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PPC Done Right

 
There’s a saying that goes back a long, long time. “If it’s worth doing, it’s worth doing right.”
It’s applicable in so many ways, but today I’d like to apply it to Pay-Per-Click advertising. I’ve stated many times that I’m confident enough in PPC that I’d be willing to stake my personal and professional reputation on it – when it’s done right. Let’s talk about what that looks like.

Before We Get Started:

With VERY few exceptions, I would not have you get our theme confused with “If you want it done right, do it yourself.” Just like it’s worthwhile for your customers to hire you to solve their problems, I would recommend that you hire someone to handle PPC advertising for you. It’s not a “set it and forget it” sort of platform. It needs daily maintenance and management, which is not necessarily entrepreneur-friendly. You have a lot more important things to worry about, so it’s worth handing off to an expert that can focus on it.

What “PPC Done Right” Looks Like

Pay-Per-Click advertising on all platforms (Google AdWords, Yahoo!, Bing, Facebook, Instagram, Doubleclick, etc.) is a very complicated and intricate practice that’s not easily mastered or maintained. It takes a very specialized skill set to appropriately organize and execute campaigns.
In order for PPC to be done right it needs the following elements to be dialed in:
  1. An appropriate budget
  2. Impression Share
  3. Targeting
  4. Click-Through-Rate
  5. Conversion Tracking
I’ll touch on the first two today and the last three next week.

A Good Budget

I recently wrote about how to come up with an appropriate PPC budget. While I think that explanation is pretty good, let’s take another look at it.

Say you’re wanting to grow your business by 1 job a day. You know you usually have the capacity, so you’re just looking to expand a little bit. At an average cost per click of $6.00 (which is very low for some markets), every time someone clicks on one of your ads, you’ll average in cost at about $6.00. If one out of every 5 clicks turns into a job (average call per click rate is 1 in 4), then that means you’ll pay $30.00 to get a job every day. Multiply that out by 22 working days a month and you’re looking at a budget of about $660.
I’d venture to say that if you’re not willing to spend at LEAST that amount on PPC, you’re probably not going to get much return. If you’re only willing to spend $10 per day, that amount probably won’t last you long. A daily budget of $10 means that you would likely only get 2 clicks in a day (at $6 per click), which means you’d go 2.5 days of clicks before getting a job.
This is where calculating impression share with your vendor comes in.
Big Takeaway:
PPC is a complex and time-consuming practice, but it’s worth doing. Those that aren’t are going to struggle to keep up with competition.
  1. Find a trustworthy vendor to run your PPC campaigns and get them off your plate.
  2. Figure out your budget based on your business needs. If you need help, schedule a call with me to get one established.
Appropriate digital marketing practices offer a bright horizon for your business and reaching new customers. Click to receive updates about future webinars on digital marketing.

Impression Share

I get questions from business owners all the time saying, “I’m budgeting $1,200 per month in PPC. Should I spend more than that?”
The answer is usually “It depends on your impression share.”
Impression share is the percentage of times your ad is shown out of how many times your ad could have shown. For instance, if there are 1,000 applicable searches for “carpet cleaning” in my area and I show up 350 times, that’s a 35% impression share.
Now, is a 35% impression share good or bad? Well, that also depends. Ideally, I would want your business to show up as often as your budget will allow. Meaning, if you live in a smaller market with little competition and have the ability to show up 90%+ of the time, go for it! Otherwise, if your budget only allows you to have a 45-50% impression share, have your vendor do as much as they can to analyze peak performance criteria for your ads to maximize your budget.
Impression share gives you a great insight into your campaign performance and is something you should be asking your vendor about on a regular basis.

What Can Happen

Since impression share serves as a barometer for how you’re keeping up with your competition, it’s a useful tool to know when something’s going wrong.
Let me paint you a picture.
Suppose you’re watching your impression share to keep an eye out and it takes a sudden nosedive.
That could be due to a new competitor coming into town with a HUGE marketing budget (maybe someone with a palindrome for a brand). They start spending inordinate amounts of money on PPC and drown you out.
You and your vendor now have some research to do in order to figure out what your next move is. Do you increase your budget? Do you stay at your current budget and just try to ride it out, hoping that they’ll run out of money? (They will eventually.) Or you can go Braveheart on them. Your choice.

