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
Am I Paying Enough?
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
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.
- Contact your PPC vendor (or me if you don’t have one) and get your monthly reports for the last 3 months.
- Count up total revenue from PPC for the last 3 months.
- Call me and tell me what kind of return you’re getting. We’ll talk about strategy and where to go from here.