This webinar will be all about how to generate more leads via Paid Search (PPC/AdWords) in your business. NOW… before you say “PPC Does Not Work…” I want to encourage you to invest an hour of your time learning about the latest changes in Google AdWords, Paid Search, and how PPC can be the key to almost unlimited scalability in terms of lead flow for your business. Even if you have invested thousands of dollars in PPC in the past and have gotten no return, I can assure you that with the right strategy and setup (which I will be showing you on the webinar) you can get a great 3-7x ROI via Paid Search. You'll discover how the AdWords engine works, the secrets to maximizing quality scores, and even proven examples that you can swipe & deploy! I'll even share with you the most important KPIs & how to track them! If you would like to book a FREE Marketing Strategy Session with me to discuss how we can help you implement these strategies to your business, here's a link to my calendar: https://socialsphere.link/strategy FOLLOW US ON SOCIAL MEDIA Facebook: https://www.facebook.com/socialsphere... Instagram: https://www.instagram.com/socialspher... LinkedIn: https://www.linkedin.com/company/soci... Twitter: https://twitter.com/socialspherega

2. What we will cover today
• Why PPC is the key to unlimited scalability in terms of lead flow for
your business
• How to set up & structure your Pay-Per-Click marketing campaign for
minimum cost per lead & maximum ROI
• KPIs, Tracking, Landing Pages, Campaign Structure

3. If you stay till the end…

4. Should PPC be a part of my overall Internet
Marketing Strategy?

6. Why PPC should be a part of your
Internet Marketing Strategy
• Start showing up quickly
• Show up as often as possible where your customers are looking
• Show up for non geo-modified
• Unlimited scalability

7. Why most PPC Campaigns FAIL
• Fail to understand the Google Ads auction process and the complexity
of the industry
• Set up only ONE Ad group for all services
• Don’t use specific text Ads and landing pages for groups of keywords
• No strong call to action or OFFER on the landing page

8. PPC Case Study Example

9. # of Leads - 224
Conversion Rate - 27%
224 Leads X 27% = 59 Booked Jobs
Average Ticket - $3,000
59 Jobs X $3,000 = $177,000
Projected ROI - 8X
$177,000 revenue / $9,200 spend
is a 20X ROI

10. How to set up & structure your Pay-
Per-Click marketing campaign for
minimum cost per lead & maximum
ROI

11. How to structure your PPC Campaign
• Conversion tracking is a MUST
• Your campaign must be broken into smaller ad groups targeting the various services that you provide so that
your text ads match what the person typed
• Make sure you have a strong understanding of keyword match types & don’t forget about negative keywords
• You need to write compelling text ads that resonate with what the customer typed and entice them to click
on you vs. the competition
• Leverage Ad extensions to make your Ad Stand out on the page
• You have to land visitors on solid, well thought out pages on your site that are built to convert
• Ongoing split testing, tweaking & fine tuning

12. Don’t even think about
spending another penny till you
have conversion tracking in
place…

13. Conversion Tracking Essentials
• Dynamic number swapping with different phone number for PPC
traffic vs. organic or direct traffic
• A keyword pool with dynamic number swapping so that you can track
phone calls back to the keyword & campaign
• Webform tracking
• Conversion tracking built into your AdWords campaign to determine
which ad group generated the lead

14. Most Important KPIs
• Total Spend
• Average Cost Per Click
• Average Cost Per Lead (Calls & Web Forms)
• Service 1 - $35 - $55 per lead
• Service 2 - $55 - $80 per lead
• Service 3 - $75 - $80 per lead
• Return on Investment

15. How to structure your PPC Campaign
• Your campaign must be broken into smaller ad groups targeting the
various services that you provide so that your text ads match what
the person typed

