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Pay Per Call - Plumbers - $100/Day (55)

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Hi Fellas!

I am not very new to this campaign, I've already started 2 weeks ago, results seem satisfactory, that is why starting this journey.

Background/Experience:
Since last 2 years in AM, was driving classified traffic, until realized, networks do not prefer this kind of traffic, therefore started search marketing.

Actions Taken:

1. Affiliated with RingPartner
2. Leonidas Pay Per Call Course started
3. SEMRush & SECockpit subscriptions purchased
4. LandingPage is hosted on dedicated domain, related to niche. Same landing page for all keywords.
5. Keyword Collection sources:
   
   • Google AdWords Keyword Planner
   • Soovle.com - Some Related Terms Collection
6. Average Ad Rank is 6
7. Keyword bids (manual CPC) are in range of $0.6 to $1.5
8. Performance Observations:
   
   • Calls are getting disconnected for some reason by Call Center, probably that is why not getting good ROI
   • Majority of Affiliates are not running campaigns on Sat/Sun
   • 1000 keywords are not enough, trying to find the keywords that will really generate the revenue

TODO:

• Research more Competitor, Brand & Related Keywords and add into campaign
• Create different landing pages for related keyword groups
• Increase bid
• Improve ad copy
• Add Negative keyword list

AdWords Stats: (June-14 to June-23)
Revenue: $50.00
Spend: $31.28
Profit: $18.72

Which of the thing from my TODO list is more important at this stage?

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Task Working On:

• Keyword collection
• Creating 2 different campaigns for brand & competitor keywords

AdWords Stat: (Overall-1st Campaign)
Revenue: $70
Spend: $36.28
Profit: $33.72

There are no clicks to those 2 newly created campaigns (Re: brand/competitor campaigns) so far, added very few keywords so far.

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I'd focus on the negatives, have a look at the search term report and see where unrelated keywords are costing you. That will allow you to bid more, since it'll be more likely to convert. Then I'd work on improving the ad copy, with the goal of increasing CTR.

Also, don't forget to review your call treatment. Since people are calling in to the campaign, the IVR/call treatment has now become your landing page.

Best of luck! Off to a good start.

-Mike

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Thanks a bunch! Mike, I have been looking for negative keywords on daily basis but found none so far and yeah I've improved the ad copy of keywords that are converting, I've also increased the bid slightly. I will find out how to review call treatment, already in conversation with Taylor.

(Scratching my head) today no conversion made at all, nor any search. Not sure if my account is under review by Google AdWords team, will figure out it tomorrow.

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You are doing very good Mike, well in the green. Now its time to upscale and add some more zeros to the amounts you're doing

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Very nice - straight into the green!

Looking forward to future updates on this one.

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Thanks guys.

AdWords Stat: (06-24-2015)
Revenue: $0
Spend: $4.51
Profit: -$4.51


Seems like the bid-amount needs to be higher during week days.

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Yesterday there was no click at all.

Not sure if its normal, but I am getting clicks on very generic terms, like following;

plumbing emergency
plumber 24 hours
24hr plumber
cheap plumbing
cheap plumber
best plumbing
reliable plumber

All of above have 7 to 10 QS

Rightnow my concern is whether I should increase bid on these keywords or not.

I've also created a new campaign with Search-Call-only and put these emergency keywords, to see if it increase the CTR & bring ROI.

Any word of guidance will be really appreciated.

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Feel free to PM me your ad copy, I'll take a look at it for you.

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AdWords Stat: (06-26-2015)
Revenue: $0
Spend: $4.84
Profit: -$4.84

Its apparent that the keywords that are converting are expensive on weekdays and are the reason for loss.

Will be adding more keywords by tomorrow.

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What is the payout?

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Payout is $10

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AdWords Stat: (06-27-2015)
Revenue: $30
Spend: $15.67
Profit: $14.33

This proves, there is potential of earning even on competitive keywords, but only on sat/sun :P

AdWords Stat: (This month)
Revenue: $100
Spend: $66.13
Profit: $33.87

Actions Taken:

• Added more keywords, now total is 10000+
• Added Negative Keywords
• Decreased default bid
• Improved ad copy of potential keywords
• Optimized some landing pages for potential keywords

To Do:

• Call treatment setup. Finding the right script for voice-over, any help in this regard will be appreciated.
• Continue updating Negative Keywords list
• Keep optimizing and improving ad rank

Probably, I will stop daily profit/loss post, instead just important updates

Thanks for offering, atm ad copy is not the issue, already got good Quality Score (7 to 10).

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Good quality score and good ad copy are most definitely NOT the same thing.

Good quality score means it is good for Google, LOL, not necessarily for you.

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Thanks cmdeal for the advice.

AdWords Stat: (06-28-2015)
Revenue: 0
Spend: $5.89
Profit: -$5.89

After decreasing bids and adding thousands more keywords, today, I saw;
Impr: 52
Clicks: 2
CTR: 3.85%
Spent: $1.03
Profit: -$1.03

Will keep these campaigns running for atleast a week, and will improve ad copies down the road.

