How many marbles do I bring?
Your territory will tell us
Using the examples provided in the previous section (Costs), we can reasonably predict how much traffic a given territory will produce. Still, there are a few unknowns to consider:
Using the examples provided in the previous section (Costs), we can reasonably predict how much traffic a given territory will produce. Still, there are a few unknowns to consider:
- Building
Some areas of the county with more construction permits being pulled will have much more traffic than average. - Climate
Areas of the country that have a temperate climate are generally slower due to the lack of extreme temperatures. - Seasonal
Many low density areas around the country do business only half the year due to extreme climate changes.
What we recommend
Start slow and build up
Until we actually build the campaigns for a specific area and launch them, we do not know what volume a specific city/county will produce.
We suggest starting a campaign at 50% of its anticipated potential.
For example, if your proposed territory has 1 million people, and we anticipate 10 clicks a day average volume, we suggest starting the campaign with a 5 click per day limit to get our feet wet and monitor the leads. We start with cherry-picked keywords and let the clicks mature giving the consumers time to call after window shopping.
Once good leads start coming in and producing jobs, it is good practice to bump up the limits a little each week to see what the territory has to offer. Within 90 days, we both should be confident and comfortable enough to set the daily/monthly budget with authority.
Until we actually build the campaigns for a specific area and launch them, we do not know what volume a specific city/county will produce.
We suggest starting a campaign at 50% of its anticipated potential.
For example, if your proposed territory has 1 million people, and we anticipate 10 clicks a day average volume, we suggest starting the campaign with a 5 click per day limit to get our feet wet and monitor the leads. We start with cherry-picked keywords and let the clicks mature giving the consumers time to call after window shopping.
Once good leads start coming in and producing jobs, it is good practice to bump up the limits a little each week to see what the territory has to offer. Within 90 days, we both should be confident and comfortable enough to set the daily/monthly budget with authority.
The Rule
Wasting business is bad business
Once it is determined what an area will produce in click volume, we strongly suggest that a contractor not fall below 50% of the potential. There are a number of reasons for this:
Once it is determined what an area will produce in click volume, we strongly suggest that a contractor not fall below 50% of the potential. There are a number of reasons for this:
- Loss of Leads
If an area has a potential of 20 clicks per day, but the budget is set for 5 clicks, that means the ads will stop showing on the Internet around 10:00 a.m. each day For obvious reasons, this is not a healthy long term approach. - Loss of potential
When we give full exclusivity for a territory, we also have a vested interest that the territory is allowed to mature and produce. Since we absorb all costs for building, running and maintaining not only the websites, but the domains and all the customizations, we anticipate those costs to be reimbursed over a reasonable period of time. A campaign running at 25% of potential for an extended period of time will not cover our costs in the long haul. - Loss of market share
If a contractors ads stop showing early each day because of severe budget restrictions, the competitors ads will be the only thing left standing. This in turn gives the competitors an unanswered opportunity to bid on jobs without competition and they build a customer base with half the effort.
The Recession
Everybody is in the same boat
There is an old Chinese curse: May you live in interesting times. These times are certainly interesting. We understand this and know that, at times, budgets will have to be scaled back.
Your budget can be changed every single week if you desire. Agility and flexibility are the center of our marketing philosophy.
Neither success nor profitability are measured by the week, they can only be measured by the steady growth of a well run company.
There is an old Chinese curse: May you live in interesting times. These times are certainly interesting. We understand this and know that, at times, budgets will have to be scaled back.
Your budget can be changed every single week if you desire. Agility and flexibility are the center of our marketing philosophy.
Neither success nor profitability are measured by the week, they can only be measured by the steady growth of a well run company.
Insulation Marketing Network, Inc. • 877-800-IMNI • (877-800-4664)
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