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[CASE STUDY] Running a Profitable Pay Per Call Campaign from Start to Finish - April 2016

Discussion in 'Making Money' started by cdn_craigs, May 12, 2016.

  1. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Occupation:
    PAY PER CALL GURU at your service...
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    Canada
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    Hey guys, I wanted to do this case study/walk through of running a pay per call campaign offer which was started in March 2016 and optimized to the results shown in April 2016 (and currently still running). I strongly believe Pay per call is the future of affiliate marketing - it has given me a new channel of income. Let's Get On With This!

    THE BACKGROUND
    I get a lot of questions of how long it takes to be successful with pay per call (for some reason people think it's a get rich quick scheme - ITS NOT!) So instead of me preaching the same message over and over again - I figured a walk-through of one of my new offers I am running showing the processes I took to make it successful - persistence and patience has its long term rewards. I did set this up as a newbie (not as a experience pay per call marketer - to show you the difference) So many people give up when they are so close - not only in pay per call, but in many things in life I find.

    [​IMG]

    THE FACTS:

    • Date range of this case study/walk through: Last week of March 2016 to end of April 2016
    • Marketing Type: Pay Per Call
    • Offer: Appliance Repair
    • Geo: USA - Select 39 States only. Not USA Wide (I wish).
    • Conversion Time (how long they need to be on the call to count as a conversion): 60 seconds
    • Payout: $7.50
    • Hours open: Mon-Fri 8am-11pm, Sat-Sun 9am-8pm

    MY ASSETS:
    • Landing Page - Wordpress landing page
    • Ads - Google Call Only Ads ( I show results from BING as well if your interested, just the calls/profit though just cause I am too lazy to do all the screen grabs etc.)
    • Call Tracking - Invoca

    THE STORY
    Ok I am going to try to keep this to the point, and not too wordy. Also remember I set this up like a newbie would. Just to show you the impact it makes not starting the right way.

    I setup 2 landing pages in wordpress for which to drive the BING and Google ads too (one source to each page - I just duplicated the page). I did this to ensure I have clean tracking to conversion by where I am spending money. Since I displayed different 1-800 # on each page. I did all the optimizations etc which I show in my course (pay per call exposed)
    I then did market research and came up with a keyword list of approx. 225 keywords and 5 basic negative keywords. All based on broad match modified setup (+keyword +keyword). Every time I launch a new campaign, I set my personal expectation to lose money in the first week or so. Because I am paying for DATA not results just yet. I need to know WHAT PEOPLE are actually looking for - WHAT IS THAT CUSTOMERS INTENT? This will allow me to find niche keywords people are not bidding on. For example everyone is bidding on +emergency +plumber (super pricey), what about +Emergency +plumber +near +me (believe it or not, this is used a lot!) remember people talk to google like its human - so think this way in your search strategy.

    WEEK 1 - March 25 2016 - March 31 2016 (last week of March)
    *Sorry about the big watermarks. I had a few people stealing my images*

    [​IMG]

    Ok here are the results of 225 keywords and neg list. Remember the first week or 2 is made up so I can learn more about what people are searching for.

    THE RESULTS: (all $ is in Canadian)

    • Daily budget: $30
    • Impressions: 3263 impressions
    • Clicks: 17 clicks
    • Conversions: 2 ($15 in sales)
    • Cost per conversion: $88 (ouch!)
    • CTR: 0.52%
    • CPC: $10.38
    • Avg CPC: $10.38
    • Ad Cost: $176.47

    THE LEARNINGS:
    • Need to up the daily budget to get more impressions - not enough data. I was losing impression share due to budget. (many people make this mistake - making the daily budget too small makes you lose the impression share war. Doesn't matter how good your ads/keywords are - no one will see it.)
    • Increase CTR - build more ads, remove some Keywords (btw my quality score is 6/10 - needs to improve)
    • Reduce CPC - Good lord $10, removed high priced keywords, added many of the search terms found in the search terms report from those high CPC keywords along with others.
    • Also increase negative keywords list.

    Overall need to optimize the keywords more to get more eyeballs and relevant clicks. I took the next couple of weeks to optimize weekly into April.

