AdWords Optimization for Plumbers and HVAC Companies

AdWords Optimization for Plumbers and HVAC Companies


It’s Ryan here with Digital Plumber. Hope you’re doing well. Hey, I want to come at you with another video
this week. This is something we get asked about a lot. A lot of HVAC shops, plumbing shops, any sort
of home service industry has a common question about AdWords. That’s right. Know them, love them, AdWords. Now real quick, if you’re not familiar with
what AdWords is, it is Google’s pay per click marketing system. Basically what that means is when a customer
sits down on a computer, they type in a search term, HVAC repair, need a new water heater,
Google takes that search and submits it to a bid auction. You can actually bid to have your results
placed at the top, in the bottom, at the side of a search listing. They’re always kind of tweaking the formula. Sometimes it’s three at tops. Sometimes it’s four at the bottom. Sometimes it’s four at the top. It’s always dynamic. It’s always changing. The point is you can actually pay to have
your company’s ad at the top of the search page, at the bottom of the search page, or
underneath the map listing. You’ve seen these everywhere. It always is there. It’s a really effective tool because you know
that when a customer is actually doing the search, they’re interested in whatever you’re
trying to do, right? A lot of companies, a lot of guys are trying
to figure out how to make the most because if you don’t do AdWords well, you can easily
waste a ton of money. We’ve seen clients before they found this
coming in spending sometimes two to $3,000 a month and not seeing any traffic from it,
not seeing any customer coming in. This is one of those important things you
got to get right. It can make or break a marketing effort. Here are five things you need to know about
AdWords that will optimize it for HVAC companies, for plumbing companies, for any service industry. These are the five things you have to understand
about AdWords to have it make the most. All right? Number one, put like keywords together. Now this sounds strange. A lot of times what happens is that people
when they’re getting new into AdWords, unless they understand how to optimize it, they’ll
put in every possible keyword under the sun, right? They’ll say plumbing, plumber, plumber near
me, your city name plumber, plumbing services, and they’ll just kind of fill out this list
on what kind of keywords you want. Google doesn’t exactly help because they’ll
have this little bar at the side that’s like, “Hey. Have you thought about this word and this
word and this word,” and they’ll easily bombard you with 40, 50, 60, 80, 100, 200 keywords
for one ad. The problem is is that you’re going to end
up spending more per ad click because Google doesn’t know exactly where that ad wants to
go. Somebody’s looking for, “Hey. I need an air condition replaced, or I need
a water heater replaced.” It sees those same AdWords in your ad, all
those keywords are showing up in your one ad, Google doesn’t know how important your
solution is to the customer. It’s a little bit confused. Here’s how we do it here at Digital Plumber. Pardon my handwriting. This is our NCAA March Madness style AdWords
bracket. What we literally start with doing is we breakdown
every possible keyword search, things that people are going to be doing. Let’s see. This side. Left hand. We actually break out more than one ad per
thing. If you’re a plumber, water heater is going
to be a common thing. We actually break one ad for water heater,
and we do another one that’s also for water heaters. It’s pulling from the same keywords. We’re going to try a different approach to
maybe see if we can get more clicks. We’re going to say maybe this one offers a
10% discount for people wanting to do a new install. Maybe this says you’re doing emergency service. We’re going to experiment to see which one
of these wins. Whichever one of these ads wins, we’re going
to get rid of the losing one, put another ad in its place and try to do the same thing. Have them fight in battle. We always want the best ad working for you. The keywords in this category are really loaded
up with anything related to water heater repair on this section. Down here we’re going to say all these keywords
are loaded with water heater replacement. We’re going to try to make it where these
two ads will only be seen if somebody’s trying to figure out something about a water heater
repair. This one’s talking about water heater replacement. For repair, you can probably make the argument
that they’re going to be trying to do do-it-yourself sort of solutions, like DIY. We want to tailor these ads to start worrying
about saving them time, headache, trouble, money, expense, whatever. These are stopping them in the middle of the
DIY process. By the time they’re talking about replacing
it, they’re looking at buying one. These ads are going to be talking about saving
them money, saving them hassle because they’re already having to do a replacement of the
major appliance that they don’t want have to do. We’re going to make it as easy for them. Two ads always competing for the same keyword. We literally branch these out, right? You can go down. Maybe you’re doing AC, right? One AC is, “Hey, it’s not cooling,” so we’re
going to do 10% off. Maybe one is $25 off a service call. One’s a percentage. One’s a dollar. You literally break down every one of your
ad groups into this sort of final four bracket style. You have multiple ad groups. They have multiple keywords in them, but they’re
only targeted at that one area, right? At water heat repair or water heater replacement,
air conditioning service, whatever. You go down the list, and you only serve the
ads that are most relevant for that particular search. Eventually you start going down into … This
whole thing starts flushing out and filling up. You have multiple campaigns. You have multiple ad groups. You have multiple keywords per ad group. You start really starting to fine tune who’s
