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Zero Targeting

by | Jul 1, 2020 | Advertising, Marketing, Posts, PPC

Zero Targeting

OMG.

Are you still trying to target an audience with social media advertising? STOP RIGHT THERE!!!

If you’re like me and you’ve ever researched anything “advertising” your facebook and instagram feed is full of marketing offers and “educational” e-books on how to make millions on social media ads. I’m sure you’ve bought into this madness and I’m sure it’s profitable.

But…..

Big But here….

Don’t do it…..YET.

I want to remind everyone that chances are what you’re offering with your business someone is already searching for(GOOGLE). Let’s say you’re a landscaper in Cleveland Ohio. You want to make the phone ring a bit more. Instead of trying to target those that may have lawns in the Cleveland via facebook I’d suggest you fill up your “search bucket” first. People are already searching for landscapers in Cleveland Ohio on google and bing. Zero Audience Targeting required. You get to bid on words like “Landscaper”. Jesus this couldn’t be easier. Think I’m kidding? 

Check out below….

If you started a new landscaping business in Cleveland Ohio we could create 420 calls for you in the first year for $19/call and a total cost of $7800. Now, imagine if 10% of those calls turned into clients that use your services for 2+ years(people stick with their landscaper)….

$7800 ad expense

420 calls x 10%(converted into new clients) = 42 new clients

42 clients x $2k/year x 2 years = $168,000

$168000-$7800(ad expense) = $160,200 in gross profit. 

Ummmm….I may become a landscaper in Cleveland Ohio after this example. 

You have the ability to create a “search only” ad in google ads that appears whenever someone is searching for exactly what you have to offer. Aside from a word of mouth referral there is simply no better lead than that coming from search. Let’s think about this. They’re searching for what you have to offer. They’re hunting for meat…and you’re holding it in your hands. Feed the damn hunter for God’s sake. Oh yeah, charge them! 

Google and Microsoft PPC Search ads = Hunters Looking for meat. You’re holding it. You can sell it to them right then and there and in many cases for a premium because there is a sense of urgency.

Facebook/Instagram/Snap ads=You, walking through the village with a bunch of meat asking if anyone is hungry and if they’d like to buy meat. Takes far longer and lots of additional sales work. You’ve got to knock on the right doors and hopefully find someone that want’s what you’re looking for. It’s a solid strategy. It’s profitable. But, it has to be the “bucket” you fill up only after you the Google and Bing search buckets are full. 

Oh yeah…the $$… “Google is expensive”. Oh stop…You have no clue. Not all leads are the same.

Typical Google lead is twice as expensive as a social media lead. But, they convert twice as high and take have the time. The Sales cycle is very, very fast. 

One of the tips I give my clients whenever entering digital advertising for the first time is to fill up their buckets one at a time. Start with Google PPC, then Microsoft Ads, then Facebook/Instagram and then Snapchat.

p.s. I forgot to mention. The first bucket for all of my clients has nothing to do with digital marketing. It’s the referral bucket. If you don’t have a referral program in place for your clients to feed you new client’s DO NO even explore digital ads yet. Referrals are the holy grail. Let’s revise….

Buckets: 

#1-Referral Program

#2-Google Search

#3-Microsoft Search

#4-Facebook/Instagram(same platform)

#5-Snap Ads

If you need some help organizing your marketing approach email me at Nikitas@realtop.com . I love this stuff! 

Nikitas Tsoukales, Marketing Junkie

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