AdWords campaigns are a relatively new innovation from Google which allows companies to use a new form of marketing to gain customers. Instead of the normal version of marketing, where adverts make money for the company in question, AdWords is a form of marketing where companies actively pay a certain sum of money every time the advert is clicked. This form of marketing uses a combination of cookies and keywords to appear on certain searches done in various search engines.

Google AdWords Canada is a good choice for a moving company located, for instance, in Vancouver or Toronto. The way it is set up allows the company to choose how to present local and long-distance moves when it comes to selecting keywords, choosing extensions and so forth. Using AdWords for a moving company provides the following benefits:

• The company in question can respond directly to customers looking for moving services in one particular area or location of their choice.

• AdWords for moving services are fairly low-cost adverts which are specifically targeted to people who are looking for that market, rather than being shown to a population as a whole in the hopes of someone needing the company’s services.

• A high-quality lead will cost around $15 that means $35-40 per new client.

• The format of the adverts allows for a direct link to more information about the company in question as well as to needed pages (services, prices etc).

How to Advertise a Moving Company via AdWords?

Message Extensions

Advert extensions are perhaps the most useful part of AdWords when it comes to moving company ads, and yet up to 90% of businesses and companies ignore the benefits which they can offer. An AdWords campaign for a moving company can take advantage of any and all extensions as a means of giving its potential customers more information than wouldn’t otherwise be possible. Information such as contact details, being available 24 hours a day 7 days a week, current offers like “20% off long-distance moving” other things, can all be discussed with the greater space given to them by ad extensions.

Another use for ad extensions in moving company marketing is that companies have very little control over how Google displays their advert: Given this, the extra space can allow them to display information which is relevant, but may not show up in the appropriate place.

Detailed Information

PPC for a moving company, however many ad groups it involves, should always include information which is as detailed as possible. Each advert should contain as much information as is possible, so long as it is relevant to the actual advert in question. This is also where advert extensions, like the ones which were discussed in the previous section, would come in handy for moving lead companies.

In the question of how to advertise for a moving company, it’s a good idea to include such information as the location, contact details, relevant information, facts about the company which all make it seems a good choice, and the services which the company offers, possibly over and above the ones which the advert is initially for. Properly highlighting all necessary information is the groundwork to get leads for movers.

• Location, facts, enchasing trust:

• Description Line 1 – Trusted Toronto Company. Since 2006.

• Highlight services offered by a company:

• Description Line 2 – Local, Long-Distance, Office Moves!

Remember that the first headline is the only one which is guaranteed to show up where you expect it to – make the headlines in general count because those draw attention in an advert.

• Headline One: Best Movers in San Francisco

Moreover, remember that generalization is something which is a waste of money, as adverts have limited space to them. Adverts themselves work best if there is a certain number of them in each group.

Mobile Searches

As mobile devices grow more popular, more and more people are using them to run searches (this works to get moving company leads as well). As both operating systems and search engines work differently on mobile devices, advertising campaigns such as PPC for a moving company has to change to suit the new format. There are two different ways to handle the new format: either a company can create adverts which are aware of their surroundings and adapt accordingly, or they can specify a certain group of adverts which are specifically coded for use on mobile devices.

Not only do people handle mobile devices differently, in part because they do in fact use them to run more searches than any equivalent desktop device, they quite often use them for emergency searches if they need services in a hurry.

• Moving companies near me

For this reason, there should be a specific advert group in moving company advertising which is designed to respond to the keywords ‘moving companies near me’ so long as the location and needs match up.

Additionally, use AdWords call extensions to make it easy for a potential customer to call you immediately after seeing your ad. This allows clients to instantly get into contact directly and ask about services/schedule/prices as well as to begin making arrangements.

Negative Keywords

While AdWords for a moving business will involve a lot of keywords in the proper execution of a campaign, it is just as important, if not more so, to spend some time working on negative keywords. Negative keywords are essentially the opposite of positive keywords: where positive keywords are used to denote something which should trigger an advert to appear, negative keywords should tell Google AdWords PPC management that there is no need for the advert to appear, because it is either the wrong place, or would actively cost the company running the campaign money.

Using negative keywords to save money works on a variety of levels: the negative keywords keep the adverts from appearing on searches which are either unsuited to the company (in the wrong location) or will actively lose the company money.

When managing Google AdWords (Canada) campaigns for moving companies, there are a number of specific terms which should be classed as negative keywords. Such words as ‘movers’ or ‘moving’ are obviously to be included, and other words like that. Anybody learning how to advertise for a new moving company will learn that they don’t need to pay for general keywords. It’s better to use more specific ones (long distance moving companies, local moving companies etc.).

Finally, for the best results in getting moving company leads, people should remember to group keywords (both positive and negative) correctly, while also using single keyword groups for top-performing keywords for best results.

