Local buyers, landlords and interior designers opt for Google first for home improvement leads. But Google Ads remain a mystery and the greatest untapped advertising tool for many home improvement businesses. Why? Freya Jones, senior paid media manager at Reflect Digital, part of the Lab Group, investigates and reports her findings.
Every business wants to expand its market reach and make sure its marketing sits in front of the right person. Google Ads gets a significant number of visitors, so the leads you get should be relevant to your home improvement product or services.
Here are some tips to improve your lead quality to get increased leads and traffic on your paid advertising campaigns.
1) Use location targeting
Target a specific location to give marketing managers and business owners ownership of who you are reaching and their specific interests, and show them relevant ads.
To get your Google Ad in front of the right person, ask yourself:
When creating a Google Ad campaign, the location targeting mostly defaults to the country you’re in, but sometimes is set to ‘All locations,’ so it is locatable worldwide.
There is no point advertising to people you can’t service. The highly-customizable location targeting offering allows you to include the best locations for your service and exclude those that will be a waste of budget.
Be sure to select advanced targeting settings to ‘Those in my area’ rather than ‘Interested in my area.’
2) Find the right keywords
Over 51% of shoppers use Google to research their purchases before buying.
Search intent identifies what keywords are used based on what people search. They’re divided into three categories:
Navigational: the user wants to find another web page
Informational: topic research
Commercial: purchase desire
Choose the right keywords with the best results by thinking like your customer.
Searches such as ‘buy low-cost water boiler’ are different from ‘water boiler broken’ queries; one is a commercial request, the other is informational.
Offer content on all three of the above areas to complete your call-to-action (CTA). The keywords will target different landing pages dedicated to those search phrases.
Use free tools such as Google Keyword Planner to identify relevant keywords. Targeting highly-specific keywords will help generate qualified leads and ward off undesirable clicks. Filter out negative keywords to avoid wasting your budget on low-quality leads.
3) Optimize landing pages and follow Ads policies
Ensure your site gets relevant leads by making your landing pages align with what users search for. Tailor your landing pages to the needs of your ad groups. If possible, create unique landing pages for each. Put your CTA above the fold to grab the user’s attention immediately; landing pages should be accessible and easy to maneuver. Google is strict with its quality of landing pages and will disapprove or ban ads if they don’t meet its standards.
4) Determine lead locations using URL tracking
Know where your leads stem from to measure campaign effectiveness. Use parameters such as Urchin Tracking Module (UTM) to determine lead details, what campaign they came from or keywords searched.
5) Use ads that pre-qualify visitors
Don’t create ads aimed at increasing click-through rates. Get relevant traffic targeted to your business and consider writing ads that pre-qualify visitors.
Keep testing different strategies. The world of paid advertising is constantly changing, and you never know what will be effective at what time.
6) Use all the ad extensions
When making a quick search, most of the ads look the same from their text. So use image extensions to stand out and get users’ attention.
Use every ad extension as it expands your ad concept:
7) Be strategic with conversion goals
Ideally, you’ve targeted the right people, stood out from the competition, and brought someone to an impressive landing page that loaded amazingly fast. But do you have another option available other than final sale if they’re not ready to convert?
Think about adding a secondary, softer CTA on the landing page.
If you are asking someone to buy something, offer free samples of the product so they can pick styles and color options to suit their space
If someone is asking for information, put together a custom quote or create an easy calculator function to develop their own estimate
Business owners might be reluctant to give away free samples or product demonstrations – there’s no guarantee of a return on investment – but these brand awareness activities assist in capturing the information of users who weren’t ready to convert in that moment.
Google Ads gives advertisers the ability to yield a strong ROI. But you have to know how to use it. Use these seven strategies to get the most out of your budget:
Narrow down your location targeting
Target high(er) intent keywords
Use all of your Ad extensions
Differentiate your messaging
Use Google Ads to qualify users
Understand user journey throughout your sales funnel
Be strategic with conversion goals
Most marketers are wary of Google Ads, either because they are concerned about the ROI or they’re cautious placing ads using an advertising platform they don’t understand. But Google Ads is the fastest and most reliable way to ensure brands appear front and center for home improvement searches.
To generate leads through Google Ads, plan ahead from the start. Quick wins are not uncommon, but long-term optimization automates the process of generating high-quality leads. Define your goals in advance and map them using conversion tracking. Have suitable ads and optimized landing pages specially tailored to your target group at an early stage.
If the cost-per-lead (CPL) fluctuates initially, don’t panic. The ideal CPL can be determined and achieved with Smart Bidding. With the best data, Google Ads becomes a powerful lead machine.
If you’d like help getting started with Google Ads for home improvement, contact Reflect Digital.