Omni-Channel PPC

Expert HVAC & Refrigeration

 

Johnnie J. O’Dell Jr.

Chief Science Officer (CSO)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Introduction

 

The only marketing that improves all other marketing – Omni Channel PPC  was created with your success in mind, focusing on serving business owners with a proven system to  increase sales by as much as 40% while reducing the cost per lead by as much as 89%. Omni Targeting is intended for businesses that generate leads online ensuring customer acquisition, customer retention, company branding across multiple touchpoints and devices.

 

Services Included in the Current Omni-Channel Program

 

  • Business Select – Refrigeration Installation / Repair
  • Omni-Channel Program [ +9,500 ] Website Visitors Followed

Business Select is optimizing with a current CPC of $4.08 for Google Ads, Google Retargeting $0.33 and Facebook at $1.61.

 

CPC

 

  • Google Ads: $5.53
  • Google Retargeting: $0.33
  • Facebook Retargeting: $1.60

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Equation 1

Average CPC Across Portfolio

 

 

                                                          =

 

                                            = $3.44

Where

 

Clicks

 

  • Google Ads:  178
  • Google Retargeting:       69
  • Facebook Retargeting:  85

Ad Spend

 

  • Google Ads:  $984.68
  • Google Retargeting:       $22.46
  • Facebook Retargeting:  $135.72

Google Ads yielded 6 leads. None were from Google Retargeting, thus the conversion rate from the Ads campaign is 3.37%. Google Ads including retargeting gave an average CPC of $4.08 and conversions of 2.43%.

 

Equation 2

Cost Per Conversion Google Ads

 

 

                                                                = $167.86        

 

 

 

 

In the Last Month Compared to Previous Month (G|F) we see a total of 26 conversions.

 

Equation 3

Facebook Conversions

 

 

If we use the 20 conversions from Facebook and use it in the calculations given from Google Ads, we get a conversion rate of 10.53% and a cost per conversion of $38.74 respectively.

 

Equation 4 & 5

Conversion Rate and Cost per Conversion

 

 

 

It demonstrates that Omni-Channel PPC makes everything you do better. For example, if you are setting up a booth at the local County Fair once a year, once the prospect checks out the website you have them for up to 18 months across their entire search portfolio.

 

Renting a booth and operating it may cost $5,000 a year, however, once the fair is over, the leads are gone. Only 3% of an audience is ready to convert on contact. The more touchpoints you have over time increase that opportunity to 70% conversion over your competitor. So you have flipped the funnel upside down. Same logic works for every advertising you do. Display ads, once the run is over, 3% conversions. So leads and cost per conversion is very expensive.

 

The secret for inexpensive leads and conversions is an audience. And it leads to a multitude of leads and conversions. McDonalds does not just run ads, thy built an audience. Movie Stars have fans, but most important, they have an audience.

 

If we revisit equations 4 and 5 across the portfolio we can see the influence of creating an audience through retargeting.

 

 

 

 

 

 

 

Equation 6 & 7

Conversion Rate and Cost per Conversion Across Portfolio

 

 

 

Recommendation for Ramp-Up Results

 

Since we know the effect of a strong audience on the average cost of conversion across an advertising portfolio, let’s look at this first.  Considering Facebook and Google Ads Retargeting contributed 20 conversions with an ad spend of $135 and $22.46 respectively.

 

Equation 8

Cost per Conversion Facebook & Google Ads Retargeting

 

 

We can see our following that when averaged into the overall portfolio brings down the cost of conversion. It also accounts for 46.4% of clicks.

 

Equation 9

Retargeting Clicks

 

Where

 

Clicks

 

  • Google Ads:  178
  • Google Retargeting:       69
  • Facebook Retargeting:  85
  • Total: 332

 

 

Recommendation 1

 

Increase Omni-Channel PPC from $300 to $500 to increase audience size from +9,500 to +20,000 views per month.

 

Within this increase to include Refrigeration Unit Rentals and we can try the UV Germicidal Light, however, there are restrictions on claims with COVID-19 breakout and many ads simply won’t run.

 

There are three other HVAC services we are great at, HVAC – Commercial, HVAC – General, HVAC – Heat Installation / Repair. Two which stand out are HVAC – Commercial and HVAC –General. I believe that HVAC – General would be the place to start with the heat, and with people staying at home with many business closed or at such low capacity.

