Converting Online Clicks to Offline Sales
Level 91 offers an end-to-end Internet advertising solution to attract more local customers to your business using a system developed by our technology partner, Reach Local (www.reachlocal.com.au).
We will set up and manage your ad campaign, automatically optimise it for the best results and report on all phone calls, emails and website visits your campaign generates.
Your ad campaign is automatically optimised based on the results you achieve to improve the quality of your customer enquiries and minimise the cost per enquiry.
Tracking the ROI on your advertising is easy - with real time online reports you can see every phone call, email and website visit your campaign generates.
Don’t have a full website? We can provide a campaign-specific offer page that will link to your ads. It includes your contact information, product or service range, a map of your location and a special offer section.
Contact us today to discuss your first SEA campaign...
Is Your Advertising Working?
No matter where your ad appears you want to know it’s working i.e. bringing in customer enquiries and sales leads. If it’s not, you’re wasting time, effort and money.
Many small business owners feel they’re not getting value for their advertising dollars. But only 30% of businesses actually track the return on their advertising investment.
It’s relatively easy to calculate the return on investment (ROI) from any advertising campaign. You simply divide the number of customer enquiries or sales leads by the cost of the campaign. This figure is the “cost per lead” which gives you a benchmark to compare one campaign against another.
It’s the tracking part that’s difficult. Unless you are disciplined enough to track the actions flowing from your advertising – such as customer enquiries – it’s impossible to calculate ROI. A simple tactic is to ask everyone who makes an enquiry, “Where did you hear about us?”
Internet Advertising - A Powerful New Option
Not so long ago all you had to do to get your business noticed was advertise in the local newspaper or business phone directory. But the Internet has caused a sea change in the way consumers find local businesses.
Every day millions of Australians use Internet search engines (the most popular being Google) to find a new motor mechanic, look up an electrician’s phone number, compare hotel prices, or search for a dentist.
Many business owners mistakenly believe Internet advertising isn’t a suitable option because they only sell to the local area. But in fact, 3.3 million Australians have used search engines to find local businesses – such as a doctor, car dealer, or electronics repairs, etc. – to buy something offline.
If attracting more local customers is your goal you should consider adding Internet search engine advertising into your advertising mix.
Search Engine Advertising (SEA)
Most search engines – such as Google, Yahoo!7 and ninemsn – show small text ads on the top and right hand side of their search results. The ads shown are determined by the phrase (or “keywords”) the searcher enters.
For example, if a person searched for “plumber in Bondi Beach”, ads for plumbers servicing Bondi Beach would most likely appear. The ads are labelled “sponsored links”, “sponsor results” or “sponsored sites”.
When a searcher clicks on an ad they are taken to the advertiser’s website. Advertisers pay only for “click-throughs” i.e. when a searcher clicks on their ad to visit their website.
The fee for each click-through is determined by a bidding system. Generally speaking, to get your ad higher up the listings you must bid more. Also, the more people bidding on a particular keyword, the higher the bids will be. Advertisers control their costs by setting a maximum budget.
Geographical targeting technology means your ads will appear only in your selected region. So it’s easy to target customers within, say, 20 kilometres of your premises.
DIY or Agency?
Businesses that decide to use search engine advertising have two options: they can run the campaigns themselves or get an agency to do it for them.
The challenge for DIY-ers is that it’s a time-consuming and labour-intensive process to ensure the ads perform. By working with an agency you can avoid the lengthy learning curve and thus free up time to look after the additional customer enquiries the ads bring in.
Choosing the right keywords is crucial. You must identify the keywords that bring in the most sales, not just click-throughs. This usually involves considerable trial and error.