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Pay-Per-Click (PPC) Advertising for Lawn Care Businesses – The Cold Hard Facts

What startling facts did Google discover in their study of 400 customers with 1st page rankings running PPC Pay-Per-Click Advertising at the same time?

Hi guys.  Today I want to talk to you about pay-per-click advertising and why you should be doing it.  Hopefully, everybody watching this is already running a pay-per-click campaign at full speed.  Hopefully, you’ve hired an expert to do it for you, and you’re already getting leads and clients from that.  It’s a prime time of the season.  You want to be catching the new clients right now at the beginning of the season and keep them all year.  It makes them even more profitable the longer that you have them.  Rather than me selling on pay-per-click advertising, I always think it’s more effective to let the facts speak for themselves.


In this particular case, the facts come from Google.  Google performed a study covering 400 of their customers to see if it was actually necessary to run a pay-per-click campaign when you’re already showing up on the first page of Google.  You’re already ranking on that first page of Google, so you’re already getting visitors.  You’re already getting traffic.  People are coming to your web site.  What did they find?  Overwhelmingly on average, they found that 89% of the visitors that you’re going to get from a pay-per-click campaign are in addition to the traffic, to the visitors that you would be getting when you’re already showing up organically on the first page of Google by running a search engine optimization campaign.  Eighty-nine percent of your visitors are going to be new traffic.  That’s pretty impressive.  That’s pretty good.

Let’s say you have the best case scenario.  Let’s say you’re running an awesome search engine optimization campaign, running full speed.  You’ve already got that highly coveted number one ranking.  You’re already at the number one rank on that first page of Google for your most important search [inaudible 00:01:56].  What happens if you add pay-per-click to that?  Google tested this as well.  They found that even if you have the number one ranking, 50% of your visitors that you’re going to be getting from pay-per-click advertising are going to be new visitors that you would not have gotten otherwise.  That’s pretty big.  That’s pretty big.  Basically what you’re doing is you’re casting a wider net.  You’re getting traffic from multiple sources.  You’re getting traffic from pay-per-click.  You’re getting traffic from search optimization.  If you’re one of our clients, you’re also getting  traffic from our local lead sources.  That’s pretty powerful stuff.

Why do we want to do that?  Why do we want to cast a wide net?  There’s a lot of opportunity out there.  Your competitors in your markets, even your bigger ones, I guarantee that 99% of them are not doing everything that they possibly can be doing in their markets to capture customers.  You want to put your business, you want to position your business in every corner that one of your customers might be looking so long as it’s profitable, so long as you’re tracking your numbers, and the marketing gives you a return on your investment.  You want to be everywhere your customers look.  That means local search sites.  That means getting good positioning on the first page of Google through search engine optimization, and it means paid ads.  That’s three different ways that we can get in front of potential customers and get new visitors to our site and ultimately get new customers.  Pay-per-click is a great supplement to the other on line marketing that you’re doing.  You need to be doing it.  Our clients, we recommend that they run campaigns year round.  If you think about it, if there’s less demand, you’re just going to get less clicks, so you’re going to be paying less.  If there’s demand, why wouldn’t you want to be in front of your customers when there’s demand?  Think about that as well.

If you take away one thing from this video, it is marketing is not an either or game.  It’s not just relying on word of mouth marketing.  It’s not just relying on a door hangar or a direct mail campaign.  It’s not just doing search engine optimization.  Each of these different funnels, each of these different channels will get you different customers.  The more that you get in front of the same potential customers using different avenues like SEO or a door hangar, the more effective your marketing is going to be.  Being in front of your customer multiple times is going to multiply the effectiveness of your marketing.

Don’t think that you need to be choosing one marketing plan, and that’s all you’re going to do this season.  The way that you need to be looking at it is what else can I be doing to capture more customers, to get in front of additional prospects, to get in the places where my competitors aren’t advertising?  Where can I attract more customers and still be profitable?  That’s the way that we need to look at our marketing.

I just wanted to share those facts with you and encourage you guys to think about doing some pay-per-click marketing this season.  It’s been very effective for our clients.

Andrew Pototschnik is the founder of Lawn Care Marketing Expert, the largest online marketing agency in North America specializing in marketing strategies for the lawn care and landscaping industries.

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