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AdWords Stat: (06-30-2015)
Impr: 24
Avg Pos: 3.6
Keywords: 16

So far, I have not found The money maker Keyword(s).

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July-01-2015
Revenue: $0
Spent: $0.78
Profit: -$0.78


Impr: 40
Avg Pos: 3.9
Keywords: 15

Paused some generic keywords.


STM seems more focused on Mobile AM, not many Pay Per Call and/or AdWords case-studies or guides, still found following three most valuable.

Case Study: MONSTER Step by Step PAY PER CALL How To Guide + Case Study with LiveLinks
Follow Along: having a go at Pay per Call -->daily reports
Follow Along: Follow Along: Adwords Pay Per Call

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Spent last week gathering more keywords and increasing knowledge and understanding of how to proceed.

July-06-2015
Clicks: 4
Spent: $17.46
Loss: -$17.46

The weird thing is that, adwords telling 4 clicks made, but not a single call log in RingPartner.

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The clicks you generate from Google only generate the call prompt, and sometimes people drop off before making the call.

Make sure your ad text is clear that you they will be making a call. Use "call", "phone now", "call for help", in your ad text.

-Mike

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Make sure you put the "phone calls" column in your dashboard so you can see exactly how many clicks turned into phone calls. You can do this by choosing to modify your columns.

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@ringpartner I already have "Call Now" text in the ad copy
@addmanchild I already have that column

Rightnow issue is that, the keywords are costly $5.00+ and the issue is that, people click on "call" button but dont proceed with the call. Probably google has to do something about that.

July-07-2015
Spent: $31.23
Clicks:5
Phone Conversion: 1
Revenue: $11.00
Loss: -$20.23

The thing is that, I am still unable to find the right keywords and have to handle this click-without-phone-call somehow.

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Add me on Skype - RingPartnerMike and I can try to help diagnose what's going wrong.

-Mike

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@Mike we have had a talk today on phone and you are already on my Skype.

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July-08-2015
Spent: $31.85
Clicks: 6
Phone call: 1
Loss: -$31.85

The issue for clicks vs no-phone-call was that, I was using Search-All-Features campaign-type, which was resulting in no phone call when people click on heading of the ad instead of call button. Thanks to Mike from RingPartner and Skype group where couple of helpful guys pointed in the right direction. As per their suggestion I have converted my campaigns to Search-call-only and results are good. Atleast there are calls.

I hope it will start converting green soon.

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great to hear you got your issue sorted out and now your ad expense should drop notably.

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July-09-2015
Spent: $19.30
Clicks: 3
Phone calls: 3
Phone Conversion:1
Loss: -$8.3

Seems like time has come to focus on following;

• Ad Copy improvement & A/B-testing
• If Phone Conversion do not increase, I will need to integrate CallFire

Any suggestions guys?

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I know you posted this a couple of weeks ago, but the key thing to remember about offers involved in home improvement/plumbing verticals is that lots of people will leave this work until the weekend/when they're not at their 9 to 5. Evenings/weekends always seem to have some of the best results for driving traffic to these verticals, just something to keep in mind.

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July-10-2015
Spent: $9.43
Revenue: $11.00
Clicks: 2
Impressions: 506
Phone calls: 1
Phone Conversion:1
Profit: $1.57

The 1 phone call was dropped due to my mistake, I've created a spreadsheet at Google-Drive which increment number each cell, all ads are fixed now.

0.40% CTR is way too low, random keywords are working each day.

2 impressions no click
Call: xxx-xxx-xxxx
www.Example.net
Same Day Plumbing Service
24HR Available - 100% Satisfaction

23 impressions 1 click
Call: xxx-xxx-xxxx
www.Example.net
Need Drain & Bathroom Fixed?
Call Pro Plumbers Now!

Question: I believe that I do not suck at ad copy, my assumption is valid or not?

Someone suggested that I use Perry Marshall's technique of having ad copies that would trigger different emotions, I yet have to explore his methods.

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July-11-2015
Spent: $16.19
Revenue: $11.00
Clicks: 3
Impressions: 448
Phone calls: 2
Phone Conversion:1
Loss: -$5.19

This is call-only campaign, yet there was no call record for 3rd call.

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July-12-2015
Spent: $32.67
Revenue: $11.00
Clicks: 6
Impressions: 1,146
Phone calls: 2
Phone Conversion:1
Loss: -$21.67

Now thats really an issue, 6 clicks and just 2 calls. Today's stat are no different, even worst.

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great followalong!

One question: seems you're not spending much everyday, is it because you capped your daily spending? or is it because you only got that much volume even though your daily cap is a lot higher? with a payout of $10, I was under the impression that I need to spend at least $100/day to get statistically significant data. Maybe I misinterpreted the concept?

thanks!

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@m0bile4ffili8 rightnow I've split this offer into 2 campaigns and set $50 each daily budget. So far, its spending much less than $50.

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July-13-2015
Spent: $73.15
Revenue: $11.00
Clicks: 14
Impressions: 986
Phone calls: 6
Phone Conversion:2
Loss: -$51.15

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Not a great day for you.

