“Guarantee” is scary word not just for contractors, but for any business.

Guaranteeing anything—great results, the lowest prices, etc.—puts you in a vulnerable position.

Because if you don’t deliver on your guarantee, you’re on the hook… BIG TIME.

But…

If you can actually follow through on your promise, there’s no stronger marketing statement than a guarantee.

That’s why we guarantee contractors PPC leads for two hundred dollars or less.

This is a pretty big deal. If you’ve ever dealt with a PPC company, you’ve likely experienced less-than-stellar results.

That’s because most PPC solutions just plain don’t work. I’ve talked to a ton of contractors who have been burned by PPC, so I’ve heard countless horror stories.

Not only do our PPC services work, but we guarantee they work.

Here’s how…

1. 1. To qualify for our guarantee, you have to spend $3,000 or more in PPC Ad Spend with MYM for a minimum of three months. This is because PPC takes about three months to optimize. (Note: sometimes the minimum Ad Spend that’s required may be more than $3,000 per cycle, especially in large and more competitive areas.)
       
   2. We guarantee you’ll receive at least a 15-lead-per-month average over the three-month period, totaling at least 45 leads during those three months. This works out to a Cost Per Lead (CPL) of $200. The leads will be REAL… not clicks or calls from people who don’t need your services.
       
   3. If we generate fewer than 45 leads for you when the three-month guarantee period is up, we’ll continue funding your campaign on our own dime until we deliver the 45 leads we guaranteed.
       
   4. The actual CPL is averaged over the entire three months and often less than $200… we have clients who get as low as a $75 to $125 CPL. If your CPL is lower than $200, you pocket those surplus leads!
       
   5. To make the guarantee fair to us, we require your lost opportunity rate be less than 15 percent. If it’s more than 15 percent, the guaranteed lead cost goes up $20 for every 10 percent your lost opportunities increases.
       
   6. For instance, if your lost opportunities come in at 14 percent, your guaranteed CPL will be $200. If your lost opportunities are 22 percent, though, your guaranteed lead price CPL will be $220. If your lost opportunities rate is 50 percent, your CPL will be $260. (Ain’t math fun?)
       
   7. If your lost opportunities are 50 percent or more, we might suspend your account until the problem is fixed. This is because we are all about leads, not just clicks. If you’re losing out on leads because you aren’t answering your phone, you must address the issue to remain a client in good standing. To help you out, we provide ultra-reliable phone-answering services for clients in need.
       

Bottom Line: As long as you’re good at responding to leads who contact you, you don’t risk anything with our PPC.

Let me show you a recent example…

The Door Store is a window and door company in Illinois. We launched their PPC campaign on January 5^th, 2016. Since then, their PPC campaign has generated 350 bonafide leads. That works out to 20 leads per month for a CPL of $162.36 (stats from 6-21-17).

And when I say “leads,” I don’t mean clicks. I don’t mean online chats inquiring about service calls. I don’t mean calls from people asking if the company repairs cracked iPhone glass. I’m talking about people who are actively looking to install new windows or doors, which is what the client does.

For more info about MYM PPC, visit our PPC page or get in touch with us. We’d be happy to put together a PPC proposal for you and analyze your current PPC efforts

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Since No-Risk PPC Lead Generation is so innovative and different than any other PPC service out there, contractors naturally have questions about it.

In a nutshell, No-Risk PPC Lead Generation lets YOU set the number of monthly leads you want. We deliver those leads at no more than $200* per lead. You pay for the leads only AFTER we supply them.

For the nitty-gritty details, read this list below of the most common questions contractors have about the program. (Or, if you’d like to speak to someone directly, email us at noriskppc@mymonline.com.)

Q: So, how is No-Risk PPC Lead Generation different from the 742 other PPC services out there?

A: We focus on LEADS, not just clicks. You tell us the amount of leads you want every week. We deliver them to you at no more than $200 per lead. You pay for the leads (and ONLY the leads) once you receive and approve them. It’s completely no risk.

Q: How do you guarantee leads for $200 or less?

