A BETTER WAY TO ADVERTISE. Your guide to SmartAds & Internet Advertising

Transcription

1 A BETTER WAY TO ADVERTISE Your guide to SmartAds & Internet Advertising

2 CONTENTS The Basics Of Internet Advertising It all starts with Cookies Segmentation Targeting Re- Targeting Geographic Targeting SmartAds Targeting How To Know If Your Online Ads Are Working What s your Cost Per Lead? Online Advertising with SmartAds How SmartAds Work Metrics And Support SmartAds Design Principles SmartAds Design SmartAds Sizes SmartAds Pricing & Fees Setup Activities Management Activities Frequently Asked Questions 2

3 The Basics Of Internet Advertising Advertising has come of age and now offers sophisticated ways to target consumers. In the past internet ads, like other mass media, were wasted on non- prospects. Today, we can actually target certain prospects online with the same precision as direct mail. We ll discuss the ad basics and then highlight different targeting methods you can use, like re- targeting and SmartAds. That way, you ll have a better understanding of how things work and what s possible in online advertising. Let s get started It all starts with Cookies Every time a person visits a website, uses a search engine, or starts a shopping cart online, that visit is noted and saved in a cookie in the visitor s web browser. The cookie is an anonymous code that uniquely identifies the web browser (not the person). The cookie does not include the visitor s name or other Personally Identifiable Information (PII), it is merely a unique code that indicates when a particular browser previously visited a certain website. Ad Networks (like Google, Microsoft) sell online ad space to companies. To do that, they use cookies to track behavior across the web and create profiles of these online presences. Based upon that cookie history and profile, Ad Networks serve up content that seems most likely to get clicks and sales from the web surfer. It s all about improving the relevance of ads seen by folks surfing the web. Keep in mind: The problem with online advertising is that even with online profiles and all that data, it s STILL a guessing game. The goal in internet marketing is to ONLY show advertising to your ideal customer. It s time to talk about online targeting and what it can and can t do. 3

4 The Advertising Options Icon & Targeting You have probably seen this little triangular logo that appears in some internet ads. It s called the Advertising Options Icon and it s a clear sign that companies are trying to make the web ads you see better reflect your online interests. It appears in the upper right of advertisements that have been selected for you based on your recent online activity. It s there to keep you informed about how and why ads are being made more relevant for you. (For more info on Advertising Options Icons and consumer choices, see: youradchoices.com) Segmentation Targeting When a person visits a website, companies also include his browser cookie in an "audience segment" based on those inferred interests. For example, a person visiting the website for the Eiffel Tower may be considered a traveler, Francophile, or wine enthusiast. Segments: Travelers Francophiles Winos People who make that heart shaped symbol with their hands. Image Source: eiffel.fr 4

5 The websites will then make those segments available to advertisers who show the person an ad that might be interesting to them. In this case, they may see ads from a Parisian hotelier. Image Source: info.evidon.com/about_behavioral_advertising/ section1 Keep in mind: This type of targeting uses general interests and is how most current targeting works. It narrows the online field, but this advertising is still based upon major assumptions and therefore has a lower conversion rate. Re- Targeting Once someone has visited a site, they can be targeted again (re- targeting) for advertisements by that company. Re- targeting, like segmentation above, is based on browser cookies. It allows the advertiser to precisely control the ads that appear. For example, a consumer may see ads for a specific product or service they showed interest in while on the site. In simplest terms, it s a way to remind qualified customers about your site or product and bring them back when they re ready to buy. You can even specify how often and for how long they are shown an ad. Keep in mind: Re- Targeting is an extremely effective way to stay in front of a consumer who was not quite ready to buy when they originally visited your site. This type of targeting is more specific and has a higher level of conversions. Whether you use our Re- Targeting service or not, we strongly recommend all our clients integrate Re- Targeting into their ad campaigns. 5

6 Geographic Targeting In addition to cookie- based targeting, browsers can be targeted by the geographic location of their Internet IP address. For example, browsers located in the Denver, Colorado area can be targeted by a Denver based roofing company. Keep in mind: This works for some types of campaigns but not for others and it is very general in its nature. For a more focused hunt, geographic targeting can be combined with cookie targeting for a more refined campaign. SmartAds Targeting Today we have an even better way to specifically target homeowners on the move. Instead of relying on cookies and Ad Network profiles, SmartAds matches the physical addresses of qualified leads with cookies or IP web addresses. Keep in mind: With SmartAds, clients only show their online ads on the devices of homeowners who are ready- to- move. It eliminates the guesswork and gets ads in front of the people you want to reach the most. 6

