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INTERNET ADVERTISING

INTERNET ADVERTISING. 2003 GOAL. Test and Implement Member Acquisition via the Internet at a CPS Comparable to TV. Introduction and Overview. Types of advertising formats and strategies Leads and Conversions. INTERNET ADVERTISING FORMATS. Pop-ups

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INTERNET ADVERTISING

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  1. INTERNET ADVERTISING

  2. 2003 GOAL • Test and Implement Member Acquisition via the Internet at a CPS Comparable to TV.

  3. Introduction and Overview • Types of advertising formats and strategies • Leads and Conversions

  4. INTERNET ADVERTISING FORMATS • Pop-ups • P op-up ads show up over or under web pages when accessing the internet Mock-up of Pop Up Ad

  5. INTERNET ADVERTISING FORMATS • Banner Ads including Skyscrapers; Anchors; etc. • Active Banners

  6. INTERNET ADVERTISING FORMATS • Banner Ads ready to test Banners with multiple products

  7. INTERNET ADVERTISING FORMATS • Email Creative

  8. INTERNET ADVERTISING FORMATS • Search Engines • Based on cost per click with link to a mirrored exclusive SMC website Top Ranking Custom Description

  9. INTERNET ADVERTISING FORMATS • Infomercial Websites • Website address advertised on infomercial • Current Websites: • www.smc4me.com • www.freesmcinfo.com • Print Websites • Website address advertised on Card Decks, Display ads, Classified ads • Current Websites: • www.lookatsmc.com

  10. LEADS AND CONVERSIONS Landing Pages vs. Websites

  11. LEADS AND CONVERSIONS • SMC Websites • Arrived at SMC site by clicking on an email, banner ad, anchor ad, or clicking on a search engine listing • Allows potential member to look through various informational pages before requesting a free information packet Informational Pages

  12. LEADS AND CONVERSIONS • Landing Pages • Arrived at SMC landing page by clicking on an email, banner ad, anchor ad, or clicking on a search engine listing • Potential member can read SMC information and request free information packet on the web page

  13. Qualifying Leads Why do we do it? In the beginning, any lead was a good lead. Or so we thought. The Internet was a great source of cheap leads. Really cheap. Free, sometimes. What a great impact on our CPI! We joyfully sent these leads off to AZ. Only, these leads didn’t convert. In fact, some of them were so bad they pretty much tarred all Internet leads with the same bad-smelling brush as far as the phone reps were concerned. So, we had to make our Internet leads jump through a few qualifying hoops, eliminate the compulsive looky-loo clickers and focus on folks who were actually interested and willing to spend money to get started. Thus, the Qualifying Questions… LEADS AND CONVERSIONS

  14. LEADS AND CONVERSIONS • How is a lead qualified? • Leads are qualified by asking the right questions Question #2 I currently have (check all that apply) Visa Savings Account Master Card Checking Account Discover Card None of the Above American Express SMC recommends that you own a credit card and/or checking account if you want to have a home business. Question #1 What is the best time for an SMC representative to call you to explain how you can get started for as little as $25.00?:

  15. LEADS AND CONVERSIONS Lead Management Current Process of Internet Leads Lead Requests Free Info Fills out form on landing page or on SMC website Day 1 Day 2 Captured names sent to SMC in batch file, assigned an inquiry no. and posted Into Vax Day 3 A-Mail Sent Day 10 Az. receives file With inquiry names To outbound

  16. LEADS AND CONVERSIONS Previous Online Conversion Method Join Online Site Member Joins Day 1 Day 2 Media Dept manually creates inquiry Day 3 Caging Dept generates membership Day 10 Receive Business Kit

  17. LEADS AND CONVERSIONS Upcoming Online Conversion Method Join Online Sites Member Joins Day 1 Instant credit card approval Same Day Membership & thank you email generated Automatically Same Day Mem. No emailed SMC member can set up password And begin placing orders Day 2 Email sent to SMC member To notify them That their business kit has been sent Day 7 Receive Business Kit

  18. STRATEGY OVERVIEW • Our Historical and Current Strategy • The Testing Roadmap

  19. Our Historical and Current Strategy NOBOSS.COM • 2002 Performance • Media Spent: $1944.00 • Cost Per Lead: $4.00 • Membership Conversion:10% • Cost Per Sale: $38.88 • 2003 Year to Date • Media Spent: $548.00 • Cost Per Lead: $4.00 • Membership Conversion:10% • Cost Per Sale: $39.14

  20. Our Historical and Current Strategy • 2002 Performance • Media Spent: $35698.10 • Cost Per Lead: $2.44 • Membership Conversion:7% • Cost Per Sale: $33.05 • 2003 Year to Date • Media Spent: $10097.50 • Cost Per Lead: $2.50 • Membership Conversion:5% • Cost Per Sale: $46.11 INFOMERCIALINDEX.COM

  21. Our Historical and Current Strategy • 2002 Performance • Media Spent: $791.45 • Cost Per Lead: $2.01 • Membership Conversion:12% • Cost Per Sale: $16.15 • 2003 Year to Date • Media Spent: $249.50 • Cost Per Lead: $2.47 • Membership Conversion:9% • Cost Per Sale: $27.72 BUSOP1.COM

