Transcript
Usman Ahmad: What’s your ideal type of PPC client?
Joe Troyer: All right. So by PPC we’re talking about pay-per-click. What is your ideal pay-per-click client? Let’s break this down as best as possible.
Joe Troyer: If you were to ask me this question a year ago, I would have said the only way that I’d take on a client is if the client is high ticket. For me I would have wanted at least $2,000.00 a month, just to manage the account. In order for that to make sense for a customer that’s gonna pay me that two grand a month, just in management fees, they gotta be spending upwards of 10 grand a month or more. That would be just with Bing, or a combination of Bing and Google Adwords which is now Google Ads. If you were to ask me again a year ago what my target was, that would have been it. We’ve nailed a lot of pay-per-click clients at that target. We had … last client that I brought on specifically for PPC, I brought on had two different businesses, boasts above 60 or 70 grand a month in [Adsense 00:01:19]. You guys can do the math in your head. Typically, I’m charging 20%, so run the account. You’re looking at even at 50 grand, 10 grand a month plus per account, to manage the two.
Joe Troyer: The reason that I say that, that’s how it would been a year ago, is that is the truth, but now I see a void, and I see a hole in the market place. I don’t just bring it up because I think I can attack it, I bring it up because I think you guys can attack it too. At the end of the day, I think that one of the most under developed and under used assets when it comes to PPC and when it comes to digital marketing and advertising just in general is re-targeting or re-marketing.
Joe Troyer: You go to a website, or say that you’re looking at a pair of shoes, and you leave, you don’t buy the shoes, you got distracted. Then you start seeing those shoes literally all over the internet: on Facebook, on Google Ads … literally … you’re looking at the weather, you see them while you’re looking at the weather channel. You’re reading about last nights game on ESPN, and you see them on ESPN. You guys know what I mean with re-marketing and re-targeting. At the end of the day, I’ve seen and produced case study, after case study, after case study, showing exactly how even local businesses, brick and mortar, from dentists to service based businesses: accountants and roofers and I don’t care what the niche is, everybody needs to be doing re-marketing and re-targeting. Just by doing uber basic re-marketing and re-targeting, we’ve been able to drive and additional 10, 20 even 30 percent [inaudible 00:03:04], every single month, just with re-targeting.
Joe Troyer: I know so many of you guys are all about providing a result. When I ask you guys what do you in a product: why do you sell this, why do you sell that? You’re like, “Joe, it’s just bottom line is, it’s gotta deliver the customers a result.” At the end of the day, I’m telling you guys that you guys need to be doing services, I agree with you that deliver results, but not many people are running re-marketing and re-targeting campaigns for their customers. They’re selling that as a product.
Joe Troyer: Strategically, would it be cool if I break down a little bit of how I would fulfill on this for a customer? How can we position, or make an offer for re-marketing or re-targeting, that would give us at least a thousand dollars a month management fee, or you a thousand dollar a month management fee to just run re-marketing and re-targeting, which guys at the end of the day, is very simple to set up.
Joe Troyer: I’ll give you guys the key though in how to make it really, really work. And how to show your work and really get paid at least a thousand bucks a month just to run some simple re-targeting campaigns. At the end of the day with re-marketing and re-targeting, the thing is, is that you’re paying based upon CPF, which stand for Cost Per Thousand even though it probably should say cost per million: CPM, cost per thousand … I don’t know who made this shit up. But, if you know why that is? Tell me that’d be great. I’ve never really understood that. But at the end of the day, were paying to show our ads to the people that came to our website only, not the rest of the world. We’re paying CPM, cost per thousand, and what happens after the first couple of days is our click through rates goes down. That’s the percentage of people that look at our ad. They’re like, “Yeah, I was just on that site,” and the click on it. That click-through rate goes down. The reason that that click through rate starts to go down, primarily is banner blindness.
Joe Troyer: Banner blindness is when you go on Facebook, you go and you’re reading on ESPN, you’re going and looking at the weather on Weather.com, and you start seeing the same ads from the same company, over and over and over and over again. Right about fifth, sixth, seventh, time you’ve seen that ad, you start paying less and less and less attention to that ad. Give me a one if that makes sense to everybody.
Joe Troyer: The way that we can get paid a ton of money to run re-targeting, and have a very simple product that we can deliver that brings just ridiculous results is to change up the ads frequently. So that that banner blindness doesn’t happen. Give me a two if that’s a major a-ha to everybody. Okay, and the cool thing is when that banner blindness doesn’t happen … I know that’s a mouth full right? But when that doesn’t happen, our click-through rate stays high and guess what, our cost per click stays low. Why? Because people are [inaudible] engaging with us. Again, we’re paying for clicks, but really based upon a click-through rate. The better we do changing up our ads and always showing new and relevant ads to them, that get their attention, the cheaper it’s going to be long term, and the more attention we’re going to be able to keep over time.
