I had a client who decided they didn’t need my Google Adwords Services four months ago. The company is a well established Garage Door Repair company and I was often complimented by peers in the industry with the job I did. I often just work hard on each one of my campaigns, so that they are producing a profitable ROI.
This particular account was something I inherited from a previous Adwords expert who was achieving conversions at around $150/lead. I was able to bring down the cost of the lead to nearly $55/lead, while the expectation of my client was to receive a client under $90/lead. However, after I had it converting consistently, my client decided it was probably going to keep running that way and made the decision to save money and end their contract with me. Typically, I ask my clients to sign on with me for three-six months, and from then on they just go on a month-to-month contract and since we had the client for several years, they were able to leave whenever they wanted.
I was sad to see this client go, I thought I developed a great relationship with my point-of-contact. Well four months later, they came back, telling me they made a huge mistake and wanted me to take over their campaign again. When I looked into the dashboard, I noticed conversions went all the way up to $600+ per lead acquisition. Needless to say, I was SHOOK! How could a campaign I created such a strong foundation for go so far beyond terrible?
The Price of Keywords
Well first of all, keywords in the Garage Door Repair Industry can be as high as Legal keywords. For example, Garage Door Repair in Denver can come at a cost of $95! So if you aren’t being careful with your keyword strategy, you can definitely find yourself spending more than on each lead than you’re making.
This is a story about one client, but it happens more than you think. Many business owners think you just need a professional to set up the campaign and that it will eventually learn to improve on it’s own, but this is a myth. You need a professional reviewing and monitoring your account every single day! There is more than just a strong keyword strategy, which can be broken up into 5 different categories, but there is also a bidding strategy, the quality score of your keywords, messaging congruency, and so much more!
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