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Closed Loop Marketing for Pay Per Click Lead Generation

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March 4, 2015 CLOSED LOOP MARKETING FOR PPC: MEASURING & OPTIMIZING BEYOND COST PER LEAD Luke Alley Director of PPC @LukeAlley


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Businesses Don’t Want Leads Businesses Want Quality Leads QUALITY LEAD GENERATION


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“Half the money I spend in advertising is wasted; the problem is I don’t know which half.” –John Wanamaker QUALITY LEAD GENERATION


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“Half the money I spend in PPC is wasted on low quality leads; the problem is I don’t know which half.” QUALITY LEAD GENERATION


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THE PROBLEM QUALITY LEAD GENERATION


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CPX Bidding THE SOLUTION COST PER X BIDDING


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WHAT IS CPX BIDDING: Cost per X bidding X = the status/quality of a lead beyond just a “lead” Common CPX goals: Cost per application sent Cost per qualified lead Cost per demo Cost per enrolled student COST PER X BIDDING


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CPX Bidding Requires Closed Loop Marketing Tie Campaign Data to Visitor Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign CLOSED LOOP MARKETING VISITOR CLOSED LOOP MKTG


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WHAT CPX GOAL TO CHOOSE? LEAD Contacted & Qualified Scheduled Demo Sent Application Received App Revenue LTV Baby Named After You Quality Improves Recency & Data Points CLOSED LOOP MARKETING


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Is Lead Quality Important To Clients? 85% YES 10% IT DEPENDS 5% NO CLOSED LOOP MARKETING


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Do you feel like you have an adequate solution for tracking and optimizing the quality of leads? 30% YES 70% NO CLOSED LOOP MARKETING


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How Do You Track The Quality Of Your Leads? 50% 25% 10% 10% 5% Rely on Client Feedback Other Client CRM BCC’d on Lead Emails Excel/ Google Docs CLOSED LOOP MARKETING


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Relying on client feedback is like asking customers where they found you. Unreliable. CLOSED LOOP MARKETING


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MacGyvering Your PPC Setup to Track CLM: The Free Almost Free Way SETTING UP CLM


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Tie Campaign Data to Visitor Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign CLOSED LOOP MARKETING VISITOR CLOSED LOOP MKTG


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Tie Campaign Data to Visitor Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign URL PARAMATERS (QUERY STRINGS) Destination URL - http://avalaunchmedia.com/services/slide-decks URL Separator - ? Element - campaign=Presentations Element - adgroup=SMX_Presentation_Design Element - keyword={keyword} Element Separator - &


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Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign URL PARAMATERS (QUERY STRINGS) http://avalaunchmedia.com/services/slide-decks?campaign=Presentations&adgroup=SMX_Presentations_Design&keyword={keyword} Tie Campaign Data to Visitor


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Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign CAPTURE DATA - HIDDEN FIELDS


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Who do you use for Call Tracking? Other CallRail IfByPhone Marchex/ VoiceStar Mongoose CallTracking Metrics 20% 15% 15% 15% 10% 10% 5% 5% ResponseTap WordStream 5% Invoca CAPTURE DATA – PHONE CALLS


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Campaign Data Passed with Lead http://avalaunchmedia.com?keyword={keyword} CAPTURE DATA – PHONE CALLS


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Campaign Data Passed with Lead CAPTURE DATA – PHONE CALLS


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CAPTURE DATA – PHONE CALLS


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Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign CRM INTEGRATION Lead Enters CRM & Moves through Pipeline


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Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign ANALYZE & TIE BACK TO CAMPAIGN


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Tie Campaign Data to Visitor Campaign Data Passed with Lead Lead Enters CRM & Moves through Pipeline Analyze & Tie Back to Campaign AUTOMAING THE CLM PROCESS VISITOR CLOSED LOOP MKTG


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Case Study – Financial Industry EXPLOSIVE CASE STUDY


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Case Study – Financial Industry EXPLOSIVE CASE STUDY


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Case Study – Financial Industry EXPLOSIVE CASE STUDY


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Case Study – Financial Industry EXPLOSIVE CASE STUDY


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Lead Quality Issues = Defused NO PAPER CLIP NEEDED


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