The Shields Group often recommends “key word purchase” programs
and related efforts designed to drive qualified prospects online. Over
the past 12 – 18 months (and accelerated by the downfall of opt-in
email), we have implemented a large number of terrifically effective
“two-step” programs, in which we:
Drive traffic to a landing page, getting people to identify and
qualify themselves, as well as indicate areas of interest, and then
Use telecontact to
“double-qualify” the prospect, confirming and expanding upon his
interest.
Of
course, a great deal of cleverness and real-time fine-tuning must go
into making this effort successful. The Shields Group has vast experience in
optimizing programs like this—generating maximum qualified traffic at
a minimum cost.
Here, we recommend a Pay-Per-Click search engine (PPCSE), in which
advertisers with the highest bid for a given keyword show up first in
the search results, the next highest amount shows up second, etc.
On
the client’s behalf, we manage many (often over 200) different
keywords, driving large volumes of traffic to the landing page.
