Online advertising, such as Google Ads Campaigns (formerly Google Adwords), is a crucial component of any business strategy, considering that 63% of all shopping occasions start online, as you can see below. Gone are the days when you “let your fingers do the walking” through the Yellow Pages. Now, the first place consumers turn when looking for something, especially something they don’t buy often or have much experience with, they turn to a search engine. And, Google remains the choice of 90%+ of consumers when it comes to using a search engine. And, that’s where Google Ads Campaigns help you reach new customers, remind existing customers that you’re still out there, and show your stuff to convince folks to give you a try when it comes to satisfying their needs.
Google Ads campaigns, with their vast reach and targeting capabilities, are an invaluable tool for reaching potential customers especially when they’re in the buying mode. Today, we give the example of using Google Ads campaigns to reach folks who need immediate plumbing assistance so we can provide more nuanced suggestions you can adapt to your own marketing needs. This article will guide you through the effective use of Google Ads campaigns to generate leads for emergency plumbing services.
Google Ads campaigns
Google Ads are very versatile and much easier to use now than ever. Google even offers free training and certification to help you get started with campaigns. You can also find free resources online to help you optimize your Google Ads campaigns, such as posts on Wordstream and ad graders you can use to offer insights to improve performance. Google even offers suggestions within the platform as you craft ads to improve performance.
How do Google Ads work?
Unlike traditional advertising, Google Ads only charge when your ad gets a click, that’s why we call these PPC (pay-per-click) ads. Thus, you achieve a certain amount of awareness without spending a dime.
Another difference between Google Ads and traditional advertising comes from the amount you get charged when a user clicks on your ad. Your cost is a function of your quality score (based on an algorithm containing factors similar to those used for ranking your content for organic search) and your bid. It’s entirely possible to show higher in the list of ads shown to users and pay less for your ad by working hard to improve your quality score. We’ll discuss more about this later.
Types of Google Ads
There are four basic types of Google Ads:
- Search ads that show when a user searches for information using one or more of your keywords (more on this later). These are text-based and offer a call to action resulting in either a click to your website or a phone number to reach your physical location.
- Display ads show on websites owned by others. These are usually image-based and represent a revenue share between the website owner and Google. Clicking on the ad takes the user to your landing page.
- Shopping Ads are only optional for companies that sell products online. As you can see in the image below, these ads contain more information and images of your product.
- YouTube Ads, which are video ads shown before YouTube videos. Similar to display ads, these result in a revenue share between the video creator and Google based on how many people view the ad.
Each type of ad involves different attributes and different types of creative, but you can use all or only some of them. The conversion rate varies between the types of ads with search ads, with reported averages between 3.1 and 6% while display ads show a much lower conversion rate (0-1% on average). [source] The average conversion rate for shopping ads is between the two, at 1.91%, while the rate for YouTube ads averages 1.4%. According to Google, your CPC (cost per click) and conversion rate improve when you employ a combination of ad types in your Google Ads campaigns.
Setting up Google Ads
Setting up Google Ads is easy. You need to create an account and provide a funding source. Then you create ad components such as headings, descriptions, and links. Just a few years ago, you created individual ads, but the platform now accepts a bunch of elements and then recombines them to create ads. As the ads run, Google uses multivariate testing to determine the best combination of elements. After a brief learning period, Google only shows the top performers when displaying your ads.
As the ads run, you get up-to-date data showing your performance. By linking your Ads platform to your Google Analytics account, you can track clicks through to conversion to further improve your performance by adjusting elements in the ad creative, landing page, or conversion process.
Keys to building successful Google Ads campaigns
The best results come when you take charge of your campaigns using the advice I share below. Google Ads now offers a free solution where the platform uses AI and other tools to create ads for you based on some information you provide. Ensure that you’re using the right mode so you can set up Google Ads yourself.
Understanding your audience
To effectively tailor your Google Ads campaign for emergency plumbing services (for example), it’s imperative to gain a deep understanding of your target market. Start by identifying the demographics of your potential customers. Consider factors such as age, gender, income level, and homeownership status. Knowing who your audience is will allow you to create ads that resonate with their specific needs and preferences.