Big Takeaway:

It’s pretty easy to see how knowing and understanding your Impression Share can be a game-changing factor in your business.
  1. Ask your vendor what your impression share is. They should be able to find it for you.
  2. Analyze where you’d like to be vs where you can afford to be and formulate a plan with your vendor to make that a reality.
  3. Keep an eye on your Impression Share to know where your competition is.
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Connecting With “The One” Customer – Part II

 
Last week we talked about how to make your customers feel more special by addressing them personally through e-mail.
Let’s talk about how to do it with new customers and AdWords. It’s not hard, but it’s effective.

“Wow… That’s Exactly What I Typed!”

Probably my favorite advertisement platform, Google AdWords allows you to use the words your customer searched with to make an ad. Crazy, right? But it’s SO effective!
Here’s why:
Google AdWords bases your costs and placement on ads primarily on how relevant your ad is to what people were searching for. Instead of creating a new ad for every permutation of what someone could possibly type in, you can create an ad using “Dynamic Keyword Insertion” (DKI). It takes whatever your customer searched for and makes that the headline on the ad. You can then create the description for the ad and everything else your own and even include a “default” headline.
Here’s an example of how that’s set up:
If Google decides to just serve up my ad, it will look like this:
But, instead of “Green Certified Carpet Cleaning”, they’ll insert whatever someone searched for like “Scott’s Chem-Dry” or any other keyword on my list.
8 out of 10 people will read a headline, but only 2 of 10 will read the rest of the ad. So, when a consumer sees a headline that’s exactly what they searched for, they’re WAY more likely to click on that ad.

Big Takeaway:

Make your marketing about your customer. They’ll respond. I promise.
  1. Dynamic search ads are incredibly effective! When your ads are more relevant to what people are searching, you get more shown and clicked on more often.
  2. Watch the list of words that get inserted into your dynamic ad headlines to know what words to add to your keyword lists.
The service industry is a very personal one. It’s a loyalty business. Encourage a personal relationship with your customer by using their name and what they’re looking for.
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Connecting With “The One” Customer – Part I

We have a pretty good idea of what our core customer is. You know them, you can probably picture them in your mind. But sometimes you have to do more than target the group as a whole. People feel important when you address them directly. They also will surprise you with the unique ways the find you. Here’s one thing you can do this week to make your customers feel more special.

Make E-mail About THEM

Consumers are automatically more interested in a message you have to share with them when they feel like it’s personalized. Luckily, that’s an easy fix.
Without getting too complicated, you can address your customers individually using a technology called “dynamic content” in e-mail.
What it does is create a salutation at the beginning of the e-mail that either defaults to something like “Hello, Valued Customer” and inserts a name into it if you provide the “input” resulting in something like “Hello, Chris.”
If you want to get really fancy, you can try putting their name in the subject line to say something like “A Deal Just for Dan”.
I wrote about this last year and showed you how to do it in Constant Contact. Take a look here.
Big Takeaway:
Make your marketing about your customer. They’ll respond. I promise.
  1. Try having an e-mail speak directly to your customer.
  2. If you can, get their name in the subject line!
The service industry is a very personal one. It’s a loyalty business. Encourage a personal relationship with your customer by using their name and what they’re looking for.
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Courting Your Customers – Part II

Last week, we talked about how getting online reviews (aka your business’ “online dating profile”) can help potential customers feel more confident calling you because they see that you’ve got a good reputation. Let’s continue down that path this week.
My kids have been on a Disney music kick lately and one of their favorite songs that comes on (though they haven’t seen the movie yet) is “That’s How You Know” from Enchanted. The first lines from the song are “How does she know you love her? How does she know she’s yours?”
This makes me think of our relationships with our customers. I’ll explain.
When you ask them for a review, you’re essentially telling them “Hey. I think we had a good time and I want to see you again.” You’re setting the stage for a long-term business relationship.

How Soon is Too Soon?

