PPC (Pay Per Click) Campaign - The first (3) months from the Grand Opening

PPC (Pay Per Click)

• As part of your $5,000 Grand Opening Fee mentioned in the FDD, we will be running a Pay Per Click campaign for each of your locations.
• Our marketing team will create your Pay Per Click campaign.
  • We have a dedicated team who will create your campaigns using tested relevant keywords to drive internet search traffic to your location.
    • This will immediately drive calls to your locations and make the cash register ring.
  • We will have a maximum monthly spend of $1,000 per location.
  • There will also be a $200/month management fee.
    • We will be monitoring the campaign and will be making real time changes to better serve each location.
  • We also create a Pay Per Click Landing Page for your location.
  • The benefits of setting up Pay Per Click campaigns is to drive traffic to your locations while the organic marketing is being optimized and ramping up.
  • This gives you the opportunity for more customers, more repairs (training technicians), more add on sales (TPP and Accessories), and more reviews.

Explanation of Cost

• The first 3 months of PPC is more expensive because it is the time that we are doing the AB testing to determine what is working for certain areas, and what is not working for certain areas
• There are a lot of different keyword combinations and negative keywords that we test in the first three months to get insight on what works in a particular area
• When we started out our Corporate PPC campaigns the first 3 months we were at: $4.51 Cost Per Click and now we are at $2.91. The first 3 months we were at: $13.94 for average Cost Per Call and now we are at $5.28.
• We have hired a new PPC expert who is going to be working on our accounts over the next couple of months to lower the CPC and the Cost Per Click. He is going to make sure our PPC campaigns are as successful as possible. To do this he will
  • Test different combinations of keywords
  • Optimize for the 3 Pack instead of the 7 Pack
    • Google has made some changes over the past 3 months and he is going to ensure that all of our campaigns are optimized accordingly
  • Test different hours and area coverage.
• We knew that the PPC was going to be an expense starting out for the first 3 months. The objective for the first three months was to spend the money to get leads into the door that you would not have otherwise to help with:
  • Training purposes
    • Technician
    • Retail
  • Revenue
    • Repair jobs
    • Selling TPP
  • The first 3 months is the time we need to really dive into the data to make the PPC successful and to see a return on investment.