Why can’t you just do it yourself?
It would take a little work, but you could probably figure out how to pay Google to be advertised. But advertising on Google is different from most advertising platforms.
Most advertising platforms, you pay for say a full page ad in a magazine. And then whomever calls, calls. And you get what you get.
But Google is different because their pricing is auction based. What does that mean? It means the price per click is determined by what your competitors are bidding and willing to pay, per click.
The #1 reason why you need to hire a marketing company for advertising on Google is because if you don’t know how to target within Google, you’ll get a lot of junk calls and it’ll be hard to make money off the Google advertising. In other words, instead of making a profit off the Google advertising, you’d lose your money.
What is a junk call? A junk call is when someone calls you up asking you for a product or service you don’t have, don’t do and or don’t want to do. Or the person calling is too far away for you to help them out.
Most of your competition has hired marketing companies to do advertising on Google for them. Which means that they’re probably able to do the targeting better and getting better quality calls than you if you were doing it yourself. What does this mean?
With less junk calls and more quality calls, it means they’re likely getting more customers and making more money than you-doing-it-yourself. Why does this matter?
Because when your competition is making money from doing good targeting, they don’t mind spending more per click. Because even if the cost goes slightly up, theyre likely still making money.
But if you-doing-it-yourself is not making money and your cost goes up, it makes it even harder for you to profit off Google advertising.
What is targeting? It’s making sure the quality score and click through rates are as high as possible to drive down the actual cost per click. It’s making sure your business is advertising on the right platform. It’s making sure your business is advertised in the right cities and not advertised in the wrong cities. It’s making sure we have the right negative keywords to weed out the junk (our negative keyword lists are usually around 500). It’s making sure the right delivery method is chosen based on your business’ budget. It’s making sure to use the mobile bid adjuster if necessary. It’s making sure the call extension is set up correctly. It’s making sure to set frequency capping if needed. And the list goes on.
I definitely believe most small business owners can figure out how to pay Google for advertising, get clicks to their website. And even get calls. But calls aren’t good enough. Business owners spend money advertising because the goal is to get customers and in order to get customers, you have to get the right calls and have the right targeting.
If the targeting is done correctly, 80% of your calls should be quality and 20% junk. If half of your calls are junk, it’s going to be tough to make money. Meaning that you might get a customer or two, but it won’t be enough with the cost being so high.
Not knowing how to target within Google and getting too many junk calls is why most small businesses need a marketing company to make sure they’re getting quality calls that will lead to customers.
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