You know that, in this day and age, getting your business on the first page of Google is the best way for prospective customers to find out about your business.
You probably know that there are a number of ways to achieve this – search engine optimization (SEO) through blogging and social media marketing, etc. – but the fastest way to promote your business is through Google Adwords. It’s also the way that gets you the most water damage leads and, therefore, the most money.
Here are some things to keep in mind when creating Pay-Per-Click (PPC) Ads for your restoration company:
If you aren’t PPC savvy, here are some quick definitions for you:
What your customer is typing into Google to find your business
Your estimation of your customer’s query, used in your Google Ads
Before you can create killer ads that bring tons of customers to your business, you have to first understand how your target audience is searching for your services.
Here are some tricks on how you can find out what your customers are typing into the Google search bar:
Type in your own services and see how Google suggests you finish the query
Use these phrases as keywords in your own ads. You already know that people are searching for your services in exactly this wording. You can’t lose.
Look at the related searches at the bottom of the homepage
If you scroll down to the very bottom of the Google homepage, you’ll see a small list of queries that are related to yours. This shows you the other ways in which people could be searching for your services. Also use these in your ads.
Start using Seed Keywords
Seed Keywords is a software that enables you to create a search scenario and survey people to see how they would search for your services given a certain circumstance. In other words, you say something like, “Your toilet is overflowing, and your bathroom and hallway are flooded. What do you do?” and see if people are searching “Toilet overflowing help” over “How to fix overflowing toilet.”
Another great way to get ideas on high-converting ad copy is to look and see what your competitors are doing.
Google something like “Water Restoration Dallas” and look at the first four ads that come up. How are your competitors structuring their ads? Are they putting the keywords in the headline or in description line 1? What call-to-action are they using in description line 2 to make people click the ads?
Using this new information, write some new ad copy. Don’t edit your own ads; instead, “copy and edit” them. That way, your own ads will continue to be seen, but you’ll get the opportunity to test your new ad copy as well. Now, you can go back, after a couple of weeks, and see what exactly about the new ads makes them better (or worse).
These are estimates on how people will search for services that will trigger your ads, but are not actually related to your services.
Example: Someone might search “water damage iphone 6S” but you repair water damage in homes not electronics, so you would make “iphone 6S” a negative keyword.
We cannot stress enough just how important it is to develop a comprehensive, on-going list of negative keywords. Every time someone clicks your ad it costs you money.
You need to make sure the people clicking your ads are actually looking for your services.
Otherwise, you’re paying for clicks, but not getting new customers from them. If you’re not careful, this can cost you hundreds, if not thousands of dollars.
Every day, you should review the search terms for each of your ad campaigns, so you can see what crazy things people are associated with your services. This will give you a great idea of what keywords to add as negatives.
Here’s the thing about keywords: They cost money.
You have to bid for a keyword, like you’d bid for things at a silent auction, and the keyword goes to the highest bidder. Depending on your budget (and your mindset – Are you a killer or aren’t you?), there are bid strategies you can employ to ensure that you always win the bid for keywords.
Warning: Winning keyword bids usually leads to a happy dance.
Here’s a brief overview of the bid strategies:
- Maximize clicks
- Target search page location
- Target outranking share
- Target CPA
- Enhanced cost-per-click (ECPC)
- Target ROAS
Study up on different types of strategies and start employing them to your advantage. Some keywords are worth more than others. Sometimes you have to know when to walk away from a fight.
A score on a scale of 1 to 10 (10 being the highest) that tells you how relevant your keywords are to search queries.
You can raise your quality score by making sure that your keywords are written in either the heading or description line 1 of your ads. Try to get them as close to the exact keyword phrasing as possible.
This is really important because higher quality scores mean that your ads rank higher on Google’s homepage and that you won’t have to pay as much for those keywords.
Geo-targeting is where you get to choose which locations are going to see your ads. This is such a crucial feature in Google AdWords for restoration company owners because you only service a small area and just a few cities. You don’t want your ads to show up in Lafayette, Louisiana if you’re located in Dallas, Texas.
In the “Settings” tab, you’ll see an area called “Locations.” This is where you can enter all the locations you service, so you can start getting leads from qualified customers.
If you need help creating and monitoring your business’ Google ads, reach out to one of our representatives at Restoration Profits. We’re skilled internet gurus who can help get you more water damage and flood leads online.
If you’re looking to get more flood jobs and increase your revenue, Sign up today or give us a call at (866) 741-8218!
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We use these same strategies that helped us build our restoration company to over $4,000,000 in sales per year.
We specialize in helping Water Restoration providers grow their restoration company using proven marketing techniques that we developed.