Google AdWords (now Google Ads) can be highly effective for plumbers. Creating a successful ad starts with following Google’s criteria for advertisements as well as targeting the correct keywords and demographics. Not all ads are the same on Google. Some have sitelink extensions and calls to action while others are simple lines of text without much depth. The highest bidding advertiser is not always the one whose ad will show up first. Google takes several things into account including the quality of the ad which is something they measure through their own metric called Quality Score. Here are some of the things that influence ads:
Plumbers who profit the most target the right consumer base. As you know, some plumbing jobs pay way more than others. Going for specific terms like slab leak, water heaters, etc. can help maximize your ROI on advertising. General terms like plumbing, plumber, etc. will lure in all types of jobs many of which don’t pay big coin. Targeting also involves geographic locations making it important for every plumbing company to define which zip codes they can service.
Not every keyword is worth pursuing as a plumbing company. For example, lots of searchers are looking for resources on how to fix plumbing issues on their own (DIY style). You wouldn’t want your ad for your plumbing services to show up on these kinds of keywords because the clicks would be worthless as the user is not looking to spend money. Negative keywords make sure these kinds of queries are eliminated for your ad so it maximizes its clicks with relevance.
The more information the user has the more likely they are to click on the ad. When an advertisement has sitelink extensions it has expanded lines of text that include links to individual pages on your landing page (your website). These specific pages are often the ones that peak the interest of the searcher and have a greater tendency to receive clicks than more basic ads. Google recommends using sitelink extensions especially for ads that target a certain consumer.
Connecting Google Ads to Google My Business
As you likely know from your own experience on Google, the Local 3 Pack is one of the most important spots for a plumber to show up. This Map Pack pulls the top Google My Business profiles in the area and showcases them to nearby searchers. While this is primarily earned through organic optimization, there is now an advertisement spot within the Local 3 Pack. Obviously this changes the definition of the 3 Pack since it can now be 4 but it is another opportunity for your plumbing company to generate clicks for its business. Connecting your GMB and Ads accounts won’t guarantee you spot on the Map Pack but it will certainly increase your chances.
Out of all the ad spend forked over by companies throughout the year, 80% of it goes to Google and Facebook. Google recognizes their dominance over the advertising industry and has began to create new spots on which ads can show up. The Map Pack is an example of this. Remember, AdWords was originally meant to emulate an organic search result. As users have become more aware of the difference between ads and organic results, the percentage of ad clicks has gone down. The emergence of Map Pack ads helps combat this phenomenon at least partially since its freshness has shielded it from some of the pitfalls of traditional Google search ads.
PPC’ing Your Plumbing Company Name
PPC management services are infamous for their trickery. Many of them lure clients in by promising them lots of clicks. When it comes time to report on these clicks, the numbers seem to validate their original claims. The problem is that these clicks are virtually worthless to the client. One such trick used is the PPC’ing of one’s own company name. These clicks are dirt cheap and therefore drive down the global CPC for your campaign but what your manager doesn’t tell you is those clicks would’ve come to your website anyway through organic. They are waste of time, money, and resources, and are only there to manipulate reporting numbers.
There are some cases where PPC’ing a brand name makes sense. One is if your plumbing company becomes so popular that other plumbers in your general service area are trying to buy ad space for your name at your expense. Your competitors will try to vulture clicks that you would have received organically by appearing on ads on the top of the SERP. So there is validity to PPC’ing your brand name sometimes but it shouldn’t be used as a tactic from managers to drive down your global CPC cost. Transparency should be valued when dealing with campaign management services. Their reputations as slicker than slick snakes is not without legitimacy.