Promotional Landing Pages

[Chris Cachor]

Has anyone had success with building promotional lead gen landing pages driven by PPC? I guess micro-sites would fit into this category too. Something for a large campaign direct marketing.

 

[Alex Snyder]

Yes. Do you need any expansion on that yes?

 

[Chris Cachor]

Alex, yes! If you have some examples too, that would be awesome. I was just curious how well certain campaigns performed for landing page sites designed around:

Dealer Events (tent sales, liquidation, cash for clunkers, etc.)
Manufacturer Promotions (GM Red Tag, etc.)
Customer Direct (Bad Credit, Commercial Truck, etc.)

Have these campaigns had successful ROI? I've been diving into this much more lately, but haven't had experience besides creating a liquidation site for commercial trucks.

 

[john.quinn]

We're actually doing PPC now for used cars. The PPC ad is generated by our inventory feed. So, if we have, say, a 2005 Honda Accord LX in inventory, and someone performs a search for "2005 Honda Accord LX," our ad appears prominently. When clicked, you're taken to that unit's VDP page on our site. It's been quite a nice surprise, BIG lead generator, 120 days or so into it now.

We've done quite a few landing pages over the years for various events -- not necessarily PPC, but events, re-targeting, BT, etc. Two pieces of advice:
1. Coordinate your message and the landing page. Make sure that the page delivers the next logical step in the client's progression. In other words, if you are saying "Click for a Quote" and you land them on a fluff piece about why your dealership is so great, look for high abandonment rates. Make it easy for the client to find what he/she wants and to follow the next logical step.
2. Don't cheap-out on the page. If you have good tools on your site that have a high engagement level, get them on your page too.

Good luck!

 

[yagoparamo]

Easy to do and to grow your digital presence.

Look at this simple one, 'f150 everett' took over the dealer's own site spot, youtube, etc.

https://www.google.com/search?sourc...p.,cf.osb&fp=756fe63c7c87b84&biw=1680&bih=910

We run these for about $30-$40 per month.

You can probably do this yourself with a little bit of time in your hands, some PHP knowledge, and programs that you can RSS. In this example we RSS our review sites (dealer rater also has an RSS available), we RSS the blog (blogger and wordpress have an RSS plug in), and even Craig list (do a search for your stuff then RSS that search). You can RSS Youtube or do a PHP plug in that will play the vdeos right on the microsite.

Notice that the blog link in the menu 'f150 news and info' goes to an RSS feed from Ford for f150 and trucks news.

The inventory ONLY shows f150 units at the dealer.

 

[Chris Cachor]

Yago,

Is this something you drive paid traffic to or are you relying on increasing organic? Is there a lot of referral traffic to their main website or does most lead generation come from the landing page/micro site itself?

 

[yagoparamo]

Yago,

Is this something you drive paid traffic to or are you relying on increasing organic?

We create them to be 100% organic. We don't believe in PPC as a long term solution. These will index forever, will create elads forever, can be reused, changed, modified, etc. They will create more digital paths for your customers to find your biz.

Is there a lot of referral traffic to their main website or does most lead generation come from the landing page/micro site itself?

Depends, we divide them in targetted groups that can focus on used cars, new cars, service, etc. Dealer's feedback is all over the pace; some claim they get leads from the, some claim their main website now also shows everywhere with the links and help from these sites, etc.

I ike to create them like Ralph Paglia told me once: "convert into a lead or leave", so we focus on having as many touch points as possible and making it easy for the customer to contact.

One dealer told us that he felt he was getting way more elads for his special finance department since we RSS their reviews. He thought that put people at easy to see other's feedback, issues, problem solving situations, etc.

 

[Chris Cachor]

We don't believe in PPC as a long term solution

Why is that?

 

[yagoparamo]

Why is that?

Chris,

To answer that will require a long and different conversation...

Let's just stay focus on what he asked.

For answers on your question, there are other threads that talk about Miscrosites Vs PPC etc.