Hit me up on Skype and let's try to work through how we can improve on this.

-Mike

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I would look at a improving your CTR. It looks like you are getting a relatively decent test volume of impressions on some days but not enough clicks. If you're bidding on overly broad or very generic terms this can be the cause. I would recommend splitting up your keywords in to highly focused adgroups and then writing very specific ads for each group (plumbing--->kitchen-sink clogged, kitchen sink leaking, bathroom sink clogged, bathroom sink leaking etc.) with these more focused groups your CPCs will likely be lower than very generic terms like "plumbing issues".

If you are already doing this I would also look at your what your impression share % is for your adgroups. What are you loosing impression share too? Rank, bid, keyword? Make changes and you'll be able to capture more impressions.

Likewise cut any ads that have no clicks or very low CTRs with decent impressions. Write some new ads to test against your top performers. Do this on a regular basis and you'll uncover your best performers. Check out http://www.wordstream.com/ad-text and their other blog posts about optimizing and split testing ad-text.

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July-14-2015
Spent: $50.70
Revenue: $22.00
Clicks: 9
Impressions: 958
Phone calls: 6
Phone Conversion:2
Loss: -$28.7

I've switched from Search-All-Features to Search-Call-Only to get rid of ghost clicks, so far, not a big difference.

@thebestjacquie Thanks, I am trying different ads almost daily, I've 1 kw per ad-group and ads are completely focused on keyword. So far, CTR for individual keywords is fine (1.3% to 100%) avg position is 3.

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I am moving in circles.

Now I have to find keywords that will work with Call-only in such a way that, clicks do not get ghosted and the cost remain reasonable.

What a waste of time & money.

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July-14-2015
Spent: $6.55
Clicks: 1
Phone calls: 0
Phone Conversion:0
Loss: -$6.55

I am bidding > $6 on 3 keywords rest are below $5.

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I think the real issue here is that plumbing keywords are WAY too expensive for what appears to be a pretty low payout. Your clicks are over $5 bucks a piece (which is cheap for plumbing keywords). I just don't think you can make the math work with such high CPCs and low payouts - at least with adWords.

Let's do some math here:

100 clicks $500
CVR (with a good landing page): 10%
Calls: 10
Rev: $100
Spend: $500
Profit: -$400

These numbers just don't work. Someone, please, let me know if I'm missing something here.

You need to get off adWords and on to a cheaper traffic source. I've managed campaigns where plumbing clicks were $45+ dollars.

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i've been thinking the same thing as the poster above me. Sometimes, no matter how much work you put in, you just can't get a campaign profitable and time to move on to the next one.

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Search-Call-only is different than Search-All-Features (call extension) and pricey too.

Psychology of user is unknown at the moment, why a person holding mobile in hand, seeing an ad that interest him/her, clicking the ad and then not making call to a toll-free number.

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Jan - June 2015

Spent: $4,950.70
Revenue: $22,542.14
Profit: $17,592.65
Loss: $0.00

Feeling happy make 22.5 K $ in 6 month with Mundomedia.
looking for ADT Home Security & Livelinks PPcall Campaign

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@sareenahusky congratulations! that really seems nice. Probably you were doing adWords, right?

July-17-2015
Spent: $9.50
Clicks: 2
Phone calls: 2
Phone Conversion:1
Profit: $1.5

Note that, its weekend thats why its green.

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have you thought of daypartying to just the weekend days?

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@intergmediagreg by "departying" I believe increasing the bids on weekends? No I have not done that, because rightnow I am looking for a keyword that will bring money consistently, which I am unable, so far.

I am taking a pause here from writing this follow-along on daily basis, during this time I will keep working on finding out "winning keyword", once I found them and start earning, I will post back with updates.

Thanks everyone who provided valuable comments and suggestions.

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Markman - no by dayparting i mean just running the ads on weekends only. usually dayparting means running it specific hours on a day but i'm including specific days per week in this. sometimes for no reason you can pinpoint, a campaign will have a positive ROI on certain days and negative on others.

If you are showing a positive return consistently on Sat and Sun, consider setting it up i adwords to run those days each week.

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Thanks @intergmediagreg but profit is not that much, the bid is already $5. Or do you mean by time, Google will give me discount for being #1?

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sorry not understanding your question about time.

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I meant, as time passes, google give discount to good performing (ctr) accounts. So I was asking when you say "dayparting" do you mean, I should increase the bid to have better position? and as time passes I will get discount from google and will get ROI, because rightnow its all loss.

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No. You said and apologies if I misunderstood, that you usually made a profit on the weekends. So by dayparting I meant only run your ads on the days your stats shows you usually make a profit on.

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@markman Yeah i am doing with AdWords and Banner Traffic

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@intergmediagreg what type of pay per call offer you have?

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@sareenahusky, do you run banner traffic also from Google, using GDN? Does GDN also provide call only campaigns?

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I'll message you directly to not go off topic on this thread...

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@guru01 I don't think we can run call only campaigns on Display (GDN). Also here @sareenahusky is running banner campaigns!

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