Project guarantees made and mutually agreed upon: None. Did discuss general needs
concerning CTR, impressions, clicks, spend budget, ROI measures, revenue, keywords mined from their
site, general prospect demographics, new keywords, competitors ads and run locations, ads, new ads,
new or separate Ad Groups needed, delivery vehicles, audience, reach, present website and construction
and conversion ratios, log file mining (keywords, trends, market data), etc... but client was so new
to PPC they were left to wonder what areas to specify as firm goals. RhinoFish recommended a
30-day startup to acclimate the client to the PPC environment so goals and targets could be better
defined for any follow on projects with us or otherwise.
Ad Delivery Vehicles: Google AdWords Search Network only (recommended against Content Network
option due to specificity of targets and ongoing budget goals).
RhinoFish Delivered: Setup of Google Account including billing setup via customer's credit card
for ongoing Google billings. Setup of 1 Google AdWords Campaign containing 2 separately targeted
Ad Groups within it - one regional (our prime group) and one that runs nationally. 23 unique ads
developed, rotated, tested, refined and reduced to tune CTR and position performance. AdWords
programmed to email the customer daily ad spend and performance reports every day, ongoing. Many
conversion appeal and search engine optimization recommendations made to customer for their website to be
altered - add Alt Tags, rework service descriptions to maximize keyword use, phone number placement on
order pages, page titles and about a dozen other such website improvements. Worked with customer's
hosting company to get access to site logs for keyword analysis, referring sources and much more.
List of 105 keywords developed, tracked, tested and refined. Set of negative keywords developed
from ROI and other feedback loops including interactions with office manager (who handles incoming
leads from both phone and email). Keywords list grown to 220 keywords from log analysis and other
methods as well. Bids, daily budget, ad copy, position and more tuned daily during consulting
period. Customer interaction and training 2 times per week, under an hour each time, spread
over 30 day project (~6 hours total talk time).
Cost to Customer for Consulting Fees: $3,500 paid to RhinoFish Media.
Projected First Year Ad Costs: $2,920 (365 days x ~$8/day ongoing paid to Google).
Projected First Year Total Cost: $6,420. Under the $8k budget!
Ongoing Consulting Costs: $0. Customer trained to manage account themselves.
Projected Second Year Ad Costs: $2,920 (365 days x ~$8/day ongoing paid to Google). |
Leads: Specific phone-ins and inbound emails requesting service = averaging 35 / week
Cost: Ad spend weekly total = ~$56.
Net Lead Cost: $1.60 ($56 spent weekly to get 35 bona fide leads)
Converting: >80% of these leads convert to at least one sale of this specialized legal
service, typically more as the service provided can be a recurring event. We'll ignore follow-on
sales in calculating ROI as it is hard to know what the future may bring (including referrals).
ROI: Weekly revenue: 35 leads x 80% closing rate x $22 profit per sale (~$50-75 ticket
depending on package bought) = $616. Weekly ad spend = $56. $560 additional profit made per
week. 6.3 week payback on initial $3,500 consulting fee. Afterwards, 1100% ROI ($616/$56)
ongoing. Annually, $32,032 profits returned on $2,912 ad cost invested.
Ad CTR / Ad Position: The Regional Ad Group (>90% of their daily spend) has achieved a
Click-Through-Rate (CTR) in excess of 11%! In excess of 5-6% is great in my experience - so I'm
quite proud to say we're over 11% here. But this is a very specialized legal service, mainly
running regionally and while there are competitors in this niche space, there are only about 25
nationwide that also run PPC campaigns - so it's not a monumentally stupendous feat. Most online
markets are more crowded than this. Because the CTR is so high, it is also relatively easy to get
top placements. We're in the #1 or #2 space for most keywords and are averaging a 1.9 position
placement. The lowest keyword (of 222) is at 3.0 position. For those that know what Google
AdWords "Premium Spots" are (the yellow box seen across the top - but not often), we are normally
in yellow! And we're normally there all by ourselves! You can't buy the premium spots - you
have to earn them with a high ad CTR and high keyword CTR. Remember Alfred Hitchcock saying
this... "they make money the old fashioned way, they earn it." - Google's premium (yellow,
formerly blue)
spots are just like that! Do the CTR part right and you've earned it! From those spots, we
can slice and dice ROI calculation methods all day and they'll all show us good profits. |
