Performance advertising is generally a service where by media strategists and clients alike can maximise an allocated portion of their media budget to paying for a "result" or each acquisition or transaction. The performance advertising "result" can be defined as:
- A click through to a website landing page;
- A consumer or business leaving some personal information on a website;
- A measurable phone call or SMS is completed
- Social media acquisition for your Facebook, You Tube, Twitter account
- The most desirable, yet more costly one where s someone making a transaction online or over the phone to pay for leave a deposit for goods and/or services
These five results are generally the most outcomes in performance advertising and within Australia and New Zealand the media used to generate such activity is primarily digital and TV advertising and some radio. Print can be used selectively however pay per lead TV or pay per lead print and radio is not offered by the media networks, it's actually a select group of companies who based on extensive experience can identify clients and categories where they pay for the media, take the risk themselves and only gain a retain if a result is generated.
Pay Per Lead or Acquisition
Pay per lead can be very beneficial when growing a customer based with lower risks than some other media. We work on your digital strategy within Australia and if you want customers from other markets like New Zealand, US, UK, parts of Asia and Europe we can deliver . Using an agency like Hunter Media Solutions offers similar benefits to using an agency for your above the line media.
You benefit from leveraging our strong relationships, industry knowledge, understanding the strengths and weakness of digital sources, volume of campaigns and more importantly our unbiased planning. Often media will only sell the upside to their services and perceived points of difference.
While CPL is perceived to be lower risk and more cost effective, we don't dismiss CPM and PPC activity which can prove to deliver a more effective ROI long term. Often we've launched wth purely CPL and reduced proportionately the percentage of CPL to CPM/PPC as the campaign matures or the above the line media is generating effective cut through.
When determining if CPL is a option for a new client we look at the following to help detmine it's viability.
National - We look at whether the product or service is available in 5 capital cities, just Metro, or East Coast, regional and so on.
Regional - We take into consideration the opportunity to reach t he regional markets with the clients product or service.
Cost of Good/Service - Is there enough margin built into the product to justify this type of marketing. We have some clients that have taken a view that although they may break even on initial sale they are gaining new customers with a life span of several years. For many it would require 10 times that in advertising revenue to attempt to secure the same amount of customers, similar to the way daily deals business run.
Appeal - Is the product a mass market B2B, B2C? We're not talking at potential or that you think everyone should use the product or service.
Timing - Often clients assume that because they "want" customers during specific weeks or months that they will get them. This is not always the case, securing PPL during peak retail periods or key buying times is quite difficult. We often advise clients not to hang their hopes on PPL. If this week is critical to your business then you need layers to your marketing. Have a blend of PPL and then secure activity to ensure you achieve what you need to during this critical time. It could be that you buy some TV and print and run PPL in the eDM and Digital space.
Competition - How competitive is the B2B or B2C category you want to run performance media in? What's the size of your competition? We can help with various elements of this. We regularly see companies with large digital budgets simply squeezing out smaller or emerging competitors. We can fight these with our offers and USP's.
Tracking and Independent Reporting - If we can't track the source of the lead that be can't run performance. We can help you work through how we can implement tracking and independent reporting which can be driving traffic to a 3rd party website, unique URL, contracted call centre, dedicated phone numbers, tracking pixels are just some of the method we can explore. Remember if you try to screw media it may work once or twice or for a short time but the client always comes off second best in the long run.
Pay Per Acquisition
Pay per acquistion is a when we pay once a customer has transacted with the business and the next level up from CPL. Affiliate marketing is also a trm to describe this and the affiliate is paid a fixed fee or percentgae of sale.
Additional Performance Services
PPC - Pay per click advertising
PPC Covers display and html advertising across up to 700,000+ iphone and smart phone, tens of thousands of apps, NineMSN, Fairfax, Telstra, Yahoo!7 and member based digital publishers offering double opt in permission based marketing that is spam free and adhere's to Privacy Legislation. Some is incentivized and some is not, both have a place and we work out what best suits our clients objectives.
Mobile performance advertising
This covers display advertising on mobile networks to drive "clicks" to your website via mobiles
iphone and smartphone App advertising
This covers display advertising on more than 200,000 iphone and smart phone apps on a pay per click performance campaign and is designed to drive traffic to your App.
We can also look at pay per data capture and pay per download for your app if you need to drive downloads as we'll as building the app.
Social Media - Facebook LIKES, Google +1, You Tube and Twitter followers
We can grow your social media presence by increasing the Facebook fans, Twitter followers, You Tube likes and Google +1
We do this through various methods in blogging, gaming, fan bases and more. Australia is a very small market in this space so it generally cheaper to go for global or multiple countries including Australia. Why do it? It's cost effective, it can provide a vehicle for ongoing free marketing of offers related to your product or service. If you have 100,000 Facebook fans, chances are your message can be seen by over a million people.
Pay per open advertising
PPO covers display and html advertising to newsletter databases and you only pay for those who open the information.We can access up to 4million members every month.
With Hunter Media Solutions you access a national full service advertising agency, committed to supporting our clients long term. Leverage our experience to help your business so Contact Us to discuss your new or existing advertising requirements.
Hunter Media Solutions is an experiences advertising agency Sydney that can help with your performance advertising which is also described as pay per lead, pay per click, pay per acquisition, pay per customer, direct response advertising and pay per sale as part of your media strategy.