Watch Me Sell a PPC Campaign
Summary
TLDRThe video script outlines a sales pitch for a pay-per-click (PPC) advertising strategy, emphasizing its viability in the competitive Google ranking landscape. The speaker introduces a projection template used to demonstrate potential campaign earnings for a law firm client, highlighting the ability to tailor the ads to specific city pockets and language preferences to reduce costs and increase conversions. The pitch includes a detailed explanation of keyword bidding, ad placement, and cost-per-click calculations, ultimately presenting a case for the effectiveness and affordability of the PPC approach.
Takeaways
- 📈 As Google becomes more competitive, pay-per-click (PPC) advertising is emerging as a viable option for businesses seeking visibility and conversions.
- 🔍 The speaker uses a specific sales pitch video and projection template to demonstrate the potential of PPC campaigns to clients, particularly law firms.
- ⏱️ The video showcases a real-life example of how the speaker's team closed a deal with a law firm client, emphasizing the effectiveness of their approach.
- 📊 The speaker's team utilizes Google AdWords' Keyword Planner to gather data on keyword searches, competition, and cost per click to build forecasts for PPC campaigns.
- 📈 Three different projections are presented: one for Miami, one for Coral Gables, and one for Spanish keywords, highlighting the ability to target specific geographic and language markets.
- 🔑 Keyword selection is crucial, with the speaker mentioning the importance of bidding on a variety of keywords and adjusting bids based on performance and client preferences.
- 💰 The script details the cost structure of PPC campaigns, including the cost per click, cost per lead, and projected number of new clients based on a given budget and conversion rates.
- 🛠️ The team conducts extensive testing and research, including A/B testing, to optimize the performance of PPC campaigns and reduce costs.
- 🎯 The speaker emphasizes the ability to tailor the PPC strategy to the client's specific needs, such as targeting affluent areas or focusing on particular practice areas.
- 📝 The presentation includes a breakdown of the services provided by the team, such as copywriting, research, call tracking, and regular meetings, for a flat monthly management fee.
- 📞 The speaker invites the client to a follow-up call to address any questions and finalize the decision-making process.
Q & A
What is the main topic of the video?
-The main topic of the video is about the viability of paperclick as an SEO strategy and how to sell it to clients, specifically using a case study of a law firm client.
What is the significance of Google getting harder to rank?
-As Google becomes more difficult to rank on, paperclick becomes a more attractive option for businesses seeking visibility and conversions, making it an important service to offer clients.
What is the role of the projection template in the sales pitch?
-The projection template is used to demonstrate to clients the potential return on investment from a paperclick campaign, showing them exactly what they can make off of a campaign.
How does the speaker use the keyword 'Miami attorney' in the sales pitch?
-The speaker uses 'Miami attorney' as an example keyword to illustrate the bidding process, ad placement, and cost-per-click calculations in the Google AdWords platform.
What are the three different projections provided in the script?
-The three different projections are for the greater City of Miami, Coral Gables, and Spanish keywords, each showing varying costs and potential client acquisition based on different geographic and language segments.
What is the average monthly search volume for the keyword 'Miami attorney'?
-The average monthly search volume for the keyword 'Miami attorney' is approximately 15,000 searches, although the speaker suggests this could be up to 5 times higher.
What is the speaker's strategy for managing costs in pay-per-click campaigns?
-The speaker's strategy includes conducting extensive testing and research, setting up AB tests, and filtering out high-cost keywords to lower the cost per lead and cost per client.
How does the speaker address the potential concern of high costs?
-The speaker addresses this by showing that they can surgically target specific geographic and language segments, and by conducting extensive testing to lower costs, ensuring that the client is comfortable with the campaign costs.
What is the speaker's fee structure for managing the pay-per-click campaigns?
-The speaker charges a $2,000 per month management fee on top of the costs paid to Google, which covers copywriting, research, call tracking, and meetings.
What is included in the speaker's overall service offering?
-The speaker's service offering includes campaign setup, AB testing, tracking and reporting, landing page design, and scaling of winning campaigns, as well as brand, remarketing, and bank campaigns.
How does the speaker conclude the sales pitch?
-The speaker concludes by offering to answer any further questions and suggests scheduling a follow-up call, emphasizing that the presented figures are worst-case scenarios and that their team typically beats these numbers.
Outlines
📈 Introduction to SEO and PPC Strategy
The speaker discusses the increasing difficulty of ranking on Google and the viability of offering PPC (Pay-Per-Click) as a solution. They introduce a video showcasing a real sales pitch to a law firm client, emphasizing the effectiveness of their approach. The speaker mentions a projection template used for pitching, which is part of a blueprint training. The focus is on demonstrating potential earnings from a campaign, with the speaker's VA filling out the template in about an hour, leading to successful deals ranging from $2,000 to $4,000 per month.
