How To Make Ads Work Online!
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This presentation shows how with the very latest online advertising techniques, when linked with detailed results tracking, can deliver superior Return On Investment (ROI)
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How To Make Ads Work Online!
- 1. 159,000 se ar ches last month for That’s why he had no vacancies for 3 weeks. Hotel in London
- 2. Reaching Local Customers | | Word of Mouth Yellow Pages Traditional Advertising Local Customer Local Business Get a Better Return on Your Local Search Investment Internet
- 3. The Paradigm is Shifting | | Source: The Kelsey Group. According to eMarketer, as of Jan. ‘08 there are almost 32.1million internet users in the UK More consumers are searching online for a local merchant to buy something offline Fewer consumers use the phone book to find a local merchant
- 4. How It Works
- 6. Paid Listings Get Noticed | | No guarantee on where you will show up in regular search Thousands of possible pages Paid listings in primary positions
- 7. Keyword Bidding | | Bid £4.00 Bid £4.20 Bid £3.05 Bid £2.50 Bid £2.00
- 8. Keyword Bidding is Complex Hundreds of possible keyword combinations & geo-targeting options Amount charged on a “ pay-per-click” basis
- 10. Proxy Site Tracks All Activities Dynamically served site Your website Proxy server
- 11. Different Conversion Touch Points | |
- 13. Conversion-based Optimisation Campaign B Campaign A More leads for your money over time.
- 14. The Lowest Cost | | Sources: U.S. Bancorp; Piper Jaffray 2005 Cost per Lead Cost per Customer 1x 1.7x 4.1x 6.9x 34.3x 1x 2.4x 5.9x 7.1x 8.2x
- 15. Measurable Returns | | Web Presence Budget Website Visits Phone Inquiries Leads by Phone Emails Coupons/ Online Forms ROI No existing website offer page created £3000 994 107 30 11 6 Auto Glass, London Medical Spa, London Existing website £4,500 5870 2492 1420 38 2607 Existing website £1,000 438 68 42 10 7 12 New Patients £42,000 Sales from Campaign £150,000 18 New Customers £30,000 Plastic Surgeon, London
- 17. We Handle It All
- 18. No Web Site? No Problem! Sample instant offer page Downloadable Coupons Contact Info Business Description Key Features Hours of Operation Local Focus
Editor's Notes
- KEY POINTS: Number of customers searching online for local businesses is increasing rapidly Start taking advantage of this before your competitors do!
- Advertising Cycle discussion – Different forms of advertising are important for an effective advertising budget. Finding the right mix of creative and directional advertising is the key to optimizing you’re ad budget. Every year the market changes and it is important to re-evaluate your advertising so you can get the maximum ROI from your budget. I can help you see if you are allocating your money properly. We are just another piece of the equation that is necessary in your advertising portfolio. What % of your ad budget do you spend on YP? Internet? KEY POINTS: There are a number of different ways local customers will find local businesses Word of mouth is critical but reliant on others to make the sale Traditional advertising and direct mail can be expensive and are often hard to measure the return The yellow pages is the old standard but the usage is declining The Internet is the new paradigm and the usage in increasing Important to note that the Internet is the only method that allows for 2-way interaction between the customer and the business. What began as the World Wide Web is quickly taking on a new local focus – the Local Internet is the next frontier and is heating up! We’re here to tell you how you can make more dollars and sense out of the Local Internet
- Local Search is the fastest growing local for of advertising, whereas many other traditional forms of advertising, including YP are on a serious downturn. Have you experienced the decrease in references in the YP, or some other media, for your business? Have you ever thought about why the YP’s have been getting hurt? Internet is taking a lot of those local references because it is also a directional form of advertising. Buyers coming to sellers. We are seeing unparalleled ROI’s in the local search space for local businesses. KEY POINTS (Shopping Online/Buying Offline): The Kelsey Group estimate 43% of search engine users are seeking a local merchant to but something offline For every one dollar U.S. consumers spend online, another five or six are going to offline purchases that are influenced by online research (MIT Technology Review, April 2005, "E-Commerce Gets Smarter“) 97% of Internet users in the U.S. gather shopping information online and of those consumers 51% explicitly characterize their behavior as “Shop Online, Purchase Offline” (NPD Group) KEY POINTS (Yellow Page Usage Decline): The Kelsey Group (the Yellow Page experts!) estimates 54% of search engine users have substituted Internet/search for the phone book
- NOTE: This is the hero slide for the bulk of the presentation The slides that follow provide additional detail behind each of these steps The subsequent slides are intended to be used selectively to address specific questions the customer may have KEY POINTS: There is a fairly simple process that a consumer searching online will go through to find a local business However, to reach them, there are many challenges a business needs to overcome (read from slide) We are the one, total solution to address all these challenges (read from slide)
