five secrets seminar - april 18th, 2013

Confidential and Proprietary Information

Your 5 secrets to running a

successful PPC campaign for

home improvement

leads

April 18, 2013


Agenda

1. Why both PPC and SEO are important for lead generation

2. Where you should send homeowners who found your business online

3. How and what compelling offers can do to reduce your lead cost

4. Why immediate follow-up is critical to the success of your lead generation program

5. How to calculate cost per lead and cost per sale to know if the program is working

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Confidential and Proprietary Information 3

Online Marketing

Trends


Consumers Rely on Search Engines to Research

Home Improvement Projects

4


Opportunity and Challenge for Home Improvement Contractors$32 Billion In Online Advertising Grows to $62 Billion by 2016

2011 ($136 B) vs 2016 ($173 B) Advertising Trends (eMarketer)

This $30 Billion increase in online advertising represents the biggest opportunity for large companies and their independent dealer networks to capture more market share.

Online Opportunity

1. Over 60% have no marketing staff.

2. Those with staff, lack the online technical marketing know-how.

3. Staff doesn’t have the capability to consistently orchestrate integrated digital campaigns.

Contractor Challenges


Take Some of Your Outbound Marketing Dollars and Move To Inbound Marketing

Inbound Marketing• Website SEO• Paid Search• Social Media• Local Search• Mobile Search• Video Marketing• Email (Opt-In)

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Outbound Marketing• Yellow Pages• Newspaper• Television• Direct Mail• Radio• Home Shows• Canvassing


Why both PPC and SEO

are important for lead

generation

#1

FACT: “If an advertiser buys ads for keywords they already rank for organically, 89% of the traffic generated by the search ads is new traffic, outside of organic search.” Wordstream.com


Search Engine Results

8

Paid Search

Paid Search

Organic Search


Customer

Intent (Keyword Research

and Mapping)

Company

Story(Unique Selling

Proposition)

1• Search Strategy

and Planning

Search Planning Process: For both SEO and PPC

2• SEM and SEO

Campaigns

Reporting, Analysis and Recommendations

Deployment , QA Testing and Tracking

Landing Page and Website Build

Adwords Set-up or Website Content Development

Business Strategy and Marketing Goals

9


Search Engine Optimization – Key components

Search Friendly

Infrastructure

Content

Search

Social

ConversionLocal

Keyword Optimization

Keyword Research

Link Building

10

• Review and rewrite your Meta, Title tags and H1 tags

• Create relevant content and post new content to blogs and social media channels

• Configure Google Analytics

• Use a unique form and phone # on your website

• Continue to ask for reviews

• Develop multiple offers

• Optimize your site for mobile


Search Engine Marketing (PPC)

• Provide relevant messaging

• Pull in visitors seeking answers

• Immediate and predictable traffic

• Test campaigns and targeted ads

• Increase reach and awareness

• Geo-targeting• Retargeting• ROI tracking• Brand building 11


SEO versus PPC – Do Both!

SEO• Takes time for results

of the work to take effect

• Gradual process of improvement

• Requires ongoing work by you or experts

• Residual benefits will be seen even when you stop

PPC• After setup, results are

almost instant• Requires management

by you or experts to ensure budget is not wasted

• Once budget is consumed, results also stop


Where you should send

homeowners who found

your business online

#2

FACT: “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” - Jeffrey Eisenberg - Author


Which Web Page is More Likely to Convert?

Website Page Landing Page


Do Your Landing Pages Map to The 4 Buyer Types

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Whether Website or Landing PageKeep this in Mind

• Key contact method in the top right• Headline that corresponds to the ad

copy scent for paid search advertising• Compelling offers that are easily

understood• Translate features to benefits by asking

yourself, "Which means?”• Relevant, value-added image or video

showing product/service in context to user emotion

• Lead form with explanation of what happens upon submission

• Trust Marks such as awards, security, privacy, badges, etc.

• Social proof such as testimonials that your solution successfully solves my problems

• Footer (copyright, privacy link, terms link, disclaimer, etc.)

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Home Page versus Landing Page

Home Page• Visitors probably know

you or your brand• Unlikely to find you on

broad keyword search terms like “siding”

• Too many interaction points means low conversion rates of 2%

• 98% of websites get 10 visits per day or less

Landing Page• Visitors don’t know you

or your brand• Driven from paid ads

targeting long tail terms like “siding contractor Edina”

• One interaction point means high conversion rates of 4%

• Visits are related to how much ad spend budget


How and what compelling

offers can do to reduce

your lead cost

#3

FACT: “Studies show that web users predominantly click on the top four results for any particular search, and then move on.” (Forrester Research)


Offer Strategies Abound.....

