Want a hack to get your cold emails responded to?
A few weeks ago, I did a webinar where I discussed how we generate leads in the Plumbing & HVAC space using Facebook Ads, and one of you sent me this note:
Hey Avi, I don’t have 1000’s of dollars to spend on a Facebook Ads campaign, but you mentioned using PPC Reveal to generate contractor leads. Can you tell me how?
Not only can I tell you, but I’m going to show 2 ways we used PPC Reveal at our agency, True Blue Collar, to create cold emails that got responded to and then throw in a bonus idea that literally got a plumber to call us immediately on the phone. But first…
PPC Reveal is a real time tool, with real Google Ads data, that allows advertisers to get a leg up on their competitors by being able to spy on them. But…
It also allows agencies to do data rich research on prospective clients and create cold emails that get warm responses.
Cold Email #1: Where’s Your Landing Page?
One of the things we are absolutely certain of at InvisiblePPC is that Landing Pages convert much better than bringing a searcher back to just a webpage. We have data that shows that a Landing Page, a page with no outbound links and only phone number to call from and/or form to fill out, converts 2x to 5x better than a webpage.
People have the attention span of squirrels and if you give them the option to explore the website or worse yet click off the website to a social media page, well…those squirrels are going to do it!
And here’s another thing that we absolute certainty about:
Most Google PPC advertisers are not using Landing Pages!
In fact, we estimate that in the Plumbing industry, about 70% to 80% of plumbers aren’t using Landing Pages.
With that in mind, we created individual emails for those plumbers with a Subject Line such as: You’re losing 9 in 10 clients. And then we created concise email copy that poked their pain point by explaining how having a webpage as a landing spot was costing them business.
We also included an image like this from PPC Reveal to tell them that we ACTUALLY are looking at their ads!
Cold Email #2: Do You Know How They’re Blowing Your Money?
This email opportunity is a little bit less common, but nonetheless as effective. Here we use the Ad Schedule feature to demonstrate to plumbers that their ad spend isn’t all that effective.
I say it’s less common because it can’t be a full schedule with a plumber always running ads and it can’t be a plumber with just a few ads. You are looking for a schedule that doesn’t pass the eye test. Maybe ads running mainly overnight for non-emergency. Or perhaps, 4 ads running one hour, then zero the next few, then maybe 1 or 2 a few hours later.
Basically, a schedule without a plan. Like this one:
They’ve got a ton of ads, non-emergency ads, that are running after hours. Not a great strategy.
So like we did with the Landing Page email, we crafted Subject Lines like: Your Google Ads are leaking $$$. Might even put in the plumber’s name if it’s short enough like with the above plumber: VIP’s Google Ads are leaking $$$.
And then we’ll craft email copy that just steps on their pain point!
BONUS Cold Email: Do You Know Where Your Ads Are???
This is an email that you can’t plan for. It’s like a gift that the Internet Gods bestow on you from time to time. And you have to be actively alert for it. It is…
Google Ads running in the wrong city!
As I don’t want to embarrass the plumbers, I won’t trot out any screenshots here, but we have found an Atlanta plumber advertising in Charlotte, a Phoenix plumber advertising in St. Louis, and a Denver plumber here in Austin.
The Atlanta plumber called Tim, our Client Advisor, within 10 minutes of getting the email, and Tim got both the Phoenix and Denver plumbers to agree to a Discovery Call.
Yes, the Right Ad, Wrong City can be the winning ticket
Granted, none of these cold email campaigns scale well. But frankly, the generic cold emails that do scale well have returned near zero success for us.
At least these targeted emails with warm data got some response for us, booked a few meetings, and led to one of our first True Blue Collar clients.
If you’re interested in giving this a try with PPC Reveal then reply to this email. We’ll be running a Cyber Monday special for PPC Reveal so I’ll just send you the Promo Code early. Just reply Promo Code and I’ll send it to you early.
And as I know someone will ask, I’ll have Tim send over our email copy for both the Landing Page & Ad Schedule email campaigns as well.
