New Client who only does PPC

14 replies
I have a new client who is also a friend. He spends about $7,000 on Adwords a month and thats about it. He has a very high margin and high dollar per sale business. Its a product he can rent out and has been doing it for years. It makes $20,000 to $50,000 profit per sale or more, but he still wants to bring down his cost of marketing and find new ways to get more highly targeted leads. I have access to his Google analytics account. i also have the SEO powersuite including rank tracker and seo spyglass and I also own Market Samurai.

I am thinking the best approach is to just take all the highest CTR keywords from his PPC campaigns that have been running for the last few months, see how much value they have per click, estimate the amounts of clicks he could get if #1 organic, then sell him on spending money to have me help him get ranked organically. I will charge him based on the value of the traffic he will get if organically ranked.

I was also going to sell him on "online visibility" type service that i can provide which will be to claim and optimize all his Places, Review Sites, online directories, IYP, etc.. I can use UBL or localeze to get the listing up in bulk and do some manual optimizing to the main ones looking good. Currently he has not claimed any of them.

Any other suggestions considering he is only a PPC type guy?

Any automation or reporting software service i can use to provide monthly reporting to him other than what i have?
#client #offline #organic search #ppc
  • Profile picture of the author jimbo13
    Someone else can answer your question, what I want to know is what is your friend selling?

    Dan
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  • Profile picture of the author oldyounggary
    Perhaps he'd be amenable to mobile phone ads since he already does ppc. Does he need a mobile website? If he goes for the phone ppc ads he'll probably need that also.
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    • Profile picture of the author gfonline
      Originally Posted by oldyounggary View Post

      Perhaps he'd be amenable to mobile phone ads since he already does ppc. Does he need a mobile website? If he goes for the phone ppc ads he'll probably need that also.
      ya, maybe provide him with a mobile optimized site and also create some QR codes he can put on all his rental products that people can scan and bring up his site on their phones. his , rental products are large so maybe i can also design a design for him that he can put on all of them that includes the QR code, website, phone numbers, etc..
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  • Profile picture of the author tryinhere
    Originally Posted by gfonline View Post

    I am thinking the best approach is to just take all the highest CTR keywords from his PPC campaigns that have been running for the last few months, see how much value they have per click, estimate the amounts of clicks he could get if #1 organic, then sell him on spending money to have me help him get ranked organically.

    Any automation or reporting software service i can use to provide monthly reporting to him other than what i have?
    If the client wants to lower costs how does he do that if your charging the same as a cpc ? that would replace once cost with another of same value.

    you may need to look at lowering those costs to the client by showing you can deliver the same quality of leads at a better price.

    The next thing is the campaign itself, may be able to be fine tuned to operate more efficiently and in that in itself become more cost effective as well.

    It may be a combination of these things that gives a good well rounded package for your client.
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    • Profile picture of the author gfonline
      Originally Posted by tryinhere View Post

      If the client wants to lower costs how does he do that if your charging the same as a cpc ? that would replace once cost with another of same value.

      you may need to look at lowering those costs to the client by showing you can deliver the same quality of leads at a better price.

      The next thing is the campaign itself, may be able to be fine tuned to operate more efficiently and in that in itself become more cost effective as well.

      It may be a combination of these things that gives a good well rounded package for your client.
      The idea would be that I would lower his long term costs overall because if i get him ranked well organically then he gets those leads on an ongoing basis without paying for them with PPC. If he is paying $7,000 a month in adwords now. i could charge him $1,000 a month to target say the highest CTR keywords he is paying for with adwords. The $1,000 is only a fraction of the adwords campaign and he doubles his leads because he is now getting the organic traffic. In that case he may be able to reduce his adwords budget by $3,000 or more due to the new organic traffic.

      I agree on the PPC campaign fine tuning. I do not have a lot of experience with PPC so I am not sure if I am qualified to do that right now. I know organic which is same general idea, but with PPC you seem to have a lot more data to go off. It seems that fine tuning should basically be removing his low CTR, low traffic keywords out of the campaigns and focus on the high CTR, high traffic keywords right?

      what is best resource to learn advanced adwords methods right now?
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  • Profile picture of the author Tad 100
    I suggest to use one thing. Because product cost is high create optin page with good offer, for example free ebook or something like that. This way you can get a list of people that you can market later, build relationship and the main thing is that people don't want to spend thousands of dollars right away if the product price is high. I
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  • Profile picture of the author Tad 100
    I suggest to use one thing. Because product cost is high create optin page with good offer, for example free ebook or something like that. This way you can get a list of people that you can market later, build relationship and the main thing is that people don't want to spend thousands of dollars right away if the product price is high. It saves you a lot of money on PPC, because you will get info.
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    • Profile picture of the author gfonline
      Originally Posted by tadaszem View Post

