Over the course of the last week, we held a couple webinars that – hopefully – will enlighten you about a few things with regards to Pay-Per-Click advertising and using a job-finding service called “Thumbtack.”
Here’s a summary of each webinar. Click the pictures to view the recordings.
Pay-Per-Click advertising with Google AdWords can be a daunting thing, but it’s not too hard to make use of it when you learn how to track a few of the key metrics.
– Average Cost Per Click is a measurement of how much you pay every time someone clicks on your ad. Each click will have a different cost based on the popularity of the search term, the location, the landing page, and many others. Just a good idea to keep an eye on it to get a feel for how much you’re spending.
– Click Through Rate is a simple percentage of how often your ads get clicked. A high CTR indicates an interesting ad. Having too high a CTR can indicate problems, though.
– Average position gives you an idea of how highly your ads rank on the search results page. I usually tell people to aim for the #3 spot. I explain why in the webinar.
Working with a Vendor
Whether you have a large or small operation, it’s wise to at least consider having a vendor handle your PPC campaign. Much like a common homeowner trying to clean their own carpet is better off to call you. PPC vendors have proven track records for results and probably have more knowledge and expertise than you do. But you can certainly work with them and make sure you’re getting the value from their service.
Getting More Jobs with Thumbtack
A big thanks to Walter Gard with Tri City Chem-Dry in Richmond, VA for his help in presenting this webinar.
This webinar included an introduction to Thumbtack and how it works. You set up a profile for your business and receive bid opportunities. Every bid you submit costs you a certain number of credits which cost just under $1.50. After you submit your bid, the customer has the chance to review it and if they like your price (or you’re one of the first to respond), you’ll get the job!
A few principles we discussed in the webinar:
Set Up Your Profile – Provide as much pertinent information about your business as you can. Sell “Cleaner. Drier. Healthier.” Provide a personal background (people love reading about you), and set clear expectations (technician arrivals, uniforms, top-level services, etc.).
Communicate Clearly – When you submit a bid, briefly explain what makes Chem-Dry better. Sell value, but don’t make your response too long. Give them what they want to know and invite them to call with any questions. (Often, once you submit a bid, you’ll be provided with the customer’s phone number, so you can call and follow up almost immediately afterward.)
Price Competitively – There’s a great deal that’s communicated in your prices. Don’t undersell yourself. Charge what you know you are worth. Don’t bid on jobs you know you won’t want to do.
Respond Quickly – The job usually goes to the first one or two people to respond, and it only takes a minute or two. Don’t wait around because a request will only receive 5 bids before it shuts off.
If you have any questions about how Thumbtack works, feel free to call Walter or myself and we’ll be glad to help you out in any way we can.
Want More Webinars?
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If you ever have any questions about how your digital marketing is performing, reach out to me and we’ll talk about it – whether you’re using a vendor or doing it yourself.