🎯 Detailed PPC Pitch and Projections
The speaker dives into the specifics of their PPC strategy, starting with keyword selection and ad placement. They explain the process of bidding on keywords, creating landing pages, and driving leads through PPC ads. The speaker uses Google AdWords' Keyword Planner to gather data on search volume, competition, and cost per click. They present three different projections based on geographic locations and language preferences, highlighting the ability to tailor the strategy to the client's needs. The speaker emphasizes the flexibility of the approach, adjusting the strategy based on the client's comfort level and desired client type. They also mention the use of AB testing to optimize costs and the comprehensive services included in their $2,000 monthly management fee.
Mindmap
Keywords
💡PPC (Pay-Per-Click)
💡SEO (Search Engine Optimization)
💡Conversions
💡Landing Pages
💡Keyword Planner
💡Click-Through Rate (CTR)
💡Ad Conversion Rate
💡Cost Per Lead (CPL)
💡AB Testing
💡Campaign Structures
Highlights
Google's increasing difficulty in ranking and converting clients makes PaperClick a viable option.
SEO professionals should consider offering PaperClick to clients for enhanced visibility and conversions.
The presenter uses a Loom video and a projection template for pitching PaperClick to clients.
The projection template is part of a blueprint training provided by the presenter's team.
The presenter's VA fills out the template, taking only 1 hour to potentially close deals worth $2k to $4k per month.
The video showcases the exact sales pitch and process used to close a deal with a law firm client.
The presenter uses a combination of keywords, landing pages, and pay-per-click ads to drive leads and conversions.
Google AdWords' Keyword Planner is utilized to gather data on search volume, competition, and cost per click.
Three different projections are presented based on geographical locations and language preferences.
The presenter explains the process of bidding on keywords and the associated costs.
A detailed calculation is provided, including monthly searches, click-through rate, and cost per lead.
The ad conversion rate is discussed, with an example of 35% of clicks turning into leads.
The presenter outlines the potential return on investment, including the number of new clients and revenue per client.
The ability to filter out high-cost keywords is highlighted as a strategy to manage costs.
The presenter emphasizes the flexibility of targeting different areas within the city to optimize costs.
Spanish keywords are identified as a cost-effective strategy due to less competition.
The presenter's approach includes extensive testing, research, and AB testing to optimize ad performance.
A comprehensive overview of the PPC ad process, including campaign structures and team expertise, is provided.
The presenter offers a clear breakdown of costs, emphasizing that their management fee is separate from the ad costs.
The video concludes with an invitation for a follow-up call to discuss any questions or concerns.
Transcripts
as Google gets harder and harder to rank
and not only get visibility but actually
get conversions for clients paperclick
has becoming a very viable option and if
you do SEO you should really really
consider offering it to clients now this
video I'm going to show you how I sell
it I'm actually going to give you a real
video from a law firm client that we
just closed I'm going to show you the
exact process that I use to pitch them I
use a loom video and I use this exact
projection template that you see behind
me if you want access to this template
it's inside of the blueprint training we
give it away we teach it we it it's
amazing I have my VA fill it out it
takes them 1 hour and we're able to
close deals that are between $2 and
$4,000 a month simply by running them
through this because I show them exactly
what they can make off of a campaign so
this video is a real sales pitch that
I'm going to show you I'm not going to
show you how to fill out the template
again if you want to see how to fill out
the template inside the blueprint
training we got teaching we got coaching
we got training how to do that so with
that being said let's get into the pitch
hey Aaron what's up please feel free to
share this with Jeffrey and all the
other partners it's going to be a quick
video overie that's going to walk you
through the projection the proposal and
a lot of data that hopefully will push
you in the right direction for doing
paperclick ad so there's a couple things
I have here I have this deck and I have
a couple spreadsheets that I'm going to
run you through but the first thing that
I want to show you is what we'll be
doing so we take a keyword like myami Dy
attorney right and these ads up here
these are local service ads I'm not
talking about these in this video but we
will probably turn these on for you as
well what I'm talking about here are
these payperclick ads so this is where
the ads will be showing up so basically
what we do is we bid on these keywords
I'll show you that in a second we create
landing pages for you that we send them
to and then we you know try and drive
leads through these pay-per-click ads
right and again we'll probably also turn
on these local service ads for you but
the data that I'm going to show you is
going to be focused on these sections
here now all these different keywords
the good thing about this is we can bid
on a ton of different keywords so what
we did is we put together three
different projections here now I pull
these from the actual Google AdWords
platform they have a Keyword Planner
here here that allows us to basically
type in you know whatever keywords that
we want right miam dii attorney and it
will give us volume forecast right so
average monthly searches competition and
then the cost per click this is the what
we look at here so this is going to
basically cost to get into this position
here $85 per click right that's per
click every time somebody clicks on the
ad you will get charged by Google $85 so
with that data what we can do is we can
build forecast right we have three
different forecasts here we have one for
Miami the greater City of Miami we have
one for Coral Gables and this is
important too because um we can dive
