Starting now! You can get exclusive training to get your Adwords campaign to bring you more clients. I’ve just launched my Adwords Training Clinic. It’s the lowest price I’ve ever offered for any training. Click Here for details.
Google is changing. And their pay-per-click program, Google Adwords, is part of the change. Over the last few years I’ve written a few ICS Web Exclusives about Google Adwords, but this is some of what is happening most recently. There are some new things you should be aware of if you’re spending money on Adwords. Google Adwords can be a great return for your advertising dollar.
What is pay-per-click advertising?
Basically, it’s an arrangement where you pay a fee each time someone clicks a link to your website. Typically these are set up in search engines when a user searches for a particular keyword phrase. For example, if a user goes to www.Google.com and searches for “Carpet Cleaning Atlanta”, pay-per-click Google Adwords ads show up in the listing. For this conversation, we’ll talk about Google Adwords since it’s the most popular pay-per-click service.
Why would you use pay-per-click advertising?
First, your cleaning website may not naturally rank in Google for all keyword searches in your city. If that’s the case, paying for a Google Adwords campaign can help you get ranked in Google for any keyword phrase you wish. Second, if you’re already ranking in Google, you may want to have an additional listing to get even more traffic.
CAUTION! BUYER BEWARE! It’s important to realize that you can waste a lot of money on pay-per-click advertising if you’re not careful. Not setting your Adwords account up correctly and failure to monitor your spending are often a problem. When I look inside a client’s Adwords account, I typically see little errors that are costing them hundreds and sometimes thousands of dollars.
But another important thing to understand right now is that your website MUST have a good sales strategy to turn your web lurkers into paying clients. If your sales strategy doesn’t convert prospects into clients, you’ll be wasting money on pay-per-click advertising. You pay for the traffic whether or not the web lurker ever uses your cleaning service.
It depends on your city. Smaller cities can sometimes have rates per click as low as one dollar for cleaning searches. In most medium sized cities the cost can average $3-5 per click. Also watch out if your area has abnormally high pay-per-click costs. Some areas, such as Phoenix, Arizona, are notorious for having high pay-per-click rates for cleaning searches. If your pay per click rate is more than $10 for cleaning searches, you may want to consider limiting use of the service. For restoration searches, anything over $15 is abnormal.
When is pay-per-click advertising worth the money?
When your site is new you’ll need traffic. This is a perfect time to test out your website sales strategy by doing a small pay-per-click campaign. And if you’re starting on a search engine optimization (SEO) campaign to naturally rank your website better in Google, it’s been noted that running an Adwords campaign can help slightly. Also, if you want to do a little extra advertising to boost sales on any given week, Adwords is great. It’s perfect because you can start and stop your campaign any time you want.
What factors will get you ranked better in Google Adwords?
Money talks. So typically, the biggest factor is the amount that you bid for a click. If you beat your competition, you could get higher ad rank. Higher ad rank means you’ll show up higher in the search. But there’s more to it than that. I called Google and spoke with one of their reps just to clarify. Here’s what he said.
Each keyword (phrase) gets a quality score and we multiply that by your price per click. Quality Score x Your Bid Per Click = How High Your Ad Ranks.
The higher your quality score, the less you pay per click! Your quality score is derived by how many clicks you get, keyword relevancy, and your landing page. So let’s talk about what your landing page should have. Fast load time and a professional appearance is the key. Google wants the users who click your Adwords ad to have a good experience.
Sites that take 6 seconds or more to load make for user frustration. And ugly, unprofessional websites create a repelling eyesore. Besides getting more cleaning jobs booked, a professional website can make your cost per click less.
Here an example: Company A with a low quality score could pay $5 per click to rank in the third position. But Company B with a really good quality score may pay only $4 a click to get first position ranking for the same keyword phrase.
Should you outsource your pay-per-click advertising?
In some cases, outsourcing could be best. Not typically though. Know that you can often save $100 a month or more by doing it yourself. Plus, I’ve seen campaigns set up by Adwords “professionals” that were set up poorly. So it depends on who you use. The folks at Google can set up your campaign for you, but normally it’s not the most refined campaign you can get. It’s better if you learn to set it up and monitor it yourself.
Now you’ve got a general idea of what Google Adwords pay-per-click is about. Watch my blog, because soon I’ll be giving you some specific strategies and examples of Google Adwords ads that get good response. Then we’ll dive into what it takes to start a profitable Google Adwords campaign.
Starting now! You can get exclusive training to get your Adwords campaign to bring you more clients. I’ve just launched my Adwords Training Clinic. It’s the lowest price I’ve ever offered for any training. Click Here for details.
I heard you wanted to see the replay of the special webinar I did last week for my subscribers.
So I posted it on my blog after getting several requests!
But it’s only here for a few short days. So check it out NOW.
After the weekend it will be only available in my coaching members
only section.
P.S. During the webinar, one attendee asked to see an example of
how killer offers can be used in your advertising. I laid out
EXACTLY what to include in a killer offer to your prospects as well
as showed an example of a postcard mailer with a killer offer.
P.P.S. Plus I also gave ideas on how to get current clients to
call you more often, showed off flyer examples, salesletter
examples and more. But hurry, the webinar replay will only play
for a few days. Watch it now.
