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Advertising
Google Ads for Dummies
Say someone is in the market for a new air conditioning unit. Where are the most likely places they will go to find a reputable company? Some people might ask their friends or family for referrals, while others might type "A/C replacement" in a search engine. And what search engine owns more than 92 percent of the global search engine market? Google. When someone searches in Google, a whole slew of search results appear. But the results that are most likely to catch their eye are the ones that appear at the very top of the page — the paid search results. These are Google Ads. As a home service brand, Google Ads acts as the digital equivalent of a referral from a friend. They allow you to place your brand in front of people who are actively searching for the services you offer, at the precise moment they're looking for them. In other words, Google Ads allows you to be there when your potential customers are ready to buy — which is why it's such an effective marketing tool. Ready to get smart with your Google Ads strategy? Continue reading our guide to learn everything you need to know about Google Ads for your business.
History of Google Ads
Google Ads was launched in 2000, just two years after Google.com became the most popular website in the world. Originally coined as "Google Adwords" the advertising platform was created as a way for businesses to advertise their products and services on Google’s search engine. By 2018, the platform was rebranded as "Google Ads" and has evolved to now offer a variety of features and tools that businesses can use to create effective online ads. Now in 2022, Google Ads is known to be one of the most popular and effective online advertising platforms available. Want to become a master of your Google Ads management? At Wizard of Ads®, our Google Ads Wizards can help you create and optimize your ad strategy to get the most out of your advertising budget. Book a call with us today to learn more!
Google Ads Terms
To make the most out of Google business ads, it's important that you are familiar with all of the terms used on the platform. Here are some key terms that you should know:
AdRank
AdRank is a metric used to determine your ad's position on the search results page. AdRank is based on several factors, including your max CPC (cost-per-click) bid and the quality of your ad. This feature is great for determining how well your ad is performing, and for keyword research.
Bidding
Bidding is the process of setting your max CPC bid for each of your keywords. Your CPC bid is the amount you are willing to pay for a click on your ad. This is useful for setting a budget for your campaigns.
Campaign Type
Campaign type is the setting that determines how your ads will be shown on the search results page. There are four campaign types:
- Paid Search: Display your ad on the search results page when someone types in a relevant keyword.
- Display Ads: Showcase your ad on websites that are within Google's Display Network.
- Shopping: Feature your product listing information on the search results page.
- Video Ads: Display your video ad on websites that are within Google's Display Network.
- Google App: Advertise your ad within a specific app.
Which campaign type you choose will depend on your advertising goals. We’ll go over each in more detail later on in this article.
Click-Through Rate (CTR)
The percentage of people who click on your ad after seeing it. This will assist you in understanding how well your ad is performing and whether people are finding it relevant.
Conversion Rate
The percentage of people who click on your ad and then take the desired action on your website, such as making a purchase or signing up for a newsletter. When you know your conversion rate, you'll be able to understand whether people who see your ad are actually interested in what you're selling.
Display Network
This is Google's network of websites, apps, and videos where your ad can appear. For example, if you're selling HVAC services, your ad could appear on a home improvement website.
Ad Extensions
These are additional features that you can add to your ads, such as a phone number or location. Ad extensions can help improve your click-through rate because they give people more information about your business.
Keywords
These are the words or phrases that people use to search for your product or service. When you choose keywords, you're telling Google which searches should trigger your ad. This can be SEO keywords, like "HVAC repair," or more general terms, like "air conditioning."
Pay-per-Click (PPC) or Paid Search
Paid search is a type of advertising where you pay Google a certain amount each time someone clicks on your ad. The amount you pay depends on how popular the keyword is that you're bidding on.
Quality Score
This is a number that Google assigns to your ad, based on how relevant it is to the person who sees it. A high Quality Score means that your ad is more relevant, and you'll pay less per click. This allows you to get more clicks for your advertising budget.
Automated Bidding
Automated bidding is where you let Google set your bids for you, based on your budget and goals. When Google optimizes your bidding for you, you don't have to worry about manually setting your bids. This can save you time and help you get more clicks for your budget.
Manual Bidding
Unlike automated bidding, manual bidding is where you set your own bids. This gives you more control over how much you spend per click, but it can take more time to manage your bids. Manual bidding can be more beneficial in situations where you have a specific budget in mind.
5 Campaign Types on Google Ads
There are many different directions that you can go in for your Google Ads campaign. Here are the five main types of Google Ads campaigns that you can use to market your online business:
Paid Search Ad Campaigns
Paid search ad campaigns are a great way to get your website in front of potential customers who are actively searching for what you have to offer. By bidding on relevant keywords, you can ensure that your ads are shown to people who are most likely to be interested in what you're selling. If you're thinking about launching a paid search ad campaign, here are a few things to keep in mind:
- Choose your keywords carefully. Make sure you're bidding on keywords that are relevant to your business and that people are actually searching for.
- Set a budget. Decide how much you're willing to spend on your campaign and stick to it.
- Monitor your results. Keep an eye on your click-through rate (CTR) and conversion rate to see how well your campaign is performing. If you're not getting the results you want, consider making changes to your keywords, ad copy, or landing pages.
Paid search ads can be an effective way to drive traffic to your site and generate leads or sales. However, they can also be expensive, so it's important to carefully consider your goals and budget before starting a campaign.