Location plays a crucial role in emergency plumbing services, unlike some companies that face a broader geographic customer base. Analyze the geographical areas where your target audience is likely to reside. Use data on past customers or market research to identify regions with a high demand for emergency plumbing services. This information will inform your geo-targeting strategy, ensuring your ads reach people in locations where your services are most needed.
Behavioral insights are equally important. Understand the online behaviors of your audience—where they search for information, the devices they use, and the times they are most active. This information helps you schedule your ads for optimal times, ensuring they are visible when your audience is actively searching for emergency plumbing solutions.
Choosing relevant keywords:
Selecting the right keywords is the foundation of successful Google Ads campaigns. Put yourself in the shoes of someone facing a plumbing emergency and think about the terms they might use in their search.
Conduct keyword research to identify high-intent phrases like “emergency plumber near me,” “urgent plumbing repair,” or “24/7 plumbing services.” Google offers the Keyword Planning Tool as part of the Ads platform or try another tool provided by independent companies specializing in Google Ads. By aligning your keywords with the immediate needs of your audience, you increase the likelihood of your ads appearing when potential customers are actively seeking help.
Plus, different keywords require a larger bid to show prominently in search results and result in higher CPC. Among the most costly terms are:
- business services
- bail bonds
- asset management
- payday loans and similar keywords
- restoration services
The Keyword Planning Tool provides an estimate of the required bid price and CPC.
Crafting compelling ad copy:
Your ad copy is the first point of contact between your business and potential customers. Craft compelling and concise ad copy that emphasizes the urgency and reliability of your emergency plumbing services. Clearly communicate key selling points, such as 24/7 availability, rapid response times, and the expertise of your technicians. Use language that instills confidence and urgency, and incorporate strong calls to action encouraging users to contact you immediately for swift assistance.
Utilizing ad extensions:
Ad extensions provide additional opportunities to showcase the unique selling points of your emergency plumbing services. Location extensions highlight your physical presence, instilling trust and indicating proximity to potential customers. Callout extensions allow you to emphasize specific benefits, such as competitive pricing, satisfaction guarantees, or specialized expertise. Site link extensions direct users to relevant pages on your website, such as testimonials, service details, or promotions, enhancing engagement and providing more information.
Given the localized nature of emergency plumbing services, geo-targeting is a vital component of your Google Ads strategy. Use Google Ads’ geo-targeting features to focus your ads on specific regions where your services are available. Refine your targeting based on data and feedback, ensuring that your budget is allocated to areas with the highest potential for lead generation.
Setting up conversion tracking:
Effective conversion tracking is essential for evaluating the success of your Google Ads campaign. Define key actions that indicate a successful conversion, such as phone calls, form submissions, or appointment bookings. By accurately tracking these conversions, you gain valuable insights into the performance of your ads and can optimize your campaign for better results. Regularly analyze conversion data to identify trends, understand user behavior, and refine your strategy accordingly.
Optimizing landing pages:
Once users click on your ads, it’s crucial to provide them with a seamless and optimized experience on your landing pages. Create dedicated landing pages that align with the messaging in your ads. Ensure these pages offer relevant information, easy contact options, and a clear call to action. A well-optimized landing page enhances user satisfaction and increases the likelihood of converting clicks into leads.
Monitoring and adjusting:
The digital landscape is dynamic, and user behavior can change over time. Regularly monitor the performance of your Google Ads campaign using the data provided by Google Analytics and other tracking tools. Analyze which keywords, ads, and targeting strategies are delivering the best results, and be prepared to adjust your approach accordingly. This ongoing optimization is crucial for maximizing your return on investment and staying ahead of the competition.
In conclusion, a holistic approach to Google Ads for emergency plumbing services involves not only effective keyword selection and compelling ad copy but also a deep understanding of your audience, strategic use of ad extensions, precise geo-targeting, accurate conversion tracking, optimized landing pages, and continuous monitoring and adjustment. By integrating these elements into your campaign, you can create a powerful online presence that not only attracts relevant leads but also converts them into satisfied customers.
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