THE PROCESS OF ADS

INTERVIEW

Before we get started, we need to understand exactly who we're trying to target, what they might be interested in and how they might respond to certain things. It's unlikely you'll know exact answers but it's just to give us a starting point.

SAMPLE ADS

You need to feel comfortable. It's vital that you are happy with the language, the ad copy and the images we're using. Sometimes odd combinations and weird, out of the box ideas are the most effective but we'll never run anything against your wishes.

START RUNNING ADS

We will get going as soon as possible, and then add more campaigns over the coming days. The idea behind this is to get you used to the traffic, the email volume and the level of enquiries. It's no good us turning the traffic tap on max when you're struggling to handle the first lot of enquiries.

ONGOING REVISIONS

There's a concept called "ad blindness". It's where you see the same ad again and again and as a result, you start to tune it out. It might even help you massively and be exactly what you're looking for but for whatever reason, your brain ignores it.

For that reason, we keep recycling the ads. The majority of the ad will stay but instead of saying "Get free gifts with site visit" we might change it to "Free Checklist: Get Yours". Same idea, just visually looks different.

GOING FORWARD

Over time, we'll start to notice which types of ads, markets, platforms and targeting are actually producing customers. You never know this from day one.

Eventually we can start shutting down the ads that aren't as effective at producing customers and double down on the ones that are.

Oddly enough, sometimes you can have very well performing ads that just attract tire-kickers. On paper, it's great but in reality, they don't pay. On the other hand, you can have a badly performing ad that actually filters people out, leaving only the very interested people clicking.

An example of this, is called "price filtering". It's where you put a price in the ad. Anyone not prepared to spend any money will not bother clicking saving you a click from someone who wasn't ever going to buy anyway.

OUR GUARANTEE TO YOU

Like with any business purchase, there's risk attached. We want to completely remove that risk from you and place it on ourselves.

If we don't do what we say we're going to do then you shouldn't pay.

HERE’S HOW IT WORKS

The entire purpose of this project is to increase the number of new leads your website generates.

IF WE DON'T GET YOU SATISFACTORY SET OF NEW LEADS EACH WEEK OVER ANY GIVEN MONTH THEN YOU WON'T PAY THE FOLLOWING MONTH'S MANAGEMENT FEE.

The only caveat to this is you must be prepared to spend the recommended amount.

You won't need to "call in" the guarantee. If in any month, we don't hit the correct number of new leads then we'll simply amend your invoice for the following month.

REPORTING AND MONITORING

Through Google Analytics & Google AdWords platforms, Crossroad Elf will measure analytics data such as advertising metrics, page-level metrics, engagement rate, total impressions, cost per click, conversion rate, and other metrics. We will compile reports and present them to the customer on a monthly basis.

SCHEDULE

Google Ad Words campaigns are an ongoing process. We respond to what works and move on fast from what doesn’t work. Therefore, we anticipate at minimum of two months from the start to the date your campaign is launched. After that, we monitor and adjust, presenting reports to the customer on a monthly basis.