Display Ad Campaigns
Display ad campaigns are a type of advertising that uses visuals, such as images or videos, to capture attention and promote a product or service. They can be used on websites, apps, and other digital platforms. Display ads can be an effective way to reach potential customers and generate leads. They can also be used to build brand awareness and create an association with a certain product or service. When using display ads on Google, businesses can target potential customers based on factors like interests, demographics, and online behavior. Google also allows businesses to target specific websites or apps where they would like their ads to appear. To ensure your campaign is successful, it is important to choose the right keywords and create relevant and engaging ad copy. Additionally, you should consider your budget and set a realistic goal for your campaign. With the right planning and execution, display ads can be a powerful marketing tool.
Video Ad Campaigns
Looking to engage your audience with enticing visuals? Then video ad campaigns are the way to go! Video ads are a creative way to get on your target audience’s radar when they may not have heard of you before. For example, if you want to create a Google commercial about your plumbing business, you can target people who live in a particular area and have searched for keywords like "plumber" or "leaky faucet." You can also set up your ad so that it only appears when people are watching videos related to plumbing or home improvement. This ensures that your target audience is seeing your ad, rather than wasting your time and money on ads that no one will ever see. There are a few things to keep in mind when creating video ad campaigns. First, you'll need to create an eye-catching and attention-grabbing ad. Your ad should be short, sweet, and to the point. It should also be relevant to the keywords that you are targeting. If your ad is not relevant, people will simply skip over it and you'll miss out on potential customers. Next, you'll need to choose the right keywords. You'll want to choose keywords that will reach your target audience when they search for related terms. Lastly, don't forget to track your results! You can do this by setting up conversion tracking in Google Ads. This will allow you to see how many people are clicking on your ad and whether or not they are converting into customers.
Google App Campaigns
With Google App Campaigns, you can promote your mobile app through Google's ad network. This type of campaign is specifically designed to reach potential users across multiple platforms, including search, YouTube, and the Google Display Network. App campaigns are a great way to reach new users, as they allow you to specifically target people who are likely to be interested in your app. You can use keywords and demographic information to make sure your personal ads are shown to the right people. To make sure your app advertisement is engaging, try using video or images to show off your app's features. You can also use deep links to take potential users directly to specific content within your app as well as showcase reviews and ratings to give people an idea of what others think of your app.
Shopping Ad Campaigns
If you're looking to advertise your products or services on Google, shopping ad campaigns are a great way to do it. Shopping ads are essentially product ads that appear in Google search results, and they can be an effective way to reach potential customers who are already interested in what you're selling. The key to successful shopping ad campaigns is choosing the right keywords. When potential customers search for those keywords on Google, your ad will appear in the results. So it's important to choose keywords that are relevant to your products or services and that potential customers are actually likely to search for. Once you've chosen your keywords, setting up a shopping ad campaign is relatively easy. You'll just need to create a few ads and then set a budget for how much you're willing to spend on each one. After that, you can sit back and watch the leads (and sales) roll in!
Google Ads Bidding Strategy
Google Ads offers several bidding strategies to choose from depending on your business goals. You can choose to optimize for clicks, conversions, viewable impressions, or a combination of these objectives. Each bidding strategy has its own benefits and drawbacks, so it's important to select the one that best aligns with your goals. CPC (cost-per-click) bidding is the most popular Google Ads bidding strategy. With CPC bidding, you pay each time someone clicks on your ad. This type of bidding is good for businesses that want to drive traffic to their website or generate leads. The downside of CPC bidding is that it can be expensive if your click-through rate is low. CPA (cost-per-acquisition) bidding is a Google Ads bidding strategy that allows you to pay for each conversion. This type of bidding is good for businesses that want to generate sales or leads. The downside of CPA bidding is that it can be more expensive than CPC bidding if your conversion rate is low. Viewable impressions bidding is a Google Ads bidding strategy that allows you to pay for every 1,000 times your ad is seen. This type of bidding is good for businesses that want to increase brand awareness. The downside of viewable impressions bidding is that it can be more expensive than CPC or CPA bidding if your view-through rate is low. With so many Google Ads options available, it can be difficult to know which one is right for your business. Start by considering your campaign goals and then choose the bidding strategy that best aligns with those goals. If you're not sure which bidding strategy to use, consider experimenting with different options to see what works best for your business.
Google Ads at Work
So, we now have a thorough understanding of what Google Ads' main functions are and why businesses should be interested in using this tool. But how does it actually work?
Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. It does this by collecting data from a customer's site settings through the use of Google cookies and then analyzes the collected data and provides users with customized reports about their website traffic.
Urchin Tracking Module (UTM)
The Urchin Tracking Module (UTM) is a small piece of code that can be added to the end of a URL, which allows Google Analytics to track the source of the traffic. This will help you to see not only where your traffic is coming from, but also what type of traffic it is.
Conversion Tracking
Conversion tracking is a feature in Google Analytics that allows you to track what happens after a user clicks on one of your ads. This can be used to track sales, leads, or any other desired action that takes place on your website. Google is able to track this data by placing a small piece of code on your website, known as a conversion tracking pixel.
Customer Relationship Management (CRM) Integration
CRM integration is a process that allows you to connect your Google Analytics account to your CRM software. This is done by simply installing a plugin or adding some code to your website. CRM integration allows you to see your customer data in one place, and make better decisions about your marketing & advertising strategies. There are many different CRMs available, so be sure to choose the one that best fits your needs. If you have any questions about getting started with Google Ads, or if you need help optimizing your account, we'd be happy to help. At Wizard of Ads®, we help residential home service businesses build brilliant brands using the exceptional advertising spells we've acquired over three decades in the trenches. We're a team of home service marketing wizards who are ready to help you take your business to the next level. Book a call with us to maximize your digital advertising today!