    Here are the results from all of April.
    *Sorry about the big watermarks. I had a few people stealing my images*

    [​IMG]


    THE RESULTS - Very happy with the results so far. So what happened over the weeks:


    • Reduced keywords from 225+ down to 65 core keywords, again mainly only 12 of them are bringing in the major conversions, so I can still optimize this. But its too soon yet.
    • Increase budget to $86/day (you see chart below - the spike on the 4[SUP]th[/SUP], that was that. I should have done it sooner - oh well.)
    • Increased impressions slightly to 11,771 (since I reduced the keywords, it did reduce impressions.) But if you compare the drastic drop in keywords vs the increase in impressions - it's a lot from less keywords.
    • I got 832 clicks
    • CPC is down to $1.23 (from $10 -because I got rid of the high cpc words)
    • CTR is up to 7% (expected with Call Only on a urgent service like appliance repair - so this is good, not amazing)
    • Cost per conversion down to $3.17
    • Conversions: 321 according to Google (actual was 315 - which is why I don't really use the google data on this part - I check the call tracking of Invoca)

    SHOW ME THE MONEY!!!

    Here is the image of the call tracking platform. Showing ACTUAL conversions (sometimes the google conversion tracking is not accurate with pay per call, the invoca tracking is.)

    [​IMG]

    LEGEND:

    • Blue line is conversions rate %
    • Green bars are Google Calls
    • Yellow bars are Bing Calls.

    THE OVERALL RESULTS
    Overall you see both Google ads and Bing Ads convert almost the same, the BING is slightly more profitable due to cheaper CPCs and my killer landing page. (I am only mentioning BING cause its in the image, just to show you BING also works for Pay per Call)

    ONLY GOOGLE PERFORMANCE:

    • Google Call Only Ad Spend total: $1,021 Canadian
    • Revenue Total: $2047 USD = $2625.30 CDN.
    • Profit Total: $1604.30 CDN

    BING + GOOGLE PERFORMANCE:

    • Ad Spend total: Google $1,021 + BING $950 = $1971 CDN
    • Revenue Total: $3334.50 USD = $4275.50 CDN
    • Profit Total: $2304.50 CDN

    FINAL THOUGHTS
    I think one more month of optimizing and I can let this run on its own with no more optimization. Then move onto the next campaign offer. My whole goal is to make money, but have more free time as well. :)

    Ok so this wasn't as short as I thought LOL... But I hope this inspires those that are struggling with pay per call right now - to know with hard work it's a goldmine! Just be smart and strategic in your thinking. Also I hope this will inspire those "debating" about trying to run pay per call offers. Post below if you have questions. Thanks guys!

    PS: As you may know PAY PER CALL EXPOSED is my site. Everything I walked you through is the based off the learnings I show/teach in my pay per call course, as well in the Full Campaign Setup service I have as well.
     
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  2. DeniX3

    DeniX3 Power Member

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    Really nice to see smth about paypercall. Need to go through your thread and read again.
     
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  3. okazaki

    okazaki Jr. VIP Jr. VIP

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    Great thread! Thanks for sharing.
     
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  4. Wolston

    Wolston Regular Member

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    Very detailed. This is something that is not talked about a lot. Thanks for taking the time to write it up. I'm Canada too :)
     
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  5. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Thanks, yeah its sad really - but good for me :) since less competition.....for now..
     
  6. qazer101

    qazer101 Registered Member

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    Great thread! Has inspired me to make my own twist on it. Thanks!
     
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  7. achfire

    achfire Newbie

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    about the landing page, do you have any sample? and do you use a specific plugin
     
  8. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Well my long explanation was all worth it than - good luck!
     
  9. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    I dont have an example, as its part of my paid course. I do use some plugins as well - they are free, but only to enhance the page.
     
  10. neu009

    neu009 Jr. VIP Jr. VIP

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    Thanks for posting, good for noobs I guess but in the end I guess. Nothing new here, so since you refer to your course I think not much for me to learn there and I will hold iff from buying it. Good luck with your campaigns
     
    Last edited: May 13, 2016
  11. neu009

    neu009 Jr. VIP Jr. VIP

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    Just analyze what others in the niche are doing. For part of his traffic he used click to call ads, so users click the search ad then get presented with a google forwarding number and can call directly.
     