doing well. Now here’s another pro tip. This isn’t one of the five. This is still number one of linking AdWords
together. We always recommend bidding on keywords that
are your competitor’s name, or your company’s name. If you have a large competitor in town, they
get all the traffic, they’re on the billboards, create an ad group just for them. Because when people are searching for that
company, you’re going to pull up as an option. We want to make sure that you’re also bidding
not just on keywords that are more generic like “I need a plumber, I need HVAC repair,”
but also someone who’s looking directly for competitor. 9 times out of 10 we could steal away business
from a large competitor just by making really good ads to get your customer’s attention
and get in front of them. That’s step number one, link AdWords together. Number two, if you don’t do this now, you
should. It will save you tons of money. You should at least weekly … I’m sorry. At most weekly, maybe even once a month, review
your negative search terms by actually looking for, see what your search terms were used. In your ads when you go to search terms and
keywords, there’s actually a button in AdWords that lets you see what were the search terms
that were used when your ads appeared. Almost every time those take some massaging
to get in because you’ll see people will be searching for like plumbing supply or they’re
looking for air conditioner coils. They’re probably not people who are likely
going to be buying your service. They’re looking for something that’s a subset
that would actually have that same keyword. What we say to do and go through, we’re going
to find all the things that people are actually searching for and either they’re going to
A, revise your keywords so that those things are included to make it more relevant or B,
if they’re irrelevant like plumbing supply, we’re going to add that as a negative search
term. Now a negative search term in AdWords is basically
saying if somebody uses that keyword, your ad will not show. Rather than that keyword making it show, it’s
actually going to make it not show. Make sure that the only people who are seeing
your ad are people who are likely customers in your area looking for the service you’re
providing. Not some fringe competitor or bizarre sort
of out crop that doesn’t really apply to what you want to do. That’s number one, group keywords together. Number two, review your search terms and make
them negative. Number three, this is kind of a review on
the second point, use negative keywords. If you’re not using negative keywords at all,
you’re wasting money. You’re getting clicks. You’re paying for exposure. There are not customers for you. Sometimes we can see 10%-20% of an AdWords
budget being wasted by companies not realizing that those clicks aren’t helping them. Yes, they’re getting clicks on their site
and yes, they see that and go, “Oh, that’s great. We’re getting more potential customers.” The problem is they’re not looking for what
you’re selling. It’s the same sort of thing as if you … Let’s
pretend you’re selling tomatoes and somebody’s looking for tomato soup, they’re going to
use the word tomato in their search. If that’s your keyword and they’re searching
for tomato soup, they’re going to land on your site selling them tomatoes and go, “No. No. This isn’t what I want,” and leave. You’ve already paid of that click. It’s done. You’ve lost that money, lost that customer
because you’re talking to the wrong people. Use negative keywords. It will save you a ton of money. Number one, use like keywords, group them
together. Number two, look at your search terms and
revise accordingly. Three, use negative keywords. It’ll save you a lot of money. Number four, this is a fun one for us, use
the ad scheduler. Use the ad scheduler. A lot of you probably don’t know, you can
actually schedule when you’re ads are going to be shown. How this works? We recommend that a company does their normal
operating hours, so it’s 8:00 to 5:00 or 9:00 to 6:00, whatever a company’s normal operating
hours are. We start those ads going about 30 minutes
before the company opens and stop it about 30 minutes before the company closes for the
day. Basically the idea is if somebody’s calling
at 4:59 and you close at 5:00, you’re probably not going to be able to get to them that day. It doesn’t make a lot of sense to waste a
lot of effort, a lot of money getting a click that somebody wanting to be able to answer
the phone call for. We turn them off just before business ends
and turn them on just before business starts. Here’s where else they can help you. If you have an ad scheduler, you can actually
prioritize that most of your ad spend happens earlier in the day. What this means is it will try to actually
deplete your ad budget. Rather than like equally space it out through
an 8:00 to 5:00 business day, it’ll try to prioritize it where it’s spending it out by
noon or 1:00 which means you’re going to get more customers earlier in the day. You’ll likely fit them in your schedule faster. That way you know your guys are booked. Your trucks are out. You’re not having to worry about what sort
of work’s coming in. If you slow it out, if you stretch it out,
it’s still spending the same budget, but you’re spending more money later in the day where
you’re less likely to be able to service that customer right away. We always try to optimize front end of the
day, spend that budget out as quickly as possible, so that your calls are coming in. Your guys are going out. Your trucks are busy and you’re not having
to worry about it. Same budget. Just where you’re allocating it. Here’s another pro tip with the ad scheduler
and here’s one that … When we set it up for our companies, they thank us for it and
it changes their world. We actually create two different campaigns. One that’s on auto scheduler for their normal
business operating hours, right? It’s 8:00 to 5:00 Monday to Friday, whatever. We do another that they only activate for
