Watch Me Sell a PPC Campaign

Summary

The 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

00:00

📈 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.

05:02

🎯 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.

Keywords

💡Google

Google is a search engine and technology company that is frequently used for online searches and advertising. In the context of the video, it is mentioned as a platform where the speaker's company bids on keywords for pay-per-click (PPC) advertising campaigns to increase visibility and conversions for clients.

💡PPC (Pay-Per-Click)

PPC, or Pay-Per-Click, is an internet advertising model where advertisers pay each time their ad is clicked. It is a way of buying visits to your site, rather than attempting to 'earn' those visits organically. In the video, PPC is presented as a viable option for clients looking to improve their online visibility and conversion rates.

💡SEO (Search Engine Optimization)

SEO refers to the practice of increasing the quantity and quality of traffic to a website through organic search engine results. It involves various strategies to rank higher in search engine results pages. In the video, the speaker suggests that SEO is becoming more challenging and thus recommends PPC as an alternative for clients.

💡Conversions

Conversions in digital marketing refer to the desired actions that a visitor takes on a website, such as making a purchase, filling out a form, or signing up for a newsletter. The video emphasizes the importance of not only gaining visibility but also achieving conversions through PPC campaigns.

💡Landing Pages

A landing page is a standalone web page, designed specifically for marketing or advertising purposes. It is different from the home page and is where a user 'lands' after they click on a link. In the context of the video, landing pages are created for clients to direct traffic from PPC ads and to encourage user engagement and conversion.

💡Keyword Planner

A Keyword Planner is a tool used in digital marketing to find and research keywords for advertising campaigns. It provides data on keyword volume, competition, and suggested bid prices. In the video, the speaker uses Google's Keyword Planner to gather data for creating PPC ad forecasts.

💡Click-Through Rate (CTR)

CTR, or Click-Through Rate, is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns. In the video, a 6% CTR is assumed for the PPC campaign.

💡Ad Conversion Rate

Ad Conversion Rate refers to the percentage of people who take a desired action after clicking on an advertisement. This could be filling out a form, making a purchase, or any other predefined action. In the context of the video, a 35% ad conversion rate is used to estimate the number of leads generated from the PPC campaign.

💡Cost Per Lead (CPL)

Cost Per Lead (CPL) is the amount of money spent to generate one lead. It is calculated by dividing the total cost of the advertising campaign by the number of leads generated. CPL is a key metric in advertising and marketing, as it helps businesses understand the efficiency of their lead generation efforts. In the video, the speaker calculates the CPL based on the ad budget and the number of leads generated.

💡AB Testing

AB Testing, also known as split testing, is a method of comparing two versions of a webpage, email, or other marketing material to determine which one performs better. It involves showing version A to one group of users and version B to another, and then analyzing which version achieves the desired outcome more effectively. In the video, the speaker mentions conducting AB tests to optimize the PPC campaign.

💡Campaign Structures

Campaign structures refer to the different types of advertising campaigns that can be set up to achieve specific marketing objectives. These can include discovery campaigns, winning campaigns, brand campaigns, remarketing campaigns, and more. In the video, the speaker outlines the various campaign structures they use to scale and optimize the PPC campaigns for their clients.

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