Beginning Advertising

 
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Old 04-23-2017, 07:14 PM   #21
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Re: Beginning Advertising


Need leads now: Landing page with adwords, landing page with facebook ads going to it, homeadvisor.

Long term: website with seo, and much cheaper long term.

Out of the box, sponsor a team, door knockers, vehicle wrap, flyers, whatever else you can think of.
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Old 04-25-2017, 06:13 PM   #22
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Re: Beginning Advertising


Google Adwords is one step above the phone book when it comes to ROI.

Facebook ads are a much cheaper alternative, though they're not great for generating brand new inbound business from scratch. However, if you already have a lot of regular clients that would be receptive to specials, amplifying your marketing to new customers, and things like that, then Facebook is a great investment.

So far we've been lucky with our SEO. Ranking well for air conditioning and HVAC keywords has been a help, and we're just now starting to show up for solar installation, which is very exciting. I don't know how typical our results are, but it's been a good investment for us.
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Old 04-25-2017, 06:57 PM   #23
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Re: Beginning Advertising


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Google Adwords is one step above the phone book when it comes to ROI.
Are you saying you get terrible ROI with Adwords?

In your industry you should be expecting 100% ROI from Adwords as an absolute minimum.

I brought on a heating and cooling client just over a month ago, we're on track to generate at least $50K - $60K in sales from a $2K ad spend.

I had a look at your website - it's a clean design but there's definitely some areas that will be killing your conversions.

If you were sending your Adwords clicks to this site I'm not surprised you didn't get great results.
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Old 04-25-2017, 10:11 PM   #24
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Re: Beginning Advertising


I'd start by pinning down some fundamental information. Marketing can be extremely expensive and ineffective if the planning is vague or faulty. Here's what I've done every time I've started marketing with a new company(Six so far).

1.Determine a realistic budget based on a manageable increase in sales. This is obviously important. If you are doing $500k in biz a year then you're not going to realistically be able to add $1 million in new biz without massive changes in your structure. Set a realistic goal and realistic % for marketing. Unless you're very underbooked, I would limit this to 10-20% growth and no more than 5% for marketing in the remodeling sector.

2.Based on your budget, determine what your long term efforts are going to be and your short term efforts are going to be. Need is a huge factor here. If you expect to stay pretty busy through the summer then focus on long term and save a bit to boost sales slightly before you expect things to slow down.

3. No matter what your budget, start developing a website. Age is a factor for content so better to have a basic site ranking up than no site at all. Very low cost sites tend to perform poorly but most of the factors effecting rankings are related to having a lot of relevant content. Designers/developers can only help so much so creating regular content, starting now, will help a lot when you're able to afford a good design. You should invest a bit of time and learn how to write a decent page of copy as you're not going to want to have to end up with a site structure that needs to be completely redesigned.

4.If your budget is low(less than $4k over the next couple months) then I'd start by focusing on getting your FB page looking REALLY good and keep adding lots of fresh content and spending a little bit of money($20-$100) each week to get more exposure and followers. I mean REAL content that people actually want to read or watch. It can be surprisingly effective and is something that you'll want to do eventually anyway so it's a great place to start with smaller budgets. Then, take your newly found content creation skills and start developing the web content with a template theme.

5. Don't get involved with PPC(AdWords or FB) until you have a real monthly budget that you can spend long enough to make it productive. I personally think this needs to be at least $750 a month, including the management fee, or you're just going to spend too much per conversion. This money is gone after the campaign so I don't recommend prioritizing it over the platforms like a website and FB. PPC to landing pages can work well, but it can also just be dumping money down a hole and you probably won't know which one it is until you're in a couple grand.

6. Start collecting all the available contacts you have and build a regular marketing system. These could be FB followers or past customers or even website form signups but that will probably take a while. Marketing to these lists is very cheap but you need to do it well or you'll get unsubscribed and then that opportunity is lost. It's not something that should be rushed into but if you wait too long, some of them might get stale and not remember who you are. If you can find a good reason to contact the list on a regular basis then it will cost you almost nothing so it's got a great ROI, even factoring in your time.

7. Once you have the above strategies going and you have saved up some money, then I'd start looking at PPC. Save your budget for times when you either expect a slowdown in work or you think there is an opportunity to sell more projects that would have a higher profit margin. Don't spend money on PPC when you can't take on more work. That's just dumb.

