working your ad campaign to full potential presented by david gollahon presentation sponsored by...
TRANSCRIPT
![Page 1: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/1.jpg)
Working Your Ad Campaign To Full Potential
Presented by David Gollahon
Presentation sponsored byFranchise Gator
![Page 2: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/2.jpg)
Basic Ad Mechanics
![Page 3: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/3.jpg)
Basic Ad Mechanics 3 Components:
![Page 4: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/4.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
![Page 5: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/5.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the page
![Page 6: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/6.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legible
![Page 7: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/7.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
![Page 8: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/8.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description
![Page 9: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/9.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
![Page 10: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/10.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!
![Page 11: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/11.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilize
![Page 12: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/12.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
![Page 13: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/13.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
![Page 14: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/14.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
o Where most companies focus their attention
![Page 15: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/15.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
o Where most companies focus their attentiono Be brief, but provide good info
![Page 16: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/16.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wording
![Page 17: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/17.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wordingo Make them want to know more
![Page 18: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/18.jpg)
1) Logo and Name
Basic Ad Mechanics 3 Components:
3) Landing Page
o This is what stops the end-users eye on the pageo Make sure it is legibleo Make it have an impact if possible
2) Short Description o This is what makes the end-user decide if they want to read more
o Make these 250 characters count!o Look at your competitor and what they utilizeo You can lose half your leads right here
o Where most companies focus their attentiono Be brief, but provide good infoo Descriptive and attractive wordingo Make them want to know moreo You can also lose half your leads here
![Page 19: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/19.jpg)
Metrics Tuning
![Page 20: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/20.jpg)
1) Click-In Rate for Logo/Short Description
Metrics Tuning
![Page 21: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/21.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listing
Metrics Tuning
![Page 22: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/22.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effective
Metrics Tuning
![Page 23: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/23.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Metrics Tuning
![Page 24: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/24.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure.
Metrics Tuning
![Page 25: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/25.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. 2) Click-Through Rate for Landing Page
Metrics Tuning
![Page 26: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/26.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. 2) Click-Through Rate for Landing Page
o This is the percentage of landing views that convert to submission
Metrics Tuning
![Page 27: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/27.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. 2) Click-Through Rate for Landing Page
o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effective
Metrics Tuning
![Page 28: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/28.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. 2) Click-Through Rate for Landing Page
o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effectiveo Your goal, again, is to meet or exceed the site average, particularly within your sector
Metrics Tuning
![Page 29: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/29.jpg)
1) Click-In Rate for Logo/Short Descriptiono This is the percentage of page-viewers who clicked into your listingo This number tells you if your Logo/Short are effectiveo Your goal is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the landing pages converted the same, your competitor just doubled your lead count from the same source in the same exposure. 2) Click-Through Rate for Landing Page
o This is the percentage of landing views that convert to submissiono This number tells you if your landing page is effectiveo Your goal, again, is to meet or exceed the site average, particularly within your sector
Example – you have a 2.5% click-in rate and your competitor has a 5%. Provided that the logo and short description provided the same click-in percentage, your competitor just doubled your lead count from the same source in the same exposure.
Metrics Tuning
![Page 30: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/30.jpg)
Metrics Tuning
![Page 31: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/31.jpg)
Compounded Example
Metrics Tuning
![Page 32: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/32.jpg)
Compounded Example Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:
Metrics Tuning
![Page 33: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/33.jpg)
Compounded Example Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:
10,000 page viewsCompetitor 5% 500 views to landingYou 2.5% 250 views to landing
Conversion to leadCompetitor 5% 25 lead convertedYou 2.5% 6.25 leads converted
Metrics Tuning
![Page 34: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/34.jpg)
Compounded Example Your competitor doubles your click-in rate as in the first example and then doubles your click-through rate as in the second example:
10,000 page viewsCompetitor 5% 500 views to landingYou 2.5% 250 views to landing
Conversion to leadCompetitor 5% 25 lead convertedYou 2.5% 6.25 leads converted ** The sites don’t have the control that we, as advertisers, want to think they have. They cannot control the end-users actions. All they can do is get them to their site. The rest is up to us.
Metrics Tuning
![Page 35: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/35.jpg)
Content Evolution
![Page 36: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/36.jpg)
1) Metrics
Content Evolution
![Page 37: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/37.jpg)
1) Metricso Evolve your content until the metrics are in line.
Content Evolution
![Page 38: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/38.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial It
Content Evolution
![Page 39: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/39.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
Content Evolution
![Page 40: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/40.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releases
Content Evolution
![Page 41: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/41.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!
Content Evolution
![Page 42: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/42.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portal
Content Evolution
![Page 43: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/43.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure
Content Evolution
![Page 44: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/44.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in nature
Content Evolution
![Page 45: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/45.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quotes
Content Evolution
![Page 46: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/46.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
Content Evolution
![Page 47: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/47.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
4) Multi-Media
Content Evolution
![Page 48: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/48.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
4) Multi-Mediao Press Releases - Newspaper
Content Evolution
![Page 49: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/49.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radio
Content Evolution
![Page 50: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/50.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radioo Video – Infomercial
Content Evolution
![Page 51: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/51.jpg)
1) Metricso Evolve your content until the metrics are in line.
2) Trial Ito Do your testing on one site that offers good metrics. Then translate that to other sites.
