The Ultimate Guide To Selling Google Ads To Local Businesses: Introduction

Transcript

Joe Troyer: Alright, so welcome everybody officially to the AMA. Today we’re going to be talking about why Google ads for local businesses.

Joe Troyer: All right. And if you guys have an objection, you don’t think I’m right, I welcome your opinion. And I’d love to have kind of an open conversation about that. At the end of the day, I’ll talk to you guys about why I believe selling Google ads to local businesses is the right move. Okay, at the end of the day, if you’ve been following me for any real amount of time, you know that I’ve always been about providing leads from Google.

Joe Troyer: Okay, whether it be Google Organic or Google Paid, and I’ve done a boatload of both. Okay. If you look at the trend for local businesses, okay, more and more, is moving to paid, right? We talked about that a little bit at the beginning of this call if you’re on live with Roger’s questions, right. At the end of the day, Google is a for-profit company. And so they keep taking away impressions, right? And market share from Google organic and from Google Maps and they keep feeding that into Google Ads, right, or any type of paid mechanism that they have because they are a for-profit company. So if you’re selling organic search right now, if I were you, I would be starting to invest in Google Ads and starting to upsell my clients into that as a service.

Joe Troyer: Why? Because more and more is moving to paid. Okay, why else sell Google Ads to local businesses? Okay, let’s just talk about selling SEO. As an example, because I know so many of you guys are big SEOs selling SEO versus Google Ads. Think about the pitch to a local business. Right? When you tell them that your services are going to cost 1000, 1500, 2500, 3500 dollars a month for SEO, which any of those numbers are completely fine. If anything, I would say get rid of anything under two grand like you’re just not going up to the right prospect if you aren’t charging $2,000 a month or more for your services.

Joe Troyer: Okay? But you’re telling the prospect that it charged it cost them that much, and then their questions going to be immediately, “All right, Elise, right, Jason. All right, Joe,” right, “when am I going to see a return on my investment?” And this is the killer for SEO, right? If you’re good, right, maybe you can show it in three months.

Joe Troyer: Right? But for most of you guys, it’s going to take six months or more to be able to show a real return on investment from the $2,000, $3,000 a month investment that the local business is paying for. So I’ve done both right, I’ve sold Google Direct, a Google Ads direct. I’ve sold SEO Direct, and I’ve sold a combo direct.

Joe Troyer: And my favorite is the combination of the two. Why do you think that I like the combination of the two?

Joe Troyer: Any thoughts? Any thoughts?

Joe Troyer: Instant traffic. Yeah, it’s immediate results.

Joe Troyer: It’s like a fire hose. Right? It’s like a faucet. You turn it on and immediately water spraying up the other side. And over time, the results keep getting better and better and better and better. The reason I like pairing PPC with SEO is because SEO is going to deliver the long term ROI that a client is looking for. If all that I’m selling to a local business, let’s say a water damage company to give a real example, if all that I’m selling them as Pay Per Click services, probably about six to eight months in, they’re going to come to me and they’re going to say Joe, like the results of kind of flatline.

Joe Troyer: Like don’t get me wrong, we’ve done a great job, right? We’re getting more leads than ever from Google Ads, or CPA or cost per acquisition for a lead is the best it’s ever been. But really, it’s kind of stagnant. What’s happening? What are you doing for me now? And guys, these conversations are awkward. It’s like you got a plan for it, right? You got to know what you’re going to do. You got I don’t know what you’re going to say. Otherwise, you’re going to end up losing the business right? They’re going to go away.

Joe Troyer: Okay, so for me, I like the combination of PPC to start for that immediate results and immediate gratification and to give me time to start getting SEO results. So by the time the water damage company comes to me and says like this is great, but what have you done for me lately? Or this is great, but how can I get even more of a return on investment? And then answer for them and I can position SEO as the answer at that six-month mark at that nine-month mark.

Joe Troyer: And I can be like, “Check this out, Mr. water damage customer. Why haven’t made a big deal about this behind the scenes my team has been working, you know, around the clock working on your organic rankings and check this out. Last month. We brought in 34 phone calls from Google Organic, which would have cost us $200 a piece with Google Ads. That means I brought you $6800 in call value of what Google would have charged you for free.

Joe Troyer: So I call this my Yin and my Yang strategy.

Joe Troyer: And I just think that if you’re really wanting to retain local businesses for the long term, you have to sell a strategy that delivers them short term wins, and also the long term return on investments.

Joe Troyer: Does that make sense to everybody? Give me a two if that makes sense. Real quick.

Joe Troyer: If you would disagree with me, I want to know it, right? I’m not going to call you out. I’m not here to debate you. Like that’s not the point. I want to know it because I want your feedback. What do you guys thinking? Does that make sense? Yeah, Jamie Buck says quick return on investment plus long term growth. Yeah. And when you’re talking to a company about helping them with their marketing when do you think they want that marketing to kick in? They want customers now like tomorrow, not in six months. Not in three months. Not in nine months.

Joe Troyer: Perfect. Lots and lots of twos. All right, and Ron says, Ron Dragushan says, “Makes sense, I have to learn a lot to do this.” Man, you won’t have to learn a lot to do this. I promise. Okay, I’ll keep it super, super simple for you on so you can run with it, man.




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