Advertising
The Grass Is Always Greener on the Side That’s Fertilized…
You can’t fertilize weeds and get lush, green grass. You have to start with the truth. But you also have to fertilize it.
Fertilizing your business could mean a lot of things, but let’s take it to mean advertising it. Your business will grow greener if it’s properly advertised. Then again, that headline is only a partial quote. Here’s the rest of the quote:
“The grass is always greener on the side that’s fertilized with bullshit.”— Morgan Housel
That’s what fertilizer is, right? Of course, you can’t fertilize weeds and get lush, green grass. In advertising terms, you have to start with the truth. But you also have to fertilize it, too — especially if you want people to internalize that truth. Now some might prefer romanticize, dramatize, glamorize, or magnify to “fertilize” when describing how ad creatives transform the plain truth into a message that sticks. But there’s no need to be too precious about it; there’s usually no small amount of bullshit added to the mix. And it’s important to come to terms with that. Yes, Virginia, your ads will need a certain amount of schtick. Even if your schtick is to pose as “a straight-shooter who doesn’t need a schtick.” This is important for no-nonsense business owners and operations managers to understand. Jingles, music, ar-worms, made-up words, brandable chunks,humor, interesting characters, and sound effects can all be considered “schtick” —and they are also invaluable tools forgetting your ads heard and your message to sink in.
Why Your Fertilizer Can’t Be “Phoned In”
The real problem for most advertisers isn’t that their ads lack bullshit. It’s that the bullshit stinks without actually fertilizing anything. Remember, you can’t fertilize weeds. You have to start with the Truth. In fact, your bullshit or schtick has to be connected to_ the truth — and specifically your truth. Newsflash: copy points ≠ your truth. Your story, incorporating your values, perspective, and advocated position is your truth. So what happens when you send your copy points off to a media sales rep or local ad agency to have them add in “schtick” and create an ad out of it? The ad stinks and all the associated BS fails to fertilize anything of value. The person romanticizing, glamorizing, and dramatizing your truth — the person adding the bullshit to your messaging — can’t phone it in. He has to meet you and spend time with you. He has to do a proper uncovery. So if your current ads aren’t causing your business to grow green, it’s time to find a new ad team. And if you’re not advertising, but wondering why others are growing and you’re not, now you know: the grass grows greener on the side that’s fertilized…
Marketing
One Powerful Way HVAC Companies Can Turbocharge Their Preventative Maintenance
With a perpetual decline in product quality and built-in obsolescence, as prices continue to rise, one company is fighting this head-on.
Sales is all about intent. From the products you choose to the decisions you make about how you will represent the industry. In recent years we have seen a perpetual decline in product quality and built-in obsolescence as prices continue to rise. Some service providers see this as permission to take advantage of a customer’s vulnerability, while others see it as a way to establish and protect long-term relationships with their precious clientele. The first time I discovered one such opportunity to build massive brand loyalty and respect was with our client, Dylan Rucker, at All Heart Heating and Cooling in Lancaster, CA.
As the name suggests, Dylan is one of the good guys. Dylan understands and cherishes the value of taking care of his clients on the small stuff. He knows this will earn his company the opportunity to sell the big stuff when the time comes. Not only will he get the new unit sale and all the demand service calls, but he will also get all the 5-star reviews, unsolicited (and unpaid) referrals, and ever-important word-of-mouth advertising. He will also earn the right to sell more to each of his clients to properly maintain their systems proactively. This means more consistent revenue in the shoulder seasons and happy, busy Technicians selling scheduled maintenance, not just endlessly pitching discretionary purchases to no avail. Without a doubt, Dylan Rucker and his team of All Hearts are on a meteoric rise to fame and fortune. But WHY is Dylan one of the good guys? Here is the moment I knew we were working with someone who is sure to be a huge success. During our uncovery of how Dylan run’s his business, our first step with every new Wizard of Ads® client, Dylan was telling me about AmRad Capacitors. These capacitors completely obliterate the overseas capacitors that you see floating around Amazon for 30 bucks. Not only do they have a 5-year, over-the-counter swap warranty, but they have a 0.5% failure rate. YES! Read that again! But how, you’re wondering? Isn’t a capacitor just another capacitor? There are a few key elements that make AmRad Capacitors especially awesome:
- The PCB-free dielectric fluid is far more dense and able to absorb and distribute heat better than some of the absolute nonsense found in overseas options. Seriously, it's ridiculous. Look it up.
- AmRad upgraded the film inside the capacitor on all of their products to last substantially longer than the cheap alternatives.
- They have a compressor protector terminal (CPT) added to all of their capacitors to protect your Technician and your customers from frying the compressor when paired with a hard start kit.
And with further supply chain issues anticipated for the foreseeable future, having an American-made product only makes sense. Now, AmRad Capacitors cost more than their cheaply-made counterparts. But what is the real cost of offering a capacitor that has a 5-year warranty with a 0.5% failure rate? After all, some of you are thinking it means you will lose the potential opportunity to sell another capacitor to the same customer 3 to 5 times over the 10-year warranty period of a new unit. It all comes back to the lynchpin of sales. Intent. Fool me once, shame on you. Fool me twice shame on me. Fool me three times, your dead to me, my family, friends, and anyone I can reach. Bad news always travels faster than good.
