07: Grow Your Business podcast from WebProjectUK! Broadcasting directly from the digital powerhouse city of Manchester. Today I am going to share with you How To Use Google Adwords To Grow Your Local Services Business
Welcome to the seventh episode of Grow Your Business podcast brought to you by Manchester based WebProjectUK.com.
Thank you so much for taking time to listen to this podcast! As always I am honoured.
Today I want to talk about How To Use Google Adwords To Grow Your Local Services Business.
One of the quickest ways to get your business in front of your customers is by using Google’s Adwords Pay Per Click Marketing.
If you don’t know what Google’s Adwords platform does then let me give you a brief introduction.
Google’s Adwords started back in the early 2000s and I believe they where the first internet platform to offer pay per click marketing.
How does it work?
In fact it’s very simple. You bid on keywords you believe will convert into paying customers. You create a campaign, within each campaign you have a selection of targeted adverts and keywords which will trigger the adverts within that campaign.
You can select a daily budget for each Campaign, and this can be anywhere from £5 per day to £1000’s per day. It all depends on your marketing budget and how quickly you want to scale your business.
Is it really that simple?
Yes! However, like with any marketing campaign in order to get the best results your Google Adwords Campaigns need to be optimised regularly. Otherwise you could be wasting money on keywords which are not converting into paying customers.
This takes me on to 3 simple rules of marketing.
The first is to attract your potential customer to click on your advert. The second is to engage your customers once they land on your website and third is to delight and get them to take action.
Therefore, it’s very important that your advert is very specific to the keywords you are targeting. For example someone searching for “Mobile Laptop Screen Repair in Manchester”
From the above search we can conclude that the searcher is in need of a urgent laptop screen repair. I say urgent because he or she is searching for a ‘Mobile’ laptop screen repair specialist.
Therefore, the advert needs to cover the pain points the customer is experiencing at this moment in time.
For example your advert could say something along these lines: Same Day Laptop Screen Repair – I come to you, No Fix No Fee, Quality and Honest Service.
In these few words you are telling the customer you can solve their problem today. Once your customer clicks on the advert it’s very important that they are taken to the page with further details on how you can solve their problem. As well as what they need to do in order to get you to solve their problem.
The link on your Google Adwords Ads needs to point to the Mobile Laptop Screen Repair page and not just general computer or laptop repair landing page.
This is very important to note!
You will have only few seconds to grab this persons attention. So, make the adverts relate to the landing page your are sending them to.
On each landing page you need to make sure you have a clear ‘Call To Action’..
Display your contact number at various places on the site as well contact forms for the visitors who are not ready to pick up the phone and call you. For example they might be at work, and are not allowed to make personal calls. As well as the phone number and lead generation forms you need to have a exit pop-up.
A exit pop-up is normally activated once the users tries to leave your website. If they have come to your site but not carried the desired action you need to try to push for that action. Therefore, a pop-up form can provide a final push for their details.
Once the searcher leaves your page chances are he or she will not come back. So, it’s important to ensure you landing page is converting as otherwise you will be wasting your money.
Google Adword’s Targeting Options
Google has various different targeting options which are very useful for your local services business. For example you can target people within a 10 miles radius of your Manchester based office. Or you can target ‘GEO’ keywords. By ‘GEO’ keywords I mean specific towns, villages and cities
For example you can target ‘Landscape services in Manchester’ or ‘Accountant in Salford’ or ‘SEO Manchester‘ or ‘Plumber in Gorton’ or ‘Digital Marketing Consultant in Wilmslow’ and the list can go on and on. In these example the ‘GEO’ keywords are ‘Manchester’, ‘Salford’, ‘Gorton’ and ‘Wilmslow’
If you are going to use targeting in your Google Adwords campaigns it’s very important to cover both the radius as well as the ‘GEO’ keywords.
I say this because Google uses your IP address to find your current location. However, this does not always work very well. So, if you only use this method you might be missing out on business. Therefore, it’s very important you employ both ‘GEO’ targeting keywords as well as location targeting.
Earlier I talked about the importance of getting your visitors to take action once on your site. I stressed the importance of this because once they leave they normally don’t come back!
However, I do have a solution for this as well.
It’s called ‘Re-Targeting’ – this is a more complex side of AdWords but I will do my best to cover this in some detail. Google will provide you with few lines of codes which you need to place on your landing page. This code is used to track every user that comes to that landing page.
In your google Adwords account you can set different goals for what action you want your visitor to take. Using the correct event codes Google will record all the completed goals.
With the re-targeting code installed you can now send out a new advert to all the visitors who came to your site but didn’t complete the action you wanted them to do.
Now, you will need to set up a different type of campaign in Google AdWords for this to work. I am running out of time today so, I will need to cover this in another podcast.
Before, I head off I should mention that re-targeting has some of the best returns on investment.
I hope you have learnt something new today.
If you would like to have a chat with me about Marketing your local Manchester based services business please ring me on: 0161 505 0570 or you can email me at email@example.com
In tomorrows podcast I am going to talk about How I Used One Facebook Ad To Fill A Local Restaurant In Chorlton.
I hope you can make it.