ppc blueprint for plumbing & hvac contractors

Google AdWords - How to Maximize the ROI of your Pay-Per-Click marketing Efforts

Friday, April 26, 13

What we will cover in this session

• Understanding the Search Engines (Paid, Organic & Map Listings)• Why Pay-Per-Click Marketing should be part of your overall marketing strategy for your Plumbing or HVAC Business• Understanding the Adwords Auction Process Works• Why strategically crafted AdGroups built around specific keywords are the key to the profitability of your AdWords campaign• How setup your AdGroups and why you must develop custom Text Ads & Landing Pages to maximize your success (Emergency Plumbing, Water Heaters, Drain Cleaning, Bathroom Remodeling, Etc)• How to setup a MOBILE PPC Campaign


Understanding The Search Engines

PAY PER CLICK • PPC

ORGANIC LISTINGS

GOOGLE MAPS

PAY PER CLICK • PPC

SEARCH RESULTS PAGE • SERP


Understanding The Search Engines


Pay Per Click Listings


Why PPC should part of your Internet Marketing Strategy

• Start showing up quickly

•Show up as Often as possible where your customers are looking

• Show up for non geo-modified terms “plumber”, “plumbing”, “water heater repair”, etc

•MOBILE PPC - Click = Call


Pay Per Click Networks

•www.google.com/Adwords•bingads.microsoft.com/


http://www.google.com/Adwords




Pay Per Click Networks


Understanding How AdWords works

Bid $2.00

Bid $2.20

Bid $1.75

Bid $1.30

Bid $.75


Why Most Pay-Per-Click Campaigns Fail

• Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, etc)• Don’t use specific text ads and landing pages for for groups of keywords• No strong call to action or OFFER on the landing page



• Highest Bid Does Not = Top Ranking




• Google MUST serve the most relevant results




• Google MUST serve the most relevant results

• Quality Score Drives your Positioning & Cost Per Click


How does Google Determine Quality Score?



• Click Through Rate




• Relevance




• Relevance

• Quality of Landing Page



Better Quality Score = Lower Cost Per Click for Top Positions



• Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, etc)• Don’t use specific text ads and landing pages for for groups of keywords• No strong call to action or OFFER on the landing page



• General Plumbing Services• Emergency Plumbing• Water Heater Repair / Replacement• Drain Cleaning• Garbage Disposal Repair• Re-Piping• Septic Pumping / Cleaning• Bathroom Remodeling • Leak Detection• Trecnhless Sewer Replacement• Etc, Etc, Etc

YourCompany.com


How To Setup your PPC Campaign for Success

• Setup your AdGroups based on specific groups of services• Write compelling Text Ads that are relevant to your keywords• Link your ads to specific pages on the site (not the home page) with strong offer & call to action


What Ad Groups should you use?• General Plumbing Services• Emergency Plumbing• Water Heater Repair / Replacement• Drain Cleaning• Garbage Disposal Repair• Re-Piping• Septic Pumping / Cleaning• Bathroom Remodeling • Leak Detection• Trecnhless Sewer Replacement• Etc, Etc, Etc


Ad Groups

Group of Keywords

Text Ad

Specific Landing Page


Keywords• List of Keywords that pertainTo that AdGroup

AdGroup: TemplateText Ad• Should Match The Keyword, Answer the Questionand offer a special incentive if possible

Landing PageShould be mapped to a specific page on you site that speaks to their specific search or needE.G. www.yoursite.com/city-plumbing-services

Landing Page ContentAre you in need of plumbing services in the Dallas Area? Contact the experts at XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.

