than I would have thought at 208 since June 2nd, but I’m only working with 176 audience pixels thus far. (Max count of 7 impressions per day per person)

• Q&A Question: What odd is that the only ad size that has received any impressions is 320x250? Any suggestions on what to check?

Traffic Fuel Featured Feature

 Running Ad Split Tests

Traffic Fuel Case Study

Warning!

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Please Read Carefully:

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 Dental Clinic – 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. Dentist, Pet supplies, shoes, 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: Dental Clinic Case Study: Retargeting Traffic

Industry Numbers

• Cold Display Average Click Through Rate 0.06%
• Retargeted Display Ads Average Click Through Rate 0.6%
• Average PPC: $6-$19
• Keywords: dentist, children’s dentist, dentist appointment

 Review: Dental Clinic Case Study: Retargeting Traffic

Traffic Summary

• 31 days            -           Campaign
• 2,683               -           Impressions
• 40                    -           Clicks
• 1.49%              -           Click through rate (148% Ind. Avg.)

Review: Dental Clinic Case Study: Retargeting Traffic

Audience

Website visitors within past 90 days

• Country:          United States
• Location:         4 cities
• Reach:             766 pixels

Devices

• Phone
• Tablet
• Desktop

Review: Dental Clinic Case Study: Retargeting Traffic

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

Agency Slides – Do not show to client

 Review: Dental Clinic Case Study: Retargeting Traffic

• Daily Ad Spend Breakdown

• 31 day period:             $7.69
• Cost per click:             $0.19

• Compared to PPC

• Cost per click:             $6-$19
• Keywords: dentist, children’s dentist, dentist appointment

Review: Dental Clinic Case Study: Retargeting Traffic

Displaying Ads

Website visitors within past 90 days

• Country:          United States
• Location:         4 cities
• Reach:             766 pixels

Placement

• Above the fold

Devices

• Phone
• Desktop

 Review: Dental Clinic Case Study: Retargeting Traffic

Banners

• Split testing:    1 Ad set
• Sizes:        300x250    250x250    320x100    320x50        300x50

468x60        728x90        300x600    640x480    120x600

160x600

Review: Dental Clinic Case Study: Retargeting Traffic

Budget & Bidding

• Budget:                        $6.00/day
• Budget Duration:        Lifetime
• Max bid price:             $3.01 CPM
• Schedule:                     Ongoing

 LIVE Q&A

Q&A Question: We have a client who cancelled on traffic fuel, is there any benefits getting a pixel?

Q&A Question: Do we talk with the possibilities of tracking outcome of clicks as well for our own analysis?

Q&A Question: In retargeting, what is a good max bid price to start with?

 Q&A Question: Can we rotate and split test 9 ads daily?

Q&A Question: Are there ads we can use for network marketing?

Q&A Question: Can you point out where to find the spyfu help video?

Q&A Question: What’s the link to find up for the traffic fuel beta?

Q&A Question: Is there any way to do cold traffic for north Texas area for a contractor?