Sitelinks

Normally adverts have only one way for a potential customer to reach the site, but sitelinks offer a new way for companies to put links into their adverts. When discussing how to properly advertise for a moving company, companies should make sure they bring up the possibility of using sitelinks, as they allow for a much wider representation of the company itself in adverts, and also means that not only do customers have more opportunities of getting in touch with the company, they also allow potential customers to access more areas of the site. Customer retention is easier when the process is made as simple as possible, so having sitelinks add to the advert places for the various services offered, and to the ordering page itself is helpful.

Advanced Location Settings

Location settings take two forms: one, the ads for moving company advertisements can be keyed to appear when certain keywords are used, or Google itself can trigger the adverts to only appear on certain searches if the location services are on. In this way, commercial leads for moving companies is the most effective on the local level.

Location targeting in adverts helps for moving company AdWords advertising to reach customers in a certain location, as well as those who might be interested in that location because they are moving there in the future.

Call to Action

A call to action is something which should be included in every campaign, as it will galvanize people and lead to more conversions. Calls to action are things which should be different for every advert group, to give the AdWords movers some variety. Potential customers are more likely to make decisions which are positive for the company if the way is made clear for them, so calls to action are important.

• Here is an example: Call us now! Give us a call and get a discount! Call us now and get a free moving estimate!

Remarketing

Remarketing is a newer form of marketing for moving companies which is attached to AdWords and PPC. When managing PPC campaigns, there should always be one advert group which is dedicated to remarketing. Many people who are working their way through an online process abandon their work; remarketing (using cookies which have been left on their computer) is used to try and tempt them to return to the site and finish their order.

Read more about remarketing here.

Conversion and Calls Tracking

Tracking is important for all aspects of AdWords for moving companies, as it is this which allows companies to know what adverts are bringing in the most conversions, and which are not. Call tracking works the same way, as it allows companies to see which calls are from people who have seen adverts.

This information allows companies to shift the budget around, taking money away from less profitable campaigns, and pouring it into the ones which are successful.

Reviews

Reviews are becoming significant, now that the internet has made it possible for people to compare opinions and look at different versions of the same product before buying. Reviews come in many forms, and are usually seen by a lot of people. So, using review AdWords extensions allows companies to show themselves as trustworthy and reliable by actively including reviews in their moving company advertising and in this way get quality moving leads.

• With AdWords reviews extensions you can share positive feedback like this one “You have earned my respect. I have moved a lot but never have I dealt with a mover like this.” to add social proof to your ad.

Moreover, apart from an AdWords campaign, there is another powerful way to get the best leads for moving companies: Yelp. Yelp reviews is often a key step to make a decision for a customer – to use or not to use services of a specific company. Also, if a company has good reviews on Yelp and uses their badge on a site, this will increase conversion.

Campaign Testing

Campaign testing is extremely important for making sure that the adverts chosen and developed all work correctly, and that everything in them works correctly, including links and contact details. Every advert should be tested with around 5 different text bodies, and with as many match types as possible to see which is the most effective.

Moreover, it is also important for a business (even before making the decision of how to advertise for a moving company) to check its own site to ensure that things are working as they should. Your site is a vital part of the question such as how to promote a moving company.

Additional information

Anybody who stuck on the issue of how to advertise a moving company in a short time and who needs an AdWords campaign or wants a free review of their existing AdWords campaign from Willbecoded.ca can set an appointment up with us at any time.

Let us evaluate your AdWords campaign: Free AdWords Audit

A house’s roofing system is ultimately what keeps the house safe and in one piece,
because it provides the means by which all the walls and associated systems are connected. Unfortunately, this means that roof problems can be quite serious, even if at first they do not seem to be quite so severe. As any homeowner will tell you, leaks, rotting wood, shingle damage, vent damage are all part of the many problems which can afflict roofs – but how a customer can easily find a good roofing company to solve these issues? In this light, setting up an AdWords campaign is something which makes perfect sense when you need marketing for roofing companies.

AdWords was developed by Google to be a form of online advertising which relies on a mix of cookies and keyword usage. The idea behind AdWords is to use this combination in order to help businesses and individuals appear in various search engines when particularly relevant keywords are used. Whenever an advert is clicked on, the business or individual which controls the campaign pays a small set amount of money.

If you don’t know how to advertise your roofing business, AdWords is possibly one of the easiest ways in which to create a means for potential customers to find the company they need. Using AdWords enables advertising for roofing businesses which otherwise would not be able to make an appearance on search results. AdWords itself has been shown to be one of the best advertising methods to gain leads, while also being one of the cheapest. So, this should be included in marketing for roofers.

How to Advertise a Roofing Service with AdWords?