It is far more difficult to calculate the lifetime value ([LTV](https://www.optimizely.com/optimization-glossary/lifetime-value/#:~:text=Lifetime Value or LTV is,%2C resources%2C profitability and forecasting.)) of a customer than it is to count the sale you make today, but as Roy H. Williams says, “Today’s closing ratio determines tomorrow’s leads”. When you burn a customer today, you lose them for a lifetime. The best customers are loyal customers. At Wizard of Ads™, we call these beautiful specimens ‘relational buyers’. You know them as the ‘good customers’. They are often the ones who value their time more than their money and are looking for someone to trust that they have their best interest at heart. It is SO expensive today to acquire the good customers, and when you find one, you want to do everything in your power to keep them. Does this mean being the cheapest? Not to the relational buyer. When they trust you, they are happy to pay a reasonable premium for your competent convenience. When you treat a relational buyer right, they are what we call a High CAP customer. They are inclined to close on the first sit, at a higher average sale and profit. Isn’t that a salesperson's dream customer?! Isn’t that your dream customer? So why would you sacrifice your lifetime opportunity to sell a few capacitors that cost $50 less than the cheapy cheapy junk? Why would you break the trust of your High CAP customers when the lifetime value of the relational buyer is exponentially higher than any capacitor sale? Why would you ruin your priceless reputation to squeeze a vulnerable customer when you had a perfectly good alternative that would provide them with actual value? You wouldn’t. But your competitors are only thinking about today. It’s a decision to live in fear and desperation, not generosity and abundance. It’s a choice to toil in survival mode, not thriving mode. It’s a choice that will last about 2 years before they burn their otherwise great business to the ground rather than embrace a proud legacy and generational wealth.
“If you want the ‘good customers’ you’ve got to be good to your customers.” - Ryan Chute
Here’s a spin-off benefit that Dylan Rucker is enjoying to this day. By moving to TurboCaps, Amrad’s all-in-one universal capacitor with CPT, Dylan only needs to have 3 different units on his trucks, not 200. This has reduced his inventory dramatically, simplified his training on how to install caps, and decreased shrinkage from damaged unboxed caps rolling around in trucks. With AmRad’s updated training, it has never been easier for Dylan to get new Techs up to speed on the proper installation and care of capacitors, especially when there’s a hard start kit involved. With a little bit of simple math and QR code accessible wiring diagrams, Dylan’s Techs stand 600 ft above the competition. This ridiculously simplified inventory has eliminated the need for Dylan’s Techs to run to the supply house to try and find the right sized capacitor if they are even open when your Tech needs it. With his competitor's geo-fencing supply depots with recruitment ads and the cost of fuel, it was a no-brainer for Dylan to drop the junk and start making All Heart a real asset to his best customers. All told, if you offer your Residential HVAC Services at a premium price, you need to provide a premium service if you ever hope to run a sustainable business. Anyone can make money in a bull market. The ones that survive the storm of a bear market are the ones who have earned a place in the heart and minds of the ‘good customers’. Once bitten, twice shy. Don’t burn your customers. Be like Dylan. Be one of the good guys.
Advertising
Paid Search: Outperforming Residential Home Service Competitors
As we travel further into the ever-expansive digital age, the internet becomes more and more ingrained into our everyday lives. We use it for everything from communicating with friends and family to researching products and services before making a purchase. Because of this, small businesses have had to adapt their marketing strategies to include a strong online presence, and paid search has become one of the most important tools in a business owner's toolbox. Research conducted by the Statista Research Department has found that in 2022, paid advertising spending in the U. S. was estimated to reach 95.2 billion dollars. This is out of the over 280 billion total online media advertising spending forecast for the year. Needless to say, companies left and right are devouring paid search channels for their shot in the spotlight of SERP real estate. However, many fail to shine through the competition due to common mistakes. In this guide, we'll show you what it takes to create a stellar paid search campaign that will help you rank higher in SERPs, drive quality traffic to your website, and improve your ROI.
Paid Search and PPC Advertising
Paid search is a form of digital advertising in which advertisers use paid placement, or pay-per-click (PPC), to secure visibility for their ads on search engine results pages (SERPs). Paid search is distinct from organic search, which refers to non-advertising methods of securing visibility on SERPs. Paid search is a key component of PPC advertising as it's a model of online advertising in which businesses can purchase ad space on SERPs. When a user clicks on an ad, the business pays a fee to the search engine. This fee is typically based on a cost-per-click (CPC) model, meaning that businesses only pay when someone clicks on their ad. Paid marketing is an effective way to drive traffic to a website and can be a valuable tool for businesses of all sizes. For small businesses, paid search can be a cost-effective way to compete against larger businesses that may have more resources dedicated to organic search marketing. And for larger businesses, paid search can help supplement organic search efforts and reach new customers. At Wizard of Ads®, we help home service businesses build their brands and grow their businesses with our proven marketing strategies. Our approach to paid search is focused on generating the highest quality leads at the most efficient cost per lead. To learn more about the "wizdom" we offer, book a call with us today!
