Traffic Fuel Training #8

 Success Stories

• Retail boots store. Retargeting is working. Pleased with cold traffic and retargeting.

• A new client that does wedding catering venues and the like in the Los Angeles area. This is one my sales associate sold.

• CTR:                 0.146%
• Impressions:    4110
• Clicks:              6
• Spent:              $15.82
• CPC:                 $2.64

Principle: Target High Online Ad-Spending Prospects

Question: How to approach them?

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.

 Law Firm – 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: Law Firm 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: $6-$45
• Keywords: attorney, lawyer, law firm

Review: Law Firm Case Study: Cold Traffic

Traffic Summary

• 23 days            -           Campaign
• 80,905             -           Impressions
• 56                    -           Clicks
• 0.07%              -           Click through rate

Review: Law Firm Case Study: Cold Traffic

Traffic Geo-Targeting

• Country:          United States
• City:                 35 cities
• Reach:             3,600,000

Devices

• Phone
• Tablet
• Desktop

Review: Law Firm Case Study: Cold Traffic

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

Agency Slides – Do not show client

Review: Law Firm Case Study: Cold Traffic

• Daily Ad Spend Breakdown

• 21 day period:             $61.51
• Cost per click:             $1.10
• Average PPC               $8-$45
• Keywords: attorney, lawyer, law firm

[00:28:36] Review: Law Firm Case Study: Cold Traffic

Displaying Ads

• Double verify:             Business
• Grape shot:                 Law
• Peer 39:                       Society > Law & ethics
• comScore:                   MMX category > entertainment

Placement

• Above the fold
• Unknown

Devices

• Phone
• Tablet
• Desktop

Location

• Country:          United States
• City:                 35 cities
• Reach:             3,600,000

Review: Law Firm Case Study: Cold Traffic

Banners

• Split testing:    1 Ad
• Sizes:        300x250    320x50        728x90        300x600    120x600

160x600    300x50        250x250    468x60

Review: Law Firm Case Study: Cold Traffic

Budget & Bidding

• Budget:                        $5.00/day
• Budget Duration:        Lifetime
• Max bid price:             $1.50 CPM
• Schedule:                     Monthly

 Q&A Question: How do you budget $5 a day in traffic fuel?

Q&A Question: When presenting a case study like this, should ever bring up the 10x program? And if so, how?

Q&A Question: How do we show the clients the result without revealing the spent?

Q&A Question: What’s size of cities where they targeting?

Q&A Question: What ratio do you usually recommend to use with a mix of cold retargeting on a campaign for $497 a month campaign?

Q&A Question: How do you suggest to structure charge you charge to your client?