Hope some of that helps.
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Old 04-26-2017, 08:13 PM   #25
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Re: Beginning Advertising


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Lead gen services will cost about the same long term as adwords and wont require expensive initial costs involved in website development, logo design, seo etc....

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I have never had good experiecnes with lead gen services... in all the years of trying them off and one.. i never closed a lead.

Plus they share the leads with multiple contractors. You pay for the lead and then you need to compete with 2 or 3 other guys...

I made the investment of time to build out my website, learn the basics of SEO and put out some ads on facebook.. Now I get 2-3 calls every few days. It's set up on auto pilot now...
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Old 04-26-2017, 08:59 PM   #26
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Re: Beginning Advertising


Giving Facebook a try starting tonight. First I'm gonna try the promote website option see how that goes. Then I'll give a few other things a whirl. Plan on spending about $500 or so total for a few months of experimenting See how it goes. Love trying new ways of getting leads. It's only money lol


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Old 04-26-2017, 09:15 PM   #27
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Re: Beginning Advertising


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Giving Facebook a try starting tonight. First I'm gonna try the promote website option see how that goes. Then I'll give a few other things a whirl. Plan on spending about $500 or so total for a few months of experimenting See how it goes. Love trying new ways of getting leads. It's only money lol


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You've got a solid website. How much growth can you handle and what else are you currently using for lead gen?
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Old 04-26-2017, 09:21 PM   #28
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Re: Beginning Advertising


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You've got a solid website. How much growth can you handle and what else are you currently using for lead gen?


Just Angie's list and my site. Recently had 3 months of seo put into it. Getting about 10 leads a week now from it.

I'm set up to run two crews but only run one. If get busy enough can grab a helper for a second crew or just raise my prices till I'm happy with the more manageable volume getting more per job. No intentions of Ever running a big business.


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Old 04-26-2017, 09:27 PM   #29
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Re: Beginning Advertising


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Just Angie's list and my site. Recently had 3 months of seo put into it. Getting about 10 leads a week now from it.

I'm set up to run two crews but only run one. If get busy enough can grab a helper for a second crew or just raise my prices till I'm happy with the more manageable volume getting more per job. No intentions of Ever running a big business.


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That's a great result from a few months of SEO. How many leads per week would you like to hit?
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Old 04-26-2017, 09:31 PM   #30
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Re: Beginning Advertising


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That's a great result from a few months of SEO. How many leads per week would you like to hit?


Ok I'll play along (sound like salesman already). 15 leads max. Not looking to become a full time salesman or secretary.


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Old 04-26-2017, 09:59 PM   #31
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Ok I'll play along (sound like salesman already). 15 leads max. Not looking to become a full time salesman or secretary.


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I'm not allowed to sell on here . Thanks for playing along, it's just interesting to look at a specific situation instead of talking generalities in this thread.

Just took a look at the numbers for the areas you serve. I was going to suggest testing Adwords instead of Facebook but the estimated cost per click is quite high.

You'd likely need to spend around $2000 per month to generate an additional 16 leads per month - not including the cost of having someone manage it.

If you've got a decent close rate (above 40%) and your average jobs are worth more than $1000 gross profit - you'd still do reasonably well.

These are predictions of course. You might find the average cost per click ends up being much lower than Google estimated when the campaign is set-up properly (this is really common), or you may find your conversion rate is much higher or lower.

The nice thing is that it's a baseline to compare against if you ever want to test this channel.

See here:
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Old 04-26-2017, 10:10 PM   #32
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Re: Beginning Advertising


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Originally Posted by Leon.Bennetts View Post
I'm not allowed to sell on here . Thanks for playing along, it's just interesting to look at a specific situation instead of talking generalities in this thread.



Just took a look at the numbers for the areas you serve. I was going to suggest testing Adwords instead of Facebook but the estimated cost per click is quite high.



You'd likely need to spend around $2000 per month to generate an additional 16 leads per month - not including the cost of having someone manage it.



If you've got a decent close rate (above 40%) and your average jobs are worth more than $1000 gross profit - you'd still do reasonably well.



These are predictions of course. You might find the average cost per click ends up being much lower than Google estimated when the campaign is set-up properly (this is really common), or you may find your conversion rate is much higher or lower.



The nice thing is that it's a baseline to compare against if you ever want to test this channel.



See here:



Thanks for putting the time into this. I like to bust balls sometimes. No offense. Adwords are expensive for my area for sure. My average job is about $1300-$1500 but very profitable.