      I suggest to use one thing. Because product cost is high create optin page with good offer, for example free ebook or something like that. This way you can get a list of people that you can market later, build relationship and the main thing is that people don't want to spend thousands of dollars right away if the product price is high. It saves you a lot of money on PPC, because you will get info.
      Yes, I agree with this. My advice is that if he is paying to get people to click (PPC/adwords campaigns) then he should try and capture as many of those emails as possible and keep in touch via monthly newsletters and ongoing event notifications to keep the prospects engaged. We can also encourage them to join his social media networks as well with this method.
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  • Profile picture of the author MaxReferrals
    Yeah, but it's not about getting him ranked.

    You're making a dangerous assumption that higher rank is going to equate to conversions. Sounds like you're friend would be quite happy if his conversion increased at the same amount of spend.

    Doesn't sound like a traffic problem, so focus on conversions.

    Basics: A/B the copy on the page; heatmap the page to see where the eyes and clicks are going; if it's an ecom site with checkout, split test the buy flow. Also, monetize the current site traffic, as already mentioned, and sequence the traffic via autoresponder for autopilot followup.

    Basics.
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    • Profile picture of the author gfonline
      Originally Posted by MaxReferrals View Post

      Yeah, but it's not about getting him ranked.

      You're making a dangerous assumption that higher rank is going to equate to conversions. Sounds like you're friend would be quite happy if his conversion increased at the same amount of spend.

      Doesn't sound like a traffic problem, so focus on conversions.

      Basics: A/B the copy on the page; heatmap the page to see where the eyes and clicks are going; if it's an ecom site with checkout, split test the buy flow. Also, monetize the current site traffic, as already mentioned, and sequence the traffic via autoresponder for autopilot followup.

      Basics.
      Thanks. Ok, so where i am still struggling for a solution is how to determine high converting keywords when the sale process is.....

      someone types in keyword
      they land on his page
      they then call his company
      internal sales person answers call and sells lead
      sales person continues follow up until close

      it seems that the only way to track whether a specific keyword's conversion ratio is better than another is to have the sales person ask what keyword they used to find them, which i assume will not be accurate half the time or the lead will not remember. any thoughts on tracking keyword conversion?

      btw- the best closing ratio for these high dollar sales is getting them on the phone.

      EDIT - just saw Jesus post, i will look at those suggested conversion tracking but again, the lead goes from online to offline, so it seems only way to track is to drill the caller on what keyword they used to search?
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  • Profile picture of the author Jesus Perez
    Use Prosper202, Conversion Prophet or Xtreme Conversions to find out WHICH KEYWORDS result in a sale. This is the ONLY data that matters.

    If the sale doesn't happen immediately, then have the customer optin to a newsletter.. Once they optin, embed the keyword into the prospect's contact record in your autoresponder. When someone buys, look in the contact record for the referring keyword. A manual process...but necessary.

    Once you know the winning keywords, then start your SEO campaign and drop all the losing keywords. This is PPC Basics 101.

    This will lean out his machine by lowering advertising costs while keeping the same income.
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  • Profile picture of the author redcell1
    I would like at his PPC campgin in depth.

    Look at all the keywords he is using, what he's paying the CTR etc.

    Find out which keywords get people to fill out the form the most, then run those keywords competition,seo, etc.

    Then I would rank for those keywords.

    Now You can then use a seperate page for organic, include the same form etc as ppc but label it so you can track it.

    Use a different Telephone # to track organic calls and go from there.
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    Just here to see the shenanigans.

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  • Profile picture of the author ordinary
    This is what I always do for my sites :
    1. Check Alexa.com on my website, it will shows top 10 top queries / keywords.
    2. Check Alexa on your competitors, same thing, check their top queries/ keywords.
    3. Paste those keywords onto Adwords Keywords Tool,
    4. analyze those keywords; checking on competition and search per month. You might bump into interesting keywords suggested by adwords.
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  • Profile picture of the author ordinary
    Oh Yes...Forgotten about the reporting system,

    I personally used free tools called Rank Checker ,
    1. simply input your keywords and website URL, and it will tell you the keywords ranking.
    2. Save the result
    3. Export the report as .csv files.
    4. Every end of month, generate again, and export the result again.
    5. Send them to your client for comparison.
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