TRAFFIC BUILDER CAMPAIGNS

IS:  Fully Managed, Online Lead Generation
An alternative to our SEO product, and a great way for clients to generate traffic from targeting many search phrases across different locations.  We essentially build mini websites that are optimized to come up high for a targeted search phrase, in a targeted area.  This takes time, so we use paid advertising to complement and provide a baseline dose of visitors.

ISN’T:

Standalone SEM or pay-per-click Google Ad campaigns.

NOTES:
- Traffic Builder performance is also based on SEO, so many times they may not work and as such should be treated as a campaign rather than individual products.
- Rather than running 1 Pro traffic builder, start with 3 basic’s and measure the results.  Make a decision to enhance one to Pro after 3 months of monitoring.
- Traffic Builder’s treated as a campaign will work in many ways for a client; they can benefit from having multiple paid ads and multiple organic spots pop-up in the same search result.
- Whereas SEO can work effectively for a few search phrases, Traffic Builders can provide exposure to unlimited amounts and the ability to display SEM advertising multiple times on a given search result page.

 

FEATURES ADVANTAGES BENEFITS Pay-Per-Click Only
Research / Consultation We have an understanding of what people are searching for, and more importantly what is not being searched for We can make campaign targeting decisions that do not waste money or effort, and are more likely to succeed  NO
Fully Managed Service Web services professional to monitor and manage your campaign, with 3 month evaluations to optimize campaign performance You don’t need to put in your own valuable time to measure and optimize the campaigns – professional campaign management is included with the fees  NO
Targeted Search Phrases Each Traffic Builder within the campaign is highly focused, allowing for better performance against competition Leads generated are targeted, and pre-qualified  YES
Geographically targeted Flexibility to focus each traffic builder in a specific geographic area, or to broaden the scope Allows to run traffic builders targeting same key phrase, in multiple areas increasing the performance of each one against competition

  YES

Paid Advertising Helps to create a baseline of visitors each month, and creates immediate visitors Campaigns will produce a minimum level of results starting month 1   YES
Flexible Campaign approach The monthly campaign allocation is flexible to suit your budget, running a campaign consisting of several Traffic Builders will help to optimize a long term online positioning strategy Results can easily be scaled up or down to meet your budget – get started with a lower budget and build up.   YES
Traffic funnelled to specific website / page Specific page on your website to help convert the traffic generated Provides higher end-results from traffic generated    YES
Marketing statistics Track campaign results, and individual Traffic Builder components Can optimize the entire campaign much easier, and can attribute dollars spent to actual results    YES
Pay-as-you-go No contracts, you can run seasonal campaigns, and you can cancel at anytime You will not be tied down losing money on wasted efforts    YES
Mini-Website Company can tailor a slightly different message on each mini-website, and effectively target unlimited SEO phrases Additional leads generated from organic searches   NO
Mini-Website directs traffic back to client main website Contributes to greater SEO positioning for clients main website Traffic Builder provides additional broad online marketing benefits above and beyond lead generation   NO
Designed to look like customers home page Visitors / prospects has a seamless experience when coming through the Traffic Builder to the main website Will not lose prospects because they feel they are bounced around   NO
Multiplied Page Positioning Client has potential for several positions on the same search result page, without limitation Client more likely to capture a prospect than through only having one or two spots on the page   NO
SEO Marketing Helps to create a long-term organic search position for the Traffic Builder Additional leads generated from organic searches   NO

 

Provisioning and Timelines
This is a collection of best practises around the Traffic Builder product line which is derived from the common features of several highly successful campaigns, and the missing features of some dud’s. 

