Google Ads is a PPC advertising platform that allows users to pay for an advertising spot in any of Google’s networks. As it is PPC, or Pay-per-Click, marketers pay for each click.
The users clicking on an ad already have an interest in the product/service and intent to buy. This makes every click more likely to result in a conversion.
The recent trends suggest that’s what’s happening in Google Ads. Small businesses earn an average $3 in revenue for every $1.6 they spend on a Google Ads campaign.
If your pest control company is in a bit of a slump, try using the platform to bring in leads. Read on to learn how to maximize its use.
1. Select the Right Google Ads Campaign Type
When creating a campaign, you’ll have to select one from the five campaign types, which are:
- Search Network (and Search Network with Display Select)
- Display Network
- Video
- Shopping
- Universal Apps
Search and Display Networks are the main two networks of Google. We’ll only talk about those two here.
A Search Network Only campaign means your ad will only appear in the search results page of Google. Choosing the Display Network gives you access to Google’s wide network of sites. Google will display your ad on these sites and give you the ability to remarket to those who have been to your site before.
The right network to choose depends on what you’re hoping to achieve with your ads.
For most businesses, though, the Search Network is almost always a good choice. After all, you have a clear target. It’s a good place to start when you’re only starting.
2. Do Your Keyword Research Properly
Google Ads is about bidding on the right keywords. Your ad will show when a user uses the keywords you bid on.
This explains the importance of doing keyword research. What keywords are your customers more likely to use?
List all the keywords and phrases you can think of. Then, use a tool within Google Ads that lets you input the keyword and gives you similar phrases.
Google Ads will also tell you how many users are searching for that particular phrase and how competitive it is. Yes, you’ll also have to think about the competition.
The more common phrases cost more because all the other pest control services are bidding on them. That’s not all; the price isn’t the only reason why you should reconsider bidding on these keywords.
You’ll also be competing for the exposure when you bid on a competitive keyword. If you’re new, you’ll likely lose to the big names in the industry.
A useful tip we’ve learned is to bid on less competitive keywords but with good customer demand instead. It can take time for you to find these golden keywords, so play around Google Ads for a bit to see how you can utilize more of its tools.
3. Create Compelling Ads
Once you have the settings all figured out, you’ll then have to create an actual ad. It has to catch the eye of the audience and get them to click on it.
Remember that you only pay when someone clicks on your ad, no matter how many times Google displays it. This should give you enough freedom to experiment with your ads.
First, have a strong unique selling proposition. What sets you apart from competitors?
The ad must show what value you’re giving to your customers, but it must be believable. If you’re hosting a sale, for instance, say why you’re giving a huge discount to all customers. Is it an end-of-season sale, anniversary sale, or clearing out sale?
Then, insert a call-to-action, which is the most important part of your ad. Tell the audience what they have to do next.
If you want them to call you now or visit your website to learn more, say that in the ad.
4. Set Up Landing Pages
The CTA then brings us (and the audience) to the landing page of your ad. We recommend setting up a dedicated landing page for a specific ad. When you change the ad or create another one, give it a different landing page.
The reason is that the landing page must match the exact details in the ad. If you’re advertising for pest control services in New York City, for example, don’t take them to a page focusing on a neighboring city.
If you promise something in the ad, like a free eBook, make sure the audience can get it through the landing page.
That said, the landing page should be short yet detailed. Create an eye-catching headline and then fill in the details below it. It should also have the important parts, such as your contact information and another CTA.
5. Use Google Ads for Testing and Research
Launching a Google campaign is the end goal after researching, right? Yes, and no.
We say no because you can also set up a campaign as a part of the research process.
Want to see if a new market is feasible for your company? Try launching an ad targeted toward that market and see how they receive it.
One of the most common forms of experimentation in Google Ads is A/B testing. This involves launching two Google ad campaigns with similar elements except for one or a couple. They may have different CTAs, for instance, but apart from that, all the other information is the same.
The purpose of this test is to see which ad gives you better results. If the “Call Now” CTA works better than “Visit Us Today” you now know to use that for your other campaigns.
Track Your Metrics
Don’t forget that the only way to know how to know if your Google Ads campaign is working is to track your metrics. That’s a subject for another time, but you can check out Google’s tools that can help you with that. You may also contact us for help with growing your pest control business.