3) Press Releaseso This is one piece of exposure that is severely underutilized across the board!!!o Current Press and/ or Archived Press on the portalo Current and/or Archive on your brochure o Can be advertorial in natureo Make it personal if possible – quoteso Pitch a Little – use the facts, spin it into a chance to speak
4) Multi-Mediao Press Releases - Newspapero Podcasts – Talk Radioo Video – Infomercialo Day in the Life of a zee
Content Evolution
![Page 52: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/52.jpg)
Content Evolution
![Page 53: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/53.jpg)
Have a good website!!!
Content Evolution
![Page 54: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/54.jpg)
Sales System
![Page 55: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/55.jpg)
o Critical to have a clearly defined system.
Sales System
![Page 56: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/56.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
Sales System
![Page 57: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/57.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
o Try To Reach Leads – Call right away, multiple times in multiple formats
Sales System
![Page 58: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/58.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
o Try To Reach Leads – Call right away, multiple times in multiple formats
o Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.
Sales System
![Page 59: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/59.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
o Try To Reach Leads – Call right away, multiple times in multiple formats
o Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.
o Sales process should include a 2nd form of submission.
Sales System
![Page 60: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/60.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
o Try To Reach Leads – Call right away, multiple times in multiple formats
o Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.
o Sales process should include a 2nd form of submission.
o Once 2nd submission is in, prospect graduates from inquiry to candidate.
Sales System
![Page 61: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/61.jpg)
o Critical to have a clearly defined system.
o Don’t stray from system.
o Try To Reach Leads – Call right away, multiple times in multiple formats
o Set the Appointment – 1st contact is not to sell, but to set a time for education and fact-finding. Let the candidate know that.
o Sales process should include a 2nd form of submission.
o Once 2nd submission is in, prospect graduates from inquiry to candidate.
o Track the Results
Sales System
![Page 62: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/62.jpg)
Tracking
![Page 63: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/63.jpg)
1) Cost Per Lead
Tracking
![Page 64: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/64.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
Tracking
![Page 65: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/65.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profile
Tracking
![Page 66: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/66.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
Tracking
![Page 67: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/67.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisition
Tracking
![Page 68: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/68.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detail
Tracking
![Page 69: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/69.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snap
Tracking
![Page 70: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/70.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
Tracking
![Page 71: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/71.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
4) Budget and Performance Percentages
Tracking
![Page 72: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/72.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
4) Budget and Performance Percentageso Percent of Budget
Tracking
![Page 73: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/73.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
4) Budget and Performance Percentageso Percent of Budgeto Percent of Leads
Tracking
![Page 74: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/74.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
4) Budget and Performance Percentageso Percent of Budgeto Percent of Leadso Percent of Profiles
Tracking
![Page 75: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/75.jpg)
1) Cost Per Leado Many franchisors get hung up on their CPL and this is a Dangerous Mistake
2) Cost Per Profileo Much better number to track, eliminates anomalies on lack of sales sometimes
3) Cost Per Acquisitiono The Ultimate detailo Slow delivering sources need a wider snapo Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out
4) Budget and Performance Percentageso Percent of Budgeto Percent of Leadso Percent of Profileso Percent of Sales
Tracking
![Page 76: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/76.jpg)
How To Pick The Right Portal
![Page 77: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/77.jpg)
o Clean Traffic – know who you are and why you are calling
How To Pick The Right Portal
![Page 78: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/78.jpg)
o Clean Traffic – know who you are and why you are calling
o Good Visibility
How To Pick The Right Portal
![Page 79: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/79.jpg)
o Clean Traffic – know who you are and why you are calling
o Good Visibility
o Search Leads – inbound as opposed to outbound
How To Pick The Right Portal
![Page 80: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/80.jpg)
o Clean Traffic – know who you are and why you are calling
o Good Visibility
o Search Leads – inbound as opposed to outbound
o Primary Leads – not secondary/rerouted
How To Pick The Right Portal
![Page 81: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/81.jpg)
o Clean Traffic – know who you are and why you are calling
o Good Visibility
o Search Leads – inbound as opposed to outbound
o Primary Leads – not secondary/rerouted
o Good Results for Others
How To Pick The Right Portal
![Page 82: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/82.jpg)
Work Your Back Database
![Page 83: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/83.jpg)
o Many Zors let their back leads sit and rot.
Work Your Back Database
![Page 84: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/84.jpg)
o Many Zors let their back leads sit and rot.
o Database - Many don’t even have them in a database where they could utilize them.
Work Your Back Database
![Page 85: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/85.jpg)
o Many Zors let their back leads sit and rot.
o Database - Many don’t even have them in a database where they could utilize them.
o Later Means Later – Sometimes
Work Your Back Database
![Page 86: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/86.jpg)
o Many Zors let their back leads sit and rot.
o Database - Many don’t even have them in a database where they could utilize them.
o Later Means Later – Sometimes
o Sales staff are often working for the now and lose track or don’t call on older inquiries
Work Your Back Database
![Page 87: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/87.jpg)
o Many Zors let their back leads sit and rot.
o Database - Many don’t even have them in a database where they could utilize them.
o Later Means Later – Sometimes
o Sales staff are often working for the now and lose track or don’t call on older inquiries
o Email Marketing – $80 to market to your old database in full!
Work Your Back Database
![Page 88: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/88.jpg)
A Good Lead Is Only The 1st Step
![Page 89: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/89.jpg)
Blame should not flow uphill.
A Good Lead Is Only The 1st Step
![Page 90: Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator](https://reader038.vdocuments.site/reader038/viewer/2022110304/5518a4c0550346a61f8b4a00/html5/thumbnails/90.jpg)
Conclusion
Q & A