1. Confidential and Proprietary Information
Your 5 secrets to
running a
successful PPC
campaign for
home
improvement
leads
2. Confidential and Proprietary Information
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
2
4. Confidential and Proprietary Information
Consumers Rely on Search Engines to Research
Home Improvement Projects
4
5. Confidential and Proprietary Information
Opportunity and Challenge for Home Improvement Contractors
$32 Billion In Online Advertising Grows to $62 Billion by 2016
5
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
6. Confidential and Proprietary Information
Take Some ofYour Outbound Marketing Dollars and
MoveTo Inbound Marketing
Inbound Marketing
• Website SEO
• Paid Search
• Social Media
• Local Search
• Mobile Search
• Video Marketing
• Email (Opt-In)
6
Outbound Marketing
• Yellow Pages
• Newspaper
• Television
• Direct Mail
• Radio
• Home Shows
• Canvassing
7. Confidential and Proprietary Information
Why both PPC
and SEO are
important for
lead generation
7
#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
9. Confidential and Proprietary Information
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
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10. Confidential and Proprietary Information
Search Engine Optimization – Key components
Search
Friendly
Infrastructure
Content
Search
Social
Conversion
Local
Keyword
Optimization
Keyword
Research
Link Building
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• Review and rewrite your
Meta,Title tags and H1 tags
• Create relevant content and
post new content to blogs
and social media channels
• ConfigureGoogleAnalytics
• Use a unique form and
phone # on your website
• Continue to ask for reviews
• Develop multiple offers
• Optimize your site for
mobile
11. Confidential and Proprietary Information
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
12. Confidential and Proprietary Information
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
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13. Confidential and Proprietary Information
Where you should
send homeowners
who found your
business online
13
#2
FACT: “It’s much easier to double your business by
doubling your conversion rate than by doubling your
traffic” - Jeffrey Eisenberg - Author
16. Confidential and Proprietary Information
WhetherWebsite or Landing Page
Keep 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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17. Confidential and Proprietary Information
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
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18. Confidential and Proprietary Information
How and what
compelling offers
can do to reduce
your lead cost
18
#3
FACT: “Studies show that web users predominantly click on
the top four results for any particular search, and then
move on.” (Forrester Research)
19. Confidential and Proprietary Information
Offer Strategies Abound.....
• $ discount
• % off price
• Free offer (guide)
• Limited time
• Buy X, GetY
• Guarantee
• Sweepstakes
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20. Confidential and Proprietary Information
Offer Examples
20
Download
Brochure
Get a Quote
10% offer
Reviews Are
An Offer
Phone # is
an Offer
21. Confidential and Proprietary Information
Offer Examples
21
Free Estimate
50% Off
Limited Time
Phone # is
an Offer
22. Confidential and Proprietary Information
Future Buyers versus Now Buyers
Test 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, GetY
• Need immediate follow-up
to these requests
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23. Confidential and Proprietary Information
Why immediate
follow-up is
critical to the
success of your
lead generation
program
23
FACT: 78% of prospects convert with the company that
contacted them first. Leads360 Study
#4
25. Confidential and Proprietary Information
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
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Lead360 Study from managing 40 million leads
26. Confidential and Proprietary Information
How to calculate
cost per lead and
cost per sale to
know if the
program is
working
26
FACT: If you can’t measure it, you can’t manage it.”