A: Because we’re dang good at what we do. Unlike other PPC companies that dabble in the remodeling industry, PPC for remodelers and contractors is the ONLY PPC we do. We use special technology that allows us to determine not only the amount of PPC leads you receive, but also the exact cost per PPC lead.

Q: What if the cost per lead comes in above $200?

A: Then you pay $200 per lead, and we cover the rest. So if your cost per lead comes in at $250, we pay the extra $50 per lead. Just know that we are very good at generating high quality PPC leads for less than $200—you should expect your leads to cost about $110 to $170, depending on your market.

Q: Are the leads high quality?

A: Yes! Our clients report that the closing ratios from their PPC leads are very similar to their other lead sources.

Q: How many leads can I get from you in a month?

A: As many as are available in the market. We will give you an estimate before we start. Naturally, the bigger the market, the more leads will be available. The range varies from about 30 on the low end to as many as 500 a month for some services in some markets.

Q: What do you consider a lead?

A: Anyone who contacts you expressing interest in your service. We don’t count service calls, hang-ups, repeat callers, and telemarketing calls as leads; the person must be looking for the kind of project(s) you provide.

Q: When do I have to pay for my leads?

A: We will invoice you every two weeks for your leads, and you will pay via automatic ACH from your checking account. If there is ever a dispute over an individual lead quality, we will compensate by giving you a free lead in the next cycle.

Q: What if I don’t like the quality of the leads you send me?

A: Discuss it with us. We can possibly adjust the campaign to fix the problem. Or you can simply quit the program. Both scenarios are extremely rare, but please know that we won’t deal with folks who nitpick every single lead (sorry!).

Q: How is this different than buying leads from Angie’s List, Home Advisor, etc.?

A: These are leads that are coming from YOUR website… so you are the only person who will get the lead. You won’t have to beat 5 or 10 other contractors to the punch. Also, since the prospect went to YOUR website, they will already know who you are, and why you are the best choice to buy from.

Q: Is there a monthly management fee?

A: Yes, we charge a $1,000 a month management fee… BUT we waive the fee for the first 3 months to prove to you that our program works.

Q: What are the requirements for participating in this program?

A: 1.) You must be able to handle at least 30 leads a month, both financially- and capacity-wise. 2.) You must pay promptly. 3.) You have to be good about answering your phone—we DO count missed calls generated by PPC as leads. If you meet these three simple criteria, you’ll likely be a good fit for the program.

Q: How long is the commitment?

A: There is no commitment, but please be aware that it does take 60 to 90 days to “optimize” your campaign. That means that during the first month or two, your lead costs will be higher (still never more than $200)… and you can expect the lead cost to fall over time.

Have more questions? Great! Due diligence is a quality I like.

Send us an email at noriskppc@mymonline.com. We’d be happy to discuss No-Risk PPC Lead Generation in more detail with you.

* 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.

I’m speaking at a national conference in Las Vegas in November.

Since I’m OCD about planning, yesterday I started researching flights to Vegas from Dallas.

I visited the website of a major airline I’d never used before. I heard they were pretty cheap, so decided to book my flight through them.

When I input the dates for my trip on the website, I was impressed by the flights and prices it turned up for me.

I could fly to Las Vegas from Dallas and back for $118.19 each way ($236.38 total).

These were flights at reasonable times, too—not some redeye 2 am departures.

“Not too shabby!” I thought.

So I clicked through to proceed with booking my tickets.

And that’s when things got ugly… and expensive.

While airlines will charge you for things like checked baggage and first-class upgrades, this particular airline charges à la carte for a bunch of other stuff.

And by “bunch of other stuff,” I mean LITERALLY EVERYTHING.

As I went through the booking process, I was met with multiple pages of “optional upgrades” for not-so-reasonable fees.