 

Recommendation 2

 

Add HVAC – General for $314 a month with a $500 Google Ad Spend. This would be to pick up those who search general HVAC services looking for refrigeration without the keywords. Also that can be placed under that campaign as well is Refrigeration Units Rentals. This expands your audience reach with more high commercial intent keywords.

 

Recommendation 3

 

Increase ads spend on HVAC – Refrigeration Installation and Repair by $500. Impressions are up 190.89% over last month and clicks up 62.50%. This additional ad spend could easily be absorbed and added to the bottom line.

 

Recommendation 4

 

Increase your presence correctly on Facebook. This goes hand in hand with HVAC – Refrigeration Installation and Repair, also with HVAC – General. It has a commercial element to it, however, not as if we were heavily targeting HVAC – Commercial.

 

For HVAC – Commercial we would post to LinkedIn and invite 1,000 key executives in your target companies to link up with you the first month then ramp up. Then have them join a group created to give you authority in your niche. However for Facebook, we need curated posts, two a day and get your following up to 10,000 the first week. Then ramp up to 20K – 40K likes.

 

Cost of curated posts is $300 a month. Facebook Ads to get likes to 10,000 about $280 with existing likes. They run about 2 to 3 cents per like. I am happy to work this section for you up to your first 40K likes for free. So there is no management cost to start.

Logic for this is the potential and the audience it creates. Two additional posts to your existing posting system at 20K in your database, Likes and Linked are call persons in database, is 40K news feeds you reached in one day. Over 30 days is 1.2M potential views in your audiences news feeds. Or 1.2M chances to influence your followers each and every month.

 

Level of Importance for Each Recommendation

 

Recommendation 1  (This is needed)

 

Recommendation 2  (Highly Recommended)

 

Recommendation 3  (This is needed)

 

Recommendation 4  (This is a must)

 

Thank you,

Johnnie J. O’Dell Jr.

johnniejodelljr.com

 

Chief Science Officer (CSO)

M.S. Simulation Science & Statistics

B.S. Applied Mathematics / Concentration in Physics

 

Phone: (307) 462-4076

 

Planteen Publishing LLC

30 N. Gould St, Suite 7476

Sheridan, WY 82801

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Omni-Channel PPC

Expert HVAC & Refrigeration

 

Johnnie J. O’Dell Jr.

Chief Science Officer (CSO)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Introduction

 

The only marketing that improves all other marketing – Omni Channel PPC  was created with your success in mind, focusing on serving business owners with a proven system to  increase sales by as much as 40% while reducing the cost per lead by as much as 89%. Omni Targeting is intended for businesses that generate leads online ensuring customer acquisition, customer retention, company branding across multiple touchpoints and devices.

 

Services Included in the Current Omni-Channel Program

 

  • Business Select – Refrigeration Installation / Repair
  • Omni-Channel Program [ +9,500 ] Website Visitors Followed

Business Select is optimizing with a current CPC of $4.08 for Google Ads, Google Retargeting $0.33 and Facebook at $1.61.

 

CPC

 

  • Google Ads: $5.53
  • Google Retargeting: $0.33
  • Facebook Retargeting: $1.60

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Equation 1

Average CPC Across Portfolio

 

 

                                                          =

 

                                            = $3.44

Where

 

Clicks

 

  • Google Ads:  178
  • Google Retargeting:       69
  • Facebook Retargeting:  85

Ad Spend

 

  • Google Ads:  $984.68
  • Google Retargeting:       $22.46
  • Facebook Retargeting:  $135.72

Google Ads yielded 6 leads. None were from Google Retargeting, thus the conversion rate from the Ads campaign is 3.37%. Google Ads including retargeting gave an average CPC of $4.08 and conversions of 2.43%.

 

Equation 2

Cost Per Conversion Google Ads

 

 

                                                                = $167.86        

 

 

 

 

In the Last Month Compared to Previous Month (G|F) we see a total of 26 conversions.

 

Equation 3

Facebook Conversions

 

 

If we use the 20 conversions from Facebook and use it in the calculations given from Google Ads, we get a conversion rate of 10.53% and a cost per conversion of $38.74 respectively.

 

Equation 4 & 5

Conversion Rate and Cost per Conversion

 

 

 

It demonstrates that Omni-Channel PPC makes everything you do better. For example, if you are setting up a booth at the local County Fair once a year, once the prospect checks out the website you have them for up to 18 months across their entire search portfolio.