Full Information

AdWords for a roof repair company already allows for much information in a small space in its advertising, but there are a number of extensions which allow for still more to be used. Despite these extensions being free to download and use, almost 90% of businesses do not use them.

AdWords adverts are at their best when they can convey as much information as possible to the prospects who are viewing them; the extensions give more room for information that is helpful in this light. Extra space for information means a possibility to prove that your business is the one which people should choose to do their repair work. Having extra space for more information and facts is useful for a variety of reasons:

• The extra space can be used to give more credibility to your business. It is a good idea to add stats and numbers (“since 2001”; “more than 673 clients satisfied” etc.)

• More space dedicated to facts about the company can be used to ask people to trust the company more, particularly if the extension being used is one which allows for reviews to be included in an ad.

• Advertisements for roof repair services can use the additional space to reveal information about main services: replacement (e.g. “replace damaged decking”), repair (e.g. “repair chimney flashing”), and installation (e.g. “install ridge exhaust vents”).

It can be also used to answer some of the more common questions potential customers would have for them. It can be such questions as “Is a company licensed?” or “Does a company carry general liability & compensation insurance?” You can answer these ones with a simple line in your ad:

Description Line 1 – Licensed And Insured Company.

Use the expanded space available (when advertising for roofers via AdWords) to make longer headlines for the adverts, as headlines are what grab attention when it comes to adverts. In this way, more space can be devoted to information that is important when it comes to managing the PPC campaign.

Negative Keywords

AdWords for a roofing company will function much better when negative keywords are taken into account. Negative keywords are almost the opposite of keywords – where keywords are used specifically as the means by which an advert can appear in search engine results, negative keywords are used to determine where they should not appear.

For an example, businesses that need clever roofing ads should not find it necessary to pay for the keyword phrase “roof leak repair” because the term is entirely too general; more specific keywords are needed. The same principle applies to the use of the keywords “free” and “discount” unless the business in question is using their advertising campaign specifically to draw attention to an offer they are running.

Negative keywords are important in advertising roofing businesses with Google tools. Such terms should be carefully watched because without them the business stands to lose money on its AdWords campaign for roofing companies. To use the example of the word “free” above, if a campaign does not list this as a negative keyword, then everybody who is looking for free work will click on the adverts when they appear in searches which are otherwise relevant. This ends up costing the business a lot of unnecessary money; wasting money on people who are not your prospects is not a good answer to the question of how to advertise roofing service.

As well as properly using negative keywords correctly, businesses running an AdWords campaign for roofing services should be sure to group their keywords correctly and make sure to use single keyword groups for to-performing keywords, in order to get the most out of that keyword.

Geo-Targeted Keywords

Geo-targeted keywords are important because – particularly when it comes to roofing businesses, location is important. A Google AdWords (Canada) campaign which does not use these types of keywords is one which will waste a lot of its initial budget on advert clicks from prospects which will never turn into customers due to the difference in geographical areas.

AdWords for a roofing business works in two separate yet connected ways:

• Searches will have a specific geographical keyword included (“roof repair Ottawa” / “Canadian roof services”), such as Ottawa or Canada, and the search results will have an advert on them which has flagged the location as a keyword. For instance, a user will search “a roof repair company in Ottawa.” The geo keyword here is Ottawa; thus Google will provide results for a local roof repair company in Ottawa and not somewhere in San Francisco.

• Google itself has location services, so PPC for a roof repair company can configure the settings to make sure that the adverts for the business only appear on certain searches run by people in the same geographical area. This is so that the adverts will turn up on searches even if they don’t include geographical keywords, as IP addresses are geographically situated. E.g. a user searches for a local roof repair company – he/she doesn’t add a city, Ottawa, to a search phrase but still gets needed search results.

Brand Terms

To get the best results when working with PPC for roof services, businesses should use both branded terms and modified broad keywords as a means of further differentiating keywords from one another. We can illustrate this part of managing PPC campaigns with such an example as “RoofLine roof repair company in Ottawa” where “roof repair company” is a non-branded term and “RoofLine” is a brand name.

The use of both allows for the brand name to be used as a keyword, separate from the keyword itself, so that the business can have its adverts appearing on searches done for the brand term, and also on searches which contain the keyword without any special significance attached to it.

Specifically bidding on the brand items or brand names is preferable, for a number of reasons. Google Adwords PPC management advise that businesses which are running this type of advertising campaign to bid on their brand items.

• It is cheap – bidding on the specific brand name of the business is something which makes the advertising cheaper because the keywords are highly relevant.

• It makes the other adverts cheaper – in the same vein, it makes the other adverts
cheaper too, as it raises their relevancy also, lowing the cost per click.

• Own the SERP – bidding on brand names allows you to perhaps turn up in search results multiple times at once, increasing the possibility of an advert being clicked on.