- Peter Drucker, management consultant
#5
27. Confidential and Proprietary Information
Know AllYour Online and Offline Costs andWhatYou
Can Afford for a Marketing Budget
Know Your
Budgets and
Measure
Everything
1
Website
SEO
2
Mobile
Marketing
3
Paid
Search
4
Social
Media5
Local
Search
6
Buying
Leads
7
Contact
Center
8
Email
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29. Confidential and Proprietary Information
Paid Search Example
29
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
32. Confidential and Proprietary Information
Make Online Marketing Work Better forYou
32
SEEK
Prospect goes online
seeking information
SEARCH
Prospect uses search engine
to find information
LEARN
Prospect learns about services
from online pages and sources
CONTACT
Web form or phone rings to
contractor or contact center
APPOINTMENT
Prospect agrees to an in-home
appointment with a contractor
MEASUREMENT
Closed loop process matches
lead source with contractor
for ROI measurement
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33. Confidential and Proprietary Information
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
33
34. Confidential and Proprietary Information
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
35. Confidential and Proprietary Information
Presenter:
Daniel Derosier
VP Business Development
(651) 789-7704 (w)
dderosier@threedeepmarketing.com
THANKYOU FOR ATTENDING
THEWEBINARTODAY
ANY QUESTIONS?
35
Presenter:
Brandon Smith
Director – Home Contractors
(651) 789-7718 (w)
bsmith@threedeepmarketing.com
Editor's Notes
Many people approach SEO and PPC as completely separate strategies. And while they are different in many ways, it can be helpful to think of SEO and PPC as being two sides of the same coin: search.PPC and SEO are often viewed as two very different online marketing strategies, with each side having their own supporters as to why their respective online marketing effort is the most effective. SEO can generate great results, but it often requires patience to achieve higher rankings and is seen as a long term strategy. PPC has more control, but can be very costly depending on the industry. If your PPC and SEO campaigns aren’t talking to each other, you’re wasting a lot of time and money. Whether the work is being done in house, at a single agency or by multiple agencies, it’s important to share insights learned in each area to avoid duplicated efforts and missed opportunities.Authoring of NY Times bestselling books “Call to Action” & “Waiting For Your Cat to BarkFACT: “98% of websites get 10 visits per day or less and convert just 2%” - Webmarketing123
The most obvious benefit of combining SEO and PPC efforts is added exposure on the search engine results pages (SERPs). Clients are often tempted to reduce PPC efforts once a search term ranks number one. However, it's important to remember that the top two or three results on most SERPs are PPC ads. Dominating the organic and paid search results will greatly increase traffic, and give the impression that you're an established presence in a particular market.
Link Building – Helps to boost your site's perceived authority in the eyes of the search engines. Content – What it's all about – the content is what will bring users and search engines to your site. Search – As search engines serve billions of queries to users around the globe, it's imperative that your site is visible. Social – A simple way of engaging with like-minded individuals or organizations, and a great tool to promote your content and drive users back to your site. Conversion – A desired action that you want the user to take. This could be a contact form submission, product purchase, or an estimate request. Local Keyword Optimization – If your business is a local, brick and mortar-type shop, you'll need to ensure that the keywords you are targeting on your site are focusing on your locality. Keyword Research – The practice of ensuring that your site is targeting the most relevant and highest-volume keywords possible. Search Friendly Infrastructure – Your website must be technically sound in order for the search engines to access all of its pages and display them in the search engines.
Review and rewrite your Meta Descriptions, Title Tags and H1 tagsDevelop new and relevant content for your website around popular search termsDevelop an editorial calendar for 3 months and post weekly blogs on your websiteReach out to other organizations and solicit authoritative linksGet help to set-up Google Analytics properly to track online visits and conversionsGet a unique phone # on your website and have your web form position prominent on every pageContinue to ask for reviews by your customers (including Guild Quality)Develop multiple offers to engage both now buyers and future buyersOptimize your website for mobile using new web design techniques
FACT: “Searchers spend approximately 8 seconds on a website page before deciding to invest more time or hit the back button to try a different keyword search” – Silverpop
Fully optimized page titleOptimized meta descriptionNo technical issues preventing indexation
Fully optimized page titleOptimized meta descriptionNo technical issues preventing indexation
As management consultant Peter Drucker once said: “If you can’t measure it, you can’t manage it.”
When contractors say that online marketing doesn’t work for me, it’s generally because they need optimization help or inquiry follow-up help.