16. How to structure your PPC Campaign
Brand Campaign Water Damage Restoration Fire Damage Restoration Mold Remediation Smoke Damage
Water Damage Service Fire Damage Service Mold Removal Service Smoke Damage Service
Water Damage Company Fire Damage Company Mold Removal Company Smoke Damage Company
Water Extraction Smoke Odor Removal
• Example of a restoration business

17. Keyword changes in 2021
Here are the most important changes to be aware of regarding Google Ads match types this year:
1. Phrase match keywords will replace BMM keywords.
• BMM and phrase match often serve ads to the same search queries.
2. Broad match keywords will utilize signals with AI to deliver more relevant searches.
• Signals (landing pages, keywords, and ad copy) combine to deliver ads to the most relevant searches.
3. Exact match keywords will become more powerful.
• Search queries that mirror an exact match keyword take precedence over related queries.

18. You need to write compelling text ads that resonate
with what the customer typed and entice them to
click on you vs. the competition
• Less is more
• Tell them exactly what you want them to do
• If you have a special offer for the service that they searched (and
reference it in the text ad) all the better
• Give them ONE decision (call / web form) and push for it… don’t offer
them too many options to stray from your site

19. Ad Extensions
• Google is automatically adding local extensions to your ads
• Call extensions

20. You have to land visitors on solid well-thought-
out pages on your site that are built to convert

21. How to Accelerate your Lead Flow via
Paid Search for Local Businesses
• Conversion tracking is a MUST
• Your campaign must be broken to smaller ad groups targeting the various services that you
provide so that your text ads match what the person typed
• Make sure you have a strong understanding of keyword match types & don’t forget about
negative keywords
• You need to write compelling text ads that resonate with what the customer typed and entice
them to click on you vs. the competition
• Leverage Ad Extensions to make your Ad stand out on the page
• You have to land visitors on solid well-thought-out pages on your site that are built to convert

22. Questions to ask your PPC Provider
• How much of my budget will go to Google AdWords spend vs. management fees
• What type of tracking will you be putting in place? Do you do AdWords Call & Web Form Conversion tracking?
• If you don’t have web & call conversion tracking that pulls into AdWords you will be at a MAJOR disadvantage vs. the competition.
• Will you delineate PPC calls vs. Organic Calls?
• How will we track our Key Performance Indicators (KPIs)? Will I be provided with a live dashboard?
• Key Metric - Average cost per lead generated
• Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home page?
• If you are driving traffic to landing pages how will those pages be optimized for conversion?
• Do you split-test test ads for each Ad group?
• Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results?
• What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?

23. What makes our campaigns better
and different
• We split the campaign into strategic Ad groups based on our experience in the industry to help target your most profitable services
• We set up conversion optimized landing pages
• We set up true CONVERSION OPTIMIZATION so that your conversions (calls & web form submissions) are tracked and associated with the
campaign & keywords in AdWords…so that we can adjust the bid / spend strategy based on the campaigns & keywords that drive the best
conversions. There is a HUGE difference between this and simple “call tracking”
• You will know exactly how many calls came via PPC vs Organic and listen to recordings of those calls
• You will know which keywords within your AdWords campaign drove calls & at what cost
• This makes it possible for us to optimize based on the keywords that result in calls and stop wasting money on terms that don’t net a result
• For each Ad group we set up multiple text Ads and rotate based on the best converting Ads each month…so our click through rates / quality
scores improve over time
• We provide you with a KPI Dashboard to help track the most important metrics
• Complete transparency in terms of Spend to AdWords

24. Need help?
• You can schedule a call with me here:
https://socialsphere.link/discovery
• Or drop your number in the chat

25. FREE:
Marketing Strategy
Session
• Analysis of Online Visibility
• Custom Keyword List of most important search terms
• Ranking Report showing where you rank currently
• Analysis of Online Directory Listings & Consistency
• Analysis of Online Reviews and Reputation
• Analysis of Social Presence
• Analysis of Website Conversion Effectiveness
CALL (678) 759-9989
Book here: https://socialsphere.link/strategy