evenings and weekends for the 24 hour shops that do emergency service. This way they can turn off the evening and
weekends without really affecting anything else. They can say, “You know what? We get enough work. We have enough big projects coming up. We don’t want to have to worry about paying
overtime or having guys go out on the weekend or having someone on a call.” That’s fine. You could manually turn on and off weekend
and overtime sort of hours for your ads so that you’re only paying for the ones that
you really want to work on when you want to work on. If you only want to do 24 hours on weekends,
great. Leave that sucker on all the time, but you’re
going to get more results better if you separate them out. One is always during business hours. It’s no big deal. One is for special hours. That way you can have a little bit more control
over, “I want to sleep in on a Saturday morning or I’m going to go out of town on vacation. I don’t want to have to worry about new calls
coming in.” It doesn’t matter. You have that flexibility. It makes it easy. Number one, keywords together. Two, look at your search terms. Make them count. Number three, use the negative keywords. Stop wasting money on clicks that aren’t for
you. Number four, use the ad scheduler. It will save your life and get you better
calls faster. Number five, here’s a big one, focus on your
mobile customers. In AdWords, a lot of you don’t know this,
you can actually prioritize what mobile customers see. You can make ads just for mobile device. You can make AdWords extensions just for mobile
device. Here’s what this means. If more than half of all web traffic is coming
from a smartphone, right, coming from a small screen like this, what you’re going to do
is you can in AdWords prioritize so that if somebody is on a smartphone, you can actually
increase your bid just on the smart device. You can actually create a little button that
says when they’re on a smartphone, it will come up with a click to call. They don’t go to your website. They don’t have to remember a number and type
it in. They literally just press on the ad and it
directly calls your number. Now here’s why this is important. If your customer is going a search on a desktop,
chances are they’re not really ready to make a buying decision. Chances are, again we’re talking about less
than half the web traffic, they’re doing research. They’re wanting to compare quote. They have a project coming up, maybe a remodel
or renovation. By the time they’re doing something, they’re
not always ready to pull the trigger. However, if they’re searching for a plumber
or an HVAC company on a smartphone, chances are it’s because they’re outside looking at
their compressor not working and trying to fix it and they’re ready to call someone or
they’re standing on their water heater and seeing it leak all over the garage floor and
they’re ready to get it fixed. Customers on a mobile device are more likely
to want to convert into paying customers. We prioritize the ad spend for mobile. We prioritize the extensions for mobiles,
so that when they are on a mobile device, they get to click to call. We’re trying to make it where as much as possible
we go after guys on a smartphone. They’re going to be better customers for you
and convert much faster. There it is guys. Those are the five things that if you implement
these things today, they will start saving you a lot of money, get you better results
with your AdWords. Link them together, your keywords, group them
together. Think NCAA March Madness. Review your search terms. Make sure you’re making decisions accordingly
and revising your positive keywords and your negative keywords. Use your negative keywords. They will save you a lot of money. Use the ad scheduler. You’ll love us. You’ll thank us for it later. Five, focus on mobile. Prioritize those customers. They’re ready to go. They’re ready for you to come out there and
help deliver great service. Guys, there it is. Hope that’s helpful. That’s the five things you can do to optimize
your AdWords today. If this is helpful, we’d love to know what
your thoughts. Leave a comment below. Like us on Facebook. Follow us on YouTube. We’re always giving out videos like this. If there’s something that you’d like more
information on, let us know. Just leave it in the comments. We’d love to get back to you. As always, check us out at DigitalMarketingForPlumbers.com. We’re always doing this for HVAC and plumbing
companies and different service industry companies across the country and getting really great
results by doing not just AdWords, that’s an important part, but we also do the web
design and the SEO. Because here’s another pro tip, we won’t talk
about this now, it’s a whole other topic, if your website is not optimized for your
traffic, if it’s slow, if it doesn’t look good on a mobile device, you’re going to be
paying more for click than your competitor. We’re always trying to save. When you’re doing AdWords, pay as little for
click as possible. Some guys are doing 20, 30, 40, 50 bucks a
click. When you optimize it, when you do all the
parts down, you can get your clicks down to $2, $3, $4, $5. It’s incredible. Saves you a ton of money and gets you better
results. Another video. Another time. Let us know what you thought and hope this
is helpful. We’ll talk to you next time.

5 COMMENTS

    Hi there, Will you be able to help me with keywords for water leak detection services. I'm based in Cape town south Africa and need to get myself stand out from the rest.

    Hey Ryan …we deal with just emergency plumbing jobs in the area – would I be best to have several ads feeding from the the same key words or each ad having its own set of AdWords! Thanks for the video – great relaxed style😁

    Hello there, I am trying to help a friend with his local business in a small city and low competition. What would be the best bidding strategy?
    How much % would you increase mobile users?

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