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Why PPC providers are like airlines (and why that’s bad for you)

Last November, I spoke at a national conference in Las Vegas.

When researching flights from Dallas to Las Vegas, I decided to visit the website of an airline I’d never used before. I’d always heard they were pretty cheap. So I figured I give them a shot.

When I input the dates for my trip on their website, I was not disappointed with the initial results.

According to the site, a roundtrip would cost me only $236.38 (or $118.19 each way).

These weren’t “redeye” flights or flights with 17 layovers, either. They were at the perfect time and straight through both there and back.

Sweet!

I continued the booking process through the website, happy as a clam.

But then things got UGLY.

All airlines charge for things like checked baggage and seat upgrades. That’s normal. But this particular airline charged à la carte for literally EVERYTHING.

Here are just a few of the fees I encountered (with my reactions below each one):

  • Checked baggage fee: $35.00 each way

    • Me: “Okay, that’s fine.” (clicks to next page)
  • Online booking fee: $33.98
    • Me: “Huh? Okay, whatever. It’s still a solid price overall.” (clicks to next page)
  • Seat-choosing fee: $40.00
    • Me: What the heck? Why do I have to pay to choose a seat? I’m flying coach!” (begrudgingly clicks to next page)
  • Carry-on fee: $39.00 each way
    • Me: “A stinking CARRY-ON fee? You’ve got to be kidding.” (vein in forehead pulsates)
  • In-flight peanuts and water: $6.00 each way
    • “No free peanuts or water?! Oh, come on!” (slams laptop shut)

In all, my “$236.38” roundtrip flight cost would end up costing $430.38… 45% more than advertised.

Airlines nickel and dime all the time. But this was on a completely different (and completely ridiculous) level. As in, PPC-provider levels.

Here’s why…

PPC providers use this low-advertised-price method all the time. It’s only AFTER they lure you in do they tell you the price does not include essential components your PPC campaign needs to succeed.

I’m talking about components like…

  • Mobile campaigns.
  • Re-targeting ad design.
  • Google Review implementation.
  • Job map functionality.
  • And a whole bunch of other stuff.

If you want these features (and you do), you have to pay for each.

By the time you buy up everything you need, you’re spending thousands more per month than you initially planned.

Let’s run through an example of what and how the typical PPC provider charges. The following numbers are based on real industry averages.

First, let’s assume you set a monthly ad budget of $3,200.

Here’s a breakdown of your ACTUAL costs after you buy everything you need for a successful campaign (again these are based on industry-average prices):

  • AdWords Management Fee: $1,200 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

Actual Cost To Get Started: $7,020

Difference: +$3,820

So, a PPC campaign with a monthly budget of $3,200 is actually going to cost over $7,000 the first month… and $5,874 every month after that.

That’s a Grade-A Rip-Off.

Of course, our No-Risk PPC clients don’t have to worry about any of this.

We do everything (and then some) other PPC providers do—mobile campaigns, call transcriptions, reporting… you name it. But we don’t charge for them.

Here is what No-Risk PPC clients pay for:

  • Leads (guaranteed at no more than $200 per lead)
  • A $1,000 monthly management fee. This includes EVERYTHING—mobile campaign, reporting, transcriptions, re-targeting budget… the works. (Plus, we waive this fee the first three months to prove to you No-Risk PPC works.)

That’s it.

No ad budget. No hidden fees. No nickel and diming.

You simply tell us how many leads you want. We supply them and settle up with you for payment for the leads every two weeks.

Visit the No-Risk PPC page or email noriskppc@mymonline.com for more details. We’ll answer all your questions and provide specifics on what the program can do for your company.

Thanks!

-Rich

 

© 2018, Rich Harshaw. All rights reserved.

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