Turn $40 into $150 with Google AdWords

Pay-per-click exposes small shops to big audiences.
Detailers hate advertising because they operate on such thin budgets, but you’ll notice one thing: the shops that stay in business–year after year–advertise the most. The “old way” favored the big shops: $4500 phone book ad kept you front and center, year after year. Who ever looked at the “basic” entries? But Google Adwords now sells the king’s seat–”front and center” on the first page of their search engine, for $1-$2 a click.

How Adwords works for a small Colorado detailer.
Allan Schlepp runs Pro Mobile Detail in Front Range, CO part-time. He bought my course in early 2010 and quickly set up a Google Adwords campaign. He pays around $1 a click to show his ad when people search for these terms:

detailing, auto detailing, car detailing, mobile detailing, mobile auto detailing, mobile car detailing

In these cities:
Castle Rock, Highlands Ranch, LIttleton, Englewood, Lakewood, Denver, Wheatridge, Arvada Westminster

On average, Allan says he gets a job for every 40 clicks.

The math: spend $40 to make $110.
40 clicks/job x $1/click = $40 advertising cost per job.

Average profit per job before advertising: $150 (it’s rural Colorado).

Therefore, his net profit is $150 – $40 = $110 per job. Not all jobs are full details: some interior-only, some exterior-only jobs that take 4 hours including driving. And importantly, let’s recognize the value of a new customer. About 25% will use him again ($150 profit the next time). About 15% will refer him ($150 profit there).

So, for Allan, a mobile detailer in a rural area, Google AdWords makes his business possible.

Original article:
[startacardetailingbusiness.com]


Anybody here use Adwords? Your experiences?

GTR :
The question isn't whether Google can pay off. It is a question of where best to spend your advertising dollars .

Passages From The Past :

Here are some ideas taken from an article on marketing, written by a guy named Bud Abraham :
* Direct Mailing to Your Customer List. If you have these kinds of customers on your mailing list then you should be mailing to them on a regular basis. At least every 3 months to remind them it's time for a wax or light carpet shampoo. Or, to let them know of any new services you offer like PDR; Paint Touchup or Carpet Recoloring or Dyeing.
* Strategic Alliances. You need to develop strategic alliances with other auto service businesses that can refer you business: body shops; luxury car repair shops; trim & restyle shops; automotive electronic shops, even the Service Managers of dealerships. They are always being asked about detail services and usually refuse the work, or if they know a detailer they refer business to them. It could be you.
* Direct Mail. This is the best way to target the customers you want. You can buy lists by neighborhood; profession; income; the car driven, etc. Personally, I like a personal and short letter, in a #10 envelope with a small menu card of what you do. The letter introduces you and your business and services and ends with a promise at quality service. Don't be discouraged if you don't get an immediate response, you are taking the first step, getting the target customer aware of your business. When they are ready you have a huge chance of getting business.
* Direct Sales. You need to spend a dedicated amount of time each week calling on businesses in your area. The owners of these businesses are the type of customers you want to attract along with their employees....
* The Calendar. Develop a calendar that lists what you will do at what time of the year. Make it detailed and include any special or services you want to promote (like Paint Touchup after the winter); the mailing dates, even include the material. Also, list the days that you will be making your direct sales calls.
* Customer Source Log. Key to effective marketing and advertising is to track the source of every customer that comes in, sold or not. In one column list the four marketing methods discussed, plus any other methods you are using, such as yellow pages. Make another column for the weeks of the month and still another titled "total". Also make a column titled "closing".
Keep these basic principles of marketing in mind:

1. That which is measured improves. Just the act of measuring an activity makes you pay attention to it. As you make your marketing plan for 2005, determine to measure everything
2. Talk to everyone possible about your business. You should print your business cards in large quantities and hand them out freely. To whom do you give a business card? Give it to sales clerks, customers, gas station attendants, business associates such as your insurance agent, and most importantly, to your customers. It is easier to get business from your existing clients than to find new ones. So many businesses spend a fortune searching for new customers while ignoring those that already know and trust them. Your marketing must include an organized plan to contact your previous customers.
3. Ask every customer for referrals. If you have provided your customer with a great cleaning experience they will normally be happy to provide you with referrals to their friends and family.
4. Market to the type of customer you would like to serve. Not identifying your target market is one of the most common and serious marketing mistakes a company can make. Determine what type of customer you are trying to attract and what marketing methods will reach them.
The link : [www.autodetailingnetwork.com]

Car shows have worked well for us. Most of the shows we have gone to support a charity or car club, just networking with the organizers and giving away some services or even product usually gets you in the door so it is cheap and this is the time of year for them too. We hit up a couple local trade (home and garden and boat) shows a year too, it can be expensive to outfit a good looking booth and there is usually a hefty booth fee, but if done correctly the exposure is incredible.

Here are some marketing ideas various forum members contributed in the past :

* Doing six jobs for free to start the referral process.
* Sending press releases to local newspapers.
* Having your vehicles lettered and decorated professionally.
* Passing out business cards and asking for referrals from doormen, garages, parts shops, speed shops, employees of assisted living communities, car club officials, used car dealers, car salesmen etc.
* Advertising in car trader and truck trader type publications that you can detail a car for sale to make it sell faster and for more money, that the " buyer pays for the detail " if the car sells for hundreds more than it would without the detail.
* Hanging around car washes and asking customers about their cars' needs.
* Contracting with a car wash to do express detailing for them.
* Visiting real estate offices and leaving literature in all of the salesmens' mail trays ( You can ask to give a short talk at their next sales meeting on keeping their cars looking and smelling good for their clients. An agent's car is his office.
* Displaying a car with one-half detailed, at a car show ( Bud's idea ).
* Joining the local Chamber of Commerce, the PDTA etc.
You'll need a nice business card and a broshure ( one forum member used a software package called Print Shop to make his own broshures on his home computer ) in the same color scheme. Cabela's has a line of personalized work clothes, which you can find on the Web. Compile an email list of contacts and customers.
Bud has repeatedly cautioned against low pricing and emphasizing price. Push your quality, safety, convenience and the benefits the customer will get from a spiffy car.

Some areas have public access cable T.V. You can produce your own show free.

I'm told that MySpace is not just for kids. You can set up a MySpace page as a way to keep in touch with customers, etc. Some people have had success with a mature, professional approach.

A guy on the Detail City forum said he places ads on Craigslist. He also gives his customers vinyl decals to put on their cars' windows to advertise his web address.
Others said they do free details for charities, which leads to referrals

Dirts Away Auto Detailing