Google AdWords Optimization Tips for Your Mobile PDR Business
When you are out chasing hail, it can be challenging to market your business since your business keeps moving around. But if you have a reliable website with an appointment scheduler or high performing contact form, you can make every hail event into an opportunity to get leads online. If you have never run a Google ads campaign for your business, or you were not very successful the last time you tried, this is the article for you.
Many a business has claimed “Google AdWords doesn’t work for us” or “I never click on ads.” Nearly always, those comments are a result of not having the campaigns set up properly, or the person managing the account lacks the knowledge or experience to be competitive in the market.
So how do you run a successful AdWords campaign for a mobile PDR business? Below are 7 Tips to Boost Your hail repair appointments with Google Adwords:
1. Confirm That You Are Accurately Tracking All Conversions
It might be better for you to track conversions in Google Analytics, rather than Google AdWords. With Google Analytics, you can monitor multiple advertising mediums such as Google organic and paid, Facebook, Yelp, all inside one interface. Or, for $50 a month you can purchase a software called Hubspot that will very elegantly report back to you where your leads are coming from and through which channels. This enables you to quickly determine which advertising mediums are producing the highest volume of leads and the best conversion rates. This tracking will show you how many leads you are receiving for each keyword and which keywords are producing the best return on your investment.
When you have a contact/quote form and a phone number on the page, you will want to track both form submissions and phone calls. CallRail is an excellent and inexpensive phone call tracker and when you connect it with Google Analytics, you’ll be able to see both form submissions and phone calls in the same interface
Be sure to import your goals from Google Analytics into Google AdWords so they can be seen on both platforms.
2. Confirm That Your Google AdWords and Analytics Accounts Are Properly Connected
If your Analytics and AdWords accounts are not synced, you won’t have the ability to track keyword data, and all of the traffic will appear to be coming from Google Organic. When you have it set up correctly, you will be able to segment visitors by source, determine which keywords are producing the best results and making data-driven decisions.
3. Send All Adwords Clicks To A Landing Page with an appointment form
The rule of thumb is that landing pages typically convert better than regular websites because they have one clear goal and only offer the visitor the option of filling out the form. Make sure you are sending all your ads to a landing page with a form whether it is to download a coupon or schedule an appointment. There are several articles on the web with best practices for landing pages and some even have free templates.
Google uses landing page quality as a signal for Quality Score, which is a factor in determining your final cost per click. Anything you can do to improve your conversions will also reduce your cost per click over time.
4. Build Tightly Themed PRD and Location AdGroups
An AdGroup contains a group of ads that are linked to specific keywords. This tells Google that when someone types in a specific keyword you want Google to serve them the group of ads associated with that keyword. You want to segment each AdGroup into particular themes and write ads that match the specified search.
This is where variants of “Paintless Dent Repair (town name) come in to play. Use options of the area that you are in, neighborhoods, etc. Typically each geographic area has a few different ways that the locals characterize the area. Find those, and include them all in your ad groups. Generally, the closer that the text in your ad matches the search term the higher your click-through rate and conversions will be.
5. Understand the Different Match Types & Their Uses
There are 4 different match types available in Google Adwords. The symbols that surround they classify the differences in the match types. The format, benefits, and limitations of each match are explained below.
- Broad Match – Doesn’t have any symbols surrounding the keyword and therefore it will trigger your ad to appear whenever someone searches for that phrase, similar phrases, singular or plural forms, misspellings, synonyms, stemmings (ie: paintless dent repair, paintless dent repairing), related searches, and other relevant variations. This match type is not ideal for most PDR and service companies because it lacks control over which keywords that your ad will appear for.
- +Modified +Broad – Ads may show for searches that contain the modified term, in any order, close variations, but not synonyms. For example, advertising on the keyword phrase “+dent +repairing” your ad would show for any words that included both of those terms in any order, or combined with other words. So your ad would show for “Hail dent repair near me” and for “hail dent repair.”
- Phrase Match – Ads may show for searches that match the keyword phrase, and close variations of that phrase with additional words before or after. Using the example from above, “hail dent repair” your ad would show for “hail damage,” “best hail repair” and “cheap hail repair,” but not for “repairing my hail dents” because the keywords of the phrase aren’t the same.
- Exact Match – Ads may show for searches that are an exact match to your keyword and close variations including misspellings, singular, and plurals. This match type offers the most control but limits the amount of traffic you receive because the searcher has to have typed in that exact phrase for the ad to serve up. Especially in the case of Geographical Terms, there may not be enough searches for that term, and Google won’t show your ad. If you were bidding on [dent repair], your ad would only show when someone typed in “dent repair” and not when there were additional modifiers, such as “best dent repair”. Your ad may also show for slight variations, such as “dent repairers.”
6. Build an extensive List of Negative Keywords
This is especially important for instances where you need to separate yourself from similar search terms like collision repair that you don’t want to pay for the wrong clicks. Negative keywords are how you tell Google what phrases you don’t want to rank for. Google won’t show your ad when one of your negative keywords was included in the search.
Be sure to add your company name as a negative, so you don’t pay for clicks for people who already know who you are. The exception to this rule is if other competitors are bidding on your company name. In that case, add your company name as a negative to your other AdGroups and Campaigns and build a separate campaign or AdGroups where you bid on your company name.
7. Segmented Your AdGroups by Geography
The majority of searches on Google for field service PDR or hail repair businesses will have some geo-modifier indicating where the searcher is seeking a solution. For example, someone may type in “Hail Repair St. Louis”, you will often time pay less per click, because there aren’t as many advertisers that will invest the time to do this, especially with hail chasers.
Even though your location will change as the storms hit, if you have these adwords set up for your business, it is as easy as going in and changing the locations every time you do. One last bonus takeaway is to make sure you have an appointment scheduling form and not just a “contact us” email. Your customers want to know that they have successfully scheduled an appointment, not just emailed a company that may never get back to them. Happy Hail chasing!