  22. Our Historical and Current Strategy • 2002 Performance • Media Spent: $172,125.00 • Cost Per Lead: $7.50 • Membership Conversion: 6.03% • Cost Per Sale: $101.78 • 2003 Year to Date • Media Spent: $14925.00 • Cost Per Lead: $7.50 • Membership Conversion:6.18% • Cost Per Sale: $121.34 Yahoo Emails Users receive emails in their Yahoo! Mail inbox

  23. THE TESTING ROADMAP

  24. THE TESTING ROAD MAP • Smallbusinessopportunity.com • Website designed for small businesses • 2003 Projections • Media Spending: $ 3,500.00 test • 1 Mo. Home page anchor banner • Est. Cost Per Lead: $3.50-$7.00 • Est. Leads: 500-1000 p/mo. • Launch Date: May 1st

  25. THE TESTING ROAD MAP • Ampere Media Opt-in Lead Generation Campaign • 2003 Projections • Media Spending: $ 2,500.00 • Spending is determined by SMC’s requested lead counts. • Cost Per Lead: $1.00 • Est. Leads: 500-1000 p/wk • Launch Date: June 1st Ampere Media

  26. THE TESTING ROAD MAP • Retesting Yahoo Email Campaign • 2003 Projections • Media Spending: $ 9,500.00 p/wk • 1.9 million delivered emails per week at $5.00 c.p.m • Est. Cost Per Lead: $7.00 • Est. Leads:1373 p/wk • Launch Date: TBA Yahoo Emails Users receive emails in their Yahoo! Mail inbox

  27. THE TESTING ROAD MAP Lead Management Process Step 3: User is sent to landing pg. Which generates an A-mail application the next day Step : 1 User clicks on Smc email in their inbox Step 2: User receives email

  28. THE TESTING ROAD MAP • Overture Search Performance • Optimizes Search Engine Listings on Bidding System • 2003 Projections • Media Spending: $ 12,000.00 test • 450 key terms on Overture’s search engines estimated $1.00 cost per click • Est. Cost Per Lead:TBA • Est. Leads: TBA • Launch Date: April 11th Value Click Emails

  29. THE TESTING ROAD MAP • Overture Preliminary Results • Campaign Launched on April 11th • Stats as of April 21st • Media Spent: $1890.05 • Click Rate: 20% • Leads: 620 • Est. Cost per Lead: $3.04

  30. THE TESTING ROAD MAP Lead Management Process Step 2: User is sent to SMC site. Which generates an A-mail application the next day Step 1: User clicks on search result

  31. THE TESTING ROAD MAP • Career Builders • Resource center listing on employment website • 2003 Projections • Media Spending: $ 9,000.00 test • 1 Mo. top resource center listing, est. 500-1000 clicks per day • Est. Cost Per Lead: TBA • Est. Leads: TBA • Launch Date: May 5th

  32. THE TESTING ROAD MAP Lead Management Process Step 2: User is sent to SMC site. Which generates an A-mail application the next day Step 1: User clicks on listing

  33. THE TESTING ROAD MAP • Value Click Email Campaign • 2003 Projections • Media Spending: $ 5,000.00 • 1.1 million delivered emails over 3 weeks at $2.00 c.p.m • Est. Cost Per Lead: $3.00 • Est. Leads:550+ p/wk • Launch Date: May 13th Value Click

  34. THE TESTING ROAD MAP Lead Management Process Step 2: User is sent to SMC site. Which generates an A-mail application the next day Step 1: User clicks on email

  35. THE TESTING ROAD MAP • Affiliate Fuel Email Campaign • 2003 Projections • Media Spending: $ 3,000.00 • Spending is determined by SMC’s requested lead counts. Emails will be delivered in order to meet lead counts. • Cost Per Lead: $3.00 • Leads:1000 p/wk • Launch Date: May 15th Affiliate Fuel

  36. THE TESTING ROAD MAP Lead Management Process Step 3: User is sent to landing pg. Which generates an A-mail application the next day Step : 1 User clicks on Smc email in their inbox Step 2: User receives email

  37. THE TESTING ROAD MAP • Euniverse Banner and Email Campaign • Media Spending: TBA • Cost Per Lead: $2.50 • Cost Per Membership: $50.00 • Leads:1000 p/wk • Launch Date: TBA

  38. THE TESTING ROAD MAP Lead Management Process Step 3: User is sent to landing pg. Which generates an A-mail application the next day Step : 1 User clicks on Smc email in their inbox Step 2: User receives email

  39. RESEARCH AND DEVELOPMENT Online Advertising Opportunities

  40. RESEARCH AND DEVELOPMENT • Google • Search results and advertising appear on AOL and other partner sites • Premium Placement • Located at top of search page • Advertiser selects key terms for ad CPM placement • Adwords Select • Side bar location • Advertiser selects key terms for ad CPC placement CPM Placement CPC Placement

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