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
Friday, April 26, 13
Understanding The Search Engines
PAY PER CLICK • PPC
ORGANIC LISTINGS
GOOGLE MAPS
PAY PER CLICK • PPC
SEARCH RESULTS PAGE • SERP
Friday, April 26, 13
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
Friday, April 26, 13
Pay Per Click Networks
•www.google.com/Adwords•bingads.microsoft.com/
Friday, April 26, 13
Understanding How AdWords works
Bid $2.00
Bid $2.20
Bid $1.75
Bid $1.30
Bid $.75
Friday, April 26, 13
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
Friday, April 26, 13
Understanding How AdWords works
• Highest Bid Does Not = Top Ranking
• Google MUST serve the most relevant results
Friday, April 26, 13
Understanding How AdWords works
• Highest Bid Does Not = Top Ranking
• Google MUST serve the most relevant results
• Quality Score Drives your Positioning & Cost Per Click
Friday, April 26, 13
How does Google Determine Quality Score?
• Click Through Rate
• Relevance
• Quality of Landing Page
Friday, April 26, 13
Understanding How AdWords works
Better Quality Score = Lower Cost Per Click for Top Positions
Friday, April 26, 13
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
Friday, April 26, 13
Why Most Pay-Per-Click Campaigns Fail
• 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
Friday, April 26, 13
Why Most Pay-Per-Click Campaigns Fail
• 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
Friday, April 26, 13
Why Most Pay-Per-Click Campaigns Fail
• 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
Friday, April 26, 13
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
Friday, April 26, 13
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
Friday, April 26, 13
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.
Friday, April 26, 13
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.
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.
Friday, April 26, 13
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.
Then restate your value proposition, experience, link to reviews, etc
Get $50 Off your EMERGENCY service by referencing the coupon below:
COUPON
Call now 554-555-5533.
Friday, April 26, 13
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.
Then restate your value proposition, experience, link to reviews, etc
Get $50 Off any Water Heater Repair or $75 Off any Replacement
COUPON(S)Call now 554-555-5533.
Friday, April 26, 13
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.
Then restate your value proposition, experience, link to reviews, etc
Get $50 Off any Drain Cleaning Repair
COUPON(S)Call now 554-555-5533.
Friday, April 26, 13
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.
Then restate your value proposition, experience, link to reviews, etc
Offer A FREE Ideas Guide in exchange for name / eMail Address.
LEAD CAPTURE FORMCall now 554-555-5533 for a free estimate.
Friday, April 26, 13
AdWords Best PracticesHave Multiple Versions of your Ads
and Split Test for best CTR
Friday, April 26, 13
AdWords Best Practices
• Pay Attention to Exact Match vs. Broad Match• Add Negative Keywords where appropriate to protect your budget
★ Jobs, Employment, Marketing,etc
Friday, April 26, 13
• Setup a Specific “Mobile” campaign and select campaign type “Mobile Devices Only”• Pick your Geo-Location• Turn on “Click-to-Call” function
Mobile Setup
Friday, April 26, 13
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