- **Very Important to SAY each search engine and the percentage Also speak about Internet Yellow Pages (IYP) independently: IYP – Only represents 3% of the pie. Very small. Allocation of 3% IYP traffic on a national level is below. Realize IYP’s 3% of traffic differ drastically by region; many times the fragmentation correlates with the print yellow pages publisher in the region. Share of Total Internet Yellow Pages Searches by Site (Top 8) The goal of this slide is that local consumers are looking for local businesses online. Online research driving OFFLINE purchases to brick and mortar stores. KEY POINTS: Kelsey Research determined that: 35% of online shoppers reported loyalty to one search engine 53% said that they used two or three search engines 10% percent indicated that they used four or more search engines regularly To make sure the local customer shopping for your business finds you, you need to be on multiple search engines. We cover 98% of all searches Total Online Yellow Pages Searches Yahoo! Sites 23.9% Google Sites 12.5% Yellowpages.com 12.0% Time Warner Network 7.7% Local.com 5.9% InfoSpace Network 5.1% Dexonline.com 4.1% Source: comScore IYP Report July 2006
- Each Keyword Search = Unique Result of the web page The total number of pages on a search are __________ KISS – “Keep it Simple Stupid” - You may think they understand this point but many of us quickly breeze over this point and it is the foundation of everything. Show examples on Google and Yahoo. Type in “dentist NYC” and then “dentists NYC” This should paint the picture of how Each Keyword Search = Unique Result of the web page. They should understand that; Gain agreement. Keyword generation – You could have several hundred to several thousand keywords depending on how many product and services you want to attract and the geography you want those customers from. IYP is heading based not keyword driven. Do you understand what I mean? This is where you explain: Organic vs. Sponsored Links – No guarantee that your organic listing will be found. Paid listings guarantee that your ad will be in a premium location. These sponsored links are much more likely to get noticed Advantages/Disadvantages of Sponsored Links (Pay-per-click) Advantages: Instant placement/jump directly to premium placement Can control budget and positioning Only pay for actual traffic Disadvantages : Can be expensive if done wrong Takes a lot of care and feeding EXTRA: How People Search with Keywords 51% used a general service term to search ("dentist") 49% used a general service term and regional term ("dentist in Cleveland") 23% used a specific business name ("Dr. Bob's Dental") 19% used a specific service term to search ("root canal") Therefore unless the advertiser does a PPC campaign they will never completely cover the market.
- How Bidding works (flip back to “Paid listings get noticed slide”) – Position number 1,2,3,4,etc…. explain to them that normally the price an advertiser is willing to bid will dictate placement, and click-through rate (CTR) is also now important especially on Google. Remember how I said each keyword = unique result, well each unique result is a separate bidding market. Our software actually figures out how high to bid each keyword for every search engine based on conversions. (which you will explain when you get to proxy) No manually bidding, automation which makes it highly effective. Most advertisers have anywhere from 500-2000 keywords on every search engine. It would take a full-time person dedicated to attempt to try and do this manually, and then still it would be ineffective and be wasting you money. KEY POINTS: Setting up campaigns is complex What key words to purchase What position to secure What search engines to advertise on Our system manages all of this across all the major search engines It also automatically adjusts the campaign activities based on where the best results are coming from
- KEY POINTS: Online customers will evaluate what you have to offer base on your website A critical first impression and an opportunity to start a dialog with the customer Your site should emphasize your product/service, geographic service area, credibility in the local market, contact information, and be easy to navigate We track everything that happens online either through a WSI offer page or a proxy site
- Your website will look exactly the same but we will dynamically insert a tracking phone number on your website, similar to a YP tacking number, or an RCF (remote-call forward line) so we can track phone calls and optimize around them. We also track emails and forms submittals, or any page on your website through proxy. KEY POINTS: If you have a website our solution requires no code or webmaster involvement Instead our technology create a proxy version of your site – this allows us to track every interaction online Reverse Proxy enables the advertiser to see results from Internet ads! Page Tracking – ReachLocal tracks the pages that the viewer visits on the Web site Counts and forwards e-mails and/or completed forms – e-mails and/or forms are forwarded to the proper e-mail address and counted on the reports; e-commerce is also tracked Technology can also replace phone numbers – The tracking phone number is forwarded to the advertiser’s business through ReachLocal’s phone technology This solution helps identify which keywords drive viewers who call, submit forms, e-mail, etc the business. We use this data to automatically optimize the campaign.
