eliquid
( Jason Brown )
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- May 29, 2013
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The problem with local sometimes is, what works in 1 city won't always work in another.
I know that sounds odd. I still think it is odd myself.
However, I run a lot of local adwords marketing for local business types that are expanding out from their starting location.
One of which, is a cleaning company. Others I handle have a similar outcome to the story Im about to share like attorneys that practice in 1 state, but have offices in many cities within that state, etc.
Say you're in a big city like Chicago and you start selling cleaning services/leads. You do well because of the demand/supply tradeoff. You decide to expand to Miami as Chi-town is doing very well for you. Only you find you sink $10k into it and it never takes off. The demand is just not there and with what demand there is, it takes 3 times as much ad spend to generate a paying client/lead. You did your homework and online tools say there is demand, you even know a few local cleaning companies in Miami.. but it's not working out for you and YOUR business model though.
You test in LA and in Austin. You find the same thing.
You test in Atlanta and it takes off.
Now this story has a happy ending, but what if you STARTED in Miami? What if you gave up after Austin? See all the what ifs and gotcha's here?
I've seen this play out in many local type niches with different PPC managers and companies so I know it isn't a failure of someone on the ad or company side, but with the locations and their supply/demand trade off ALONG with the business model that company has ( advertising on adwords and selling leads to make X margin, or w/e )
Lets forget all the big names I just talked about when it comes to cities. What if you started off in a rural or laid back city like Louisville, Kentucky which is a big city, but demand just isn't there at all and you give up?
What if you started in Miami, hit LA, hit Austin and now you are so deep in the hole debt wise that you can't afford to test a Atlanta and hit it big finally.
You need to think about and realize these things.
A couple of bad moves back to back could stop you before you start.
.
I know that sounds odd. I still think it is odd myself.
However, I run a lot of local adwords marketing for local business types that are expanding out from their starting location.
One of which, is a cleaning company. Others I handle have a similar outcome to the story Im about to share like attorneys that practice in 1 state, but have offices in many cities within that state, etc.
Say you're in a big city like Chicago and you start selling cleaning services/leads. You do well because of the demand/supply tradeoff. You decide to expand to Miami as Chi-town is doing very well for you. Only you find you sink $10k into it and it never takes off. The demand is just not there and with what demand there is, it takes 3 times as much ad spend to generate a paying client/lead. You did your homework and online tools say there is demand, you even know a few local cleaning companies in Miami.. but it's not working out for you and YOUR business model though.
You test in LA and in Austin. You find the same thing.
You test in Atlanta and it takes off.
Now this story has a happy ending, but what if you STARTED in Miami? What if you gave up after Austin? See all the what ifs and gotcha's here?
I've seen this play out in many local type niches with different PPC managers and companies so I know it isn't a failure of someone on the ad or company side, but with the locations and their supply/demand trade off ALONG with the business model that company has ( advertising on adwords and selling leads to make X margin, or w/e )
Lets forget all the big names I just talked about when it comes to cities. What if you started off in a rural or laid back city like Louisville, Kentucky which is a big city, but demand just isn't there at all and you give up?
What if you started in Miami, hit LA, hit Austin and now you are so deep in the hole debt wise that you can't afford to test a Atlanta and hit it big finally.
You need to think about and realize these things.
A couple of bad moves back to back could stop you before you start.
.