1. Working Your Ad Campaign To Full Potential Presented by David Gollahon Presentation sponsored by Franchise Gator

2. Basic Ad Mechanics

3. 3 Components:

4. 1)Logo and Name Basic Ad Mechanics 3 Components:

5. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page

6. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible

7. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o Make it have an impact if possible

8. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o Make it have an impact if possible 2)Short Description

9. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o 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

10. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o 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!

11. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o 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

12. 1)Logo and Name Basic Ad Mechanics 3 Components: o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here

13. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here

14. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here o Where most companies focus their attention

15. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here o Where most companies focus their attention o Be brief, but provide good info

16. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here o Where most companies focus their attention o Be brief, but provide good info o Descriptive and attractive wording

17. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here o Where most companies focus their attention o Be brief, but provide good info o Descriptive and attractive wording o Make them want to know more

18. 1)Logo and Name Basic Ad Mechanics 3 Components: 3)Landing Page o This is what stops the end-users eye on the page o Make sure it is legible o 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 o You can lose half your leads right here o Where most companies focus their attention o Be brief, but provide good info o Descriptive and attractive wording o Make them want to know more o You can also lose half your leads here

19. Metrics Tuning

20. 1) Click-In Rate for Logo/Short Description Metrics Tuning

21. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing Metrics Tuning

22. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective Metrics Tuning

23. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o Your goal is to meet or exceed the site average, particularly within your sector Metrics Tuning

24. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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

25. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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

26. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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

27. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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 o This number tells you if your landing page is effective Metrics Tuning

28. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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 o This number tells you if your landing page is effective o Your goal, again, is to meet or exceed the site average, particularly within your sector Metrics Tuning

29. 1) Click-In Rate for Logo/Short Description o This is the percentage of page-viewers who clicked into your listing o This number tells you if your Logo/Short are effective o 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 o This number tells you if your landing page is effective o 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

31. Compounded Example Metrics Tuning

32. 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

33. 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 views Competitor5%500 views to landing You2.5%250 views to landing Conversion to lead Competitor5%25 lead converted You2.5%6.25 leads converted Metrics Tuning

34. 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 views Competitor5%500 views to landing You2.5%250 views to landing Conversion to lead Competitor5%25 lead converted You2.5%6.25 leads converted ** The sites dont 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

35. Content Evolution

36. 1) Metrics Content Evolution

37. 1) Metrics o Evolve your content until the metrics are in line. Content Evolution

38. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It Content Evolution

39. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. Content Evolution

40. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases Content Evolution

41. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! Content Evolution

42. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o 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

43. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure Content Evolution

44. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature Content Evolution

45. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes Content Evolution

46. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak Content Evolution

47. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak 4) Multi-Media Content Evolution

48. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak 4) Multi-Media o Press Releases - Newspaper Content Evolution

49. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak 4) Multi-Media o Press Releases - Newspaper o Podcasts – Talk Radio Content Evolution

50. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak 4) Multi-Media o Press Releases - Newspaper o Podcasts – Talk Radio o Video – Infomercial Content Evolution

51. 1) Metrics o Evolve your content until the metrics are in line. 2) Trial It o Do your testing on one site that offers good metrics. Then translate that to other sites. 3) Press Releases o This is one piece of exposure that is severely underutilized across the board!!! o Current Press and/ or Archived Press on the portal o Current and/or Archive on your brochure o Can be advertorial in nature o Make it personal if possible – quotes o Pitch a Little – use the facts, spin it into a chance to speak 4) Multi-Media o Press Releases - Newspaper o Podcasts – Talk Radio o Video – Infomercial o Day in the Life of a zee Content Evolution

53. Have a good website!!! Content Evolution

54. Sales System

55. o Critical to have a clearly defined system. Sales System

56. o Critical to have a clearly defined system. o Dont stray from system. Sales System

57. o Critical to have a clearly defined system. o Dont stray from system. o Try To Reach Leads – Call right away, multiple times in multiple formats Sales System

58. o Critical to have a clearly defined system. o Dont stray from system. o Try To Reach Leads – Call right away, multiple times in multiple formats o Set the Appointment – 1 st contact is not to sell, but to set a time for education and fact- finding. Let the candidate know that. Sales System

59. o Critical to have a clearly defined system. o Dont stray from system. o Try To Reach Leads – Call right away, multiple times in multiple formats o Set the Appointment – 1 st 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 2 nd form of submission. Sales System

60. o Critical to have a clearly defined system. o Dont stray from system. o Try To Reach Leads – Call right away, multiple times in multiple formats o Set the Appointment – 1 st 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 2 nd form of submission. o Once 2 nd submission is in, prospect graduates from inquiry to candidate. Sales System

61. o Critical to have a clearly defined system. o Dont stray from system. o Try To Reach Leads – Call right away, multiple times in multiple formats o Set the Appointment – 1 st 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 2 nd form of submission. o Once 2 nd submission is in, prospect graduates from inquiry to candidate. o Track the Results Sales System

62. Tracking

63. 1) Cost Per LeadTracking

64. o Many franchisors get hung up on their CPL and this is a Dangerous MistakeTracking

65. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per ProfileTracking

66. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimesTracking

67. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per AcquisitionTracking

68. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detailTracking

69. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snapTracking

70. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months outTracking

71. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out 4) Budget and Performance PercentagesTracking

72. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out 4) Budget and Performance Percentages o Percent of BudgetTracking

73. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out 4) Budget and Performance Percentages o Percent of Budget o Percent of LeadsTracking

74. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out 4) Budget and Performance Percentages o Percent of Budget o Percent of Leads o Percent of ProfilesTracking

75. 1) Cost Per Lead o Many franchisors get hung up on their CPL and this is a Dangerous Mistake 2) Cost Per Profile o Much better number to track, eliminates anomalies on lack of sales sometimes 3) Cost Per Acquisition o The Ultimate detail o Slow delivering sources need a wider snap o Ex – site gives me 10 leads a month, closed 1 after 70 delivered…7 months out 4) Budget and Performance Percentages o Percent of Budget o Percent of Leads o Percent of Profiles o Percent of SalesTracking

76. How To Pick The Right Portal

77. o Clean Traffic – know who you are and why you are calling How To Pick The Right Portal

78. o Clean Traffic – know who you are and why you are calling o Good Visibility How To Pick The Right Portal

79. 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

80. 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

81. 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

82. Work Your Back Database

83. o Many Zors let their back leads sit and rot. Work Your Back Database

84. o Many Zors let their back leads sit and rot. o Database - Many dont even have them in a database where they could utilize them. Work Your Back Database

85. o Many Zors let their back leads sit and rot. o Database - Many dont even have them in a database where they could utilize them. o Later Means Later – Sometimes Work Your Back Database

86. o Many Zors let their back leads sit and rot. o Database - Many dont 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 dont call on older inquiries Work Your Back Database

87. o Many Zors let their back leads sit and rot. o Database - Many dont 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 dont call on older inquiries o Email Marketing – $80 to market to your old database in full! Work Your Back Database

88. A Good Lead Is Only The 1 st Step

89. Blame should not flow uphill. A Good Lead Is Only The 1 st Step

90. Conclusion Q & A