To get all the ads shown in this video, Click Here for info about the Ad of the Month Coaching Club.
For info on the “Suplimental Light SEO” Program Click Here.
Here’s your action plan. Make a commitment to do at LEAST EIGHT of these things. This is about massive action. Doing just one or two of these may not be enough.
The bitter truth that no one ever tells you about marketing is that everything doesn’t always work every time. So if you want to stay busy, you MUST take action with several items.
First and most importantly, mail a postcard or letter to EVERY SINGLE ONE of your current clients at the beginning of January and beginning of February. Include a killer offer.
Mail a postcard to your clients who haven’t used your service in the past year. Remind them that they haven’t had cleaning in over a year. Include a killer offer.
Run a Google Adwords pay-per-click campaign targeting your city with the main keywords for your service.
Send an email newsletter to your prospects and clients with a special winter only offer.
Set up a Google Remarketing campaign and get in front of prospects after they have seen your first message.
Create a blog or post to your current blog. Post tips to help homeowners care for the carpet, tile, rugs, and other services you offer.
Send a letter to 25 doctor, lawyer, or offices each week. Make sure you follow up with a phone call or at least one additional mailing.
Put SEO strategies in place to rank higher in the search engines FREE.
Post to Facebook, giving your Facebook subscribers a special winter offer.
Create one new Social Media profile each week
Create a mobile website so mobile users see your site.
Send a letter to 25 Realtors, Interior Designers, or Flooring Retailers each week letting them know of your referral program. Go visit their office after the mailing and bring them goodies.
Send a letter to 25 maid services, chimney sweeps, air duct cleaners, or other home service businesses in your area. Let them know of your referral program. Go visit them after the mailing (and yes, bring them goodies).
Put 500 flyers on doorknobs of high-end homes each week. Make sure your offer is good enough to get them to call.
Run an advertorial ad in the newspaper. Mention how winter is normally slow so you’re giving incredible specials on winter services like rug cleaning, tile cleaning, etc.
Offer a FREE 60 or even 90 day “touch up cleaning” to help take the client’s risk away from the carpet getting dirty too soon. Mention this on the phone and in ads.
At the end of each job, give the client a card with a special offer to get 25% off any additional service that is booked within the next 30 days.
If you ran an ad in the past year that was successful, RUN IT AGAIN!
Do this if you’re in an area with VERY cold weather:
Run a Google Adwords pay-per-click campaign. If you’re in an area where the weather is cold, target keywords for “water damage” and “frozen pipes.”
Create a WordPress blog or post to your current blog. Post about freezing weather and the effects of frozen pipes. Gives tips to avoid water damage problems.
In your email newsletters and snail mail postcards to clients, let them know of the dangers of freezing pipes and how you can help if pipes break.
Send 25 letters to plumbers each week letting them know that you dry out homes that have flooded from frozen pipes. Offer an incentive to refer you. Call and visit the plumber offices. Bring them a box of donuts or chocolates.
You can get templates of all these ads on this list in my Ad of the Month Coaching Club. Plus, sign up before December 31st and get access to the “Get on Top of Google” Course FREE.
I’m giving you a special Christmas gift since you’re a newsletter subscriber.
Over the next couple weeks you’ll be getting valuable FREE training…specifically to help you stay busy in the winter months.
I’ll be sharing with you the experience in my own cleaning biz as well as what I’ve found by helping my clients stay busy in winter. We’ve unlocked several key strategies I’ll show you.
To start, I want your comments and questions about what you want to know about staying busy in the winter months.
And I also want to give you a special report on Postcard Advertising. In the report you’ll get postcard ideas and even get to see some postcard examples for the cleaning biz.
I’ve only made this report available to those other than my coaching clients on a couple other occasions. And it’s only going to be available on my blog through these next couple weeks.
P.S. Watch your email box. Every few days I’ll be giving you something new and special to help you stay busy during the winter months. And I’ll be answering some of the questions you post on my blog.
I have lots of different packages available out there and you
might be confused about what’s “right” for you at this time…
So being in the Thanksgiving and Black Friday spirit, I decided to
do a limited special offer with several of my most
popular courses.
Pick ANY course below and get $50 off.
1. If you don’t know where to start, my advice is to mail something
to your current clients. Here’s a postcard campaign designed for
you to mail to both clients and new prospects.
3. Google Places (Maps) Training Course. This is one of our
simplest courses that can deliver huge profit. Get training and
tips on getting your profile to show up at the top of Google Places.
7. Newspaper Advertising Campaign to get dozens of profitable
newspaper ads.. Newspaper is often one of the biggest ROI for many
cleaning companies in small and medium sized cities.
Then email us the name of any other package you want on this list
and get $50 off.
But do it now. You MUST order before Tuesday, November 29th at Midnight U.S. Pacific time to get in on this deal.
Fine print: Due to the nature of this being such a killer deal giving away one course free, there are absolutely no refunds on this purchase. Purchase must be made 11/22/11 – 11/29/11.
The quicker you purchase, the faster you’ll get your bonus package.
Until later,
John Braun
P.S. All you need to do is make your order for any of the above packages. After you order, just email us the name of the package.