7 How To Know If Your Online Ads Are Working A million people clicking your add won t do you any good if you re not converting enough of them into leads. Good advertising includes tracking cost and conversion rates. Do this and you ll know whether a campaign is paying off or not. What s your Cost Per Lead? To know the value of your campaigns, you need to know the real world cost versus rewards. That means you need to know your Conversion Rate and Cost Per Lead. SmartAds reports will always show you both of these, but here s how you can do it yourself. 1. Identify your lead conversion rate (how many people are becoming leads from the total impressions). 2. Take the cost of your campaign and divide it by the number of leads that were generated. 3. Now you know how much your spending on each lead. Here s an example of how your SmartAds Cost Per Lead might look: Assume that you have 100,000 targets and show them 20 ad impressions each. That is 2,000,000 impressions. Users might click your ads 0.3% of the time for 6,000 visits to your website. Then 5% of those people might convert to a lead. You now have 300 leads in your pipeline. If the total cost for your campaign was $10,650. Simply divide $10,650 by your 300 leads and you ll see a Cost Per Lead of $

8 Boost Online Advertising with SmartAds Did you know that 8% of homeowners move in a given year? It s a massive niche market offering over 5 million sales opportunities. However, even with targeting most online ad campaigns waste over 90% of a company s marketing budget on impressions for people who aren t moving. It s a massive waste of money. Now, what if you could find a way to only target your ideal audience online? Think of all the opportunities pin- point accuracy would give you! Fortunately, this isn t a dream anymore. It called SmartAds. How SmartAds Work Every week we take the industry s best direct mail leads lists for homeowners who have just listed their homes on the market and make an exact online match to their browser. Simply put, the addresses for these premium leads are matched to their web browser address. Instead of relying on cookies and Ad Network profiles for people surfing the web, we only target the ideal customers for our clients. There s no guesswork and no wasted marketing budget. Every single online ad is only shown on the devices of homeowners who are ready- to- move. Clients specify how often people see their ad to maximize impact and minimize advertising fatigue. 8

9 Even better? Our clients can also define the type of websites that their ads are shown on to make sure the decision maker in a household (and not their teenage son) sees those ads. Metrics And Support We want to give our clients the best chance for success. That s why SmartAds provides ad optimization assistance and maintenance. What does that mean? We ll help you identify great ads as well as any poor performers. We ll integrate your ad campaigns into Google Analytics. That way you will always have access to quality reports and metrics to measure the success of your ads. Additionally, every SmartAds customer has a kick- off meeting with our team to learn about your company and goals. That way, we are better positioned understand your brand and help you achieve your goals. Sample Report 9

10 What You Need To Get Started With SmartAds 1. Pick your campaign size. 2. Provide the artwork for up to 7 ad sizes that will run in your campaign (You can also work with our designers at a rate of $75/hour). 3. Payment to activate your campaign (including Setup and Media fees). 4. Kick- off phone call with our team to get your campaign details in place. Design Principles Below you ll find a list of the ad sizes available for our SmartAds Campaigns. We recommend that our clients work with their marketing people to create eye- catching ads that are more likely to get conversions. SmartAds Design Don t have ads of your own or the capacity to create ads? We can provide a designer to assist you for an additional fee of $75/hour. Please contact us to find out more about this service. Want to know key tricks and tactics for great online ad design? Here are a few resources you can check out: Creative that Converts: 10 Best Practices from a Digital Ad Expert ative- that- Converts- 10- Best- Practices- from- a- Digital- Ad- Expert Remix Post of the Year: 8 Steps to Creating Online Display Ads That Work 8-steps-to-creating-online-display-ads-that-work 10

11 SmartAds Sizes Every ad for a campaign can have up to 7 sizes to maximize ad placement and coverage. Each size will likely need design modifications to fit the space available. Interested in Video or Flash ads instead of static image? No problem. Let us know what type of campaign you want and we ll get an estimate to you. 11

12 SmartAds Pricing & Fees Here are a few examples of SmartAds pricing to give you a good idea of how our fee system works and what typical monthly campaigns will cost using static image ads. Please contact us directly for a quote that fits your business online needs. Things worth noting: Static Image Ads are the most affordable option (and are quoted below) Minimum campaign is $1,750 per month One- time campaign setup fee = $1,350 Ad artwork is not included in pricing SmartAds Monthly Fees Homeowners (Net) 10,000 50, ,000 Impressions / Homeowner Total Impressions 200,000 1,000,000 2,000,000 Base Fees ($)* $1,000 $1,750 $3,000 Media Fees (CPM) ** $3.90 $3.90 $3.90 Media Fees ($) $780 $3,900 $7,800 Campaign Cost (CPM) $8.90 $5.65 $5.40 Campaign Cost ($) $1,780 $5,650 $10,800 * + $1,350 setup fee. Artwork not included. * Base Fees include data license and monthly campaign management services. ** Media Fee includes a 30% administrative fee over the base cost of media ($3.00 in this example). **CPM stands for cost per thousand impressions Want bigger campaigns? We can scale up with you. Whether it s 10,000 impressions or 1 million, we will get those ads in front of your ideal audience. 12

