Are You PPC-ing Enough?

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Over the past few months, I’ve had several conversations with franchise owners who have expressed some frustration with the performance of their Pay-Per-Click ads. Their primary concern is that they don’t seem to be getting enough business from them. Well, there’s usually only one or two things that cause that, and I’d wager that 9 times out of 10, it’s the first one:

The Ad Budget.

You Have to PAY to PLAY Money Roll

Google is very good at what they do – and they know it. Just like you are the premium carpet cleaning service, Google AdWords is the premium pay-per-click advertising platform. It’s popular because it’s effective, and I don’t see that changing any time soon.

There is, however one things you should always remember about advertising there – it costs money. Sometimes it costs lots of money, but if you’re doing it right, it will bring in the returns you’re looking for.

Am I Paying Enough?

Even if you were able to somehow hire a team of specialists within the walls of Google, people that know EVERYTHING there is to know about the algorithms and such, all the optimization of keywords and ads in the world wouldn’t get you anywhere without the budget to pay for it. Simply put, if you’re not willing to put up the money for it on a daily basis, you’re just not going to show up and get the exposure you want.
I’ve talked to people who are only putting up $100-200 per month on their campaigns and they tell me they’re not getting anything from it. Well, that’s like only allowing yourself to eat a cup of lettuce in the morning and then complaining that you’re still hungry. You have to give your campaigns enough fuel to get through the day and attract the traffic you’re looking for.

If you’ re not sure if you’re paying enough for ads, talk to me or your vendor to get some insight. Are you running out of fuel too quickly? It’s quite possible.

What I Would Do what-should-i-do-1988

Take a look at your budget for Pay-Per-Click. What kind of return are you getting for it? Do you even know? If not, start using tools like Call Tracking Metrics to attribute revenue to your ads.

If you are bringing in at least a 3:1 return (3x more revenue from your jobs than your total ad spend – including vendor fees), I’d try increasing your budget. See if you can get more out of it. If that return ratio goes down? Well, congratulations! You know your campaign is optimized! But, chances are, that’s probably not going to happen. With only a few exceptions, I know most Chem-Dry owners aren’t paying enough for their PPC campaigns to be optimized.

 

Big Takeaway:

Unless your schedule is completely full of past customers, you need to be doing PPC. You can’t afford NOT to be doing it.
  1. Contact your PPC vendor (or me if you don’t have one) and get your monthly reports for the last 3 months.
  2. Count up total revenue from PPC for the last 3 months.
  3. Call me and tell me what kind of return you’re getting. We’ll talk about strategy and where to go from here.
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