Stage Considerations
Pre-Qualify - Does the client have a monthly budget for online marketing?
- is their expectations realistic compared to their budget?
- how are they currently allocating their budget?
- what type of results do they currently see?
Evaluation - Evaluate the clients website for SEO effectiveness (view source code)
- Evaluate if there is a page on the clients website that is meant to convert traffic (ie. strong call-to-action, visitors funnelled to the page)
- keyword research using Google Keyword Tool
Quotation - Identify all potential phrases to target, include possible area combinations to be most effective
- produce a list that gauges total potential searches per month / exposure for client
- provide a quote that identifies:
Budget to hit all target phrases, and
Scaled down budget to hit high profile target phrases
- remember to discount setup fee on multiple orders
- include quote if applicable to modify clients website conversion page
- follow-up
Order - determine finalized phrases, areas to target
- select x2 variations on phrase per campaign (ok to duplicate another campaigns phrase here)
- create x2 ads per phrase for client- submit completed order for production
Production - allow for time to provision campaign
Active - provide client their login to view stats
- double check all domains are online and link to proper page
3 – Month Evaluation - review 3 month stats for each Traffic Builder product, put in a spreadsheet to gain a view of the entire campaign result, with totals
- Compare Traffic Builder stats with their main website stats and note increases
- recommend to client to either;
a) replace a T.B. product with a new phrase,
b) increase budget of a particular T.B. product,
c) cancel a particular T.B. product
- Try to forecast the improvement
- Try to guage how much business client has seen, if no new business:
a) consider the clients website page that traffic is funneled to and the call-to-action.
b) are there enough leads for their business
c) other ways to leverage the traffic; ie. newsletter signup, social media likes, etc..
6 – Month Evaluation Same process as the 3-month evaluation

 

Best Practises on Traffic Builder
This is a collection of best practises around the Traffic Builder product line which is derived from the common features of several highly successful campaigns, and the missing features of some dud’s.

a) Treat as a campaign, rather than individual products
Due to the nature of how traffic builders target seo results, there is a hit-and-miss quality we are noticing – although the hits are much more than misses.  Here’s a recommended approach:
- Start by identifying a monthly budget with your customer
- Structure the proposal to targeting 4, 6, 8… Basic Traffic Builders to start (not business or pro’s)
- Monitor the first 3 months results
- At 3 month point, let’s optimize the campaign (within the same budget).  We can drop non-performers, and increase budgets on good ones, or try some new phrases with Basic campaigns
- Do same thing at 6 month, 9 months, etc…

b) Do your research
If the research isn’t helping, be more broad – but do not select a term that isn’t searched at all.  If you are selecting a broad term, target the area and try to provide a descriptive Ad.  I’ve tried some software called Market Samurai (http://www.marketsamurai.com/) that helps with research, but basically does exact same stuff Google Keywords Tool does in a different interface.  If you download Market Samurai (it’s free), they will spam you with offers, but don’t upgrade because you don’t need the extra features.

c) Traffic Builder Landing Page
We will continue to base the page from the clients home page, but with altered content and text.  IF you would like to alter the content to be more phrase specific, please send prior to us doing the optimization work.  We can remove top level navigation links on the traffic builder page in order to limit where visitors are funneled to (see next point).

d) Referral URL
Please consider specifying a particular page within the client’s site to funnel traffic to that would help convert traffic, or provide a reason to call / act (maybe a special promo).  Take the opportunity to ‘customize’ this landing page for your client to help really convert traffic – utilize the Business Central contact form, or have Gogiro provide web production services to modify the page at an hourly rate.

 

 Specific Ordering Considerations for Traffic Builder

a) 50% discounted SETUP price on Campaigns
When ordering multiple traffic builders at the same time, for the same client, it is easier to provision and more effective.  To help encourage ordering on a campaign basis, as of today Gogiro will discount the setup fee’s 50% on any multiple orders at same time for same client.

b) 1 Target Phrase + 2 Variations
Select a Target Phrase (as usual) and include a couple variations of that phrase.  You can still run campaigns on those variations, and are encouraged too – DO NOT REPLACE a campaign with a variation of the phrase, as this will not double results, it will only incrementally help.  We are gaining better traction to the paid component of the campaigns when introducing a couple variations.  Make sure the variations include same/similar words and are being searched for.

 

GOOD Example Campaigns:
Campaign Target Phrase               Area                      Variation 1                                          Variation 2
NY Concrete Repairs                       NY                          New York Concrete Repair           How to repair concrete
New York Foundation Repair      NY                          NY Foundation Repair                   Foundation Repair

Okanagan Golf Courses                   Okanagan            Kelowna Golf Courses                       best golf courses Okanagan
Kelowna Golfing                                Okanagan            Golfing in Kelowna                              Okanagan Golfing

 

BAD Examples:
Campaign Target Phrase               Area                      Variation 1                                          Variation 2
NY Concrete Repairs                       NY                        NY Stucco                                            NY Chimney Repair
New York Foundation Repair       NY                       New York Concrete Repair            New York Drainage

Okanagan Golf Courses                 Okanagan            Okanagan Activities                          Calloway Clubs Okanagan
Kelowna Printers                             Okanagan            Business Cards                                    Kelowna Promo Suppliers

 

 

[wpdm_file id=10]