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| | The Internet Marketing Tools Network is not currently active and cannot accept new posts | | Internet Advertisng Success Pyramid | Views: 809 | | Nov 09, 2005 7:44 pm | | Internet Advertisng Success Pyramid | # | 
Garland Coulson | | Here is an Internet advertising pyramid, showing the 4
basic components needed for a successful Internet advertising campaign.
I have been using this pyramid as an illustration for the
free training sessions for members of my
Free Traffic Bar to
show my members how to make their Internet advertising more effective.
Here is how it works.
1. Tracking Results - A critical component that helps
show you when any of the other components aren't working well. Tracking
your Internet advertising using systems like
1ShoppingCart will save $1,000s on advertising costs every year.
2. Targeted Traffic - Working with targeted traffic
like Google Adwords or the
Free Traffic Bar is
much more effective than advertising to the general public because you are
reaching interested prospects who are more likely to buy.
3. Advertising Message - Your advertising message
must be of compelling interest to your prospects, encouraging them to click to
find out more and be taken to the landing page.
4. Landing Page - The landing page is a special page
set up to convert visitors to customers. It is the page where people can
actually buy the product, subscriber, or provide contact information to find out
more.
So if your Internet advertising is
failing you can use your tracking to troubleshoot it. Here are some
examples:
1. No clickthroughs - means that
either your audience isn't targeted enough, or your advertising message isn't
compelling enough.
2. Lots of clickthroughs but no
sales means that your landing page isn't working or the product offering isn't
compelling enough.
I recommend running multiple
advertising messages and landing pages and tracking your success. Each month,
drop the low performing ads, keep the ones that are working well and try new
versions. This way, your advertising should work better every month and your
Internet advertising budget becomes more effective.
Garland Coulson, "The E-Business Tutor"
Free Traffic For Your Web Site Everyday
http://www.freetrafficbar.com
Internet Marketing Mentor
http://www.ebusinesstutor.com Private Reply to Garland Coulson | | Nov 12, 2005 1:59 pm | | re: Internet Advertising Success Pyramid | # | 
Denise O'Berry | | Garland --
===================================
You wrote:
So if your Internet advertising is failing you can use your tracking to troubleshoot it. Here are some examples:
2. Lots of clickthroughs but no sales means that your landing page isn't working or the product offering isn't compelling enough.
===================================
And here are the million dollar questions that come up time and again.
1. What are "lots of clickthroughs?"
2. For a good selling page, what should people expect the conversion rate to be (clickthroughs that buy)?
Best regards,
Denise O'Berry
Small Business Expert
Want to squeeze more cash out of your website? It's time you had your own product. Visit http://www.gotsmallbusiness.com
Private Reply to Denise O'Berry | | Nov 12, 2005 2:27 pm | | re: re: Internet Advertising Success Pyramid | # | 
Simon Payn | | Hi there
I know Denise's question isn't directed at me...but I couldn't help jumping in anyway. Too much coffee this morning, maybe.
I think conversion rate and number of clickthroughs are not the most relevant questions.
Instead, it's all about profitability and ROI.
If you're selling enough product to cover the costs of your clickthroughs and product costs, you're in profit. Period.
Of course, you can go on to further improve your conversion rate, but that's a relative number.
Conversion rates for low-priced products are likely to be higher than for high-priced products. And conversion rates can also be affected by how well targeted your internet advertising is. (PPC advertising that matches keyword well to ad will covert better than less well targeted advertising).
If you are selling a $5,000 seminar, for example, you can spend a lot of money on marketing (and afford a lot of PPC clickthroughs) for each sale. Your conversion rate might be .001% and you might have thousands of clickthroughs but still be happily profitable.
On the other hand, if you're selling a $19 ebook, you've got to get a much higher conversion rate (or pay a lot less for clickthroughs).
Conversion rates are a useful yardstick by which to measure current performance relative to previous performance. But what matters at the end of the day is ROI.
SimonPrivate Reply to Simon Payn | | Nov 12, 2005 6:06 pm | | re: Internet Advertising Success Pyramid | # |
Garland Coulson | | Hi Denise,
There is probably no hard number I can point to and say above this is a "good"
number, but Google Adwords used to drop ads with less than a .5% clickthrough
rate (1/2 of 1 percent).
As the originator of the
Free Traffic Bar, I am seeing a LOT of ads every week. Since I have a
large downline generating a large amount of monthly advertising credits I can
use, I have been using the
Free Traffic Bar to
carefully test what works for me.
My approach has been to place 2 ads for each product on the system. After a few
thousand ad impressions, I keep the top 1 ad for each product and rewrite the
poor performing one. This way my clickthrough rates keep getting better and
better. I also advertise about 20 products at a time and dump the 5 worst
performing ones each month and insert 5 new ones.
Before I did this systematic approach, I had very dismal clickthrough rates,
some as low as .06%. But now, I have some ads performing at a rate well over 2%
and many performing between .5% and 2%.
Many people say banner ads on web sites don't work, but my banner ads are
pulling a slightly better clickthrough rate than my toolbar ads.
Of course, the real crunch is how many people buy from the ad. This
really boils down to your return on investment (ROI). I don't have hard
data on what is an average good conversion rate, but this is precisely why
people need to track their advertising using systems like
1ShoppingCart so they can tell if they are making money on their
advertising.
1ShoppingCart tracks not only clickthroughs, but it will also track sales
from each ad campaign.
Spammers have a very low clickthrough rates and very low conversion rates,
but they continue because even 1/10 of 1 percent makes them money when they
reach millions. Their ROI is great even though clickthrough and
conversions are low.
Garland Coulson, "The E-Business Tutor" - Moderator, IMTools
Free Traffic For Your Web Site Everyday
http://www.freetrafficbar.com
Internet Marketing Mentor
http://www.ebusinesstutor.com Private Reply to Garland Coulson | | Nov 12, 2005 10:26 pm | | re: re: Internet Advertising Success Pyramid | # |
Denise O'Berry | | Thanks Simon and Garland. I agree with you 100 percent. At the end of the day it's the return on investment that matters.
Best regards,
Denise O'BerryPrivate Reply to Denise O'Berry | | Nov 13, 2005 6:37 pm | | re: Internet Advertising Success Pyramid | # |
Garland Coulson | | Hi Simon,
Jumping in and participating is what makes this forum fun!
Many times some members will answer someone's question so well, I don't even have to comment on every post.
You're right. In the end, it comes down to ROI. If a campaign makes you money, continue it. If it doesn't dump it. If you can't tell, track it.
I am amazed at how many people spend money on web sites and Internet advertising, yet they aren't willing to spend the money on a tracking system that saves $100s or $1,000s every month.
Garland Coulson, "The E-Business Tutor" - Moderator, IMTools
Free Traffic For Your Web Site Everyday
http://www.freetrafficbar.com
Internet Marketing Mentor
http://www.ebusinesstutor.com
Private Reply to Garland Coulson | | |
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