My balls aren't big enough to spend 2k for 14 leads. I've discussed adwords wth my web guy and might dabble a bit this spring and summer. Think we figured on $20.00 per lead for a specific category.


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Old 04-28-2017, 12:02 PM   #33
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Re: Beginning Advertising


Long-term, I would always pick SEO over AdWords. Though Google ads can be very profitable if set properly, they can't get anywhere close to SEO when it comes to the ROI, especially when its well known that you get just 10% clicks out of the entire search through adwords, while number 1 spot in organic search results gets around 35% traffic. Not to mention that those 10% are shared among everyone who competes for that keyword through adwords.
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Old 04-28-2017, 02:13 PM   #34
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Re: Beginning Advertising


Tip for the service providers. This is a construction site. Even the specialty guys who have much higher gross profit than the industry standard still have a pretty high COGS and overhead.

You're not going to find many folks who are willing to risk a 10% marketing cost. I bet most guys on here spend less than 5%.
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Old 04-30-2017, 11:10 AM   #35
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Re: Beginning Advertising


So since Wednesday night I've spent $17.04 on having my site promoted on Facebook and 5 people clicked on my site. I actually got one lead from it although dosnt sound like some big money job. This is fun.

Gonna try a few other things on fb. I'm spending $5 per day on this experiment. I'm gonna be rich.!


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Old 06-12-2017, 08:53 PM   #36
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Re: Beginning Advertising


Still messing around with fb advertising. From 6/5 till now I've received 53 clicks to my site and I've spent $35.

Think I'll stick with this for a while and increase the amount I'm spending. Keep in mind the average job is about $1300.00. I've eliminated $500 a month off my advertising from last year and just relying on site and messing around with fb for now for extra leads besides my regulars and WOM

Site is getting twice as many per month than last year. Not all gems but they are coming in.

Angie's ends soon and not sure what I'm doing yet. Keep you posted.


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Old 06-13-2017, 10:20 AM   #37
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Re: Beginning Advertising


Congratulations on your business. You can build your own website for free or at a very low cost. Sounds very basic, but the most important thing is to write What you do and Where you do it. So many sites don't! Then, you'll want to get yourself listed on the most important directories (they have a free listing, and will then try to upsell you): Google, Yahoo, Bing, Manta, Superpages. Good luck!
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Old 06-14-2017, 09:14 PM   #38
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Re: Beginning Advertising


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Still messing around with fb advertising. From 6/5 till now I've received 53 clicks to my site and I've spent $35.

Think I'll stick with this for a while and increase the amount I'm spending. Keep in mind the average job is about $1300.00. I've eliminated $500 a month off my advertising from last year and just relying on site and messing around with fb for now for extra leads besides my regulars and WOM

Site is getting twice as many per month than last year. Not all gems but they are coming in.

Angie's ends soon and not sure what I'm doing yet. Keep you posted.


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If you're going to do FB advertising then you should really make sure that you're capturing more FB reviews from your customers. With your number of customers it should actually be pretty easy. FB is very social(obviously) so it's particularly important to reinforce that you're trusted and local. I'd set my goal at around a 10-20% review capture rate from customers.
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Old 06-14-2017, 09:16 PM   #39
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Re: Beginning Advertising


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So since Wednesday night I've spent $17.04 on having my site promoted on Facebook and 5 people clicked on my site. I actually got one lead from it although dosnt sound like some big money job. This is fun.

Gonna try a few other things on fb. I'm spending $5 per day on this experiment. I'm gonna be rich.!


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Hey thats awesome you're having success with Facebook Ads! To me thats one of the most underpriced marketing tools out there right now for the value, assuming you know how to use it right. I recommend everyone jump in as soon as you can before the market becomes saturated. It's like the early days of AdWords where "Roofer" was 5 cents a click haha.
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Old 06-14-2017, 09:19 PM   #40
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If you're going to do FB advertising then you should really make sure that you're capturing more FB reviews from your customers. With your number of customers it should actually be pretty easy. FB is very social(obviously) so it's particularly important to reinforce that you're trusted and local. I'd set my goal at around a 10-20% review capture rate from customers.


Yea I'm working on it. Angie's took a while to get to 50 reviews. Some people just don't leave them and I hate continuously asking. Fb is brand new to me with advertising so was just feeling it out.


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