Is Pay-Per-Click (PPC) Working for Your Houston Business?

native_ad_are_the_buzz_but_what_are_they_and_why-The elusive, yet highly sought-after click is the zenith of digital success. Marketers spend millions trying to get consumers to commit, to show engagement, to click on their ad. Is a click really that important? What is a click worth in general? What is a click worth to you?

To learn the value of a click to you, you must first step back and figure out your value per customer.

Divide your annual revenue by your annual number of different customers. Now, 80% of your income will come from 20% of your customers, but you need to start somewhere, so the average will work just fine for this simple exercise. Let’s say each customer is worth $300 to you – remember that number, it’s an important one!

Let’s say you run a $30,000 online marketing campaign to reach certain Houstonians a given target in the Houston market. You are paying a $10 cost per one thousand impressions (aka: CPM) and therefore receiving 3,000,000 impressions. Wow – three million.

Now, if the average click-thru rate (CTR) is .01%, you can predict about 300 clicks. If 10% of those possible leads (includes unintentional clicks) is an actual lead and 10% of them turn into sales, how many sales will you net? Three. If each customer is worth $300, you made $900 on a $30,000 investment. Oops.

Let’s try this again….

What if you could raise the CTR to .06% and increase your conversion rates to 25%? You would make $33,600 on a $30,000 investment. How can you do this? Here are some suggestions:

  • Optimize your website for increases in organic rank
  • Tweak your online creative to include an aggressive offer in rich media that would run on highly targeted sites
  • Run a cost per click (CPC) search campaign to compliment
  • Drive prospects to a landing page that collects name, email address and zip code for you to use for future campaigns

By making these simple adjustments, Houston businesses can elevate their respective conversion rates and receive valuable data to use on follow up campaigns like remarketing and direct mail to hot zip code areas. Online marketing the right way involves layering well-thought-out details to create attainable goals and the right data needed to reach them in the future.

Why Radio Is the Best Advertising Medium On The Planet – Ever

 

Ohr mit Schall vor weissI know… the blog title is a pretty bold statement.  How could I possibly make such a bold statement?  And how do I know this?  The first questions is not that hard to answer.  I tend to say what’s on my mind.  And I think that’s an admirable trait, despite what Sister Georgine had to say about it in Catholic middle school.  The second question is a bit trickier, especially considering my tendency to play games on my phone when people start pulling out graphs,  charts and PowerPoint presentations.  I’m confident, however, that I can make my point without the use of any of those things.  My argument is simple, and best stated by media consultant Tony Schwartz many years ago… ‘we are born without ear lids’.

Think about it.  The only form of advertising that doesn’t require you to actively participate on some level is radio.  If sound happens and you’re within range, you will absorb it – whether you intend to or not. The truth about the rest of it?

  • You can look away from a billboard.
  • You have to deliberately click things to access information on your computer or tablet.
  • You have to take your phone out of your pocket or purse, hold it in your hand – probably even put in a password – stop what else you’re doing (and I do include driving) and then look at the screen.
  • When commercials come on TV… you can fast forward past them or leave the room.
  • And newspaper?  Now there’s a commitment!  Try accessing that with your thumb.

But radio vibrates the very atmosphere that surrounds you, tickling your ears and impacting your brain.  It’s downright elegant.

Don’t get me wrong.  I love visual media as well, and I’m excited about all the things we can do on interactive platforms.  But radio has a place none of these will ever have.  It’s in the environment.  Listening to it doesn’t even have to be deliberate.  Every single day I hear the radios of the cars sitting next to me at stop lights.  And this is Houston.  I sit at alot of stop lights.

I walk into plenty of offices and stores that have the radio on.  I jog past people listening to radios in Terry Hershey Park (seriously… without headphones).  There are lots of opportunities to hear radio, even without turning on a radio yourself.  And if the sound from that radio vibrates your eardrum, your brain will process it.

Of course, I’m not suggesting that you as an advertiser in Houston would rely on this passive listening to get your message out.  And with 92% of everyone in the country listening to radio each week (according to Arbitron’s Fall 2012 Radar Report), you certainly don’t have to.  But as a guy who’s been a really big fan of radio since I was a kid, I wanted to point out what I think is one of its most significant features.

And what do you do with that?  You harness that inescapable sound wave with an effective message.  But we’ll have to talk about that next time.  Right now I hear some Led Zeppelin wafting down hall, and I feel an air guitar solo coming on.