SUMMARY:
Online Advertising Marketplace has provided incredibly effective to advertisers for gathering targeted audience websites and for generating sales leads. Which is why most advertisers are using Adonion to publish their ads or planning to create the campaigns soon.
This case study provides some advanced tactics from Adonion advertiser – Weston Mitcham who surfs publisher sites in the marketplace and gets Fortune 500 sales leads.
CHALLENGE:
In August 2009, after a full year of development time, Weston Mitcham was ready to start selling his new CRM software for online marketing.
He didn’t have a big marketing budget to invest in painting advertising; so, he decided to concentrate 100% on Internet marketing. So he studied the Web sites for successful CRM software companies in his product price range, such as Salesforce and Netsuite, and launched sales site based on their tactics.
Weston said, “I tried the kind of informational approach they used. However, I believe it is not enough. I also need to find the targeted audience and buy my product.”
He started to research the online advertising network. Compared to Google Adwords and Yahoo PPC, Weston felt that Adonion was more suitable to him. He considered that he would spend more time to do the keyword research and ad copy. He wanted to see the immediate result. Adonion provided transparent marketplace with higher quality web-content sites and pop under ad format. He only needed to choose the websites which could display his CRM landing page via pop under format. This process really saved Weston more time.
IN ADONION NETWORK:
The success of campaigns running in Adonion network is based in one simple thing – you have to target the right websites.
Within a few weeks, sales got a bit better. But the number of sales was not the one he expected. Weston was not pleased the result. He began to rethink his site strategy. Instead of copying sites that (apparently) successfully sell software, Weston contacted Adonion representative how to improve the sale lead.
Adonion representative studied his landing page and we pointed out three ways in order to improve sale lead:
- Add Google Analytics and Adonion ROI code.
Adonion representative noticed that Weston did not add any tracking code (Google Analytics and Adonion ROI code) in his landing page. Tracking the results was probably the most important key to being a successful advertiser in Adonion. The advertiser needed to eliminate the publisher sites that were costing money but weren’t resulting in any sales.
Adonion representative recommended Weston to add the Google Analytics to the landing page. Since Google Analytics could check time that the visitors stayed. Notice that 0 second in Google Analytics might not mean the visitors who did not stay on the website. The Time on Page for page A was calculated by subtracting the page A timestamp from the page B timestamp. If you noticed all visits from one publisher site which is in 0, this mean the visitors not interested to the landing page. The advertisers could opt out this publisher website.
Adonion ROI code was the important index to see whether the traffic could generate lead or not. It was usually added at “Thank you” page or the page after the visitors had taken any action.
- Add “Action” button
Action button can encourage visitors to sign up or download something. This is one of the most important component of the landing page. Obviously, the landing page from Weston was lack of this “call to action” button to urge the visitors and buy a CRM software.
- Create A/B testing
A/B testing or bucket testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. We noticed that the landing page from Weston provided more information how his CRM software worked. Sometimes this kind of campaign could not catch the visitor notice. So we recommended Weston to setup one more campaign with the landing page which had more images with few words.
RESULTS
Within 1 week of the landing page update, Weston online sales rose 70%. Aside from higher sales, the inquiry also increased 120%. Despite the global economy recession, Weston said, “I make the right discussion to advertise in Adonion.” So far, he’s made few thousands of dollars.
In addition, Weston learnt one important thing – use web analytics report for improving site performance. Right now, Weston did not only sit back and wait for sales to pour in. Instead, he monitored both Google Analytics Report and Adonion ROI Report. If there were some websites which only spent without generating any action, he would opt out these sites.
Third, Weston checked Adonion Site Directory (http://www.adonion.com/market/offer/zones) daily. When there were more than 100 new sites listing in site directory, he made sure he did not miss any websites which could generate sales to his business.
Next, Weston has big plan to implement more feature in CRM software within the month, as well as continuing to monitor his campaign for maximum sales conversion.
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