• Hide the bad things – The more advertising which a business can appear in response to a search, the more likely it is that anything like negative reviews or bad press will not make it to the front page, and therefore go unseen by prospective customers.

• Minimize stealing – sometimes what can happen is that competitors in the same line of business can big on brand names so that others can’t use them, and so they can.

profit off the use of it themselves. If the actual business bids on their own brand name,
they can prevent this.

Sitelinks

Sitelinks are a particular part of AdWords campaign for roofers which allows businesses to add separate and different links into their adverts, in order to give the prospective customer looking at the advert more options to choose from when it comes to viewing the site. Sitelinks are useful from the perspective of the business as well, since the easier it is for customers and prospects to do anything on a site, the more likely they are to act.

Sitelinks allow you to represent your business more effectively because prospects have immediate access to several areas of your online presence. The most effective way of bringing people into the site is by providing as much information as possible – find the best way to do this using the links which the business can provide.

• For roof repair services in Ottawa, it would be effective to have two sitelinks for two main directions; they are “Ottawa Roof Repair” and “Ottawa Roof Replacement.”

Review Extensions

Reviews have become increasingly important as more and more people move to the internet in order to shop for goods and services. Rather than the scenario before, where people were limited in their choices, and in their ability to find out information about the businesses they were patronizing beforehand. Thus, today an advertisement for roof repair services cannot omit such an efficient tool as reviews.

The internet has meant that reviews and review sites such as, for instance, Yelp are incredibly common and important; PPC for roof repair businesses needs to take into account this fact. Review extensions allow a business to forestall prospects look at the local review sites to some extent by including reviews in the advert, or maybe including links to positive reviews on some of the more well-known review sites. For instance, if your company gets positive feedback like “They did great work on my roof, good warranty, all done in a tidy manner”, it can be shared via an AdWords ad.

Having reviews attached gives more legitimacy to a business, which leads to more conversions.

Call to Action

Every advert should include a call to action to get prospects to convert and become customers. It can be as simple or complicated as the business wants, but an AdWords campaign for roof services will get more conversions if there is a call to action involved.

These call to actions can be combined with a targeted keyword phrase, or combined with an offer to further spur conversions.

Take a look at examples below:

1. Call-to-action words combined with targeted keywords

• Give a call to best roof repair services now!

2. Call-to-action words combined with an offer

• Buy Our Services Today and Save 25%!

3. Call-to-action words combined with words that reveal urgency:

• Give Us a Call Now! Best Replacement Offer Ending Soon.

Mobile Searches

Mobile searches are quite common, as people tend to run more searches on their mobile devices than they do on their desktops. Moreover, people often need emergency roof repairing services; and to instantly find such services they use their mobiles. This statement is highlighted by the fact that a key term “roof repair near me” is one of the most frequently used words while searching in Google for roof services.

There is, of course, a way of optimizing normal AdWords adverts to allow them to adapt to mobiles if they find themselves on the devices, but Google gives the opportunity of making Adverts which are specifically for mobile. Google has also recently expanded the space for advert text and allows for tracking of the specifically mobile campaigns.

Call Tracking/Conversions

Implementing both or either of these will allow your campaign to better monitor the success of the AdWords for roof repair business, in as many groups and adverts as are included. Keeping track of conversions allows businesses to shift the budget around to get the most for their money – if one particular advert group isn’t doing well, for example, the budget for that can be funneled into a group which is more successful, and so on.

Campaign Testing

Campaign testing is very important for different AdWords and PPC campaigns, as it shows if there are problems before the advertising campaign goes public. In particular, the campaigns should be checked with at least five different versions of the text, and with different match types to see which ones work better.

The adverts are not the only thing which should be checked – the site itself needs to be checked as well, to see that all pages used as landing pages work, and to make sure that the site is easy to navigate.

Remarketing Campaign

Remarketing is a method of marketing which specifically targets people who have gone part or most of the way through their buying process, and then abandoned the site. Cookies placed on the customer’s computer allow for a very specific marketing campaign to be used to entice them back to complete their purchases. Remarketing campaign is a mandatory part when it comes to effective marketing for roofing companies.

Free AdWords Audit

Still don’t have a clear view on how to get roofing leads? We are here to help you! Businesses can order a free review of any existing Google AdWords account for recommendations, or they can work with WillbeCoded.ca to open and set up an entirely new account if they choose. Get exclusive roofing leads asap!

Adwords and PPC marketing campaigns are useful for any business which has a significant online, presence, but it can be particularly useful for plumbing services in terms of giving them entirely new markets to work with. AdWords for a plumbing company is useful on several levels: it can widen the potential sphere of influence that the company has, it can draw in new clients who may not have been aware of the company beforehand, and it can introduce them to an entirely new method of marketing.