SEO vs. PPC
SEO and PPC are two of the most common digital marketing strategies. They both have their own advantages and disadvantages, so it's important to understand the difference between them before choosing which one to use for your business. SEO is short for search engine optimization. It is a type of search engine marketing that optimizes a website for Google's search engine algorithms to earn higher web traffic levels and improve the visibility of the site. One of the main benefits of SEO is that it is a long-term strategy that can continue to bring in results even after you stop working on it. However, it can take a while to see results from SEO, and it requires ongoing effort to maintain those results. PPC is a form of online advertising in which businesses pay Google for each click that their ads receive. PPC is a shorter-term strategy than SEO, and it can provide results more quickly. However, you will continue to pay for each click that your ad receives, even after you stop running the campaign. PPC is best used as a complement to SEO, not as a replacement for it. Both SEO and PPC can be effective ways to generate traffic to your website. Which one is right for you will depend on your business goals and budget. But ideally, it's great to use both methods to get the most visibility for your website.
The Benefits for Small Businesses
As a small business, paid search is a great way to get your name out there, attract new customers and outshine the competition. Here are some other enticing reasons to give paid search a go.
Saves Time
Paid search is a great way for small businesses to save time on their advertising campaigns. By using paid search, businesses can automatically target their ads to potential customers who are searching for relevant keywords. This ensures that your ads are more likely to be seen by people who are actually interested in what you have to offer. Paid search can also be customized to target specific demographics, interests, and even locations. Paid search is an extremely powerful tool for reaching your target audience. Best of all, paid search is relatively affordable, making it a great option for small businesses on a tight budget.
Immediate Results
Another favorable benefit of paid search is that it provides small businesses with immediate results. You can create an ad campaign and start driving traffic to your website within minutes. This will not only get your business in front of potential customers right away but also give you an idea of how effective your keywords and ad copy are. Paid search is a great way to test different marketing strategies before investing a lot of time and money into other methods. Paid search is also very flexible, allowing you to adjust your budget and bid amount at any time. This can be helpful if you want to scale up your campaign to reach more people, or if you need to cut back for any reason.
Real Time Data Tracking
Paid search allows you to track your progress in real time, so you can see how well your ads are performing and make changes on the fly. This is a huge advantage over other marketing channels where you have to wait for weeks or even months to get feedback on your campaigns. For example, if your HVAC company is running a paid search campaign and you notice that your ads are not getting clicked on as much as you'd like, you can quickly make changes to your ad copy or targeting settings. Then, within days or even hours, you can see how those changes impact your results. This level of flexibility and control is simply not possible with other marketing channels. Paid search is highly measurable. You can track exactly how many people saw your ad, clicked on it, and then took action (such as making a purchase). This level of transparency is incredibly valuable for businesses of all sizes.
Can Start Running with a Low Budget
Low budget? No problem! Paid search is a great way to start small with a low budget. You can set your daily budget to as little as $10. Make sure you check your account daily after applying a new budget to assess your PPC campaign performance. You can always adjust your budget up or down to get the results you need. For example, if you are a plumbing company, you may want to start with a budget of $50 per day. After a week, check your campaign results to see how many clicks and impressions you’ve received. If you feel that you need more clicks to generate leads, you can raise your budget to $75 per day. On the other hand, if you feel that you are getting too many clicks but they are not converting to customers, you can lower your budget to $25 per day. PPC is a flexible way to advertise and with the right strategy, it can be very effective for your business.
Why Use Paid Search?
At its very core, paid search is about outperforming your competition in the auction to drive more traffic to your site at a lower cost per acquisition. These days, if you don't have a solid paid search strategy in place, you're likely missing out on valuable leads and customers. If we haven't convinced you yet, here are [three top reasons](https://www.hbs.edu/ris/Publication Files/17-025_dce88d96-f2d7-4147-80b3-f1d345a76765.pdf) why you should start investing in paid search today:
- Increases page views
Paid search is a great way to increase paid traffic and pageviews on your website. By bidding on high-traffic keywords and running popular ads on these keywords, you can ensure that your website appears at the top of SERPs, which in turn drives more traffic to your site. As a residential home service business, this is crucial because the more traffic you have on your website, the greater the chance that someone will click on your ad and contact you for services.
- Helps businesses understand consumer intent
Consumer intent is basically the main reason why people search for something on the internet. When you know what someone is looking for when they search for a certain keyword, you can target your ad directly to them, which increases the likelihood that they will click on it. For instance, when someone is looking to replace their air conditioner, they will most likely type in “air conditioner replacement” into the search engine. However, if they are just looking for information on air conditioners, they might type in “air conditioner reviews” instead.
- Drives an influx of reviews
In addition to reeling in more customers, paid search also has the ability to increase business reviews, which is essential for any home service company. The logic behind this is pretty simple—the more customers you have, the more likely it is that you’ll receive reviews. And as we all know, online reviews are important for boosting SEO and generating leads. Paid search makes it possible to increase the number of customers, which in turn leads to more reviews and a surge in the customers' trust and reliability in your brand. As you can see, paid search is a valuable tool for any small business looking to improve its online presence and generate more leads. If you’re not already using paid search, you're choosing the fate of standing in the shadow of your competitors. Getting started can be an intimidating venture, but it doesn't have to be. At Wizard of Ads®, we have a team of experts that can help you get started with paid search and ensure that your campaigns are set up for success. Book a call with us today to learn more!
Advertising
Google Local Service Ads, Anyone?
"I’ve never met a business owner whose advertising failed because they were reaching the wrong people." – Roy H. Williams, The Wizard of Ads® It's not that your advertising is failing, per se. But maybe, just maybe, it could be reaching a wider audience and bringing in more business. Especially if you took advantage of Google Local Service Ads (LSA). If you’re not familiar with LSA, they’re a newer way for businesses to advertise on Google. The importance of ads trends at an all-time high. Companies are spending billions of dollars on ads, and a large portion of that goes to Google. We need ads, but they're also expensive. So, what if you could get your company's name in front of potential customers without spending a fortune? Google LSA is definitely part of the answer. LSA is a newer type of ad offered by Google for service based businesses. It's designed for businesses that provide local residential services, such as plumbers, locksmiths, and HVAC companies. The goal of LSA is to help customers find ‘safe’ local businesses quickly and easily. Here's everything you need to know about LSA.