  12. achfire

    achfire Newbie

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    yes i get that, but we hope to see something really interesting such as the choice of keywords or how to build the landing page, i think that will not be shared.
    anyway thanks
     
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  13. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Sorry for the delay in reply - but all these items and more are shared in my course.. you can learn more here (BHW BST with discount): http://www.blackhatworld.com/seo/pa...ome-with-pay-per-call-marketing.829420/page-8
     
  14. tasburrfoot

    tasburrfoot Regular Member

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    Thanks for the delayed response, or I would have missed this post :) Pretty interesting, I've never touched pay-per-call's before.. May have to start checking it out. Good luck with this!
     
  15. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Occupation:
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    I wanted to give a little more... here a few KEY tips I would like to add..since a few people have PM'ed me asking:

    LANDING PAGE
    - thinking quality score (even if for call only ads - IT MATTERS!) - make it so you are optimized for the keywords your targeting, duplicate, and then change it up for the next set of keywords. You want to ensure your optimizing your CPC/CTR/BUDGET
    - make sure you have 2-4 Call to actions - CLICK HERE TO CALL, or hyperlinked phone number using the TEL: html link
    - Use buttons
    - Make sure its mobile friendly - tons of great wordpress themes to make this easy..

    ADS
    - Try new things like flyers/offline..those untapped areas are for the taking!
    - Dont forget BING - low cpcs., they dont have call only ads, but they do have ad extentions to show the phone number
    - MAXIMIZE your ad extentions - use them all! take up more real estate in search..it doesnt cost you to use this feature..stop being lazy and put effort into your marketing, because your competition is most likely not!
    - dont optmize daily - its too granular..you will make decisions without enough data..which will not let your campaign have its full potential..ALWAYS assume a loss in your first 1-2 weeks, but ensure you will use the data to make wise optimization choices so you start becoming profitable..set it and forget it !! (eventually)

    WORK ETHIC
    - Fast implementation - you learn something, GET IT OUT THERE! stop waiting...
    - Take Risks - if you dont take a risk, you will never know. Always TRY NEW THINGS...like anything with life
    - Be Hungry - Do the grind, make the cash. Even though i quit my day job in May 2016, i still wake up at 4am, hit the gym at 5am, drop my son off to school, and am working by 7am...until 5-6-7pm...(i wont lie, some days i work half days) but i love it! overall i am working less hours than i use too..(with a fulltime + affiliate).. but now i am more efficient with my time, as well happier..

    HOPE THIS HELPS, AND INSPIRES YOU..!! If you want to read my full personal story of going from full time job, to quitting and doing affiliate fulltime, its here: http://www.blackhatworld.com/seo/ma...xxx-profit-monthly-story.843278/#post-8904045
     
  16. wainage

    wainage Newbie

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    This is solid stuff. Appreciate the post.

    What's the Invoca cost component and what are your feelings on their platform?

    Also; who has the best PPC offers (if you don't mind sharing)?
     
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  17. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    Occupation:
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    Invoca as an affiliate - NO COST! the networks pay for it..you get to use it, awesome reporting and details..realtime!

    I love their platform, and they just made a big update earlier this year with a geo map, and few other features..

    BEST PPC offers is a hard questions, but i feel the niches of legal and home services are good to get into, but really it all depends on the terms of the offer, some of the really weird ones are great - lack of competition!
     
  18. honkabonka

    honkabonka Newbie

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    I have taken both course and campaign setup service from @cdn_craigs .

    The good thing about him was that, with a nominal course charges, he not only shared knowledge bombs but was very helpful in communication as well.

    But the course itself is not enough, nor taking action. You have to take actions and try to understand how adwords really work, specially for a newbie who has never been to PayPerClick market.

    Thats where I took his campaign setup service and now I am green.

    My next challenge is to optimize, thats where I will need his help again.
     
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  19. cdn_craigs

    cdn_craigs Jr. VIP Jr. VIP

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    THANK YOU SO MUCH FOR THE KIND WORDS! :)
     
  20. Matej

    Matej Junior Member

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    Thanks for this great tutorial.
    How did you come up with a keyword list of first 225 keyword?