Using PPC as an essential part of internet marketing for plumbers will help the plumbing company come up an entirely new flow of leads (a lead will cost $10), one which will hopefully remain constant until the business either comes to an end or switches marketing tactics. These tactics can benefit the customer as well – googling for an emergency plumber can mean that the AdWords advert comes up, and gives them the contact details they need. The tips which are given in the following article all concern AdWords for plumbing services, and are all based on existing campaigns.

How to Manage a Campaign Properly?

More Details

An AdWords campaign is something which tries to give more information to the customer than would be possible with another marketing campaign. Now it is much easier to do with ad extensions which are offered by Google for free. However, about 90 % of companies do not take benefits of this.

When deciding how to grow a plumbing business, the basic information in your ad is a necessity. Here come obvious reasons – customers need to know the name of the service, how to get in contact with them, and where they are located.

For instance, a plumbing company offers a number of services:

• Pressure reducing valves
• Domestic water system balancing
• Domestic booster pump installation and repair
• Domestic hot water boiler system installation and repair
• Piping repair and replacement
• Cold and hot water pipe isolation freezing

Here comes the question how to advertise a plumbing business correctly and present these services properly.

Any and all services which are highlighted in your advert needs to be grouped in such a way as to be immediately visible and identifiable. They can be further identified by the type of service which they are part of, which in a plumbing company would most likely be: install, repair, replace, upgrade.

It can be also done in another way: plumbing, heating repair, emergency services.

Another vital part of an advertisement for plumbing services is the headlines, as these are what people see first. There can be several headlines in any given advert, but the first headline should be treated with the most importance for two separate reasons: one, the first headline is used to grab people’s attention, so it needs to be direct and to the point; and two, the first headline is the only one which Google AdWords PPC management will allow any direct control over.

Brand Identification

In terms of marketing for plumbers, branded terms and modified broad keywords are both useful parts of the PPC campaign, as they can both act to direct more customers to the advert and then to the site itself.

Brand identity is so important when it comes to PPC for plumbing services because brands are often the first and only thing people remember about the various adverts they are inundated with throughout the day. The brand of a company is the defining way in which they are seen, so brand identifiers are highly important additions to adverts. It is important to remember that brand identity (something which shows how a company wants to be seen) is different from brand image (how the company is actually seen).

Brand identification in an AdWords campaign for plumbing services is important precisely because the method of marketing which uses AdWords depends so much on what is seen. A marketing campaign which uses keywords can focus slightly less on who sees the message (more on keywords below), and therefore slightly more on what message is sent. Even if people who see the advert do not click on it, they have still seen it – this means that in the future when they do need the goods or services which were offered in the advert, there is the chance that the plumbing business might have a new customer.

Because brand identity is so important when it comes to managing PPC campaigns, many businesses take the step of using their own name as a keyword, essentially bidding on their own name.

• For example, “Canadian Plumber plumbing service” where Canadian Plumber is a brand name and plumbing service is a non-branded term.

Though at first, it does seem illogical to pay money for people who are actively searching for your own company, there are a number of reasons for doing this:

It’s cheap. Having a high search return lowers the price a plumbing business has to pay for all the keywords it uses.

You are the right answer. Customers and prospects are more likely to click on an advert if they see the name repeated more than once.

Take over search results. Bidding on brand names means that more searches are taken up with the results that you want.

Avoid competition. Sometimes rival businesses can bid on the brand names of their competitors in a bid to keep them from using it and gain an edge. Bidding on the brand name keeps rivals from doing this.

Geo-Targeting

Geo-targeting is useful for plumbing services which are located in a very strict geographical area. Companies which do not rely on their clients being close by may be content with Google AdWords Canada being as specific as they care to get, but other companies are more limited.

Geo-targeting can be done in two separate ways: the first way is by using the location tracker which is coded into every search engine that supports AdWords campaigns. By turning the location tracker to a specific location, a plumbing business can ensure that their adverts only turn up on searches which are made by people in the same geographical area as they are, therefore saving money on potential clicks which will go nowhere.

The second way to use geo-targeting is in the keywords of the search itself: if the plumbing business which is running the campaign has entered specific locations into the keywords that they want their adverts to show up with, then anybody who runs a search using that location will see the advert.

• E.g. Plumbing company in Vancouver

Negative Keywords

Negative keywords are just as important as positive ones when it comes to setting up a marketing campaign to be the best it can be. Negative keywords refer to the keywords which are to be excluded from searches.

PPC for a plumbing company has to take the content of the adverts into account – if the advert is not advertising free services or discounts for users, for example, then it makes no sense to have the adverts show up on searches which are done purely for free or discount services. This is where negative keywords come in – using them to block the words free and discount can prevent disappointment in potential clients, and the need to pay for failed advertising in the business.