What are Google Local Service Ads (LSA)?
Google Local Service Ads are a type of online advertising that allows businesses to connect with customers in their local area. LSA appear as a special listing at the top of the search results. It’s separate from regular organic listings and other paid ads. Your LSA listing includes your business name, contact information, average customer rating, and cost per lead. One of the great things customers like about LSA is that they’re very transparent. Customers can see your business name, contact information, and ratings before even clicking on your ad. That helps build trust and confidence, which can lead to more customers contacting your business. Wizard of Ads® can't just wave our wands to get you to the top of the Google LSA listing. But we can guide you down the right dimly-lit stone pathway toward getting your business found online by new and existing customers. Book a call.
Local Service Ads - A Brief History
Once, in a far-off land a long time ago, there was Google Adwords. Adwords launched in 2000 to much fanfare, and it was quickly apparent that Google had changed the way businesses advertised forever. Adwords allowed businesses to target potential customers with laser precision, and it soon became the gold standard for online advertising. It was and still is a very effective tool in its own right. But times change, and Google has changed with them. In 2014, Google launched “Home Service Ads” in the San Francisco Bay Area to connect people with local service providers. The product allowed businesses to create profiles and list their services, prices, and availability. Customers could then search for providers within their area and book appointments directly through the platform. The program was so successful that it quickly expanded to other markets across the United States. In 2017, Google rebranded the product as “Local Service Ads” and made it available globally. Today, in 2022, the product has continued to grow and evolve. LSA are available in over 50 countries and thousands of cities around the world.
Where to Find Local Services Ads
You can find Google LSA in the "Local Services" section of the search results. To see it, simply enter a search query into Google with the word "local" or a location identifier (like a city or ZIP code). For example, searching for "plumbers near me" or "lawyers in Los Angeles" will both return LSA at the top of the results page. You can also ask for Google ads support if you run into trouble in finding these.
Local Services Ads Rankings
To be eligible to appear in LSA, businesses must pass Google's screening process, including a background check. A company must first be verified and approved. Then it'll have a ranking based on its reviews, customer feedback, and other factors. This ranking will determine where the business appears in the LSA results. The higher the rank, the more likely customers will see the business's ad. Local Services listings in the Google Business Profile (GBP, formerly Google My Business) account are sorted and rated on several criteria. Google decides which service providers to include in response to a user's query. They consider the likelihood that consumers would contact your company. The following variables influence the decision.
Your Profile Content
- Having a Google badge of trust, Google Guaranteed, helps increase the chances of your business being chosen by prospects.
- Your bidding strategy is also vital. The higher the amount you're willing to pay per lead, the more likely the ad will rank for your business.
- Your business hours matter, too, for obvious reasons. Potential customers can only hire service providers available when they need them.
- How often you respond to customer inquiries and feedback affects ranking. Customer feedback includes any messages or calls. If you leave those unanswered, it will negatively impact your rank.
Your Business's Reports and Reviews
- Your review score is based on the number of reviews for your business and their quality. The higher your score, the more likely your LSA is included.
- Google receiving repeat or serious complaints about your business can remove you from the program.
What Customers Search
- Things like search terms, the time of the search, and other pieces of context related to a customer's search help Google determine whether your business should appear in an LSA.
- How close you and your customers' physical location are to each other also matters. If you're a moving company and someone is searching for "movers near me," you're more likely to show up than if they just search for "movers."
Ad Ranking Best Practices
Businesses can do a few things to improve their ranking and increase their chances of appearing in LSA. Below are ad ranking best practices.
Ask Customers to Review Your Company
Google recommends you have at least five or more customer reviews. Customer reviews are one of the most important ranking factors for LSA. Encourage customers to leave reviews by asking them directly or providing a link on your website where they can leave a review. You can also give customers an incentive, like a discount, for leaving a review.
Widen Your Service Area and Types of Jobs
The wider your service area, the more opportunities you'll have to appear in an LSA. You can also increase your chances of appearing in an ad by being willing to do more types of jobs. Or, at least just make sure all the job types your company offers are listed. For example, if you're a plumber, you might want to consider adding "toilet repair" and "drain cleaning" to the list of services you're willing to do.
Choose "Maximize Leads" instead of "Max Per Lead"
You can make the most of your ad's allocation by choosing "Maximize Leads" under Ads Settings. That will cause Google to show your ad more often, rather than spreading out your impressions (the number of times your ad copy appears) evenly throughout the day.
Post Prime Photos
Your photos can be of anywhere your business operates. But, for best results, post high-quality photos of your office, storefront, equipment, and any team members working with customers.
Figure Out Which Features to Opt-in
Google offers a variety of features for LSA, but not all of them will be right for your business. You'll need to decide which optional features you want to opt-in for. For example, you can opt into the LSA booking feature, allowing customers to book appointments directly from your ad. That's a great feature if you're a service-based business with set appointment times. But, if you're a retail store or restaurant, this feature wouldn't make much sense. You can also opt into things like background checks and insurance verification. These are optional, but they can help build trust with potential customers. Only choose the features that make sense for your business. The more features you opt-in for, the more likely it is that customers will be able to find and use your services.
