Pay Per Click and Beyond

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Presentation by Howard Tager, CEO, Tiger Lead Solutions to Apartment Internet Marketing Conference - aimconf.com

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  • Pay Per Click and Beyond

    1. 1. Paying Per Click Howard Tager, CEO TigerLead Solutions May 1, 2009
    2. 2. Paying Less Per Click and Less Per Lead and Less Per Sale Howard Tager, CEO TigerLead Solutions May 1, 2009
    3. 3. The Fully Integrated Approach
    4. 4. Pay Per Click Basic “Best Practices” <ul><li>Use the “Long-Tail” to get lower cost clicks </li></ul><ul><ul><li>“ rental woodland hills ca” $.05 </li></ul></ul><ul><ul><li>“ woodland hills apartments” - $1.77 </li></ul></ul><ul><ul><li>Abuse Long-Tail & you’ll pay for irrelevant clicks </li></ul></ul><ul><li>Geo-Locate Your Ads </li></ul><ul><ul><li>Greenville, NC or Greenville, SC? </li></ul></ul>
    5. 5. Pay Per Click Basic “Best Practices” <ul><li>Use Negative Keywords to root out irrelevant clicks </li></ul><ul><ul><li>“ sale”; “purchase”, “own”, “investment”, etc. </li></ul></ul><ul><li>A low Quality Score will Raise Your Cost Per Click </li></ul><ul><ul><li>QS is based on “relevance” and/or CTR </li></ul></ul><ul><ul><li>QS influences CPC, Ad Rank, 1 st page presence </li></ul></ul><ul><li>Your Ad Text is More Important than Your Domain (URL) </li></ul>
    6. 6. The Conversion Cycle Click to Lead Conversion %
    7. 7. The Landing Page: Give People What They Want!
    8. 8. The Landing Page: Give People What They Want!
    9. 9. The Landing Page: Give People What They Want!
    10. 10. The Landing Page: Give People What They Want!
    11. 11. The Landing Page: Give People What They Want!
    12. 12. The Landing Page: Give People What They Want!
    13. 13. The Landing Page: Give People What They Want!
    14. 14. The Landing Page: Give People What They Want!
    15. 15. The Landing Page: Give People What They Want!
    16. 16. It’s All About the Funnel!
    17. 17. Maximizing ROI: Give People What They Want and They Will Convert and Become High Quality Leads
    18. 18. The Conversion Cycle Lead to Sale % Lead to Sale %
    19. 19. Maximize ROI: Lead to Sale Best Practices <ul><li>Top Pointers: </li></ul><ul><ul><li>Call within 4 hours </li></ul></ul><ul><ul><li>Call at least 3X! Vary the times you call </li></ul></ul><ul><ul><li>Email AND Call </li></ul></ul><ul><ul><li>What to Say? </li></ul></ul><ul><ul><ul><li>Customer Service – Be Helpful </li></ul></ul></ul><ul><ul><ul><li>Personalize the conversation </li></ul></ul></ul><ul><ul><ul><li>Have a “Call To Action” </li></ul></ul></ul><ul><ul><ul><ul><li>How Will You Save them Money! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Create an “offer” e.g. $500 move in special </li></ul></ul></ul></ul>
    20. 20. The Conversion Cycle Lead to Sale % Lead to Sale % Lead Management
    21. 21. Lead Management Where’s the follow up?
    22. 22. Lead Management: See the follow up
    23. 23. Know Your Leads!
    24. 24. Cultivate Your Leads: Best Practices
    25. 25. Manage Your Sales Staff: Nowhere to Hide!
    26. 26. The Conversion Cycle CTR (Click thru Rate) Click to Lead Conversion % Lead to Sale % Lead to Sale % Drip Alerts
    27. 27. Cultivate Your Leads – Keep them Warm
    28. 28. Maximizing ROI: Call/Email Immediately, Be Helpful and Personal and They Will Become Closed Sales
    29. 29. A Case Study: Woodland Hills, CA
    30. 30. A Case Study: Woodland Hills, CA
    31. 31. A Case Study: Woodland Hills, CA??
    32. 32. A Case Study: Woodland Hills, CA??
    33. 33. A Case Study: Woodland Hills, CA??
    34. 34. A Case Study: Woodland Hills, CA
    35. 35. A Case Study: Woodland Hills, CA
    36. 36. A Case Study: Woodland Hills, CA
    37. 37. A Case Study: Woodland Hills, CA
    38. 38. A Case Study: Woodland Hills, CA
    39. 39. A Case Study: Woodland Hills, CA
    40. 40. A Case Study: Woodland Hills, CA
    41. 41. Know Your Key Metrics’ vs. Your Competitor’s 387% more pages viewed year to date than at our competition’s sites
    42. 42. Know Your Key Metrics’ vs. Your Competitor’s Double the number of pages viewed per visit compared to our competition
    43. 43. Know Your Key Metrics’ vs. Your Competitor’s A 22% lower “bounce rate” than the competition
    44. 44. Know Your Key Metrics’ vs. Your Competitor’s Our visitors spend twice as much time on our site versus the competitor’s sites
    45. 45. Give Them a Reason to Come Back! 55% of our site visitors are returning and they spend even more time on the site than new visitors
    46. 46. The Fully Integrated Approach
    47. 47. Up Your Conversions to Boost Your ROI! CTR (Click thru Rate) Click to Lead Conversion % Lead to Sale % Lead to Sale % Drip Alerts Lead Management

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