Here are the extra fees I encountered (with my reactions below each one):

• Checked baggage fee: $35.00 each way
  o    Me: “Okay, that’s normal.” (clicks to next page)
• Online booking fee: $33.98
  o    Me: “Really? Alright, whatever. It’s still a decent overall price.” (clicks to next page)
• Seat-choosing fee: $40.00
  o    Me: Seriously? I’m flying coach!” (begrudgingly clicks to next page)
• Carry-on fee: $39.00 each way
  o    Me: “A freaking CARRY-ON fee?” (starting to see red while clicking to next page)
• In-flight peanuts and water: $6.00 each way
  o    “I don’t even get free peanuts?! Oh, come on!” (slams laptop shut)

The final total for my “$236.38” roundtrip flight came to $430.38… 45% more than advertised. About the only thing this airline didn’t charge for was using the bathroom.

I guess I shouldn’t have been THAT surprised. Airlines nickel-and-dime like this all the time.

But this particular airline’s price gouging was on a totally different level… as in, “typical-PPC-company-price-gouging” level.

I’ll explain.

Some PPC companies like to lure prospects in with low advertised prices. What they neglect to tell you is that these advertised prices don’t include components your PPC company unequivocally NEEDS to succeed:

• Job map functionality.
• Mobile campaigns.
• Google Review implementation.
• Re-targeting ad design.
• And then some.

If you want these features (which you do), you have to pay à la carte for each.

By the time you buy up everything you need, you’re spending up to thousands more per month than what you originally intended.

Let’s go through an example based on real industry averages.

Say a roofing company wants to run a PPC campaign, and they set a budget of $3,200 per month with $1,824 going to ad spend.

If they hire an “à la carte” PPC provider—and want all the necessary stuff to ensure a successful campaign—it’s going to cost them.

BIG TIME.

Here’s a breakdown of the roofing company’s REAL PPC costs (again these are based on industry-average prices):

• AdWords Management Fee: $440 per month
• Mobile Campaign: $350 per month (+$299 set up fee)
• Online Chat: $35 per chat (+$200 set up fee and assuming they generate 10 chats per month)
• Google Review System: $299 per month (+$149 set up fee)
• Job Map Service: $99 per month (+$99 set up fee)
• Re-targeting Budget: $200 per month (+$399 set up fee)
• Transcription: $96 per month
• Reporting: $80 per month

Total Monthly Budget: $3,200

REAL Monthly Cost: $4,884

Percentage Actually Going Toward Ad Spend: 37.3%

Amount Over Budget: $1,684

Even when you take out the initial set up fees, the roofing company would still go over budget every month by over $500.

Yeah, PPC is a “takes money to make money” endeavor. But it should never take THIS much.

At MYM, we do PPC the right way. We include every feature necessary for a successful PPC campaign in one low monthly price.

Here is what that roofing company would invest in PPC with MYM if they signed a 12-month agreement (assuming the same $3,200 budget, $1,824 ad spend, and 10 chats generated):

• Online Chat: $35 per chat (Note: only actual leads are counted)
• $950 monthly cost, including…
  o    Transcriptions
  o    Reporting
  o    AdWords Management
  o    Mobile Campaign
  o    Google Review System
  o    Job Map Service
  o    Re-Targeting Ad Design
  o    $0 set-up fee

Total Monthly Budget: $3,200

REAL Monthly Cost: $3,124

Percentage Actually Going Toward Ad Spend: 58.3%

Amount Over Budget: $0.00 (with change to spare)

Factoring in our lack of set up fees, it cost the roofing company $1,760 LESS that first month of their campaign…. and over $500 less every month after that.

And they’ll get better results with us. (We’re the only PPC provider that GUARANTEES at least 15 leads per month for less than $200 per lead.)

You’re probably wondering how the heck we offer ALL of the things other companies do… but at a much lower price.
It’s simple.

Stats show some PPC companies have up to a 60% (!!!) client churn-over rate every year. That’s insane… but it’s the price of doing business when you’re in the business of price gouging.

We prefer forging long-term relationships with our clients. And the way to do that is to ensuring you have EVERYTHING you need for a successful PPC campaign—without ANY nickel and diming.

Period.

Find out more about how our PPC services can produce loads of quality internet leads for you every month.

