The world of marketing is something of an inexact science that search engine optimization and analytics attempt to turn into a mathematical equation when it comes to pay per click (PPC) search ads. Naturally, getting potential customers to click on a PPC ad is only square one of the customer interaction. How an office technology dealership is able to parlay those clicks into eventual conversions is the true value of a PPC campaign.
Chris Williams, director of marketing for Denver-based All Copy Products, has set an initiative heading into the fourth quarter of this year to revamp how the dealership interacts with its client base using the customer journey. He shared a report on a recent PPC campaign for Konica Minolta products (developed and managed by staff PPC specialist John Graham) that illustrates the dealer’s approach and follow-up procedure.
By the Numbers:
CTR = 3.14%
Conversions = 4%
“This campaign is one of several branded initiatives we have in search,” Williams explained. “The design and strategy is not to just find people seeking Konica Minolta merchandise, but instead to locate end-users that are ready to buy. This is manufactured and executed through combined strategic efforts, including proper keyword targeting, qualifying traffic with ad copy, and providing an independent landing page relevant to a Konica Minolta shopper.
“Any time a lead is converted, the marketing team drives the engagement. First, we call the lead back immediately to establish credibility and trust so they stop shopping. Second, we learn and verify the particular need or inquiry and qualify the lead to the best of our ability. We then set a meeting and then distribute the meeting and qualified lead to a salesperson.”
All Copy Products maintains a follow-up process via a separate lead-tracking CRM tool in order to set reminders to follow up with any rep that is working the lead. Once the opportunity is closed, Williams records the total revenue of the deal to accurately determine efficiency and ROI.
Bringing in an Added Perspective
When it comes to dealer websites, there’s a tendency toward evaluating its effectiveness strictly through an industry microscope. A more accurate measure is to gauge its performance from a consumer usability standpoint. Williams recommends that dealers solicit third-party evaluations to better gauge how a site performs through the eyes of the buying public.
“There are plenty of online services that allow you to do usability tests,” he said. “You can send a test out to, say, 100 people and see how they interact with a web page. You can have the recipients respond to a questionnaire and determine if they’re getting the information you want them to find.”
For example, the use of heat maps on a website might indicate that after viewing 25 percent of a page, the traffic goes cold and visitors are leaving. Dealers can then determine what might have been the contributing factors, or indicate the need to insert a call to action.
“There’s a lot of tools out there that will give you the information and insight you need if you take the time to go and look for it,” Williams added.