Because there are so many other plumbing companies out there, Pay-Per-Click (PPC) advertising can be difficult to navigate for plumbing companies. And administering those efforts may often be challenging due to the need to remain current with updates while also working to grow lead counts.
There are effective techniques to get this done, which will also reduce the amount of time you need to spend administering your campaigns. Because of this, you won’t need to check in on your campaigns on a daily basis to figure out what’s going on because you’ll no longer need to.
The following is a collection of guidelines that will assist you in managing your Google
Ads campaigns and improving your targeting as well as the number of leads and inquiries you receive. If you have any questions, feel free to contact me using the information provided below.
- Establish a system for tracking conversions
- Include additional unfavorable keywords
- Make sure you check the recommendations.
- Find new terms
- Bring your bid strategy up to date 6. Conduct a study of your competitors
- Take into account terms with a broad match type
Case in point
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1. Establish a system for tracking conversions
Setting up conversion tracking is an essential component of effective pay-per-click advertising for plumbers. And that tracking need to perform properly and point you in the direction of the assets that are mostly responsible for your leads and enquiries.
Visit the Conversions page to begin setting up tracking for your conversions. In the upper right hand corner of your Google Ads account is a section labeled Tools & Settings, in which you’ll discover the option. You’ll be able to configure website conversions there, which are triggered whenever someone fills out a form on your website. In addition, you’ll have the ability to install call tracking on both your website and your advertisements.
Monitoring of Conversions
Another choice is to import the data from your Google digital marketing pay per click Analytics account into your Google Ads account after goal monitoring has been set up there. The first thing you need to do is check to see if the two accounts are linked; you can do this in the Admin area of your Analytics account. You’ll also have the ability to set up goal tracking in this section. To do so, simply click the Goals link and then follow the on-screen directions to create your first goal.
Establishment of analytics targets
2. Include additional unfavorable keywords
If you examine the report on your search terms on a regular basis, you will see that there are certain searches that are not pertinent. This is very typical, particularly as you manage your ads and as you add additional keywords in wide and phrase match kinds.
If you come across any searches that are not pertinent, you should pick them and then include them in a list of negative keywords, either at the level of the campaign or the ad group.
Include a List of Negative Keywords
3. Make sure you check the recommendations.
You’ll see a link to a page called Recommendations in the navigation bar. This page provides suggestions for how you may make your campaigns more effective. The items that are most significant and will have the most influence on your campaigns are located at the top of the list, while the items that are crucial to the list are located at the bottom.
Advice from Google on Advertising
As a result, you should put into practice the recommendations that are applicable while ignoring those that are not. And that will help to contribute to a rise in your Optimization score, which will ultimately lead to a campaign that performs better.
4. Find new terms
It is essential for plumbers to continue conducting keyword research in order to discover new keywords if they want their pay-per-click (PPC) advertising campaigns to continue showing signs of improvement. And include these keywords will help to increase clicks, and if they are well targeted, it is possible that this will also lead to an increase in leads and enquiries.
To discover new keywords, make use of the tool known as the Keyword Planner. You can find it in the Tools and Settings menu, and you may use all of its capabilities, including forecasting, to determine the anticipated amount of money you will spend each month.
Keyword Planner Tool
Additionally, the Recommendations page, which was previously discussed, will, if it discovers any keyword opportunities, disclose some new keywords for you to add.
5. Update bid strategy
You should also consider updating your bid strategy, which is likely to be listed as an additional recommendation on the page containing recommendations. On the other hand, you can’t afford to be careless with this one. You shouldn’t just add any recommendation for a bid strategy without first going back and reviewing it.
To begin, it is important to recall your objectives and determine whether or not you are still on track to accomplish them through your campaign. Also, check to see if there are any other bid techniques other the one that is encouraged to employ, and see if any of those other methods can assist you in reaching your objectives.
Google Ads Bid Strategies
If you want to get a specified cost per acquisition, for instance, you should switch to the Maximize Conversions strategy and set a target cost per activity (tCPA). You might also use the Target Impression Share bid method if you would like to receive a greater number of impressions.
- Carry out an examination of your competitors
Using some useful web tools, you will be able to find out how much money other plumbers are spending on Google Ads. They will assist you in determining what your competitors are spending on average each month for their pay-per-click (PPC) ads.
You can make use of a number of helpful tools, one of which is the Competitor tool that is included in SERanking. It reveals the keywords on which they are placing bids, the places in which they typically appear, as well as the average cost of each click. And you will discover what their typical monthly expenditures are like.
7. Take into account terms with a broad match type
Including broad match keywords in your SEO strategy will help to boost the number of impressions and clicks that you receive. This is due to the fact that broad match targets a much wider variety of search queries compared to phrase and exact match keywords, which only target a specific set of queries.
In most cases, long-tail searches result in more successful conversions than short-tail searches do. This tactic can help you improve the conversion rate of long-tail searches.
You have the option of changing some of your keywords, for example, from phrase match to broad match. Alternately, you may examine the Recommendations page using the steps outlined above to determine if or not there are any broad match keywords that you should add to boost performance.
Study of the Am2pm Case Plumbers is a plumbing company with headquarters in London that specializes in making its services available outside of traditional office hours. They reached out to me because they did not have any prior experience with Google Ads or any other type of internet advertising. I walked them through the fundamentals of the system and helped them set up a new Search campaign for their company, both of which led to an improvement in the metrics that were most important to them. Have a look at the complete case study.