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Pay Per Click Advertising For Appliance Repair Companies

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Learn how to use paid search advertising to generate a flood of appliance repair leads for your appliance service business. Pay Per Click marketing is one of the fastest ways to improve your lead generation strategy

Published in: Marketing
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Pay Per Click Advertising For Appliance Repair Companies

  1. 1. Your 2018 Internet Marketing Plan LEARN HOW TO MAXIMIZE YOUR LEAD FLOW USING THE LATEST INTERNET MARKETING STRATEGIES
  2. 2. Turn off cell phones Turn off Facebook If you’re serious about learning how to get more appliance repair leads, then the next 45-60 minutes are critical Need Your Attention Please...
  3. 3. What We’ll Cover Today... Why PPC is key to unlimited scalability in terms of Leadflow for your Appliance Repair Business How to setup & structure your Pay-Per-Click Marketing Campaign for minimum cost per lead & maximum ROI • KPIs, Tracking, Landing Pages, Campaign Structure
  4. 4. If You Stay Till The End…
  5. 5. Who Am I & Why Should You Listen To Me? Author of How To Generate A Flood Of Leads, Customers & Profits For Your Appliance Repair Business Widely accepted as the premier expert in the internet marketing for the Appliance Repair Industry Work with several Appliance Repair Businesses Across the United States. Consultant, Speaker and Trainer for Online Marketing Agencies.
  6. 6. We are appliance repair marketing experts!
  7. 7. Start showing up quickly Show up as Often as possible where your customers are looking Show up for non geo-modified terms “appliance repair”, “fridge repair”, “stove repair”, “Washer repair” etc. Unlimited Scalability Why PPC should part of your Internet Marketing Strategy
  8. 8. Why Most PPC Campaigns Fail? • Fail to understand the AdWords Auction Process and the complexity of the Appliance Repair Industry • Setup only ONE ad group for all services (refrigerator repair, stove repair, dryer Repair, etc.) • Don’t use specific text ads and landing pages for AD groups of keywords • No strong call to action or OFFER on the landing page
  9. 9. Why Most Pay-Per-Click Campaigns Fail • Appliance Repair • Refrigerator Repair • Dishwasher Repair • Stove Repair • Garbage Disposal Repair • Washing Machine Repair • Dryer Repair • General Electric Icemaker Repair • Maytag Front Loader Service • Kitchenaid Freezer Repair • Etc., Etc., Etc. YourCompany.com
  10. 10. How to setup & structure your Pay-Per-Click Marketing Campaign for minimum cost per lead & maximum ROI  .
  11. 11. How to structure your PPC Campaign Conversion tracking is a MUST Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed into the search engine Make sure you have a strong understanding of keyword match types & don’t forget about negative keywords You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition Leverage Ad Extensions to make your Ad Stand out on the Page You have to land visitors on solid-well thought out pages on your site that are built to convert Ongoing split testing, tweaking & fine tuning
  12. 12. Don’t even think about spending another penny till you have conversion tracking in place…
  13. 13. Conversion Tracking EssentialsDynamic number sapping with different phone numbers for PPC traffic vs. organic or direct traffic A keyword pool with dynamic number swapping so that you can track phone calls back to the keyword & campaign Webform Tracking Conversion tracking built into your Ad Words campaign to determine which AdGroup generated the lead 16
  14. 14. Most Important KPI’s Total Spend Average Cost Per Click Average Cost Per Lead (Calls & Web Forms) $5 - $40 per lead Return on Investment 17
  15. 15. How To Structure Your PPC Campaign •Appliance Repair • Refrigerator Repair • Oven Repair • Dishwasher Repair • Garbage Disposal Repair • Washer And Dryer Repair • GE Appliance Repair • Whirlpool Washer Service • Maytag Appliance Service • Frigidaire Icemaker Repair • Etc., Etc., Etc. Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed
  16. 16. Keyword Types Matter 19 Broad Match Appliance repair Oven repair Stove repair Washer and dryer repair Appliance repair in dallas Modified Broad Match +appliance +repair +fridge +service +appliancerepair +Dallas +ge +repair +maytag +service + Dallas Phrase Match “appliance repair Near Me” “appliance repair in miami” “Dallas appliance repair”
  17. 17. Pay Attention To Negative Keywords Jobs blenders Car Parts Pressure washer Etc
  18. 18. You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition • Less is more • Tell them exactly what you want them to do • If you have a special offer for the service that they searched (reference it in the text ad) all the better • Give them ONE decision (call / web form) and push for it…don’t offer them too many options to stray from your site
  19. 19. Make your text ad JUMP off the page with Ad Extensions
  20. 20. You have to land visitors on solid- well thought out pages on your site that are built to convert
  21. 21. Summary - How To Increase Your Leads With PPC AdvertisingConversion tracking is a MUST Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed Make sure you have a strong understands of keyword match types & don’t forget about negative keywords You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition Leverage Ad Extensions to make your Ad Stand out on the Page You have to land visitors on solid-well thought out pages on your site that are built to convert
  22. 22. Questions To Ask Your PPC Management Company How much of my budget will go to Google AdWords Spend vs. Management Fee’s What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking? If you don’t have web & call conversion tracking that connects to AdWords you will be at a MAJOR disadvantage vs. the competition. Will you differentiate PPC calls vs. Organic Calls? How will we track our Key Performance Indicators (KPI’s)? Will I be provided with a live dashboard? Key Metric - Average cost per lead generated Will you be setting up specific landing pages for each AdGroups or will the traffic be directed to the home page? If you are driving traffic to landing pages how will those pages be optimized for conversion? Do you split-test test ads for each Ad Group? Will you be leveraging all of ad extensions to make my text ads stand out in the search results? What are our targets in terms of Cost Per Lead & Return On Investment (ROI)? 26
  23. 23. How We Have Our PPC Campaigns Set Up For Success We split the campaign into strategic AdGroups based on our experience in the Appliance Repair business to help target the most profitable services We setup conversion optimized landing pages We setup true CONVERSION OPTIMIZATION so that all conversions (calls & web form submissions) are tracked and associated with the campaign & keyword in AdWords…so that we can adjust the bid / spend strategy based on the campaigns & keywords that drive the best conversions. There is a HUGE difference between this and simple “call tracking”. We know exactly how many calls came via PPC vs Organic and can listen to recordings of those calls We know which keywords within the AdWords campaign drove calls & at what cost This makes it possible for us to optimize based on the keywords that result in calls and stop wasting money on terms that don’t net a result For each AdGroup we setup multiple text ads and rotate based on the best converting ads each month…so our click through rates / quality scores improve over time We have a KPI Dashboard to help track the most important metrics Complete transparency in terms of Spend to AdWords & ROI
  24. 24. FREE: 2018 Online Marketing Review  Analysis of Online Visibility  Custom Keyword List of most important search terms  Ranking Report showing where you rank currently  Analysis of Online Directory Listings & Consistency  Analysis of Online Reviews and Reputation  Analysis of Social Presence  Analysis of Website Conversion Effectiveness CALL 866-561-5627 www.ApplianceRepairMarketingSecrets.com/schedule

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