Native ads 推广 pest control案例

Native ads推广paypercall的一个offer,pest control。日后可以扩展到所有的home services 类项目。

流量来源:revcontent
offer: Pay Per Call offer, Pest Control, 每个转化价格 $7(以后有了质量和数量后,争取一个更高的价格,以及尝试同类的其它offer). Goolge trends查看,现在正是推广pest control的好时机:
Google Trends - pest control - United States, 2015

预算:$600
目标国家:US
追踪工具:voluum

1、初步设置:
搭建lander ,去network申请pest control offer。
设置好tracking。
在revcontent 建立第一个广告。
lander上同时收集leads:电话不是24/7,收集来的leads也可以以后upsell相关的offers(Lawn care, Painting, Plumbing, Septic & Drain services, Tree Services,…)。
优化IVR: interactive voice response,和network结合,详见:http://blog.invoca.com/9-tips-optimize-caller-experience-increase-sales-2/。
过滤掉bot traffic。
用buzzsumo检查哪些相关内容带来了点击。

suggestions:同时多申请一些NATIVE AD NETWORK,很多高质量的广告,申请通过很慢。
Yahoo Gemini好通过申请,大部分都是MOBILE流量,可以试试。
Revcontent, taboola, outbrain and Gemini,都有remarketing设置,可以给没带来转                         化/带来转化的客户,区分,再营销。REV和GEMINI可以自己就设置,TABOOLA 和                           OUTBRAIN要找经理要。

2、2天后
Lander建设完毕:
pest-control-lp

图上3,插入了network里面的ringpool, 所以每次电话都不一样,可以追踪每次效果。
图上6,添加了一个email form, 不打电话或者call center下班,可以填写form,然后后续email他们。用的自动发信的plugin:WordPress mymail+AMAZON SES(顺利发到对方收件箱),或者是一个lend gen 的form也可以?
图上7,从VOLUUM取来的  <strong>We got you covered in </strong> <strong><script>document.write(getURLParameter(‘ci ty’))</script>!</strong>. 可以自动识别访问者地区。好吗?
图上12,BLOG page,加很多内容,for long term。

suggestions:增加一些别的相关内容,范围很窄的话,点击价格会很高。
页面没吸引力,恐惧和贪婪,是吸引客户点击的关键,可是看不到。
顶端的pest control, pest control services都浪费了地方,更吸引力的说辞?
GEO-targeted放到顶端,TEST ?
注意靠恐惧吸引点击,为什么没有恶心的虫子的大图片?
不认为PEST CONTROL在native ad上有效果,范围太窄。
为网页和广告写出具有吸引力的标题,viralnova or upworthy 上学习人家的                                   headlines(比空想强的多)。范例:
“When They Couldn’t Kill The Cockroach Infestation, They Just Burned                                                 Down The House”
“Got a Roach Infestation? Don’t Burn Down Your House Yet!”

学习下面这个LP:
pests-lp-sample

一个entice的headline,下面一个大图,再下面是一个副标题,右边的价格列出(只有当价格很有吸引力时列出)。

有40%的人都是先自己控制虫子,只有当控制不来时,才会叫专业服务的,所以:可以先弄一个控制虫子的方法方案,来capture leads,然后email他们。
landing page上说, “5 Ways to Rid Bed Bugs Permanently” and then list 2 of the methods, then say “click here for the other 3 methods” and link to a short opt-in form.

deondup:这个完全可行,spend a day spying,看看人家都是怎么做的。
Headline: “{city} Hit With The Worse Bedbug Crises in 60 Years. Is Your Family Sleeping Safe Tonight?”.
Image: Kids covered in bedbug bites
Article: Write it like a real news article and in the article you should mention these local guys who do pest control at a 50% discount.
Pest Control是一个足够宽的niche. 建议上taboola和gemini,继续revcontent上的话,上news and lifestyle栏目。

matuloo:要么确认他们有这个问题,要么使他们相信他们有这个问题,然后提供解决方案。几个angles:
ZIKA病毒,蚊子叮咬会传播,正从拉美向北蔓延;
臭虫(bedbug)叮咬小孩;
任何一种可能被叮咬传播的疾病,you and your family can be the next, we have a solution;
白蚁(termites)可能使你的房子倒塌;
你买的保险,不包含pest引发的问题。
更多的angles:84%的人受过pest的侵扰,one story:One family living in the Upper East Side,         one of the richest areas in NYC, also fell victim to the bed bug infestation and spent more than         $70K trying to eliminate the bugs. Eventually, the family was forced to move and trash all their         belongings in the process.
更多ideas:https://www.theguardian.com/money/2012/nov/17/household-pests-rentokil-rats-mice-moths, http://www.pestworld.org/。

WP, 速度慢。广告页面,静态。

3、第二个lander:
pest-control-lander2

Things tweaked:

  1. More authentication by adding bio from Author
  2. More authentication by adding live visitors.
  3. Images to Identify with fear
  4. Visual call to actions regarding pest control. Might add pricing and call icon in next version.
  5. Social sharing (Using social warfare plugin for this).
  6. Article to to warm up visitor about dangers. (ordered 4 star quality article via Textbroker, cost is $10).
  7. Make clear prevention is key.
  8. Call to action to call our Pest control experts.
  9. If they don’t want to call, they can fill in the form. They get follow up emails after this. (first goal of the lander is to call, 2nth goal is fill in form, 3th goal is social sharing). Shots regarding follow up mails soon.
  10. Some extra content elements. Will play with those in upcoming versions.

网站设置retargeting (via Google, Facebook and Native ad networks).

最后没有成功,可能是流量源和offer不对应,或者根本就是home service这类不能在native推广,因为是临时紧急需要性质的。开锁匠一样,最好是search或者yellowpage上。

xentaa最后转到leadgen上了。(列12条解决方案,只给最有说服力的5条,剩下让填写EMAIL或者加微信?)

 

来自STM的xentaa:http://stackthatmoney.com/forum/showthread.php?29147-Xentaa-s-Native-Ads-Follow-Along-Entry-Pest-Control(收费论坛)

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