• $ discount• % off price• Free offer (guide)• Limited time• Buy X, Get Y• Guarantee• Sweepstakes


Offer Examples

Download Brochure

Get a Quote

10% offer

Reviews Are An Offer

Phone # is an Offer


Offer Examples

Free Estimate

50% OffLimited Time

Phone # is an Offer


Future Buyers versus Now BuyersTest and learn with offers

Future Buyers• Form completion for a

free offer (design guides, how to guides, etc.)

• Sweepstakes• Need a follow-up plan

to communicate with them regularly

Now Buyers• Phone calls• $ discount• % off price• Limited time• Buy X, Get Y• Need immediate

follow-up to these requests


Why immediate

follow-up is critical to the

success of your lead

generation programFACT: 78% of prospects convert with the company that

contacted them first. Leads360 Study

#4


This is Where Most Contractors Drop The Ball !!!

Lead360 Study 2012


Immediate Follow-up Consists of:

• Speed• Leads convert 22x more often when you make contact

under 5 minutes• 78% of prospects convert with the company that

contacted them first

• Process• 50% of leads are never called a second time• Converting a lead in 57% lead quality and 43% sales

process• Leads convert 50% more often if you use a system

• Persistence• 40% of leads closed eventually, with consistent long

term follow-up• 90% of leads have no activity after 30 days• On average, it takes between 5 and 6 attempts to

contact a lead

Lead360 Study from managing 40 million leads


How to calculate cost per lead and

cost per sale to know if

the program is workingFACT: If you can’t measure it, you can’t manage it.”

- Peter Drucker, management consultant

#5


Know All Your Online and Offline Costs and What YouCan Afford for a Marketing Budget

Know Your Budgets and

Measure Everything

1Website

SEO 2Mobile

Marketing

3Paid

Search

4SocialMedia5

LocalSearch

6BuyingLeads

7Contact Center

8Email

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Measure All Your Channels


Paid Search Example

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Reporting Metrics Tracked • Actual ad spend by market• Total web interactions• Total phone calls (if

unique)• Cost Per Interaction• Cost Per Click• Total Clicks• Click Through Rate• Conversion Rate• Historical trend line

analysis


Average Contractor Versus Best Practices Contractor


Summary


Make Online Marketing Work Better for You

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SEEKProspect goes onlineseeking information

SEARCHProspect uses search engine

to find informationLEARN

Prospect learns about servicesfrom online pages and sources

CONTACTWeb form or phone rings to contractor or contact center

APPOINTMENTProspect agrees to an in-home appointment with a contractor

MEASUREMENTClosed loop process matcheslead source with contractor

for ROI measurement

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5 Secrets Summary

1. The reason that both PPC and SEO are important for lead generation is that they rarely overlap and can double your awareness for online searchers

2. Improve SEO on your website, but drive paid traffic to specific landing pages for higher conversion

3. Offers should appeal to the “now buyer” and the “future buyer” but don’t provide too many choices

4. Have a goal of 5 minutes or less for internet leads will greatly increase your appointment set rates

5. Measure everything, review regularly to know if your marketing dollars are producing a ROI

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Three Deep Capabilities, Certifications & Awards• 50+ person digital marketing agency in St. Paul, MN

• Crossfuse lead generation platform launched 2011

• Appointment setting contact center

• Clients have $30 Million in E-Commerce Revenue to date

• Manage $5+ million in paid search spending annually

• Manage 30+ million in consumer database records

• 220 million opt-in emails sent in prior 12 months

• Certified as a Salesforce.com Administrator

• 6 Google Adwords & 10 Google Analytics Certified

• Inc. 5000 Fast Growing Company Award in 2010, 2011 and

2012

http://www.google.com/enterprise/marketplace/viewListing?productListingId=5847877+5425291231308112155

https://adwords.google.com/professionals/profile/org?id=010691907341708150415&hl=en


Presenter:Daniel DerosierVP Business Development(651) 789-7704 (w)[email protected]

THANK YOU FOR ATTENDING THE WEBINAR TODAY

ANY QUESTIONS?

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Presenter:Brandon SmithDirector – Home Contractors(651) 789-7718 (w)[email protected]

mailto:[email protected]

mailto:[email protected]

five secrets seminar - april 18th, 2013

Documents

optimized meta description

paid search

lead generation

compelling offers

search engines

send homeowners

title tags

proprietary information