What is Search Engine Marketing?
In a nutshell, search engine marketing
is capturing leads off of the internet. A consumer
does a search for a keyword in a search engine like Google
or Yahoo and your dealer ad shows up in the list. The
goal with search engine marketing is to capture a piece of
the huge pie called the internet.
Today, consumers are searching for
things online ALL the time. The internet is a
superhighway that millions of consumers travel every day.
The goal with search engine marketing is to get that
consumer to take your exit! We want the consumer to
find your website to make the purchase.
Got a few minutes to watch a 4
minute video that summarizes our entire SEM program?
Click on our Trane heating and air
conditioning demo or our Kioti Tractor demo below:
Why SEM works?
 Traditional
advertising is a "Push" media. Cable, TV,
Newspaper, Billboards and basically all traditional media
pushes a message onto their potential customers in hopes
that some of it sticks when that consumer wants to make a
purchase. Traditional advertising first needs to build
Awareness, then Interest, then a deep interest, followed by
a lead and hopefully a sale.
Search Engine Marketing is
different. Search Engine Marketing is a "Pull"
Media. A "Pull" media means that you are pulling
information from the consumer instead of pushing information
on them. A consumer doing a search already knows what
they want and when they want it. This makes them a
highly qualified lead because they are actively searching
for your products.
The fact
that they are searching using keywords, means that they are
taking an action, which then jumps them up on the sales
cycle to a DEEP INTEREST.
This gives search engine marketing an advantage over
traditional media. Since the consumer already knows
what their looking for, they just need help finding where to
purchase it. This is where Calypso Media Group comes in
with our Search Engine Marketing Program. Our program will
increase the chance that the consumer will choose your
dealership or “take your exit" off the internet
superhighway.
Understanding Search
Before, we get into the program you
need to first understand Search. When you do a search
there are two areas that appear on your screen. The
white space is called the SEO portion (Highlighted in Red).
This is a result of Search Engine Optimization. This
is the FREE space. Ranking is based on website
quality, keyword relevance, page construction and a whole
lot of other variables. Everyone wants to be number
one in this space but they can't be. This is something
that happens over time. SEM is the PAID advertising.
This is highlighted in green. You can pay to show up
on the first page of search. Ranking is determined by
a combination of page quality and a bid price. This is
the space that Calypso refers to as SEM.
Get them before they are gone
7 out of 10 Americans consult the web
before making a major buying decision. But 9 out of 10
Americans do not search past the first 2 pages of Search.
If the consumer does click on your link or ad,
research
shows that consumers spend seconds on your
home page and leave if they do not quickly see what
they want. In fact 98 out of 100 people will leave
your site if they do not find exactly what they are looking
for within the first few seconds. This is where
Calypso's program is different then many other Search Engine
Marketing companies. Most companies send the
consumer to a dealer's website. This becomes a problem
because the home page of dealer's website can't change based
on what the person searched for. It is a static page
and it will have the same content no matter what the person
typed in as a keyword.
For example, if I am a consumer looking for a furnace and I
click on the dealer link and go to a dealer's home page,
then when I get to the site I want to see something about
furnaces. I don't want to search through the dealer's
site to try to find the information. Lets face it, we
are a lazy society and the less work we have to do the
better. So what happens if I don't find what I was
searching for? I leave and go back to the search page
to find the next dealer. So that dealer paid for the
click but lost me as a lead.
Post
Click Marketing makes a difference.
This
is where Calypso's program makes a difference. We use
dynamic landing pages instead of the dealer's website as the
first page the consumer sees. This is called post
click marketing. What happens after the consumer
clicks is more important to us than if they just clicked on
your ad. We want to turn it into a lead for our
dealers.
We develop landing pages
that are designed based on what the consumer is searching
for.
In the example image,
the consumer at the top is searching for indoor air quality.
The first page they see is all about indoor air quality.
In the bottom picture, the consumer is looking for heating
and cooling. The first page she sees will be all about
heating and cooling. Same dealer just two different
campaigns. This helps give a consumer exactly what
they are searching for which keeps them on your dealer page
longer which increases the chances of converting that search
into an actual lead. We call that a conversion.
A conversion is a phone call made from the landing
page or the consumer fills out a form on the page and
submits information. The landing pages just capture
the consumers attention and relates to their search.
What
do the landing pages look like?
The landing pages are
designed to be an extension of your website. We try to
customize the landing pages to match your current websites
colors and background. The pages are professional and
eye catching. They also link directly to pages of your
website so the consumer can learn more about your business.
