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.
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.
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 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.
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.
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.