Learn how to use paid search advertising to generate a flood of appliance repair leads for your appliance service business. Pay Per Click marketing is one of the fastest ways to improve your lead generation strategy

3. Your 2018 Internet
Marketing Plan
LEARN HOW TO MAXIMIZE YOUR LEAD FLOW
USING THE LATEST INTERNET MARKETING
STRATEGIES

4. Turn off cell phones
Turn off Facebook
If you’re serious about learning how to get
more appliance repair leads, then the next
45-60 minutes are critical
Need Your Attention Please...

5. What We’ll Cover Today...
Why PPC is key to unlimited scalability in terms of
Leadflow for your Appliance Repair Business
How to setup & structure your Pay-Per-Click
Marketing Campaign for minimum cost per lead &
maximum ROI
• KPIs, Tracking, Landing Pages, Campaign
Structure

6. If You Stay Till The
End…

8. Who Am I & Why Should
You Listen To Me?
Author of How To Generate A
Flood Of Leads, Customers &
Profits For Your Appliance
Repair Business
Widely accepted as the premier
expert in the internet marketing for
the Appliance Repair Industry
Work with several Appliance Repair
Businesses Across the United
States.
Consultant, Speaker and Trainer
for Online Marketing Agencies.

9. We are appliance repair
marketing experts!

10. Start showing up quickly
Show up as Often as possible where
your customers are looking
Show up for non geo-modified terms
“appliance repair”, “fridge repair”,
“stove repair”, “Washer repair” etc.
Unlimited Scalability
Why PPC should part of your
Internet Marketing Strategy

11. Why Most PPC Campaigns
Fail?
• Fail to understand the AdWords Auction Process and
the complexity of the Appliance Repair Industry
• Setup only ONE ad group for all services
(refrigerator repair, stove repair, dryer Repair, etc.)
• Don’t use specific text ads and landing pages for AD
groups of keywords
• No strong call to action or OFFER on the landing
page

12. Why Most Pay-Per-Click Campaigns
Fail
• Appliance Repair
• Refrigerator Repair
• Dishwasher Repair
• Stove Repair
• Garbage Disposal Repair
• Washing Machine Repair
• Dryer Repair
• General Electric Icemaker Repair
• Maytag Front Loader Service
• Kitchenaid Freezer Repair
• Etc., Etc., Etc.
YourCompany.com

13. How to setup & structure your
Pay-Per-Click Marketing Campaign
for minimum cost per lead &
maximum ROI
 .

14. How to structure your PPC Campaign
Conversion tracking is a MUST
Your campaign must be broken into smaller ad groups
targeting the various services that you provide so that
your text ads match what the person typed into the
search engine
Make sure you have a strong understanding of keyword
match types & don’t forget about negative keywords
You need to write compelling text ads that resonate with
what the customer typed and entice them to click on you
vs. the competition
Leverage Ad Extensions to make your Ad Stand out on
the Page
You have to land visitors on solid-well thought out pages
on your site that are built to convert
Ongoing split testing, tweaking & fine tuning

15. Don’t even think about
spending another penny till
you have conversion tracking
in place…

16. Conversion Tracking
EssentialsDynamic number sapping with different
phone numbers for PPC traffic vs. organic or
direct traffic
A keyword pool with dynamic number
swapping so that you can track phone calls
back to the keyword & campaign
Webform Tracking
Conversion tracking built into your Ad Words
campaign to determine which AdGroup
generated the lead
16

17. Most Important KPI’s
Total Spend
Average Cost Per Click
Average Cost Per Lead (Calls &
Web Forms)
$5 - $40 per lead
Return on Investment
17

18. How To Structure Your PPC Campaign
•Appliance Repair
• Refrigerator Repair
• Oven Repair
• Dishwasher Repair
• Garbage Disposal Repair
• Washer And Dryer Repair
• GE Appliance Repair
• Whirlpool Washer Service
• Maytag Appliance Service
• Frigidaire Icemaker Repair
• Etc., Etc., Etc.
Your campaign must be broken into smaller ad groups
targeting the various services that you provide so that your
text ads match what the person typed

