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.