mike carter's presentation
TRANSCRIPT
"Half the money I spend on advertising is wasted; the trouble is, I don't know which half"
John Wanamaker, 1890’sconsidered the father of modern advertising
thanks to the internetnow you know
in 2008
Internet advertising versus traditional advertising
Online marketing 101 for Estate Agents
3 simple steps
1. analytics
2. reporting
3. how to measure CPA
Users per day?
Where does it come from? (referrer)
How does it change?Where do they go?
How many emails? calls? views?
Reporting on traffic
Google Google Paid Yahoo RM Zoomf etc
Jan 123,456 123,456 123,456 123,456 123,456 123,456
Feb 123,456 123,456 123,456 123,456 123,456 123,456
Mar 123,456 123,456 123,456 123,456 123,456 123,456
Clicks to my website
Reporting on traffic
Google Google Paid Yahoo RM Zoomf etc
Jan NA NA NA 123,456 123,456 123,456
Feb NA NA NA 123,456 123,456 123,456
Mar NA NA NA 123,456 123,456 123,456
Views of my property details
Reporting on traffic
Google Google Paid Yahoo RM Zoomf etc
Jan NA NA NA 123,456 123,456 123,456
Feb NA NA NA 123,456 123,456 123,456
Mar NA NA NA 123,456 123,456 123,456
Emails Sent
cost per action is what you should care about
Cost per email = Emails / SpendCost per clicks = Clicks / Spend
Cost per property view = View / Spend
OR big picture
(Emails + Clicks + Views)/ Spend = COST PER ACTION
now you can make informed decisions !
property portals ?
vertical search engines?
yellow pages sites?
Pay per click engines?
..... its a big world out there
classifieds websites?Vote Obama!
(shameless plug)
Then it’s simple....
what’s working
what’s not working
what is my CPA month to month
where else can I advertise cost-effectively?
improve, test, change, adapt
become a property
marketing kung-fu master