into different Pockets like Coconut
Grove Midtown you know Brickle all
different pockets of the city right so I
just want to show you how this changes
cost and then we also have one for
Spanish keywords assuming that you guys
speak Spanish Spanish keywords like a
bit of a cheat code so let's start with
Miami so we put in all these different
keyword searches just based on some
research right so like criminal defense
lawyer Miami best lawyers in Miami uh
domestic violence DUI basically all the
different potential Practice series that
you could go into and it pulls through
like I said all this data then we put it
into the spreadsheet and it builds this
calculation for so I just want to walk
you through these calculations So based
on the keywords that we found there's
about 15,000 searches per month and this
is only scratching the surface there's
probably actually 5x this per month so
imagine there's 50,000 searches per
month happening all around the criminal
defense and then what we do is we say
Okay assuming a 6% click-through rate
meaning 6% of people will actually of
50,000 searches total 6% of people will
click on this ad meaning you only get
charged when you get charged for clicks
right so that would be a total of about
900 clicks per month or $50,000 now this
is not what you're going to pay this is
just saying if we were to bid on all
these keywords this is what you could
expect to pay now our ad conversion rate
is usually around 35% meaning if 100
people click on the ad 35% of people
will pick up the phone or become a lead
which gives you 313 leads per month at a
total cost per lead of $156 per lead
it's pretty good right now let's say you
have a $10,000 ad budget or let's go
$5,000 because that's what you told me
right that would give you a 32 leads
right of $5,000 in spend uh with if your
sales closing percentage is 15% then you
could expect five new clients per month
at around $11,000 per client now this is
is obviously the key number here you
know uh total leads and then cost per
leads and total number of uh cost per
client and total number of new clients
right now what's good about this is that
might be high for you that might be
doable but what we can do is we can come
in here and this is why you want to work
with us because like I said we're very
very surgical with these ads we can come
in and we can look at keywords that if
you're saying that's too high right then
we can filter out keywords like domestic
violence you can see these are on the
higher cost per click bid and we could
remove these and you can see that it
changes that so basically what we do is
we do a ton of testing a ton of research
we set up a ton of different AB tests to
test different keywords different
landing pages different offers different
languages different pockets of the city
to find out how we can drop this cost to
lowest so what I'm presenting to you is
always the worst case scenario we don't
do guarantees but you know we always
beat this number you know I would say
just if we were to bid on these keywords
or we to focus on Dy criminal defense
right you can see that like criminal
defense lawyers are down here in the 50s
which means if we were to you know like
Drop that you can see how the cost goes
down even lower so again we focus on
different pox of keywords we test it to
get it into a place where you're
comfortable with now if we look at Coral
Gables this is another thing that we can
do is we can specialize based on
different pockets of the city so you can
see the cost per client here goes from
$1,000 to $939 right so it keeps on
dropping depending on where we go in the
city and now again we could go into
different areas of affluence in the city
right we can go into more North more
south all different kind of areas and
pockets of BU me to keep testing to keep
this number down low based on you where
you're telling us you want your cases to
come from and what type of clients you
want and what type of practice are you
want to go after again DUI Crim defense
Etc now Spanish like I said is always a
bit of a cheat code especially here in
Miami you can see the cost per client is
is uh less than half right of of what I
showed you for these other ones because
there's just less competition for these
keywords so assuming that you speak
Spanish in Miami I'm just going to make
the assumption that you guys do then
this would be another strategy that we
could deploy to get keep getting this
cost down so I hope that makes sense
these are the three projections I'll
send them to you I also put them into a
deck here that gives you kind of like
our PPC ads overview the process uh
these are the projections showing some
of the keywords uh again cost per client
is going to be the main big one here and
then the pay-per-click process
everything that we do tracking reporting
research landing page design uh campaign
setup AB testing and then we scale the
winners these are the some of the
different campaign structures so we do
Discovery campaigns we scale winning
camp campaigns we'll do brand campaigns
remarketing campaigns we'll even push
them onto Bank campaigns as well and
then just some more stuff about our team
down here again um that you guys can
take a PE app so I want to shoot this
for you real quick just get it over to
you because I know that you wanted to
get this done fast to make a decision
hopefully this gives you enough
information to understand you know if
this is going to be a good fit for you
guys just based on these costs per
clients and again this is worst case
scenario and this is cost per client
right so this is money in the door our
fee on top of this is $2,000 per month
so that's the only anything that's not
included in here so everything that you
see here is the cost that you're paying
to Google we don't touch this money this
goes directly to Google straight off
your card straight out of your account
we just take a $2,000 month management
fee that includes all the copywriting
all the research the call tracking the
meetings with us everything it's it's a
very affordable cost actually for uh the
amount of effort and the results that we
get so if you have any questions and
want to jump on a follow-up call I'm
here and uh yeah let me know if you have
any questions
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