I remember after my first date with my wife I debated about when to call her again. I had a great time, but didn’t want to come off desperate. (Come on, guys. You know what I’m talking about.)
Meanwhile, she was left wondering, “I wonder when he’ll call me again.” Turns out, I could have called her when I got home and it wouldn’t have been too soon.
Here’s my recommendation for your customers: Don’t wait. Whether you got a review or not, don’t wait.
In today’s marketing/business world, you’re actually expected to “call back” within 24 hours. That could be a literal phone call, e-mail, postcard, or text message (use your best judgement based on the customer). But the key is that you need to follow up. “THAT’S how she’ll know.”
Plus, if you didn’t get the review, this is your chance to find out how they feel. You get to ask for a review, a referral, or just check in make sure everything from your “date” is still okay.

Sending Flowers

There are some things that can never go wrong when it comes to following up on a job. These are all things you should be doing. Like sending a few flowers after a date, keep it reasonable, but “that’s how [they’ll] know you love them.”
Here are some ideas:
  • A personally-signed thank-you card (all but forgotten in our day and age)
  • A short, simple e-mail
  • A phone call
  • A text message
  • Referral cards
  • A review request
  • A box of dog/cat treats on a big P.U.R.T. job. (Amazon, anyone?)
Whatever you decide to do, make it meaningful. Take some time and show you care.

Big Takeaway:

  1. Make sure they know you “love” them. Feel for it by asking for a review.
  2. Don’t wait too long to “call” after the date. Follow up quickly and show some appreciation and thought.
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Courting Your Customers – Part I

If you’ve been following my blog for the last little while, you’ve probably noticed that I’m on a bit of a reviews kick. That’s because it’s something that’s so easy to do that can have a HUGE impact on your business.
I’d like to take a different spin on it today, though. Let’s look at it from your customer’s point of view.

The No-Longer Blind Date

Remember the last blind date you went on? I do. It was… awkward. Largely because, no matter how much the people who set me up told me about my date, I still had no idea what I was getting myself into. The people who set me up are only going to say good things about my date because they want me to have a good time and make a connection. If only there were a way to find out more about my date… Oh, wait! There’s this new thing called the Internet!
That’s right. Thanks to the magic of Facebook, Google, and the like, we can hunt down just about anyone and find out more about their personality – especially the weird stuff.
So, when a potential customer gets a recommendation from a friend to call your business, you have the opportunity to have many of your past customers vouch for you. They talk about their experiences with you and set up expectations. And if you’re working on your social media presence, you can talk about things you’re going to do for your customers.

Building a Reputation

The best and easiest way for you to build a reputation online is through reviews – especially Google reviews if you can get them. But here’s the trick – you can’t expect customers to be so elated that they just can’t wait to look you up and write a glowing review. You have to ASK them.
I wrote a while back about how to create a link to send via text message for customers to leave a review. It’s not complicated and it pays off. The key is to catch your customers in the apex of their emotional satisfaction – as soon as they see how good everything looks/smells. That’s when you say, “Mrs. Jones, I’m so glad you liked what we did today. Would it be alright if I send you a text message with a link to leave us some feedback online? Would you prefer Google, Facebook, or Yelp?”
Darryl and Teresa Adcock of Northern Utah Chem-Dry started doing this in February of this year and, as of today, have TRIPLED their Google reviews. It works! Now whenever a customer is thinking of calling them, they know they can call with confidence.

Coming Next Week

We’ll continue this topic next week with what you could/should be putting out into the world on Social Media and other places online that will help to enhance the impression you have on potential customers.

Big Takeaway:

Customers hate gambling with their business. If you can do things to make them feel more confident in calling you, you’ll gain more market share and lifetime customers.
  1. Be aware of what people are saying about you.
  2. Make sure you have Google, Facebook, and Yelp listings for your business to collect reviews.
  3. Create links that can be sent via text message to take customers directly to leave a review.
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You’ve Got to Watch This!