13 Setup Activities (Included in the Setup Fee) Google Tag Manager Setup: Adding a container tag to every page on your site through which we can add, delete, and edit marketing tags without involving IT. Includes data layer setup for tracking events. Google Analytics Setup: Account setup as well as coordinating with your webmaster to deploy/debug the tracking code on the web site. Google Analytics tracks hundreds of data points for each visitor to the site and allows us to analyze performance and take meaningful action on your campaigns. Implementing Conversion Goals on Google Analytics: Implementing conversion goals allows an advertiser to see the impact of different components of their marketing mix on actual conversions. Conversions can be info requests, signups, document downloads, view of a key page, etc. - any action of value to the brand. Set Up/Troubleshoot CRM Conversion Tracking: Without conversion tracking, you're flying blind and have no idea what's producing a return on your advertising investment and what's not. We generate code, deploy through the tag manager, and troubleshoot issues to ensure tracking is working. Converted Audience Exclusion Tagging: We'll generate code for excluding converted users and deploy through the tag manager. This keeps you from showing ads to users who have already become leads - increasing your campaign efficiency. Brand Orientation for Team: Understanding your brand and campaign goals is just as important to us as getting the technical side of your campaign set up. That s why every client has an initial Kick- Off Meeting with our team where we get to know your brand. It s also a key meeting where we can address any questions and put your campaign details in place. 13

14 Management Activities (Included in the Base Fee) Data License: The monthly pre- mover data license fee. Reporting on Google Analytics Statistics: We look regularly at Google Analytics for trends and insights, and report on progress monthly. Setup of report includes pulling in at least a year of historic data when available. Strategy, Planning, Consulting, Misc.: Monthly meeting with the team to go over results and plan for the next month, usually includes at least 3 team members. CRM Retargeting Weekly Management and Optimization: Weekly maintenance ensures campaign runs smoothly. Includes budget allocation, bidding to ensure optimal ad placement, adjustments to maintain proper impression frequency, as well as loading new creative as needed. Monthly Analysis and Reporting: Along with a monthly review of Google Analytic Statistics, we provide our own campaign specific Analysis and Reporting on CRM Retargeting performance as part of our client s monthly report. 14

15 Frequently Asked Questions Q) How does Internet advertising work? A) That s actually a pretty long answer. See [The Basics of Internet Advertising] section for an in- depth look at internet advertising that will help you understand what s what with online ads. Q) What makes SmartAds so much better than regular online ads? A) The beauty of SmartAds is that they take the precision of direct mail with an amazing leads list and give you that same pin- point accuracy online. That way, you ONLY target the most ideal customers. That saves money and increases your ROI! Q) How much does SmartAds cost? A) We offer a range of pricing depending on the size of your ad campaign. The minimum campaign size reaches 10,000 homeowners with a total of 200,000 impressions. It costs $1,750 per month + one- time setup fees. See our [Pricing] section for more details. Q) What ad artwork is required? A) The most commonly used SmartAds (and the most affordable) are static image ads. For these you will need to provide ads in the standard static IAB ad unit formats. See our [Ad Formats] page for more details. Q) Can you help me with advertising design? Good design is important for your ads. However, Ad design isn t an included service. If you don t have your own ads ready, we can provide a designer for $75/hour. Want to do ads that are flash, pop- up, or video based? SmartAds can do those too. Contact us directly for pricing and ad requirements. 15

16 Q) Tell me more about how SmartAds work. A) We start by selecting at least 20,000 homeowners in your area who are selling their houses from our leads list. That list is then matched up against internet advertising cookies for the purpose of ads. Approximately 50% of the addresses will match to those cookies these are your ideal targets. We will show 20 impressions of your ad to each of these homeowners over a month. Then, consumers who click on your ads will be taken to the webpage of your choice. Easy! Q) What else is required before we can start? A) There are a 4 steps to setup your SmartAds account: 1. Pick your campaign size. 2. Provide the artwork for up to 7 ad sizes that will run in your campaign (You can also work with our designers at a rate of $75/hour). 3. Provide payment to activate your campaign (Setup and Media fees). 4. Kick- off phone call with our team to get your campaign details in place. Q) What reports do you provide? A) Our click- through report includes data on ad cost per click, cost per conversion, bounce rate, etc. We will also integrate with your Google Analytics (or other analytics package) to get you well rounded metrics for your campaign. See our [Metrics & Support] section for more detail. Q) Can you also manage our site retargeting campaigns? A) Yes! We will be happy to prepare a separate proposal for retargeting/remarketing campaigns. Whether you use our service or another, we strongly recommend our customers take advantage of retargeting for their online marketing campaigns. 16

17 Find Your Ideal Audience With SmartAds It s the most precise system for online ads out there. We ve worked hard to make sure your marketing hits the target every single time. CONTACT MOVINGLEADS.COM Brian.long@movingleads.com 1373 Forest Park Circle Suite 203 Lafayette, CO (303)