Joe Troyer: The second little trick that I do guys when it come to re-targeting and re-marketing … we’re changing out the banners frequently. Every week. Every couple of days. But the second trick is this, I lower … and this works on any advertising platform, I lower the frequency. There’s always, whenever you set up any type of re-marketing or re-targeting campaign, there’s always an option that’s always hidden under menus and you know: inside this setting, and then inside to this setting, then advanced, then more. But there’s always an option for frequency.
Joe Troyer: Frequency is simply a control of how many times, somebody that’s on your re-targeting list will see your ad. We wanna drop that frequency. Make that frequency two or three times in a day and cap it at that.
Joe Troyer: Then third, one of the big, big, pillar things in terms of re-targeting and re-marketing that most people are just skipping and I just don’t get it, is we wanna be omnichannel. Were gonna be omnipresent, showing our ads, them seeing us literally every day with our ads. But we wanna be omnichannel as well, no matter if our customers’ go on the Google Display Network, which is weather.com, and ESPN; these huge megasites that Google has done these advertisements agreements with to place our ads. But also if our prospects, our customer, the person on our re-targeting list goes on Facebook we wanna be there, if the go on Instagram, we wanna be there. Something like OnMobile alone, on YouTube, two hours of content are being watched every single day. Why don’t we wanna be on YouTube in terms of re-targeting and re-marketing and showing a video, if that’s where our audience is. If our audience uses Twitter, we wanna be on Twitter. And again folks, we’re only paying for impressions, so if our audience isn’t there we’re not paying.
Joe Troyer: So, we wanna be everywhere: Twitter, LinkedIn. We want to be omnipresent, we wanna be omnichannel, and we wanna be changing out our ads very, very frequently, and keeping our frequency down. Guys, that is how you guys can deliver 10, 20, 30 percent or even more leads every single month to your clients, with a very, very stupid, simple, fulfillment strategy on your end, where you’re gonna get paid at least a thousand bucks a month. [inaudible 00:09:12], bucks, two hundred bucks, and total spent for the month, [inaudible 00:09:18], but they’re getting those ridiculous results.
Joe Troyer: Is that good stuff? You like that? Give me some feedback in the chat real quick before we move on.
Usman Ahmad: Great stuff. Some of the comments I’m gonna read off to you Joe.
Usman Ahmad: Eric said he’s still here. David had a question. He said, “How long would you run the campaigns?”
Joe Troyer: Run it indefinitely. Right? Run the campaign indefinitely. But here’s the thing, let’s say that your business is, let’s say the business that you are selling this to is only a business that does a transaction one time with a customer, then obviously you want to end the campaign. You wanna run it in a way that it’s based on upon the day since they visited your website, not based upon the calendar.
Joe Troyer: We run a couple different types of campaigns. For example, we run an onboarding campaign so to speak, that we call an indoctrination campaign, that’s going to go out for the first seven to 14 days depending on the lifecycle of the business. And that’s all about building our brand and getting our prospects to think about us all the time, and really being able to control what our prospects think about us with a message. Complete via the message that we are putting in front of them.
Joe Troyer: Then we’ll run every month, let’s say that it’s a massage place, or it’s a personal training studio, or a gym. They want to get their members in often. If they’re not running specials all the time and running offers every month people are gonna fall out. They’re not gonna visit, and it’s all about that, having that long term average customer length, or average customer value. We wanna keep running this, literally month in and month out guys until [inaudible 00:11:08]. Hopefully it’s when that helps.
Usman Ahmad: So we had a comment, introduction campaigns, seven days, the 30 days, lower frequencies. Yep.
Joe Troyer: Yep.
Usman Ahmad: Scott, said he heard every-
Joe Troyer: But guys that’s something that all of you guys can go out and literally sell this weekend. And you can be confident that it’s gonna deliver results. If you do it like I just told you, and you keep changing up and off of the month and then you get testimonials based on that. You get reviews based upon that. You get a before and after. You just sequence that up to do that once a month, after that indoctrination campaign, that’s gonna absolutely, fricking crush it for every single business that you decide to do business with.
Joe Troyer: Re-marketing and re-targeting is the only thing that I know of that makes every other advertising initiative more effective. I don’t care if you’re doing Groupon, if you’re doing Google Ads, if you’re doing SEL, if you’re doing local, if you’re doing Facebook ads, it doesn’t matter. Re-targeting is gonna help all of that.
Joe Troyer: This is a product guys that for me, is becoming one of my entry point products. Because I truly believe that every business, every business out there should be running this. And in the past, I’ve been cherry picking the best of the best customers. It’s all about that perfect client. It’s about the customer that’s spending a lot of money. They understand the value of what I’m bringing them. For me I wanted a product that I could literally use, that I could productize, and that would apply to every business that I speak with. When they are like, “Now Joe, how can you help me?” In the past I was like … what’s your advertising budget? Yeah, sorry I can’t. Guys I felt like an ass. Now I can say, this is what I recommend. As they start growing and as this thing helps them over time, who do you think that they’re gonna give their marketing budget to? This guy.
