9 Days in and the client is making demands

[dillebar]

Ok, I know this is going to get some people zooming but I'm going to be very honest here. I'm looking for any advice from "your" experiences...


Scenario:

I have been doing PPC/SEO for about 5 years and just in the last few years I have taking it more seriously.

This particular PPC client I am currently experiencing difficulties with is a reseller in the IT industry. He was referred to me from one of my current clients. I manage 5 of his PPC accounts and since I drive ridicules traffic to his local stores he thought it might be a good idea to try me out..



Here comes the mistakes.

His budget was $800/mo and or $40 each working day and he was hiding that from the beginning. I'm assuming he knew the CPC was not cheap in most cases. Especially when just starting out nine days prior.

After some research into the vast world of IT I thought why not; I'll just build a quick responsive website and host all of his services.

I am confident enough to take no money upfront and just collect a percentage of the ad spend or a percentage of all profit from all sales I generate. Of course this requires I get to track the traffic.

I never charged him to set up adwords.

Approximately 10 days ago I had him sign off on his website and he was seriously having a you know what... It was the first time I felt a client actually appreciated my hard work.

So the ads begin.

1 campaign
1 Ad group
2 ads one desktop and one for mobile

I believe I have a half of dozen keywords targeting his over all services.

As you can see below he doesn't like ad extensions; most notably call extensions. He also wants me to follow his lead because he's paying me, see below. I was always told to use all extensions where possible.

Seems like you'd use them just for usability purposes. If I'm in IT and I'm outside having a smoke and I do a quick query and there is no call extension don't we click on the "other ad?" (Or does the ad even show ha.) I don't want to read I want to talk to a real person scenario. Could have been 10000 email box sale no?

I checked his call records from his sales force service and there was always around 10 missed calls etc. and he had no explanation for it. Seems to me if the traffic triples when I'm running ads something is going on. Search terms can't get more relevant.

So I used the service call rail to see what was going on and right away he got a call from BELL Canada. It was a no ring back land-line. He never answered the call.

He says that was not a lead. I understand spam but this is new. Was this really an automated call from a very large company in Canada?

I could go on forever...

I like a challenge but do I run the other way here?


9 day in...

"Professionally you are not producing results. The phone is NOT ringing.

Since I am paying for this I want you to follow my directions.

DO NOT USE GOOGLE CALL EXTENSIONS - THEY DO NOT WORK and they are wasting my money."

[dillebar]

I'm not sure if this adds to this mess or not. I want to ask him if his friend has a $40 a day ad spend. What do you guys think?


Please look at <snip> and use that as a guide for layout. My friend Philipp is very smart and has gotten results through Google that have increased his business by 250K in the last year. ...not too much to ask.

[edited by: buckworks at 1:04 am (utc) on Nov 5, 2014]
[edit reason] No link drops, please [/edit]

[ogletree]

Your never going to make somebody like that happy. People who want to throw a tiny amount of money at Adwords are never going to see what it can do. I have worked in that sector and that is not enough spend to do much with. $800 a month is not a real advertising budget for a real business.

It also takes time even if you spend the money. You can't spend a bunch in 2 days and throw in the towel. Adwords is not cheap. You are going up against people who have a higher CPA and/or know more about Adwords than you.

Reasons people spend more than you:
1. Higher CPA threshold as in they are willing to pay more for a conversion than you.
2. Base CPA on the life of a conversion
3. They know there sales cycle better than you. Meaning they know it takes more than one visit to the site before they convert. I had a client that had 50% of conversions after 30 days of coming to the site from many sources

I run into people all the time that say "Adwords sucks and they just steal your money".

[ogletree]

A call costs the same as a normal click. Anybody who thinks a click is more valuable than a call for a service business has something wrong with them.

[dillebar]

Thank you ogletree. I just spoke with him regarding the issue. He was dead set on not using ad extensions saying they don't work. Lots of swearing spewing out of his mouth and then he hung up on me :) It was a nice EGO trip. I held my ground and I learned a lot. I feel relieved.

[bwnbwn]

Call extension I my best preforming ads ever. Never will not use this for a retail business they convert by far the best.

[Planet13]

Call extension I my best preforming ads ever. Never will not use this for a retail business they convert by far the best.

Is it possible you could provide a bit more insight on what businesses / services might benefit from call extensions and which types of businesses would be less likely to benefit?

[ogletree]

The worst use of call extensions would be a company that does not answer the phone. Next would be a company that does all online orders.

The best use are companies that a conversion does not happen online. This would be service companies like Dr's Lawyers, Dentists, web designers. Any place with a inside sales call center.

The middle ground would be companies that schedule. Some companies can schedule everything online like a hotel website some need to do it over the phone.

It all comes down to if you want phone calls or not. Some companies entire goal is to get a phone call some don't want to talk to people at all.