Then restate your value proposition, experience, link to reviews, etc

Get $50 Off your service by referencing the coupon below:

COUPON

Call now 554-555-5533.


http://www.yoursite.com/city-plumbing-services






Keywords• Plumbing• Plumbing• Plumbing Service• Plumbing Contractor• CITY plumber, plumbing, etc• Plumbing Company• Best Plumbers• Affordable Plumber• ETC

AdGroup: PlumbingText Ad• Affordable City Plumber. Get $50 Offl!Same Day Service! Call Now

Landing Pagewww.yoursite.com/city-plumbing-services

Landing Page ContentAre you in need of plumbing services in the Dallas Area? Contact the experts at XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.


Get $50 Off your service by referencing the coupon below:

COUPON

Call now 554-555-5533.




Keywords• Emergency Plumber• Emergency Plumbing• 24 Hour Plumber• 24 Hr Plumbing Service• Same Day Plumbing• After Hours Plumber• Etc

AdGroup: EmergencyText Ad• Do you have a Plumbing Emergency in Dallas?Get Immediate Response and Save $50! Call Now.

Landing Pagewww.yoursite.com/city-emergency-plumbing

Landing Page ContentDo you have a plumbing emergency in the Dallas Area? Contact the experts at XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.


Get $50 Off your EMERGENCY service by referencing the coupon below:

COUPON

Call now 554-555-5533.


Keywords• Water Heater Repair• Water Heater• Water Heaters• Water Heater Installation• Water Heater Replacement• Water Heater Service• Hot water heaters• Repair Water Heater• Etc

AdGroup: Water Heater

Text Ad• Get Water Heater Repaired in Dallas.Save $50 on your repair! Call Now.

Landing Pagewww.yoursite.com/city-water-heater-repair

Landing Page ContentDo you need to repair or replace your water heater in the Dallas Area? Contact the Water Heater Experts at XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.


Get $50 Off any Water Heater Repair or $75 Off any Replacement

COUPON(S)Call now 554-555-5533.


Keywords• Clogged Drain• Drain Cleaning• Drain Clearing• Blocked Drain• Drain Cleaning Service• Rooter Service• Drain Snaking• Etc

AdGroup: Drain Cleaning

Text Ad• Clogged Drain in Dallas. Call The Drain Experts.Save $50 on your repair! Call Now.

Landing Pagewww.yoursite.com/city-drain-cleaning-service

Landing Page ContentDo you have a clogged or blocked drain in the Dallas Area? Contact the Drain Cleaning & Rooter Experts at XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.


Get $50 Off any Drain Cleaning Repair

COUPON(S)Call now 554-555-5533.




Keywords• Bathroom Remodeling• Bathroom Renovation• Bathroom Contractor• Bathroom Remodeling Contractor• Remodel Bathroom• Etc

AdGroup: Bathroom Remodeling

Text Ad• Thinking or remodeling your Bath in Dallas?Get a FREE estimate today.

Landing Pagewww.yoursite.com/city-bathroom-remodeling

Landing Page ContentAre you thinking of remodeling or renovating your bathroom in the City Area? Contact the Experts at XYZ Plumbing for quality, affordable bathroom remodeling services.


Offer A FREE Ideas Guide in exchange for name / eMail Address.

LEAD CAPTURE FORMCall now 554-555-5533 for a free estimate.




AdWords Best PracticesSetup your Location Extensions

(Google Map Listing)


AdWords Best PracticesHave Multiple Versions of your Ads

and Split Test for best CTR


AdWords Best PracticesPay Attention to Average Position

1- 4 Ideal


AdWords Best Practices

• Pay Attention to Exact Match vs. Broad Match• Add Negative Keywords where appropriate to protect your budget

★ Jobs, Employment, Marketing,etc


Mobile PPC


• Setup a Specific “Mobile” campaign and select campaign type “Mobile Devices Only”• Pick your Geo-Location• Turn on “Click-to-Call” function

Mobile Setup


Mobile Setup


Recap of this session

• Setup Your AdGroups Correctly★ Keywords★ Text Ads★ Landing Pages

• As your Relevancy Improves your Cost Per Click will decline & conversions will improve• Setup a MOBILE PPC Campaign