 

Renting a booth and operating it may cost $5,000 a year, however, once the fair is over, the leads are gone. Only 3% of an audience is ready to convert on contact. The more touchpoints you have over time increase that opportunity to 70% conversion over your competitor. So you have flipped the funnel upside down. Same logic works for every advertising you do. Display ads, once the run is over, 3% conversions. So leads and cost per conversion is very expensive.

 

The secret for inexpensive leads and conversions is an audience. And it leads to a multitude of leads and conversions. McDonalds does not just run ads, thy built an audience. Movie Stars have fans, but most important, they have an audience.

 

If we revisit equations 4 and 5 across the portfolio we can see the influence of creating an audience through retargeting.

 

 

 

 

 

 

 

Equation 6 & 7

Conversion Rate and Cost per Conversion Across Portfolio

 

 

 

Recommendation for Ramp-Up Results

 

Since we know the effect of a strong audience on the average cost of conversion across an advertising portfolio, let’s look at this first.  Considering Facebook and Google Ads Retargeting contributed 20 conversions with an ad spend of $135 and $22.46 respectively.

 

Equation 8

Cost per Conversion Facebook & Google Ads Retargeting

 

 

We can see our following that when averaged into the overall portfolio brings down the cost of conversion. It also accounts for 46.4% of clicks.

 

Equation 9

Retargeting Clicks

 

Where

 

Clicks

 

  • Google Ads:  178
  • Google Retargeting:       69
  • Facebook Retargeting:  85
  • Total: 332

 

 

Recommendation 1

 

Increase Omni-Channel PPC from $300 to $500 to increase audience size from +9,500 to +20,000 views per month.

 

Within this increase to include Refrigeration Unit Rentals and we can try the UV Germicidal Light, however, there are restrictions on claims with COVID-19 breakout and many ads simply won’t run.

 

There are three other HVAC services we are great at, HVAC – Commercial, HVAC – General, HVAC – Heat Installation / Repair. Two which stand out are HVAC – Commercial and HVAC –General. I believe that HVAC – General would be the place to start with the heat, and with people staying at home with many business closed or at such low capacity.

 

Recommendation 2

 

Add HVAC – General for $314 a month with a $500 Google Ad Spend. This would be to pick up those who search general HVAC services looking for refrigeration without the keywords. Also that can be placed under that campaign as well is Refrigeration Units Rentals. This expands your audience reach with more high commercial intent keywords.

 

Recommendation 3

 

Increase ads spend on HVAC – Refrigeration Installation and Repair by $500. Impressions are up 190.89% over last month and clicks up 62.50%. This additional ad spend could easily be absorbed and added to the bottom line.

 

Recommendation 4

 

Increase your presence correctly on Facebook. This goes hand in hand with HVAC – Refrigeration Installation and Repair, also with HVAC – General. It has a commercial element to it, however, not as if we were heavily targeting HVAC – Commercial.

 

For HVAC – Commercial we would post to LinkedIn and invite 1,000 key executives in your target companies to link up with you the first month then ramp up. Then have them join a group created to give you authority in your niche. However for Facebook, we need curated posts, two a day and get your following up to 10,000 the first week. Then ramp up to 20K – 40K likes.

 

Cost of curated posts is $300 a month. Facebook Ads to get likes to 10,000 about $280 with existing likes. They run about 2 to 3 cents per like. I am happy to work this section for you up to your first 40K likes for free. So there is no management cost to start.

Logic for this is the potential and the audience it creates. Two additional posts to your existing posting system at 20K in your database, Likes and Linked are call persons in database, is 40K news feeds you reached in one day. Over 30 days is 1.2M potential views in your audiences news feeds. Or 1.2M chances to influence your followers each and every month.

 

Level of Importance for Each Recommendation

 

Recommendation 1  (This is needed)

 

Recommendation 2  (Highly Recommended)

 

Recommendation 3  (This is needed)

 

Recommendation 4  (This is a must)

 

Thank you,

Johnnie J. O’Dell Jr.

johnniejodelljr.com

 

Chief Science Officer (CSO)

M.S. Simulation Science & Statistics

B.S. Applied Mathematics / Concentration in Physics

 

Phone: (307) 462-4076

 

Planteen Publishing LLC

30 N. Gould St, Suite 7476

Sheridan, WY 82801