Adding to the control over keywords which comes with using negative keywords, plumbing businesses may find it useful to group keywords together with similar ones used to describe similar services.

• Piping: Piping repair, pipe replacement, pipe installation, etc.

Sitelinks

Sitelinks are a specific feature within an AdWords campaign which allows the business behind that campaign to include more than one landing page on each advert, thus giving customers and prospects more choice in where they choose to go when they click on an advert.

Normally, an advert is something which is clicked on, and the takes the client to a specific page on the business website, but sitelinks allow for more freedom. The most basic form of sitelinks is an advert which has a number of hyperlinks in it for the customer, so that they can choose where they want to go.

Plumbing companies, when thinking about how to use sitelinks to their fullest extent, need to take two things into account – how they can best use this to show information about their site, and what parts of the site potential customers might want to go to.

• Thus, you can use a sitelink “Vancouver piping repair” as well as more informative sitelinks like “Hot water heaters” and “24/7 Emergency Plumbing.”

Review Extensions

The latest idea to come out of Google is review extensions – this is a way to give people who use advertising campaigns such as AdWords and PPC the means to share positive reviews for their potential customers to read. Using these types of extensions can help to bring in more business, as people find it easier to trust the company, and because the reviews automatically make adverts more visible.

Anybody who uses the internet knows that reviews and review sites are changing the way people shop. People can now look around online before they buy, to see what other people are saying about the goods and services. AdWords review extensions is an effective answer to the question of how to advertise plumbing services effectively. Adding a review extension onto the advert itself is a good idea for an AdWords campaign for a plumbing business for several reasons: it allows the business to show that it has good reviews, and it shows that it understands the needs of customers.

Call to Action

A call to action is, at its most basic, a sentence or slogan which entices the person looking at the advert to click on it.

Properly using a call to action within an advert is crucial for PPC for a plumbing business in terms of optimization. The best adverts promise clients and prospects great things if they click on the adverts – there is the possibility of even offering incentives to people who do follow through.

Below are three variants of effective calls to action:

1. Call-to-action words combined with targeted keywords

• Give a call to the best plumbing services now!

2. Call-to-action words combined with an offer

• Buy Our Services Today and Save 25%!

3. Call-to-action words combined with words that reveal urgency:

• Give Us a Call Now! Best Plumbing Offer Ending Soon.

Mobile Searches

Mobile devices are becoming more and more popular in recent years, and research has shown that people act differently when using them than they would on a desktop device. There is, of course, the option to simply create adverts which can change depending on what device they sense themselves to be on, but those are complicated to produce and can be expensive to boot. It is much easier to simply create a group of adverts (perhaps one for each keyword group) which are used specifically for mobile searches.

Mobile searches is a vital part of an AdWords campaign for a plumbing company because customers often need emergency plumbing services. Thus, using their devices they can instantly find your company.

Conversions and Call Tracking

Call tracking and conversions are useful for any AdWords campaign because they allow for the tracking of all adverts, to show how successful they are. Conversions are a reference to how many prospects became customers by following the adverts. Call tracking is similar, except it tracks the phone calls which are made as a result of AdWords plumbing services adverts.

Using both of these allows companies to keep an eye on their budget, as they can use both methods of tracking to determine if an advert is not performing as hoped. The fund for that advert can then be diverted to a more successful part of the advertising campaign.

Campaign Testing

Campaign testing is wildly important because it allows companies to see how their AdWords for plumbing business campaigns will fare in the wild before actually putting them into action. To truly test a campaign, run around five different advertising styles to see which is the most effective while testing out different headlines.

Campaign testing also allows businesses to check the overall look of their adverts, their sites, whether all connections are working, and whether everything is easy to navigate.

Information to Consider

Businesses which are looking for best advertising for plumbers, reviews and advice concerning their own AdWords campaign can come to Willbecoded.ca for free recommendations, or if they have not started the process yet, they can also begin working with our employees.

Free AdWords Audit

If you are looking for the best way to advertise a construction business, here comes Google AdWords. Generally speaking, AdWords campaigns are the same no matter what company is making use of them – such a campaign consists of several advertising groups which exist within the main campaign, though all of them differ slightly to correlate with slightly different audiences. However, while the basics may be the same for any company, the specifics of each campaign differ based on the differences in each company’s needs and wants. The reasons for having such a campaign in the first place may also be different.

For example, someone who is looking for building and construction services will most likely have some very simple needs in terms of what they are actually looking for, so they will have some correspondingly simple search terms. AdWords for a local construction company, from the other side of the coin, will need to emphasize that they are trustworthy, and so will have different needs based on that. So, if you need more information about how to advertise a small construction company via AdWords, you can find it below.

