Mike Carter's Presentation
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This document discusses internet advertising versus traditional advertising and provides tips on online marketing and analytics for real estate agents. It recommends [1] using analytics to track key metrics like users, referrers, and changes over time, [2] reporting on traffic, clicks, views, emails and calls from different sources monthly, and [3] calculating costs per action, email, click and view to determine cost per action and make informed decisions. Lastly, it suggests testing advertising on different sites and adapting strategies based on monthly cost per action analysis.
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- 1. Internet advertising versus traditional advertising quot;Half the money I spend on advertising is wasted; the trouble is, I don't know which halfquot; John Wanamaker, 1890’s considered the father of modern advertising thanks to the internet now you know in 2008
- 2. the Zoomf crash course to online marketing
- 3. Online marketing 101 for Estate Agents 3 simple steps 1. analytics 2. reporting 3. how t o measure CPA
- 4. Analytics for your website your website analytics ers p rovid
- 5. U sers per day? does it come f rom? (referrer) Where W here do they go? ge? How does it chan ? view s? How many emails? calls
- 6. Reporting onKeyw trafficord queries from search engines before hittin g your website
- 7. Reporting on traffic Clicks to my website Google Google Paid Yahoo RM Zoomf etc Jan 123,456 123,456 123,456 123,456 123,456 123,456 Feb 123,456 123,456 123,456 123,456 123,456 123,456 Mar 123,456 123,456 123,456 123,456 123,456 123,456
- 8. Reporting on traffic Views of my property details Google Google Paid Yahoo RM Zoomf etc Jan NA NA NA 123,456 123,456 123,456 Feb NA NA NA 123,456 123,456 123,456 Mar NA NA NA 123,456 123,456 123,456
- 9. Reporting on traffic Emails Sent Google Google Paid Yahoo RM Zoomf etc Jan NA NA NA 123,456 123,456 123,456 Feb NA NA NA 123,456 123,456 123,456 Mar NA NA NA 123,456 123,456 123,456
- 10. ua re yo h ow wit n rm ed ! a led ge kn ow
- 11. Cost per email = Emails / Spend Cost per clicks = Clicks / Spend Cost per property view = View / Spend OR big picture (Emails + Clicks + Views)/ Spend = COST PER ACTION cost per action is what you should care about
- 12. now you can make informed decisions ! prop erty portals ? vertical sea rch engines? yellow pages sites? Pay per click engines? classified s websites? Vote Obama! ) (shameless plug there ..... its a big world out
- 13. ..... d on’t be a p ortal-head
- 14. Then it’s simple.... what’s working g what’s not workin th what is my C PA month to mon ? verti se cost-effectively w here else can I ad dapt improv e, test, change, a become a property market ing kung-fu master
- 15. On line to offline ? Ask your customers !
- 16. Keyw ords at £7 per ke ywo rd? ing-chun g style I like your w .com ! Zoomf