Since we've built some initial traffic through SEO, content, and the new site structure we'd like to make more of an impact through social and display advertising. We also need to focus on automating touchpoints after a lead is submitted.
Digital Marketing Avenues
This section will provide a solution to generating and converting web traffic. We'll cover search, social, and re-targeting.
I still want to run Pay Per Click campaigns on a narrower scope of keywords. For example, "Ant removal for my backyard".
I'm afraid we will waste money on the search terms such as "Pest Control Las Vegas" for a couple of reasons. First, there's nothing to say this person is looking for EOM. They may have bed bugs, or spiders, or maybe they are looking for EOM. We don't know, which forces the customer to search throughout the site. We will have a higher conversion rate from keywords like "Bed Bug Exterminator" that goes directly to our Bed Bug page. We can take that same customer and work on a SMS campaign that encourages EOM programs. I think it would be more effective to solve their initial problem, and then run a campaign that explains how we can prevent them problems in the future.
Just a refresher - SKAGS are ad groups designed with a one-to-one relationship between the root keyword and the ad. For example, let's say you search "Commercial Pigeon Pest Control" the ad will say exactly that (or using natural language). The idea is to have dynamic keyword insertion for what the visitor is interested in and send them to a specific landing page. We can do this with 100s, sometimes 1000s, of keywords.
Seasonal 1 (BB, Rodents): $550 each (will be dynamic)
Weed Campaign: $300.00
We are running Facebook and Insta campaigns for lead generation of new customers. Facebook lead generation ads are designed to deliver a lead directly to our database. Facebook pre-populates the lead form with users information they already have. Because the ad does most of the work of filling in the data, users are more likely to complete the form. We can also use email addresses or phone numbers to pull a list of contacts and upload them directly to Facebook. Facebook takes the emails and numbers and matches them with Facebook profiles. I want to run three campaigns
No Weeds, No Pests, No Worries - A EOM (which includes weeds)
Pest Prevention (Residential)
Future Campaign: Solar Campaign?
Total Budget: $500.00
Additional Service Offering ($200.00)
We can re-target on both Social & Google's Display Network. We will target people who have taken action on the site previously through social, back-links, search engines, or other mediums. I like to breakout display & re-targeting campaigns according to where the visitor is at. We will also break them down by pest so we can optimize the windows of re-targeting for each target.
We will know their need by the URL they visited prior and we'll know their level involvement by their behavior on the site.
Many of times basic user interactions can tell you where they are in the funnel so you can advertise accordingly (here's the example we discussed).
Someone was on a pest specific page
All Convertors of The Site
In Market For Pest Control (Just to Test)
Total Budget: $700
Brining People back to the site: $500
In Market Testing: $200
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Thank you again, Tim. I think we have an awesome strategy and I'm excited to start pulling more levers to drive even more traffic.