Consider Seasons

Having different advertising campaigns for different seasons is quite a common thing, particularly for companies which offer goods that change on a seasonal basis (think of clothing, for example), but AdWords for a construction company is something which particularly needs to take this into account because of the nature of the services they offer. Google AdWords PPC management should ideally have separate advertising campaigns for at least spring/summer and autumn\winter, simply due to the differences in weather conditions which can make it impossible to carry out certain tasks.

Provide Details

Providing as many details as possible is necessary for bringing customers in via the construction company advertisements. Details do not only cover the basics of when and where a company can work – they also include details of the work which can be done, (going back to the last section) what type of work can be done in which season, and so on.

More detailed adverts can also act to bring customers in because the larger amount of information in this type of AdWords for a local construction business can help them to truly decide whether they want to engage services or not. This is a win for the customer because then they do not need to go to a site before they can find out if the service would be a good fit, and also a win for the company, as they do not need to spend money on a lead which will inevitably go nowhere. Moreover, it’s important (when managing AdWords for a building company) to use ad extensions which are free; meanwhile, just 10% of sites use this additional possibilities.

• Headline – Best Construction Company in Vancouver
• Description Line 1 – Licensed Agency. Since 2001.
• Description Line 2 – Call Us Now to Get a Discount
• Display URL – www.site.com/vancouver-construction-company

The above is a good example of how to advertise a local construction company with such an advert. The headline conveys where the construction company is based, perhaps working in conjunction with the location services in Google AdWords Canada, while the two lines of text give additional information which can help people to make a decision on whether or not to click the link below.

Proper Keyword Use

Using keywords properly is a must for managing this kind of PPC campaign, as it is the keywords which make the advertising campaigns work. Using the right keywords in the first place is useful for PPC for a construction company as it will allow the adverts to appear on the most appropriate searches. Negative keywords are also useful here, as this will keep the adverts from appearing in searches which would not be ultimately profitable for either side.

Using proper keywords in PPC for a local construction business is important because most companies will be looking for a very specific audience. PPC for construction services will be no different. The use of single keyword groups (using one keyword for a variety of adverts), and grouping keywords properly so that adverts for the company will all form a coherent group within the search results is all part of managing PPC campaigns.

Here are some examples of negative keywords for a local construction company:

• construction company names
• construction company business plan
• construction company logo
• construction

Location Targeting and Geo Keywords

It depends on the company, but sometimes a company either doesn’t want to or can’t move beyond a certain boundary. An AdWords campaign for a local construction company can do one of two things: it can be set within the campaign itself to only appear on certain searches done within a specific geographical area, or it can be set to only respond to keywords which include geographical terms, such as Vancouver, or Toronto.

• Construction company Vancouver

Bidding on Brand Names

Companies bidding on their brand names is important for a variety of reasons. The main one is that combining PPC and SEO is something which is greater than the sum of its parts and is therefore extremely useful for whatever company tries it. Bidding on brand names is also useful because it is cheap to do, it makes the other advertising campaigns you have running cheaper, and it keeps competitors from stealing your work.

Add Social Proof

It is becoming increasingly important to include what is known as social proof. Review sites are becoming more and more popular, meaning that people can go to a site such as Yelp or Google Reviews, or even Facebook nowadays, and leave reviews of the site and how they found it. PPC for local construction companies will do well, and attract more business if they include some of those reviews in their adverts. This will show that they are trustworthy, and also pre-empt people going to review sites, therefore increasing the chances that they will click on the advert.

Tracking Progress: Conversions\Calls

PPC for a building company is all very well, but it is important to keep track of which adverts lead to conversions and calls for services. There are ways to track which adverts led to work, and this tracking can help companies to save money.

Being able to track which conversions are attached to which adverts means that particular advert group is functioning well. On the flip side, knowing which adverts are not performing well means that money can be redirected away from them, and put into more profitable campaigns.

Checking Step

It is important to check that AdWords for a building company actually works as you would expect it to before you launch a campaign. Checking that everything works as it should, that the proper adverts turn up when the associated keywords are used in a search, will lead to an optimized campaign that works as planned.

Landing Page Strategy

Having an appropriate landing page is necessary for the audience that is expected during a campaign. Adwords campaigns for local construction businesses will have a different landing page than one which is perhaps used for construction companies that can travel.

It is also important to remember that different landing pages can be used for different advert groups. One landing page could be an order page, while another can be the homepage of the site.

Your Own Site

It is equally important to make sure that your own site is functioning properly when it comes to advertising campaigns. The best campaign in the world will not help if your site is a mess which does not load, is confusing to the eye, and is not intuitive. Make sure that it is also optimized for use on mobile devices.

Remarketing

Remarketing is a way to bring repeat custom to the site. How it works is by having cookies put onto the computers of people who have visited the site, but have not gone through with ordering anything. The cookies mean that specific adverts will show up on sites which support them, therefore hopefully convincing the potential customers to come back and order.