Some Benefits of Using Local Services Ads
There are a few key benefits to using Local Service ads. First, they can help you stand out from the competition. With LSA, your business will appear at the top of the search results, above the organic listings. That can be a big advantage, especially if your competitors aren't using LSA. Second, LSA can help you attract new customers. Your business will appear in front of potential customers actively searching for your services. Because of this, you're more likely to get new business from LSA than from other marketing channels. Third, LSA can be an effective way to build trust and credibility with potential customers. Google requires businesses that use LSA to go through a verification process. That helps ensure that only legitimate companies with a good track record can use LSA.
How do Local Services Ads Work?
LSA are a type of Pay-Per-Click (PPC) advertising that allows businesses to promote their services to potential customers in a specific geographic area. To use LSA, companies first need to sign up with Google and create a profile. Once a business makes a profile, it can start creating ads. Each ad will target a specific service and geographic area. Potential customers sometimes search for the business's services offered in the target area. When this happens, the company's ad will appear in the top spot of the search results. The ad will include the business's name, address, phone number, and average customer rating. When a potential customer clicks on the ad, it goes to the business's profile page. Once there, they can learn more about the company and read customer reviews. You can also review the engagement rates of your LSA with Google analytics. Measuring the performance of this marketing ad campaign will be critical to its success. Keywords Everywhere or Google keyword planner are great tools to use for this, too. They help with keyword research. You can use them to measure how often your customers click on your ads and how much they spend. This data will be important to show whether or not your LSA campaign is working. If it isn’t, you can make changes to improve it. And remember, if you need any help, Local Service ads Google support can guide you on how to get started. Or, rely on us. Wizard of Ads® can cast the spell to create a customer interaction that converts. If you're ready for us to craft your Google LSA campaign, book a call.
Lead Generation
Finding the Right Mix of Organic and Paid Traffic
A little birdie told us that companies are experiencing a decline in their web traffic. They're hitting their heads against the wall, trying to determine what they are doing wrong. What they don't know is actually quite simple, and you're in luck because we're about to let you in on the secret. The truth is, you've got to mix both paid and organic traffic initiatives into your marketing strategy "elixir," and finding the right balance is what will make all the difference. If you focus too much on one or the other, your results will begin to dwindle. You see, each type of traffic has its own set of benefits, and they work best when used in unison. The two go hand-in-hand. Paid content marketing will always amplify your organic reach, which will, in turn, amplify your paid marketing efforts and drive KPIs that you didn't even know you could. In this article, we'll show you how you can effectively maximize the perfect blend of organic and paid tactics to take your content marketing strategy to the next level.
Traffic: a Definition
There are many definitions of web traffic, but generally, it refers to the number of visitors that a website receives. This can be measured in several ways, including unique visitors, pageviews, and time spent on site. Web traffic is an important metric for any website, as it can give insights into the popularity of the site, engagement levels, and even potential revenue. However, the two types of traffic that will be taking the main stage in this article are organic traffic and paid traffic.
Organic Traffic
Organic traffic is the term used to describe visits to a website that come as a result of unpaid search engine results. This means that the site has not been given preferential treatment by being featured in paid advertising, and instead has earned its place through organic SEO methods. Organic traffic generally produces higher C. A. P. (conversions, average sale, profits) than paid traffic, as it is more targeted and therefore more likely to generate leads and increase sales. It can also be seen as more sustainable, as it does not rely on ongoing payments to maintain visibility. Several methods can be used to increase organic traffic to a website, such as optimizing for specific keywords, creating high-quality content, and building links from other websites.
Paid Traffic
Paid traffic is a type of internet marketing in which advertisers pay to have their ads displayed on websites and search engines. This can be done through various means, such as banner ads, text links, backlinks, or video ads. Paid traffic is an effective way to reach a large audience quickly, and it can be used to target specific demographics or interests. However, it is important to note that paid traffic is generally lower-quality traffic as the majority of conversions are from people who have no opinion about your company, and ultimately see you as a commodity. Therefore, it is important to carefully consider your paid traffic strategy before implementation. At Wizard of Ads®, we help businesses like yours boost their brand presence and website traffic with our holistic marketing approach. Book a call with us today to learn more!
Types of Web Traffic
Organic and paid traffic can come in many forms. Under each umbrella, there are many different directions you can go. Here are some that we find to be the most impactful for businesses.
Direct Traffic
Direct traffic is one of the most important sources of organic traffic for any website. It can be defined as any traffic that arrives at your site from a direct source, such as a user typing in your URL into their browser, or clicking on a bookmark. Direct traffic is an important metric to track because it can be an indicator of the health of your brand strategy and its ability to attract and convert prospects. If you see a sudden drop in direct traffic, it could be an indication that something is wrong with your website, such as a technical issue or poor branding. Digital marketing, therefore, has no ability to affect direct traffic in any way.
Referral Traffic
Referral traffic is the organic traffic that comes to your website from other websites. This can happen in a few different ways. Maybe someone has linked to your website from their own website or blog. Or, maybe you've been mentioned on a social media platform like Twitter or Facebook. In any case, referral traffic is a valuable way to grow your website's audience. Not only does it bring new visitors to your site, but it can also indicate that your site is being talked about and shared online — which can help boost your search engine ranking.
