Posted by Rich Harshaw on June 28, 2018.
A few weeks ago, I told you how hustle—not a huge budget—is the key to unlocking pay-per-click riches. If you missed those emails, you can read them here and here.
Today, I want to show you a real-life example of this.
On 4-17-18, we launched a No-Risk PPC campaign for a client specializing in gutter covers. As of 6-24-18, we’ve generated the client 60 leads for a cost per lead (CPL) of $235.18.
In other words—about 30 leads per month right out of the gate. Those are excellent results for a brand-new PPC campaign for a relatively niche product. And we achieved this using our typical PPC hustle methods—optimal keywords, persuasive ads, and powerful landing pages.
I know what you’re probably thinking: “30 leads per month right out of the gate is great. But I thought you guaranteed a CPL of no more than $200. What gives?”
Well, we give… cold, hard cash to the client for every penny of the overage.
That’s the beauty of No-Risk PPC. Even during the optimization phase—when CPL is highest and lead count is lowest as we tinker, test, and tweak the campaign—clients don’t have to worry about paying more than the agreed upon amount for leads.
In this case, we guaranteed this client would never pay more than $200 per lead—EVER. So MYM reached into its pockets and paid for the overages ourselves.
The great thing about this scenario is that $235 per lead is pretty dang good for a new campaign of this nature. We’ll almost certainly get the CPL well below $200 in the coming months—while increasing the lead count—as we continue to optimize the campaign.
That’s what happens when you HUSTLE.
I’ll keep you posted on the status of this client’s campaign. In the meantime, reach out to us at firstname.lastname@example.org or through our website for in-depth info about what the program can do for your business.
P.S. Here’s another cool thing about this client’s PPC campaign. Within 30 minutes of launching, it generated a lead. Generating leads doesn’t always happen this quickly after launch, so this goes to show how hard we work to ensure the most immediate results for our clients.
Note: In some instances the Guaranteed Cost Per Lead may need to be as high as $300.00. The increase is typically rare and usually due to things such as ultra-competitive geographic areas, out of the norm competitor efforts in the pay per click services arena or extreme seasonal competition. Fortunately these max lead cost increase is usually required for large metropolitan areas, however if this increase applies you will ALWAYS be notified in the initial discussions with us regarding your individual companies situation. In other words, if an increase is required we will let you know up front before any leads are generated.
Posted by Rich Harshaw on June 5, 2018.
Last post, I told you about Stark Services, a heating and cooling company killing it with their pay-per-click ads.
But not because they have the biggest budget. Or because they are in the #1 PPC ad spot.
Instead, it’s because they have the most HUSTLE.
Here’s a reminder of what their PPC ad looked like (theirs is the fourth ad), along with three of their competitors’ ads:
I discussed how “savage” Stark Services was because they specifically call out their competition (the $69 service charge).
I want to talk about the landing pages all four of these PPC ads lead to. You’ll see that Stark Services is not only winning the ad battle, but also the landing-page battle.
Here is the webpage that comes up when you click on Stark Services’ PPC ad:
Besides the HUGE phone number, what’ the first things you notice? Yep—the free trip charge valued at $69.
The huge callout reinforces the same offer that’s on the ad. Consistency between your ad and landing page is massively important to a successful PPC campaign.
Think about it. When someone clicks on an ad (or, really, ANY page in the search results), they are doing so because the headline and text on the results page convinced them to. They want to learn more about what was promised.
So if your landing page is NOT consistent with your ad, guess what? You lose. The visitor will click away within seconds because they did not IMMEDIATELY find the information they were looking for.
In other words—if your ad mentions a free service call worth $69, you better have that offer FRONT AND CENTER on your landing page.
Here’s another hustle technique Stark is doing that their competitors are not: a dynamic offer.
I clicked on Stark’s ad on a Tuesday. Go back and look at the landing page. What does it say in the offer box? “Call this Tuesday….”
The “deadline” for the offer is whatever the day happens to be. If you click on the ad on a Thursday, you get an offer that is good only for that Thursday. If you click on a Monday, you get an offer that is good only for that Monday. This is a subtle yet powerful “urgency” technique.
Also, did I mention the HUGE the phone number? And notice the form: “Schedule Service.”The calls to action are CLEAR and stand out.
Now, take a look at the landing pages for the HVAC contractors in the first two PPC ad slots:
In case one of these two companies is reading this email, let me put this as delicately as I can: These landing pages STINK.
There’s no consistency. There’s no callout, contact form, or big honking phone number. There’s no enticing offer, specific deadline, or attention grabber.
That offer on the first landing page? It’s terrible.
It shows the incentive people get when they purchase a whole new system. AC companies love to promote these kinds of offers because they make all their big money on system installs.
But notice that my original search was for “ac repair.”Almost nobody goes online looking for a new system. Instead, they go online because theirs is BROKEN.
In other words, this website is selling something people are not trying to buy. It’s like going to a hamburger website and them telling you how great their steaks are.
Now, let’s look at the landing page for the 3rd PPC ad—the one that Stark Services’ PPC ad calls out directly:
This page is also pretty lazy, but it’s a step up from the pages of the first two companies. There’s a service offer… but it’s a free service call on any repair over $500, which everyone is desperately hoping isn’t them.
