We’ve taken over the Google AdWords accounts of a few service business recently and have been taken aback by the unnecessarily high cost-per-click some have been paying, and the amount of wastage – i.e. clicks from people you just don’t want. Pay-per-click (PPC) management is not a specialism of ours, but it informs our website development skills and lots of our clients use it to some extent. We know we’re good at it thanks to seeing the campaigns we inherit and how much we improve on them.
Why pay-per-click is ‘difficult’ for non-retailing businesses
For retailers, calculating the return on PPC campaigns is easy: you track each sale back to see both where it came from, and how much you paid for the click-through. A glance at your margins tells you whether or not you’re making money. For service businesses, it’s much harder. The desired outcome, in most cases, is a phone call, so you’ve lost the direct connection immediately. Worse, that call will, at best, lead to a series of conversations which might, days or months down the line, result in a deal (and you still won’t have got paid).
Money: how much do people pay, per click?
Er..think of a number. Any number. We run campaigns in which 20p per click is common. We recently inherited another in which the client was paying £2.40, and got that down to 92p. Few of our clients regularly pay more than £2 per click, but one has another business (which we don’t manage) which rarely pays less than £12 per click (often £20) and we know of another which, every month, spends hundreds of thousands paying an average of just over £100 per click. The fact that those businesses offer, respectively, loans and online gambling, tells you something about their margins.
When AdWords work for service businesses (and how not to over-pay)
AdWords are great for new services and new websites, because they short-circuit the long time which SEO takes, sending you straight to the front of the queue. AdWords are good, too, if you have a less-than-unique company name (Jones Accounting, say) and if you offer any service for which new clients are likely to search (almost anything these days – think about how your own behaviour has changed).
Read the full article here.By Michael Taite on July 19th, 2017 in Uncategorised