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Working Your Ad Campaign To Full Potential

Working Your Ad Campaign To Full Potential. Presented by David Gollahon Presentation sponsored by Franchise Gator. Basic Ad Mechanics. Basic Ad Mechanics. 3 Components:. Basic Ad Mechanics. 3 Components:. Logo and Name. Basic Ad Mechanics. 3 Components:.

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Working Your Ad Campaign To Full Potential

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  1. Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator

  2. Basic Ad Mechanics

  3. Basic Ad Mechanics 3 Components:

  4. Basic Ad Mechanics 3 Components: Logo and Name

  5. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page Logo and Name

  6. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible Logo and Name

  7. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name

  8. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description

  9. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more

  10. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count!

  11. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize

  12. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here

  13. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page

  14. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page • Where most companies focus their attention

  15. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page • Where most companies focus their attention • Be brief, but provide good info

  16. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page • Where most companies focus their attention • Be brief, but provide good info • Descriptive and attractive wording

  17. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page • Where most companies focus their attention • Be brief, but provide good info • Descriptive and attractive wording • Make them want to know more

  18. Basic Ad Mechanics 3 Components: • This is what stops the end-users eye on the page • Make sure it is legible • Make it have an impact if possible Logo and Name • Short Description • This is what makes the end-user decide if they want to read more • Make these 250 characters count! • Look at your competitor and what they utilize • You can lose half your leads right here • Landing Page • Where most companies focus their attention • Be brief, but provide good info • Descriptive and attractive wording • Make them want to know more • You can also lose half your leads here

  19. Metrics Tuning

  20. Metrics Tuning 1) Click-In Rate for Logo/Short Description

  21. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing

  22. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective

  23. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector

  24. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.

  25. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. • 2) Click-Through Rate for Landing Page

  26. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. • 2) Click-Through Rate for Landing Page • This is the percentage of landing views that convert to submission

  27. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. • 2) Click-Through Rate for Landing Page • This is the percentage of landing views that convert to submission • This number tells you if your landing page is effective

  28. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. • 2) Click-Through Rate for Landing Page • This is the percentage of landing views that convert to submission • This number tells you if your landing page is effective • Your goal, again, is to meet or exceed the site average, particularly within your sector

  29. Metrics Tuning • 1) Click-In Rate for Logo/Short Description • This is the percentage of page-viewers who clicked into your listing • This number tells you if your Logo/Short are effective • Your goal is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. • 2) Click-Through Rate for Landing Page • This is the percentage of landing views that convert to submission • This number tells you if your landing page is effective • Your goal, again, is to meet or exceed the site average, particularly within your sector • Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the logo and short description provided the same click-in percentage, your competitor just doubled your lead count from the same source in the same exposure.

  30. Metrics Tuning

  31. Metrics Tuning Compounded Example

  32. Metrics Tuning • Compounded Example • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:

  33. Metrics Tuning • Compounded Example • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example: • 10,000 page views • Competitor 5% 500 views to landing • You 2.5% 250 views to landing • Conversion to lead • Competitor 5% 25 lead converted • You 2.5% 6.25 leads converted

  34. Metrics Tuning • Compounded Example • Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example: • 10,000 page views • Competitor 5% 500 views to landing • You 2.5% 250 views to landing • Conversion to lead • Competitor 5% 25 lead converted • You 2.5% 6.25 leads converted • ** The sites don’t have the control that we, as advertisers, want to think they have. They cannot control the end-users actions. All they can do is get them to their site. The rest is up to us.

  35. Content Evolution

  36. Content Evolution • 1) Metrics

  37. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line.

  38. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It

  39. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites.

  40. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases

  41. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!!

  42. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal

  43. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure

  44. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature

  45. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes

  46. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes • Pitch a Little – use the facts, spin it into a chance to speak

  47. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes • Pitch a Little – use the facts, spin it into a chance to speak • 4) Multi-Media

  48. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes • Pitch a Little – use the facts, spin it into a chance to speak • 4) Multi-Media • Press Releases - Newspaper

  49. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes • Pitch a Little – use the facts, spin it into a chance to speak • 4) Multi-Media • Press Releases - Newspaper • Podcasts – Talk Radio

  50. Content Evolution • 1) Metrics • Evolve your content until the metrics are in line. • 2) Trial It • Do your testing on one site that offers good metrics. Then translate that to other sites. • 3) Press Releases • This is one piece of exposure that is severely underutilized across the board!!! • Current Press and/ or Archived Press on the portal • Current and/or Archive on your brochure • Can be advertorial in nature • Make it personal if possible – quotes • Pitch a Little – use the facts, spin it into a chance to speak • 4) Multi-Media • Press Releases - Newspaper • Podcasts – Talk Radio • Video – Infomercial

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