Google Marketing Podcast – Return on ROI Ep 01 CONTINUED

catch up. So if we hit 20, we’re not claiming on getting 24 the next day, but if we hit 15, it might do that, and the only way that you might be able to do that is you’re a hyper local, let’s say a roofing company, and there’s just not a lot of activity in the key words you’re looking for. You might not hit it. Fine. But in something that’s a little bit bigger and you’re going across multiple themes, if a dentist was starting out slow, they’re looking at a good ROI, a profitable in cosmetic dentistry, it’s a very profitable in this example. Then, they can focus, and maybe they’re not going to hit to where their budget will come but they might be limited if the locality doesn’t have a lot of people around or frankly, one of the reasons you might want to talk to some of us in the AdWords expertise is that you’ve messed up your locality. You only said that I want to go within these zip codes, and they’re just really isn’t a lot of activity in that zip code.

Jordan: Exactly. And so there’s a ton of times where people will say, “I want to do AdWords and I want to target this zip code, and that’s it.” And then it’s been four or five days, and they’ve undershot their targeting, and they have four or five clicks in four or five days, and now instead of talking about, “I don’t want to spend too much money” they’re saying, “Well, I’m not spending any money. I’m not getting clicks.” So this is even worse than not spending money. No one seen my ads, no one searching, and that’s what happens when you are type or hyper local. “I only want a one mile radius around where my business is and I’m going to spend $20 a day and that’s it.” Okay, well that’s fine. It’s going to be it. But I have to let you know that you’re only going to spend $5 a day and maybe one to two people may see your ad. And then we’re having a different conversation, “How do I get more people to click on my ads or see my ads or to call me or do searches?”

Well, you don’t get people to do more searches; you just expand your scope a little bit. You don’t want to undershoot it, and you don’t want to overshoot it; you have to be just right, and that’s why it’s so important that you have someone that comes out or that comes out of it that you call, that you can talk to and say, “Hey, what’s going on with this campaign?” Because the average common person is not going to be able to look at the AdWords campaign and say, “Oh, this is what’s going on. I can tell you exactly what’s happening.” That’s kind of where come in. That’s why we get paid the big bucks. That’s why we get paid to be here.

Mike: So another thing that kind of brings up is maybe some of the listeners don’t realize that there’s quite a range of click costs for different niches. For example, inside some of the auto dealers that I have, we might be charged only $1.50. You’re talking about $1.50 at three or four dollars per click, and yet a dentist on the low side is probably $5 a click, on the medium average size up to $9 or $10 a click.

Jordan: Yup. Exactly. They will fluctuate all the time. You’re going to have $2 clicks, $3 clicks, $14 clicks. It depends on what the industry is. Now again, we don’t set the cost. It’s all based on competition, what people are bidding on those key words. If you see a key word that has a very, very low CPC, that could mean a bunch of things, but a few things it could mean are number one: that industry is not seeing a lot of traffic on So sometimes that’s going to be B2B, but there’s something that’s coming out right now that is in the works that’s going to address that. But usually B2B, things like that where it’s really going to be a very niche market, hard to find a search traffic in a community, that’s going to be looking for that.

And so you’ve really got to make sure, ”Do I know where my customers are at?” Because, although you have 20% of searches, we’re not getting searches for every word that was ever invented in every industry. There’s only a good majority of industries that are on there, but there are some that aren’t dealing so well, and then that’s when you’ll see it- the CPCs will be pretty low. If it’s a really high CPC, that means that people are bidding very high for that, because they want that key word; they want to make sure that, when they show up, when that key word is put in, they show up for that key word. So if they can’t show up for that key word, chances are any other key word that’s going to lower is not going to be as high-converting.

And so I don’t want to say that’s an end all be all, but it does mean that it varies the CPCs not $8 a click, you know you’re not going to get a conversion if your CPC is $8; you’re going to get a conversion for that. It just means that people are bidding higher on them, or people would bid higher on a certain key word because they have seen based on their analytics that that key word has proven profitable for them, and it’s given them good results.

Mike: All right. And that kind of flows into the discussion we’ll have in another podcast related to your call to action and making sure that, when you’ve paid that $80 to get a click- and I know that some of the listeners right now will probably have their mouths open thinking that they just paid $80 for a maybe- But when you have something – let’s say in the legal field, for example.

Jordan: Yes.

Mike: Right. So on the legal side, whenever someone is going to your website as a lawyer, you’re going to be making tens – the expectation is you’re going to be making tens of thousands of dollars on your services for something that you’re looking at, and so you’ve really honed it in and there are other lawyers that are willing pay $80 because they understand it. Maybe they’re getting 10 clicks for every conversion. So that’s costing them $800 to get somebody who is actually calling in and setting up that meeting. But $800 over a$20,000 or $30,000 project? It’s worth it.

Jordan: Yeah. That’s absolutely nothing. I have a law firm that I literally just got off the phone with. They started their AdWords campaign back in October. They were on another search engine, not even a search engine. They were doing another form of advertising, and it was doing really well for them for the last five years, and then all of a sudden, it just tanked, and they didn’t know what to do. They’re like, “We’re not going to have jobs.” And so they called in, and they said, …