We have had some landing pages display a video as well as
scroll product images. All the landing pages feature a
call to action, the dealer logo, product specific
information as well a tracking phone number and form for
consumers to fill out. Each landing page is associated
with ad groups that are made up of related keywords.
When a consumer types in one of the related keywords then
the ad in Google links to the designated landing pages.
This allows a dealer to run multiple campaigns with dynamic
landing pages for each campaign. The samples below are
for air conditioning keywords. If the consumer entered
a heating keyword, then the landing pages would display a
heating landing page. This is a very powerful tool!
Email
Marketing is included in our program
 Not
only do we put forms on the landing pages to allow consumers
to enter their information, but we also have hardwired an
email welcome and follow up program into the SEM package.
When a
consumer enters their information and hits submit. The
consumer's information gets emailed to the dealer as well as
dropped into our reporting console. Then the consumer
receives a series of three emails over the course of 7 days.
They get a welcome email that thanks them for filling out
the online form. Then 3 days later they get a follow
up email saying Just Checking In to make sure you received
all the information you needed. (This is powerful
because we have recorded phone calls from consumers that say
"I just received an email from you asking if I got all the
information and I have not received anything yet" This
gave the dealer another opportunity to close the sale and
capture a potential lead.) Then on day 7 the consumer
gets a final email telling them thank you for the
opportunity and we appreciate your business.
All of this
is designed to keep the dealer's name in the front of a
potential customers mind. Remember, in today's world,
you need to get in front of a potential customer 9-15 times
before they act or react to the message. So the email
welcome program is just another way to make an impression in
a consumer's mind.
 Turn
the world wide web into the backyard web
Our SEM
program only targets the people that you can service.
With your help we determine the service area around you
business so that you only capture those consumers that you
can service. After all, if you can't service them then
you don't really want them as leads. So how do we do
this? We set the program up to capture only the IP
addresses within the defined service area. If a
consumer enters a keyword and their IP address is outside of
your defined area then your ads do not appear on the search
page. If they are in the service area, then your ad
does appear because that person is a qualified consumer.
So now you get consumers who are looking for your products
and live within your service area. Talk about a highly
qualified lead!
Accountability, Accountability, Accountability!
For the
first time, we have a media that is accountable and
track-able. Many times we know advertising is a
necessary evil but it is difficult to accurately track and
tell if it is working. With Search Engine Marketing
you can actually get full accountability with your
advertising. You can track and record phone calls, get
form results, track website traffic and most importantly
track your return on advertising investment.
Each
landing page has a call tracking number, the form results
get emailed to your dealership and if the consumer clicks
through to your website we can track where they went. Plus,
we have developed a reporting console for each dealer to
login to that shows the dealer full reports on their SEM
program. This becomes a great lead management tool as
well as a way each dealer can improve their business.
You can actually listen to recorded phone calls that came
from the program. Dealers can answer questions like
these. How are we answering the phone? Are we
being professional? Are we putting consumers on hold?
Is our staff knowledgeable about our products? Are we
answering the phones or are they going to voice mail?
All these questions can help improve your business and lead
management.
www.CalypsoReporting.com
What kind
of results can I expect?
 We
base the success of our SEM campaigns on conversions not
clicks. Again a conversion is a hard lead or a hard
response meaning a call or a form. Many SEM companies
sell dealers on the number of clicks but if the click does
not result in a lead then in our minds, that is a wasted
click. So we measure our success on conversions.
Our goal is a 5% conversion. That means for every
website visitor that clicked on your ad we want at least a
5% conversion rate or 5% of the people to call or fill out a
form. These results don't even count the website
traffic of the consumers that hit the landing page and then
click through to the dealers website. Once they leave
the landing page and go to a dealer's website then we can't
track if they called. We only can track that they
clicked into the dealer's site. If the consumer called
the local number on the dealer's site then we don't get
credit for the call. So our actual lead conversion off
of the program is much higher than reported.
Regardless, our goal is to get a 5% conversion. In
some cases we have had 10% to 20% conversion rates.
Not all campaign results are the same. If you compare
that response rate to the national average of direct mail
which is less than a half of one percent, there really is no
comparison.
Relax,
Calypso takes care of the whole process!
When it
comes to your search engine marketing program, Calypso does
all the work. We handle the keyword management, the
landing page development, the optimization of keywords and
changing of the landing pages, the email welcome program and
retention program, the analysis and report creation and easy
to use reporting console. All this in one out the door
pricing package customized to your dealer budget.
Call us
today for a FREE consultation on what Search Engine
Marketing package might be right for you 570-368-7633!
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