- KEY POINTS: Converting online leads into offline customers happens in different ways for every business Coupon Downloads Website Visits Phone Calls Submitted Forms Email Inquiries Need to make sure that all of these critical touch points are performing optimally
- KEY POINTS: Our offer pages and proxy solution allow us to track everything: Site visits – potential customers that enter the site Page views – the pages that visitors are most interested Phone calls – customers that call the business e-mails – customers that inquire about products/services Forms submitted – such as appointment scheduling, credit applications, etc IP addresses – can give the approximate location of the viewer Coupons (with ReachLocal Offer Pages) – “click to print” coupon captures the customer name, e-mail, city, and phone number then forwards an e-mail to the advertiser These reports are available anytime online This knowledge help bridge ONLINE LEADS to OFFLINE SALES and see where improvements are needed
- NOTE: These numbers are indices based on the average costs between these different marketing tactics Actual numbers for Cost per Lead are: Search Engine Advertising: $0.29 eMail: $0.50 Yellow Pages: $1.18 Banner Ads: $2.00 Direct Mail: $9.94 Actual numbers for Cost per Customer are: Search Engine Advertising: $8.50 Yellow Pages: $20 Banner Ads: $50 eMail: $60 Direct Mail: $70 KEY POINTS: Search engine advertising is, by far, the most efficient way to bring in leads AND CUSTOMERS Less than half the cost per customer than the Yellow Pages
- KEY POINTS: WSI delivers measurable results in terms of leads and absolute dollars Different campaign levels can be established and different tactics used depending upon the business needs and budget
- KEY POINTS: Industry Pioneers – patent-pending technology (platform and tracking technology which no one else offers today) Managing tens of thousands of Internet marketing campaigns for local businesses in America (General Motors, FTD, use big local names… ) Power campaigns for nations leading marketing firms (they are selling our service) Leadership Venture Capitalist backed by guys that brought you myspace and ebay Europe -Dave Carlick, Mnging Director VantagePoint – former Chairman of Intermix Media, parent of MySpace.com – (see http://www.vpvp.com/invpro_software_bio.asp) -Mark Oliver & Alexander Samwer – Germany - started eBay Europe (see http://www.iht.com/articles/2006/12/03/business/brothers.php, page 2) -Rupert Murdoch – CEO News Corporation (Fox News, 20 th CenturyFox, MySpace, NY Post, etc.) – 50/50 investment in WSI Australia Led by Internet veterans from leading technology companies -Zorik Gordon – CEO (formerly WorldWinner, Vendare Group, one of the leading online direct marketing and database management companies) -Rick Spitz – formerly Apple Computer where he led the Macintosh software development organization; DECc -Michael Kline – COO - Harvard grad formerly Deloitte Consulting, Times Mirror, Inc. Representing all the major search engines Offering the easiest to use & most turnkey service
- KEY POINTS We manage everything : Expert services focused in local Internet advertising Provides insights about what’s happening online Helps you develop Internet advertising campaign Manages set-up and campaign launch Monitors performance and suggest improvements Patent-pending platform for campaign management Intelligently generates keywords combinations Manages bidding and allocates budgets on all search engines Automatically steers dollars to where best results are realized Serves dynamic version of your web site to track all activities Replaces phone numbers on web site to track each call No code, adjustments or webmaster involvement needed If no web page available, can instantly create a custom page A demonstrable return on the investment Detail reports available online, accessible anytime Tracks all online events Records* incoming phone calls initiated by campaign Provides insights to adjust and adapt online and off line activities
- KEY POINTS: If you have no website we can set up a custom offer page for you Includes key information about your service, contact information and instant coupons for downloading