They have two places where you can “request” or “schedule” an appointment, but both require a click—neither is just a form. The short form on Stark Services’ webpage is much more effective because it reduces the steps a prospect needs to take.
The moral of the story?
With regards to pay per click, always…
- Pay attention to what your competitors are doing.
- Create a sense of urgency.
- Cater to what your customers want (not what you THINK they want).
- Have a clear, consistent message between your ad and your landing page.
- Have a conspicuous call to action that makes it as easy as possible for people to contact you.
In other words—HUSTLE!
If you follow these simple rules, you don’t need the biggest ad budget or the top paid-ad spot. You’ll run circles around your competitors because YOU hustled while they were lazy.
When it comes to pay per click, we outhustle other PPC providers.
We craft powerful ads that create urgency and PUSHES people to click. Our landing pages enforce your message and drive prospects to contact you. And we guarantee leads for no more than $200 a pop. All while requiring ZERO ad budget on your end.
Bottom Line: You get a PROVEN method for lead generation… with NO RISK.
For more info, visit our No-Risk Pay Per Click page.
Thanks—talk to you soon!
Posted by Rich Harshaw on June 5, 2018.
Who is that handsome devil that comes up to everyone’s shoulder?
I guess you could say I was a late bloomer.
In ninth grade, I was 4’11”.
In high school.
I was shorter than the shortest girl in my grade. I had to crane my neck upward to talk to the other boys. I got called shrimp 5 to 10 times a day. And when I hung out with friends, I looked less like them and more like one of their kid brothers.
But you know what?
My pint-sized butt still made the freshman basketball team. And I was one of the best players on the court.
I wasn’t a particularly good shooter. I didn’t have a killer crossover. And I certainly didn’t have the physical gifts of my puberty-struck teammates.
But what I didn’t have in ability and size, I made up for with HUSTLE.
I got every loose ball.
I stole rebounds from the lazy big guys who were over a foot taller.
I generally wreaked havoc on opposing players.
And it worked. I was a real-life Mighty Mouse out there on the parquet floor. No one outworked me.
There’s a valuable marketing lesson here: When it comes to pay per click, it’s not about who has the biggest budget—it’s about who has the most hustle.
Let’s go through an example, so you can see what I’m talking about…
Take a good look at the image below.
Like, REALLY examine it.
There are four ads here. But only one of them is what I would call “savage.”
By that I mean one ad is light years ahead of the others in terms of power, persuasion, and—yep—hustle
So look at the ads. Can you detect the “savage” in this group?
Have you spotted the savagery?
Here’s a hint: Look at the third and fourth ads. Notice the prices in the headlines.
The third ad mentions a $69 service call. The ad directly underneath it mentions a free trip charge worth…
… drum roll…
Stop and think about how awesome that is.
The company with the third ad thinks it has a hook to get people to click. Whoever came up with this ad for the company no doubt thought, “Oh, man… advertising a $69 service call? Genius! How can people NOT click this ad?!”
Then the company with the fourth ad pulls the rug right out from under them. Their response is basically, “Ummm… a $69 service call is a terrible offer. We’ll give you a free service call. And BTW, it’s worth $69.”
Now THAT takes cojones… and acute awareness of what competitors are doing.
In other words: HUSTLE.
And here’s the thing…
Stark Services (the savage company in the fourth ad slot) is not only almost certainly getting the best response of these four companies… they are also likely paying less on their PPC campaign because they are in the last spot of paid ads. (With PPC, the higher you rank, the more you pay.)
It’s win-win for savage Stark Services. They’re winning the conversion battle… while paying LESS.
It’s just like how high-school me would steal a rebound right out of a lazy 6’3” guy’s hands. Stark Services is snatching leads from their “bigger” competitors with nothing more than good old-fashioned EFFORT.
While the competition is running generic ads they probably haven’t changed in months, these guys are actually paying attention to what their competitors are doing. Then they are crafting their PPC campaign AROUND what their competitors are saying.
Meticulously analyzing your competitor’s campaign on a consistent basis is huge. It will allow you to get the leg up. You will be able to counter their specials and develop a much more powerful message.
And—as a result—pull in more leads.
That wraps up today. Tomorrow, We’ll actually explore the landing pages for these PPC ads.
With PPC, the hustle doesn’t stop at the ad—you MUST have a powerful, compelling, and relevant landing page to stand a chance. So I’ll dissect the pages to tell you why I think (or don’t think) they are working.
In the meantime, visit the No-Risk Pay Per Click page to find out how it can increase your profits.
Remember: We get PPC leads for contractors for no more than $200 per lead. You don’t have to pay for an ad budget or any of that other nonsense. You simply tell us how many PPC leads you want. Then we go out and grab them.
We’ve recently made some AWESOME changes to the program, which have resulted in even better results for our PPC clients.
In other words—we’re all about that HUSTLE.
P.S. If you’re wondering if I’m still 4’11”, the answer is—thankfully—no. I grew 9 inches in 10th grade and eventually maxed out at 6 feet my senior year. To say I was relieved would be the understatement of the century.