Online advertising for your lawn care business
Today we are going to learn about
Advertising online
for your lawn care business
so let's get started
How is online advertising different from offline
advertising?
Offline advertising is not easy to track
That is why you have to pay for it up front
even if you get no results
You can spend all day handing out flyers that
you paid good money for
You had to pay for all the flyers
You had to spend the entire day handing them
out (your time worth money right?)
but you could easily see no results
and it doesn't stop there
You can buy a news paper ad that produces
no calls
You can spend a small fortune on a
Yellow Page ad
Yellow Pages will not guarantee you will even get one good phone call
from it
You can spend money on throw away mailbox ads
that can produce no results
But Online Advertising is much different
Because every click is painfully trackable
You only pay when someone clicks on
your ad
That means Facebook and Google can show
your ad
10,000 times or more
...and if nobody clicks
you pay nothing
So with the Internet you only pay for results
(clicks)
With the offline world you just pay not matter what
It sounds great
but you can still go broke advertising online
If your website is not effective
You can easily spend a few hundred dollars on
clicks
and get no calls or prospects
It can drive you crazy the first time this happens to
you
So we still have to be really smart about how the ad money is spent
There are lots of ad platforms online
But I only recommend you use these 3
Perfect audienceGoogle
I will go into each of these later in a different
presentation
The following is an overview of what your advertising strategy
should be
Start with Perfect Audience first
Perfect Audience is a remarketing ad service
Remarketing ads are ads that follow your
prospects
around the entire internet
after they visit your site
Here is how it works
The price you pay for a click is usually only 10%
of what you would normally pay
It is a great way to keep your business in front of
YOUR prospects
For almost no money
Set up Perfect Audience first so that you can
Get people to remember you after they leave your
site
..and remember
most people will leave your site
without calling or signing up with you
You want to have a good shot at getting them back
Especially after you paid as much as a few dollars to get them to your site in
the first place
Next start running ads with Google
Google works on search intent
Someone needs their lawn cut
They go straight to Google
and type in "Lawn care service canton ohio"
You bid in a real time auction for the top
placing ads
The more you payper click
The higher up in the rankings you appear
You only pay when someone clicks on your
ad
Google has a large banner ad network too
You can run banner ads to everyone in the zip
codes you service
Even on their Android or iPhones
Google works so well because people are using
it to find answers
to their problems
in our case they run over to Google the minute they need their lawn mowed or
fertilized
The last ad Platform to set up is Facebook
Facebook has a huge ad inventory
That means you can likely get your ads cheaper on
their platform
But Facebook is much different from Google
They don't work on "search intent"
With Facebook you need to look at
the demographics of your ideal customers
You should show ads in the zip codes you service
But you should shrink it down to only people
over 30 years old that own a home
It does no good to have
a 14 year old click on your ads
and drain your ad budget
So to recap
Internet Advertising is pay only for results
Start with Perfect audience
to recapture traffic you are going spend money
on
Then run your ads on Google
Their Intent driven search engine will get people
at the exact moment that they think they need lawn
care service
to see your business
Do Facebook last
Their ads will be cheaper
It can get you results but these people are not
"looking" for lawn care service
so your ads (and clicks)
will not be as effective
Once you have your Internet Advertising set
up
with working ads and working campaigns
You can literally "turn them on" when you
need some customers
Then turn them off when you have too many
If you want even more tips visit
http://www.lawncarebusinesstips.com
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