Additional Information

The tips presented in this article for AdWords for a local construction business (local and otherwise), are all from Willbecoded.ca. People who have read the article are welcome to take a free consultation and review concerning their own AdWords campaign, or they can also order a full campaign as run by WBC.

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Correlation between PPC and Brand Building

There is a lot of evidence to suggest that branding – so long as it is consistent and well-thought out across the entire business structure, is something which truly works across the entire marketing spectrum. Brand indeed matters when it comes to everything about a business, from its reputation to its staying power in people’s minds.

When it comes to PPC marketing, branding, therefore, becomes double important. If a PPC campaign works by making adverts pop up on relevant searches done by an appropriate target market, how much more effective would it be if there was an associated brand with which to trigger people’s memories.

Similarly, PPC can function as a means of expanding a brand by ensuring that it appears on the front page of search engines and social media platforms, allowing it to grow, and to act as a reassurance to its customers that it is easy to come back to. It could also be argued that having a brand appear in adverts makes it easier to be a loyal customer in the first place.

The biggest company brands got to their position by understanding their target audience and their customer base very well indeed. When building brand identity, they relied on some form of marketing to do so; now, PPC marketing offers them a means to maintain that brand in the minds of their customers and prospects.

As far as businesses which do not hold the top position in terms of branding, they can still utilise PPC marketing for the same purposes: online brand reputation management is something to which PPC is well suited, and using it will not only bring the business in, but will serve the two-fold purpose of building their brand, and associating that brand with the product which is being sought after.

Finally, there is one more aspect of PPC marketing which could make it useful for brand building: while a business might not be a number on the list of companies which people would buy from, there is no reason to suggest that people will have no use for your services.

Marketing is not solely involved in gaining new customers, although that is its primary goal for many businesses. PPC and brands can work together to make a business seem competent through its ability to provide information and answers to those who need it. And, of course, once those people have gone to that business for information, then they are more likely to return to it when they have more concrete needs, the brand at this point having been ingrained in their minds as something to trust.

Basics

PPC is primarily known for its marketing abilities, and not so much its ability to build a brand or assist in its online brand reputation management, but it can be used for both of these things. PPC, as has been seen, is something which makes adverts appear on certain search engines. It can be used to build a brand because, even if people running searches don’t click on the advert, they have still been made aware of it. This is part of how to build a brand; make people aware that it exists first and foremost.

There is a specific tool called Core Paid Search which runs in both Google and Bing, which can help to raise awareness while also hopefully working to increase the number of conversions to the site itself. Core Paid Search works by moving your adverts to strategic segments of the search, allowing for a greater degree of awareness to be built around the presence of the brand itself. The tool also has another use, this time a more active one than simply building awareness by allowing brands to pop up on search engines in the form of PPC marketing when the right keywords were entered into the search platform. Using Core Paid Search along with other associated PPC marketing tools allows for the brand to be made interesting by only showing it at certain times. This could also tie in with using the brand to pique people’s interest through the use of blog posts and other means to discuss problems and how to fix them.

To build interest in a brand, it is important to know who and what the target audience is for developing a strategy. Investigate all keywords thoroughly, and investigate the audience to see what keywords they might use in the future. Being able to predict which keywords will be used is extremely useful in terms of knowing where to go next to draw the most attention with your campaign.

PPC experts will tell any business that works with them that a PPC campaign mixed with branding is something which requires immediate action if it is to succeed. The Core Paid Search tool was only part of the overall program – PPC marketing allows businesses and individuals both to take action in bringing themselves into greater prominence.

Consider a flower shop which is trying to get more publicity. It can do this in two different ways: it can build up its brand by having various adverts and landing pages appear in response to specific keywords being used: at this point, it could be blog posts on how to properly care for or arrange flowers. Once a brand has been established, the next step is to change the adverts into ones which are more specifically adverts aimed at paying customers, rather than curious visitors.

Two Types of PPC: Brand-focused and Sales-focused

As shown above, there are two types of PPC available for use, and PPC experts would be able to tell you which are the most applicable to your situation, and how they can be combined.

In order to truly combine brand-focused and sales-focused PPC, make sure that you have thoroughly researched the customer base – those people who want help and advice may be different from those who wish to buy a product on sale, but both are useful for branding and advertising purposes. To properly do this, make sure the brand is recognizable, and make sure to try different tactics for building a brand because what works for one campaign won’t work for another.

Conclusion

The question of whether or not PPC is an effective tool when it comes to brand building is a complicated one. PPC management services would no doubt say that PPC marketing could be very useful in brand building, so long as the proper approach was taken. One advantage to PPC marketing as a whole, however, is that the setup allows for experiments – if you and your business want to try specifically building your brand by using PPC, then it is worth giving it a shot.

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