From our other website: PPCVideoTraining.com, here’s our next video in our Adwords Optimization series. Day #3.
In this lesson, we talk about the fact that you MUST add negative keywords to your PPC campaign. Not sure what negative keywords to add? Well, we’ll show you where to find them and how to add them to your Adwords campaign.
I’ve personally gone into campaigns and had more than 80% of the clicks going to bad keywords because negative keywords were not added. And we’re talking about campaigns running thousands of dollars a month in clicks. Make sure that’s not you. If it is… (hey, we all make mistakes), but it’s time to fix the problem.
From our other website: PPCVideoTraining.com, here’s our next video in our Adwords Optimization series. Day #2.
This lesson shows us how to make sure that your keywords are showing (yes… they can stop showing on their own) and keeping up on the keyword eligibility. This is an Adwords optimization tactic that is SO VERY IMPORTANT to keep up on. It’s a VERY quick thing to check on (AT LEAST once a week) and you’ll be surprised how often keywords will suddenly become ineligible.
For those of you who don’t know, we also have a website called PPCVideoTraining.com. And it’s, well…. a website with training videos for those of you interested in making your Pay Per Click / Google Adwords accounts perform better.
As we’ve really started to grow that website, we want to make sure that our audience here is aware of it as well. So we will be posting the videos from those lessons here and the transcriptions can be found on the PPCVideoTraining website and the corresponding pages (which we will list here). If you have any questions… please let us know. Here’s the first lesson….
Today’s Pay Per Click case study we’re going to take a look into an auto repair business that we’ve been working with since January of 2016. This particular business, through October, has spent $10,000 with us this year. Based on conversations that we’ve had with them about their tracking (they’re very good at tracking where their business comes from), they’ve done over $300,000 in revenue off of this ten thousand dollars in advertising.
Here’s where we started.
What we want you to take a look at are basically the leads and cost per lead. The web form leads are when someone goes to one of the landing pages that we create where they fill out an email form. Maybe it’s after hours, maybe they don’t have time to talk on the phone. They’ll fill out a web form lead and these are important to have.
While the majority of people will actually call you if you’re an auto repair business, there are still those people, as you can see there are 41 total leads this year, that have filled out those forms. The other thing is calls. These calls are tracked by call tracking numbers and they’re forwarded right to the person’s business. This helps us determine if we got that lead for our client.
As you can see in January we had a total of six leads. Total cost per lead is $151.18. That is a little bit misleading because of the fact that we were setting up the call tracking in January, so that is not totally accurate. If you look at February you can see that. They did not have anybody fill out the web forms but they had 34 calls to their business, which basically brought it down to $25 a lead.
Over time what we want to see is we want to see the client’s leads go up and we want to see their cost per lead go down. Not only do we want to see the leads go up but we want to see them being good, qualified leads. It doesn’t matter if we get you 92 leads if those 92 leads are all horrible and nobody is buying. We want them to be qualified leads looking for exactly what you have to offer.
This particular auto repair business likes to concentrate on transmission work. Obviously transmissions are very expensive to fix, but is it a good profit margin item for them and they want to concentrate on that. We spend a lot of their advertising budget on transmissions, but they also do alternator work and brake jobs and smog testing in this particular location so those are other things that we do advertise for them.
At the end of every month they get a chart that shows them this. Exactly what’s going on with their campaign. Not just that they have 481 clicks but how much each one of those clicks cost, how many web form leads, how many calls and the most important thing, the total leads and how much each one of those leads are costing them. We don’t just show the single month. We want to show month after month so that you can see that the campaign is improving and that your business is growing.
Also included is one of these charts which actually shows the cost per lead as you can see it comes down a little bit, and a little bit more, and the leads going up. Obviously it’s a roller coaster. Some months are going to be better than others but it’s a good idea to see what’s happening over a period of time.
Let me give you a quick idea about our PPC marketing services here at Mancini Digital.
1. We don’t have contracts. We don’t ask our clients to sign a one or two year contract because we don’t expect you to agree to do business with us 12 months from now if we’re not doing out job properly today.
2. There’s no minimum advertising spent. You’re not required to spend $5,000 a month to obtain our services. We want to help you build your business and understand it takes time. Plus you need to test us out and see what we can do.
3. You own your own PPC account. Yes, we set it up and manage it for you, but if we ever cease to do business with each other, you keep the account because the money is in the statistics. You paid for it, it’s yours.
4. There is a one time set up fee to set all of this up. That depends on all the different services and different landing pages that we’re creating for you but it is a very reasonable fee. An average set up fee that we see from our competitors is a minimum of $1,500. Our typical set up fee is a fraction of that.
5. We’re paid on a percentage of your advertising spent and we do this for one reason only. We are then tied to the success or failure of your advertising campaign. If it is successful you’re going to spend more money advertising with us, therefore we will make more. If we are not successful you obviously will not be doing business with us. We are tied 100% to the success or failure of that campaign.
After this video there’s an opportunity to fill out a form. With that information we will contact you to answer any questions that you might have about our Pay Per Click services. This is not a high pressure sales pitch. This is an opportunity for you to find out more about us to make the right decision for your business.
Thanks again for watching out PPC case study for an auto repair business.
In today’s ppc case study, we’re going to take a look at an attorney client of ours and he is a divorce attorney in a large metro area.