19. Keyword Types Matter
19
Broad Match
Appliance repair
Oven repair
Stove repair
Washer and dryer repair
Appliance repair in dallas
Modified Broad Match
+appliance +repair
+fridge +service
+appliancerepair
+Dallas +ge +repair
+maytag +service + Dallas
Phrase Match
“appliance repair Near Me”
“appliance repair in miami”
“Dallas appliance repair”

20. Pay Attention To
Negative Keywords
Jobs
blenders
Car
Parts
Pressure washer
Etc

21. You need to write compelling text ads that resonate
with what the customer typed and entice them to click
on you vs. the competition
• Less is more
• Tell them exactly what you want them to
do
• If you have a special offer for the service
that they searched (reference it in the text
ad) all the better
• Give them ONE decision (call / web form)
and push for it…don’t offer them too many
options to stray from your site

22. Make your text ad JUMP off the page
with Ad Extensions

24. You have to land visitors on solid-
well thought out pages on your
site that are built to convert

25. Summary - How To Increase
Your Leads With PPC
AdvertisingConversion tracking is a MUST
Your campaign must be broken into smaller ad groups targeting the various
services that you provide so that your text ads match what the person typed
Make sure you have a strong understands of keyword match types & don’t
forget about negative keywords
You need to write compelling text ads that resonate with what the customer
typed and entice them to click on you vs. the competition
Leverage Ad Extensions to make your Ad Stand out on the Page
You have to land visitors on solid-well thought out pages on your site that are
built to convert

26. Questions To Ask Your PPC
Management Company
How much of my budget will go to Google AdWords Spend vs. Management Fee’s
What type of tracking will you be putting in place? Do you do AdWords Call & Web Form
Conversion tracking?
If you don’t have web & call conversion tracking that connects to AdWords you will be at a MAJOR
disadvantage vs. the competition.
Will you differentiate PPC calls vs. Organic Calls?
How will we track our Key Performance Indicators (KPI’s)? Will I be provided with a live
dashboard?
Key Metric - Average cost per lead generated
Will you be setting up specific landing pages for each AdGroups or will the traffic be directed to
the home page?
If you are driving traffic to landing pages how will those pages be optimized for conversion?
Do you split-test test ads for each Ad Group?
Will you be leveraging all of ad extensions to make my text ads stand out in the search
results?
What are our targets in terms of Cost Per Lead & Return On Investment (ROI)?
26

27. How We Have Our PPC
Campaigns Set Up For Success
We split the campaign into strategic AdGroups based on our experience in the Appliance
Repair business to help target the most profitable services
We setup conversion optimized landing pages
We setup true CONVERSION OPTIMIZATION so that all conversions (calls & web form
submissions) are tracked and associated with the campaign & keyword in AdWords…so that
we can adjust the bid / spend strategy based on the campaigns & keywords that drive the
best conversions. There is a HUGE difference between this and simple “call tracking”.
We know exactly how many calls came via PPC vs Organic and can listen to recordings of
those calls
We know which keywords within the AdWords campaign drove calls & at what cost
This makes it possible for us to optimize based on the keywords that result in calls and
stop wasting money on terms that don’t net a result
For each AdGroup we setup multiple text ads and rotate based on the best converting ads
each month…so our click through rates / quality scores improve over time
We have a KPI Dashboard to help track the most important metrics
Complete transparency in terms of Spend to AdWords & ROI

29. FREE: 2018 Online Marketing
Review
 Analysis of Online Visibility
 Custom Keyword List of most important search terms
 Ranking Report showing where you rank currently
 Analysis of Online Directory Listings & Consistency
 Analysis of Online Reviews and Reputation
 Analysis of Social Presence
 Analysis of Website Conversion Effectiveness
CALL 866-561-5627
www.ApplianceRepairMarketingSecrets.com/schedule