Google 4 Wheel Drive Diversified

I was reading an article earlier today that talked about how you no longer needed to put a "Click Here" button in a display ad. "People know that you can click on an ad and it will take you to there advertiser's web site."  And it got me to thinking...

When I worked for the Local Fox Toledo station, I had a client who ran the most interesting TV campaign that I was ever involved with.  He bought short TV commercials - 5 seconds as I remember.  The message was easy to remember.  "Google 4 Wheel Drive Diversified".  

He knew he did not have a large budget and could not afford 30 second TV spots.  He could not pick and choose when his spots ran.  So he gave me a budget and said every time you can run one of my spots, do it.  Some months he had 100 spots.  Some he had 17.  And his web address was difficult to get out in 5 seconds and it certainly wasn't easy to remember - www.divtrk.com.

But he knew that Google would remember the address for him.

And the campaign drove a lot of traffic to his web site.

So I am going to try to use this approach in a digital format. For a client (to be named later) I am going to run a targeted display campaign that says "Need help with...  Google insert a client's name here".  To drive traffic to the client's web site.  

Bet it works.  I'll report back.

"Cruise it, use it or abuse it."

How many digital impression does it take?

If the client simply wants impressions, display is an easy sell.  When they tell you that you are going to be measured on CTR, you need to be pro-active.

How many transactions/sales/forms will determine that the campaign was a success? 50?  OK, if I give you 100 leads, how many will you close?  25.  Great, that means I need to deliver 200 leads for you to get to your goal of 50.

The national CTR is approximately 0.05%.  In your other campaigns what CTR have you experienced?  0.08%.  That means we need to run 250,000 impressions at .08% to yield 200 sales leads.  Obviously a higher or lower CTR will affect the results, but we have a place to start.

CTR	Impressions	Leads
0.05%	250,000	125
0.08%	250,000	200
0.10%	250,000	250

 

While this approach may seem basic, a client in San Antonio told me that we are the lead choice for their digital marketing for 2013.  One of the primary reasons was that we were the only respondent that asked “how will you determine if the campaign is successful” and then submitted an RFP telling us how many impressions it would take to reach our goal.  Everyone else just tried to sell us more impressions…