Is Google PPC always the right choice?
It’s said that when you have a hammer, everything looks like a nail, and I can tell you that when you are a White-Label Google PPC provider, it can be tempting to think that every local home services or professional services provider is a great fit for Google Ads.
The reality, though, is that Google PPC is not always a good fit.
Here’s a 3 part test you can use to see if Google PPC will be effective for your client:
#1: InvisiblePPC Smart Niches
At InvisiblePPC we came up with the concept of “Smart Niches” to identify local businesses that work well with Google PPC. Our list of Smart Niches isn’t meant to be the “be all, end all” of lists; its simply business types that:
And as we are in the process of doing a major update of our Smart Niches, if you reply to this email and ask for our updated Smart Niches list, I’ll email it to you when it’s ready in the next week.
This may sound counter intuitive, but when deciding if Google PPC will be the right advertising channel for your client..
Go make sure there is a ton of competition.
I know you may be thinking you’d rather have less competition to compete against, but that’s fool’s gold.
There are no hidden opportunities in Google PPC for local home services or professional services providers. You want to see a healthy market of advertisers. If your client is a plumber, you want to see his competition running Google Ads. In smaller markets, that might be a dozen plumbers, but in some larger metro areas, that might be 75 to 100.
At InvisiblePPC, we know that we’ll be able to beat other advertisers. Hell, nearly 70% aren’t using dedicated Landing Pages. We’re not worried about competition; there just has to be a competition.
And we’ll be running a Cyber Monday special for PPC Reveal so if you want the promo code for this special, just reply to this email and ask for the PPC Reveal promo code, and I’ll email it to you when it’s ready.
#3: The Answer You MUST Know
So you’ve found your client’s business type on our Smart Niche list and you’ve determined that there’s a healthy Google PPC market in their area. So you’re good to go, right?
You need to find out at least one more piece of information:
What is their Average Job Value?
Look not all local home services or professional services providers are created equal. Going back to my plumbing example, you just can’t assume that every plumber provides the same services at the same price points.
At our own agency, one of the first questions our Client Advisor asks prospective clients is what is your Average Job Value. Because if he is talking with a plumber whose Average Job Value is $600 then it isn’t going to make sense to run a Google PPC campaign where the CPA is $200.
Ideally, you are going to want to know how many calls actually convert to sales, but with many prospective clients, especially your local home services contractors, they aren’t going to have that info. But even those contractors can tell you the Average Job Value.
Make sure the Average Job Value justifies a Google PPC campaign or at least that they have a job type that does that a Google PPC campaign can target.
This 3 step process can’t cover every situation, but if you follow this process, it should keep you out of trouble running Google PPC campaigns that were doomed to fail right from the start.
