If you have just started a pay per click (PPC) agency or are a PPC manager trying to find some side work, you know just how competitive the industry can be. Small businesses, the main target for those just getting started, get hounded on a regular basis by pay per click companies and have become more and more cynical over time. However, there are still many businesses out there that could be convinced to give running a pay per click campaign a shot, and here’s some tips for finding them.
Tip #1: Find a Partner in Crime
Many small design agencies and freelance web developers don’t have the necessary in house experience to run ad campaigns for their clients. Local businesses in particular like the idea of a one stop shop for all their digital needs. In this way, partnering up can be a win-win for both parties. You can either provide a white label service for these partners or take the clients on as referrals. Similarly, being able to refer clients who need web design services to someone who is going to do an amazing job for them reflects well on you.
Partnering with a fellow service provider can allow you to tap into a network that would take years to build yourself. Also, if you can show that you can provide a great service, these partnerships might be easier to find than you think.
Tip #2: Dig Deep Into Niches
There are certain local businesses that every PPC manager and SEO try to target as clients. Everyone knows the medical field is highly lucrative and thus approaches dentists, plastic surgeons, and the like. Similarly, in the home services industry everyone tries to market to people like plumbers, roofers, and HVAC service providers. If you’ve worked in PPC management for a little while it quickly becomes apparent who the most sought after clients in every niche are. There are two main reasons these businesses are so sought after as clients, they can afford to pay a lot for advertising and the services they provide are in demand enough that they are searched for on Google.
Fortunately, if you dig a little deeper into these industries you can come up with other highly profitable businesses. And if you are willing to learn other PPC platforms besides Google AdWords, you can target businesses that would be hard to generate enough clicks for with just local search volume.
For example, let’s take a look at the home service industry. As I mentioned earlier, everyone immediately thinks of the common services people need. However, instead of targeting plumbing you could take a look at companies providing water damage restoration. A flooded basement can easily cost $5k to $10k to repair. Instead of house cleaning, take a look at pest control. Removing squirrels from an attic can cost up to $1,500 plus damage repair. Here are a few other niches to consider:
- Fire remediation
- Mold remediation
- Septic Installation
- Driveway Paving
This is far from a comprehensive list, but it should get you thinking about some of the possibilities. If you find an industry you want to target businesses in, keep digging deeper into specialized services and you will come up with a lot of highly profitable businesses that other PPC companies overlook.
Tip #3: Go Seasonal
One of the best things about paid traffic is that it can be very stable and reliable. In fact, many PPC companies just setup accounts and rarely look at them. According to Wordstream’s Larry Kim, only about 10% of advertisers do consistent optimization work over a three month period. And agencies fair only slightly better. However, here is your chance to separate yourself by not being lazy and by taking on clients others would pass on. Of course, you do need to make sure that the account will be financially viable for you to manage. Here are some examples to consider:
- Snow Removal
- Lawn Care Services
- Ski Resorts
- Christmas Tree Farms
As a bonus, some of these businesses might have a retail shop attached. For instance, a seasonal golf course might have a pro shop that is open all year. An outdoor paintball course might also have a pro shop that they run or a small indoor course that is open year round. If you can come up with some clever ways to target these sport enthusiasts, it can be quite profitable. After all, golf clubs and paintball guns can get expensive. At first glance, either of these could be something you would pass on as a PPC manager if you don’t think a little outside the box.
Tip #4: Referrals and Networking
This last tip may seem obvious, but it is also something many PPC managers get wrong. If you are dedicated to being a great PPC manager and providing good results there is no reason you shouldn’t be asking for referrals. You don’t have to be salesy or pushy. Simply let your work speak for itself. Many business owners would be happy to recommend you to their friends, as it is helping them out.
Many in digital marketing don’t like picking up the phone to talk to clients never mind going to networking events. However, in my experience I’ve found networking events to be one of the easiest ways to pick up new clients. This is especially true in smaller cities or towns. You simply can establish trust much quicker than you can over the phone or through emails. And if you are giving a presentation, you automatically frame yourself as an expert. You don’t even necessarily have to try to pitch your services if you do a good enough job, people will seek you out.