One of the biggest trends in digital marketing for 2017 is audiovisual media. People just love watching videos online! It’s incredible! According to a recent YouTube study, the world watches over 1 BILLION HOURS of video per day.
What does that mean for you as a Chem-Dry owner? Text posts and pictures may not cut it. It’s time to invest in video.
What Videos Work?
Generally speaking, people want short (30-120 seconds), digestible videos that don’t take much time, but are full of remarkable information or entertaining antics. As a Chem-Dry franchise, you have the ability to really show off some amazing things that you can do for people.
Live video is also a big thing for your business – especially if you can capture something interesting like showcasing how you remove tough stains, or a great tile job. The big thing for videos for your business is that they need to be interesting and show your personality. Just don’t be surprised if it doesn’t go viral overnight.
What’s Available To Use?
Marketing Toolbox Button
Well, because we love our Chem-Dry franchises, we’ve made some GREAT videos that talk about the benefits of Chem-Dry cleaning services and the Healthy Home Study. You can find many of these videos in the Marketing Toolbox on the Gateway. You can download the video and upload it to your company’s YouTube channel, or just upload it directly to Facebook with a good caption.
How Do I Make a Video?
Here’s the thing you have to remember about internet videos – generally, they don’t have to be super polished. You can go through a lot of effort to modify, edit, add music, transitions, titles, etc… But at the end of the day, what matters is the content. You can probably shoot a good enough video with your smartphone that will serve you just fine.
Just make sure that you brand yourself properly (use proper colors, uniforms, and introduce yourself by your whole company name) and that you don’t misrepresent brand promises, and you’re golden!
For more tips on shooting a great video with your smartphone, I recommend this helpful tutorial.
Big Takeaway:
Videos are a great way to quickly communicate the value of your business not only by talking about it, but SHOWING it. Try doing these things:
  1. Shoot a short, easy video highlighting your service. Show results.
  2. Get in front of the camera to talk about WHY your business is the best choice.
  3. Upload a video from the Gateway to get the ball rolling and remind people about the power of Chem-Dry.
Videos are a quick, easy way to show some personality in your business and engage with customers to remind them why they chose you in the first place. It’s about time you shared some with them.
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Be a Problem Solver

 
Remember this guy? Angus MacGyver, the brilliant problem-solving genius that could take common items like paperclips and spit to make tools to disarm nuclear bombs.
Why did he become famous (at least, in his fictional world)? Because no matter what the odds or difficulty of the situation, he could come up with something to fix it with a Swiss Army knife and duct tape. He became the man you would call on when nothing else would work.
As a Chem-Dry franchise, you’re the MacGyver of carpet cleaning. If you can’t fix it, nobody can. But how many of your current or potential customers know that?

Play to Your Strengths

You make great money solving people’s problems. We can solve problems that nobody else can. That’s a MAJOR strength for you! Chem-Dry can solve problems with pet odor, re-occurring stains, heavily soiled carpet and upholstery, allergies, bacteria, and so much more!
But people don’t know you can solve their problem unless you tell them. Are you telling them? Are new customers finding you because you addressed the solution they’re looking for? Why not advertise based on what makes you stand out (and, as a result, makes you more money)?!
There’s an incredible profit opportunity available to you through selling P.U.R.T. and it solves a BIG problem for your customers. Are you advertising to be able to find the customers that are looking for that service?
Think about other services you offer that make you good money. Protectant. Sanitizer. Granite renewal. The list goes on.
Potential customers are looking for businesses that can solve the problems they’re having and they’re willing to pay good money to do it because it’s important enough to them to look for it. Plus, when they call and you’re able to confidently say “We specialize in ___________”, they can’t wait to have you come do it!

Showcase It

Here’s what I want you to do.
Make a list of the top 5 things that: a) you specialize in and nobody else can do; b) make you good money.
Now that you have your list, start brainstorming ideas of how you can market those things. Here are some suggestions:
  • Make a video of a protectant demo.
  • Use a stain removal before/after picture on a postcard.
  • Show Healthy Home statistics (98% of allergens, 89% of bacteria, etc.) in a Pay-Per-Click ad.
  • Use a picture like the one here to show before/after on granite.
  • Have your vendor prepare a PPC campaign for P.U.R.T.
While you may not be able to fill your day with “specialist” jobs, they’re often cheap to advertise for and very profitable. Make sure you aren’t inadvertently missing opportunities because you failed to show up.

Big Takeaway:

You’re a specialist. Advertise like one.
  1. Take time to analyze what makes you money and what makes you different.
  2. Create advertising campaigns around those things.
  3. Talk to each customer about how you are their MacGyver when it comes to carpet. If you can’t do it – nobody can!