P.S. Want to know just HOW much money you’re wasting on your current PPC efforts? Request a Free Lead Generation Audit. We’ll put ALL of your online marketing efforts under the microscope, determine the problem areas, and show you how to fix your issues.

In the last post I told you how to find your Most Important Number.

Basically, this is the number of sales per month you need to generate with your “bread and butter” product to get you where you want to be financially.

Example: Windows is your main product. You’re selling eight window projects per month. So your Most Important Number might be 25 jobs per month.

Today, we’ll determine how to get the money to create the marketing budget to get to your Most Important Number and where to spend the money.

Because, let’s face it: It’s easy to say that if you were doing 25 window projects per month for $8,000 per job (and $4,000 gross profit), that you’d allot 15% of sales ($1,200 per sale) to marketing.

But when you realize that would require a monthly marketing budget of $30,000—over $20,000 more than what you’re currently spending—you automatically think, “How the heck do I get there?!”

Short answer: Patience.

Here’s what you do…

• Determine how much you’re ALREADY spending on marketing to get those eight sales.
• If eight sales mean $64,000 in revenue, then let’s say you’re already spending 15% of that, or $9,600. (Note: If you think 15% is too high, fine. Use your own numbers.)
• That means you need to generate an extra $20,400 in your marketing budget.
• Next, figure out how much extra money you can afford to spend RIGHT NOW on a monthly basis—taking cash flow into consideration—even if the extra money doesn’t produce an instant ROI. Some faith will be required here.
• This is where you need to be patient: I’m asking you to spend money right now you might otherwise put elsewhere—like your pockets.
• Invest that amount in aggressive marketing tactics likely to yield the most immediate returns: canvassing, PPC, guerilla marketing, past customer marketing, home shows, and direct response advertising.
• The goal here is not necessarily to make your IDEAL return-on-investment (15% marketing-to-sales in the example), though it’d be nice. The idea is to make back enough cash to pay for the advertising, THEN invest the lion’s share of the incremental revenue on your marketing budget. For example:
  • You determine you can afford to spend an EXTRA $5,000 a month on advertising on highly aggressive tactics, per above.
  • The first month you get two extra sales for a total of $16,000 ($8,000 of gross profit)
  • This means you made BACK your $5,000, PLUS an extra $3,000
  • Your accountant will tell you that’s terrible and to stop it. But don’t. Instead, double down.
  • Allocate 75% of the extra money to marketing, and 25% to overhead.
  • This gives you an EXTRA $2,250 in marketing budget ON TOP of the $5,000 you already committed to. The total extra marketing budget is now $7,250 for month 2.
  • Note: If the extra money you spent does NOT bring in enough extra sales to cover its cost, continue to invest that minimum amount each month until you find something that DOES work. Remember, this is an amount you said you could weather.

• Repeat this cycle, BUT spend 50% to 80% of every incremental marketing dollar on LONG-TERM ADVERTISING, not the ultra-aggressive stuff. I’m talking about methods like TV, radio, and direct mail campaigns designed to nurture prospects over a period of time. Essentially, you’re nurturing your 2015, 2016 and 2017 customers RIGHT NOW.
• This is how the big get big—they INVEST in advertising (Amazon, for example)… and how the small stay small—they DON’T.
• Keep doing this until you get to the $20,400 in extra budget you decided you would need to hit your goal of 25 sales. (Adjust for your own numbers.)

• IMPORTANT: Continue to spend the extra $20,400 a month in marketing, EVEN if you are only breaking even on it.

  The long-term nurturing advertising, by definition, is going to take a while to really start working. People need to see and hear your ads over an extended period of time so they come to know who you are, what you stand for, and have confidence you can perform.Over time, you will see your monthly sales climb, while your advertising budget stays static. Eventually—12 to 36 months, you will hit your Most Important Number. And you’ll hit it with a marketing budget that’s acceptable—15% or less.

The key is to be willing to invest in the future of your business right now in a smart, responsible way. It takes a little faith and patience. But tough it out, and you’ll soon find yourself exactly where you want to be financially.

Trust me!