In the past, he’d been working with some online advertising, specifically, Google Adwords.
Now when he came to us, the problem was that when he figured out how much he was spending, he figured that it was costing him $350 PER LEAD!
Now depending on what industry you’re in, sometimes that’s worth it. We’ve worked with technology companies in the past where a product/service that they are selling could cost anywhere from $50,000 to 1.5 million dollars. But the $350 a lead that this attorney was spending was clearly WAY too high.
Now we started working with this client back in 2015. Here are some statistics from January through August of this year (2016).
But the most important thing to take a look at is this graph:
In January, he was up to about 37 leads per month. And he was paying, NOT $350 per lead like before, but we had dropped that down to $76.29 per lead (in January of 2016).
Now that didn’t happen overnight, however, we did see a pretty monstrous drop in the first couple of months of the campaign in 2015 because of the fact that when he set up the campaign (before he started working with us), it wasn’t set up correctly.
There was a lot of money being wasted. And that’s the #1 problem that we see when we start looking at other pay per click accounts. So the solution is that we went in and completely revamped the account.
We set it up correctly. As you see, the cost per lead starts to drop more after January. It dropped in March to $47.68 and the leads jumped to 56.
Now with pay per click advertising, it’s going to be a roller coaster. Some months are going to be up and some months that aren’t as good. You can see that drop in May.
However, during May, we did have the account paused for a bit because our client was taking a vacation and that will obviously affect the results (especially the number of leads).
Even with the paused account, $121.62 per lead was a bit high. There were some switches that we made in the account that didn’t work like we wanted them to, so we made the switch back to the original settings and in June, it corrected itself.
Pay Per Click Results
But this is the type of ppc results that we want to see. The leads going up and the cost per lead going down.
This is one of several attorney’s that we work with and have been able to show them an improvement, not only in what their ppc advertising is doing for their business, but being able to drive more leads and being able to bring them in at a much smaller cost per lead.
Another thing that we need to point out with this attorney is that he did not start out spending $3500 a month on pay per click ads like he is now.
In 2015 he started with us by spending $500/month and over time, he realized the power of what PPC can do for his business as an attorney and how well it was working and he keeps increasing his ad spend.
So, if you’re an attorney or if you know of any attorneys that could possibly use our services, we’d appreciate you passing this along. Thanks for watching our Pay Per Click – Attorney Case Study.
Other Pay Per Click Case Studies We Have Published:
Mike here with Mancini Digital.com. In today’s PPC case study, we’re going to show you a local pest control company that we’ve been working with since January of 2016.
Here are their statistics from their pay per click campaign.
Their budget in January was about $483.00. With that budget, we were able to get them three web form conversions (which are people actually filling out a form on their landing pages) and they received one phone call for a total of 4 leads.
That is a cost per lead of $120.80.
Obviously not an impressive stat.
However, when we start a campaign, there are a number of factors that you need to take into account. We’ve added in a few hundred keywords (in this campaign), we’re trying to figure out what works in that particular geographic area.
We’re also trying to figure out exactly what it’s going to cost per click to run this campaign. The first month of the PPC campaign, we were paying $4.43 per click (Cost Per Click or CPC).
That’s not an ideal situation but with time, we’re able to get that figure much lower. Now in February, we’ve only dropped the CPC by 4 cents to $4.39 but the budget had dropped about $50, we received three more web form conversions than the month before (total of 6) and now instead of one call, we’ve received 14 for a total of 20 leads and a cost per lead of $21.73 (down from $120.80 from the month before).
In March, the CPC dropped almost a full dollar to $3.41 (from $4.39), their traffic increased by 50%, they received 10 web leads and 14 calls for a total of 24 total leads.
The cost per lead was $22.62. Let’s look at April and see if we can’t improve on those PPC stats a bit. In April, the average cost per click dropped to $2.58 (from $3.41). We received 24 web form leads, 19 calls, for a total of 43 leads and the cost per lead dropped again to $16.51.
In full disclosure, this is a pest control company in Minnesota and their business does start to get busier in the Spring. With that said, we’re also getting those clicks for much cheaper than when we began this PPC campaign.
Let’s skip ahead to July. In July, now instead of $4.43 per click like what we were paying in January, clicks are running an average of $2.22.
In July our client also substantially increased their ad budget (to $1491.84) because they see the power of what is going on. They received 26 web form leads and 172 calls for a total of 198 leads. The cost per lead dropped again to $7.53 a lead. That’s an amazing improvement.
Below is a cost per lead chart that we make for all of our clients.
You can see that they started out with only 4 leads in January to 43 in April, to 212 leads in August. The cost per lead that started at $120.80 is now down to $9.22 in August.
And their is a pattern starting to form over the last 3-4 months as the cost per lead is hovering around $9.00 per lead. We don’t just set your campaign up and hope for the best. We are making constant changes and adjustments.
Every month our clients receive a report that shows them exactly what’s going on with their costs and leads. Because if we don’t see the cost per lead dropping and the traffic rising, then we are not doing our job and we don’t expect you to do business with us if we’re not taking care of you.
So if you have a pest control company or another business and you’re interested in speaking with someone about Pay Per Click Advertising and it’s benefits, please contact us today at (952) 204-7189.
Other Pay Per Click Case Studies We Have Published:
That’s an amazing improvement. 