Email Marketing
The power of email should not be underestimated. Email marketing can be one of the most effective ways to reach your target audience and generate interest in your product or service. This type of organic traffic is generated when someone clicks on an email they received from you, either through an email list or a forward. From there, they can read your message and click on a link that brings them to your website. Email marketing can be a great way to connect with potential customers and create a deeper relationship with them. It can also be a great way to increase brand awareness and build trust with your audience.
Social Network Traffic
Social network traffic refers to the number of visitors that a social media site receives. This can be measured in terms of unique visitors or pageviews, and is often used as a metric to gauge the popularity of a social media page. By sustaining a relevant, engaging and impactful voice on social media, you give yourself the best chance to draw in organic traffic that can be converted into leads, customers and valuable relationships. Reply to people's comments! Tell a joke! Post share worthy content at regular intervals! And make use of social media tools to help you better manage your social media presence.
Paid Media Traffic
With paid media traffic, businesses essentially buy their way to the top of search engine results pages (SERPs). Paid media traffic can be generated through a variety of platforms and tactics, including pay-per-click (PPC) advertising, cost-per-thousand (CPM) advertising, and social media advertising. The goal of paid media traffic is usually twofold: to increase brand awareness and/or increase website traffic. However, because paid media traffic is bought rather than earned organically, it can be difficult to track its effectiveness. Additionally, because paid media relies on platforms like Google and Facebook for its success, there is always the risk that changes in algorithm or policy could drastically reduce the effectiveness of paid media campaigns.
Paid Search Traffic
Similar to paid media traffic, paid search traffic aims to send users to a brand’s website through paid ad placements. The key difference between the two is that paid search traffic occurs when someone clicks on an ad placed within the search engine results pages (SERPs), as opposed to other paid placements that can occur elsewhere on the web. In an SEM campaign, businesses bid on keywords that they want their ads to show up for when people search for those terms on a search engine. The higher they bid, the more likely their ad will appear on the first page of results. Depending on the quality of their ad and landing page, as well as the relevancy of their keyword to what people are actually searching for, they may get clicks even if they're not in the top spot.
Offline Traffic
There are a few different types of offline traffic, but the most common is traffic that comes from television commercials, radio ads, and print ads. This type of traffic is often referred to as "brick and mortar" traffic because it's coming from a physical location. Another type of offline traffic is online traffic that has been generated offline. For example, if you see an ad for a website on TV, and then you go to that website, the traffic that you generate is considered offline traffic, or direct search. Offline traffic can greatly increase your website's visibility and reach new audiences. However, not all offline traffic is good traffic. Make sure you're targeting your advertising to the right audience, with the right message, and that your website is designed to convert visitors into customers.
Landing Page/Clickfunnels Traffic
There are two types of landing page traffic: organic and paid. Organic landing page traffic comes from search engine results, while paid landing page traffic comes from paid advertising. Organic landing page traffic is the most valuable because it is free and targeted. Paid landing page traffic can be effective, but it is often less targeted and more expensive. The best way to get organic landing page traffic is to optimize your website for search engines. This includes creating high-quality content, optimizing your website for keywords, and building backlinks. Paid landing page traffic is typically generated through pay-per-click (PPC) advertising. PPC ads can be effective, but they are often more expensive than organic traffic and can be less targeted.
Finding the Right Mix
Whether you're looking for free backlinks, or want to leverage branded advertising, there are techniques that can work for you. You don't have to rely on just one method of getting traffic to your site, you can use a combination of both paid and organic traffic sources. Here are some of our tips on finding the right balance that works for you:
- Test organic keywords with paid search
Before you invest a lot of time and money into optimizing your website for certain keywords, test them out with paid search. You can use ahrefs as a free backlink checker and to also see how much traffic certain keywords get and whether they're worth pursuing organically.
- Find good paid keywords to target using organic keyword research
Use your organic keyword research to find new paid keywords to target. Look for high traffic keywords with low competition that you could realistically rank for and put them in your meta titles and meta descriptions.
- Paid advertising can be used to increase traffic and attention to seasonal or new content
You can use paid traffic to draw attention to new blog posts or pages on your website. This is especially effective around holidays or during other busy times of the year.
Use a DA (domain authority) checker to calculate the domain rating score of your website. This shows how much authority your site has based on the quantity and quality of external backlinks to a website.
- Target hard-to-reach keywords using paid search
Paid traffic can be used to target meta keywords that are difficult to rank for organically. This can help you reach potential customers who are searching for your products or services.
- Make use of organic content to strengthen paid campaigns
To make your paid campaigns more effective, you can include free links to your website's organic content. This will help improve your website's overall SEO and visibility.
- To maximize your SERP presence, combine paid and organic search
Paid and organic search work best when used together. A mix of the two can help you achieve a higher ranking on SERPs, as well as increased CRM (conversion rate optimization) and brand awareness.
Ultimately, the key is to experiment and find the perfect mix of paid and organic traffic that works for your business. There is no magic formula, so it's important to test different tactics and see what conversion rate optimization you can achieve. Start by testing different combinations of paid and organic traffic, and then adjust your strategy as needed. By finding the right mix, you can create a sustainable and successful traffic strategy that will help you reach your business goals. However, if you'd rather skip all the pesky trial and error and work with an expert, we can help. At Wizard of Ads®, we help businesses build powerful brands by maximizing their marketing efforts to get the most ROI. We understand what works and what doesn't, so we can help you find your perfect mix of paid and organic traffic. To learn more about how we can help, book a call with us today. We'd be happy to chat with you about your specific needs and goals.
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Frequently asked questions
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Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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