These are the most common Google Ads mistakes made by trade service people managing their own Google Advertising accounts. Fix these and you’ll improve your results.
Helping Trade Service Businesses (Air Conditioning Sales & Service, Gas Fitting, Swimming Pool Builder, Security Screens, Painting, Roof Repair/Replacement) to Get More Customers and Make More Money using Google Ads.
Mistake 1: Bundling heaps of unrelated keywords into AdGroups.
An AdGroup is supposed to contain related keywords. As an example, all these keywords are relevant to plumbing:
plumber, plumber near me, local plumber, plumber (location), blocked drain, leaking tap, pre-purchase plumbing inspection, leaking gutter, faulty hot water, drain camera.
Yet when placed in the same AdGroup, and with an advert which is not topic specific. The chances of a customer seeing your advert as relevant to their problem and clicking on it are slim.
If you have a faulty hot water system, you are more likely to click an advert with a headline saying, Faulty Hot Water Systems Fixed. If you are seeking a pre-purchase plumbing inspection, you’re not going to click that advert.
Solution: Bundle related keywords into single topic AdGroups and write adverts relevant to the topic.
Mistake 2: Not assembling a negative keyword list.
Any word contained in a customer search which cannot result in an enquiry should be added to your negative keyword list.
Using air conditioning as an example, these words should in your negative list: job, jobs, apprenticeship, images, parts, handbook, suppliers. Here are some examples of how these words are used in searches: electrical jobs near me, images of air con units, air conditioner handbook. Every click costs you money. Having a substantial list of negative keywords will both save you money and generate more enquiries.
Say your average cost per click is $8, and your daily budget is $40, you can only get five clicks per day. If two of those clicks come from searches which should have been identified as negative keywords, your campaign is wasting 40% of its budget. Costly Google Ads mistakes.
Mistake 3: Not using sitelink extensions.
Let’s use a swimming pool builder for this example who provides concrete and fibreglass pools, as well as pool restoration and landscaping. Yet the home page only talks about new pools, the website has internal pages promoting fibreglass pools, spa pools, pool restoration and landscaping.
To make maximum advantage of a search such as ”build swimming pool” using site link extensions (like little sub menus under your adverts) you easily give the customer an easier option to find the most relevant page to their search and have them visit the page that is most meets their needs.
Mistake 4: Not having a call to action on your sales pages.
People in trade services mistakenly think visitors to their site will know what to do after reading what you have to say. They don’t – unless you tell them. They may like what you say however how do they know if they should call, and what number to call. On many trade services websites finding the phone number is close to impossible. It should be visible everywhere, top right corner of every page, in the footer and on the Contact page.
You would be amazed to know this one simple tip can increase your rate of enquiry by as much as 200%. This is as simple as putting a sentence like this at the end of every sales page: For more information please call 1300 884 757 during business hours or complete our simple Contact Form and we’ll get back to you.
Provide a link to the Contact Form and make the form as simple as possible. In most cases, name and phone number are all you require. Maybe an option to select Sales or Service if you have different departments. If you have How can we help you? Make it optional.
Mistake 5: Enabling the wrong bidding strategy.
By far the most common Google Ads mistakes, made by trade services managing their own campaigns, is bidding settings is to select Maximise Conversions. Google’s artificial intelligence totally fails if you select this bidding option and do not have conversion tags on your website.
Mistake 6: Using overseas outsourcing.
Many tradies either outsource offshore or use agencies who do so, to manage their campaigns, and while this may seem cost effective with the savings on monthly management fees, you’ll likely be wasting more than that in Ad spend. Most staff in these agencies do not speak English as their first language so subtle nuances and local phraseology is lost to them.
Also offshore staff aren’t Australian residents, their geographic knowledge isn’t great; not knowing the difference between Wollongong, Woolloongabba, Worongary and Woolgoolga; not recognising that Sydney, Melbourne, Adelaide and Brisbane all have suburbs called Windsor makes a huge difference when setting geographic targets and adding keywords or negatives.
Mistake 7: Trying to do it themselves.
While to the inexperienced user, Google’s recommendations, their online Help function and phone support (which is currently unavailable during covid restrictions) may appear to be sound advice, it is important to know Google will always act in their interests and not necessarily in yours.
Their business is to make sure you spend every dollar of your budget and when you do, to ask you to increase your spend. Relying on their advice is not necessarily in your best interest.
An experienced professional campaign manager in a Google Partner status agency will know which of these recommendations to accept and which to ignore helping you to maximise your return, to maximise the number of enquiries you get and to only increase your spend when your campaign is getting you as many leads as possible – and you still want more.
Every trade services Google Ads campaign has at least 50 checkpoints which need to be monitored for the campaign to work at its best, to deliver you the highest possible return. DIY trade services campaigns rarely come close to getting 20 right, the result being a financial sink hole and the platform getting an undeserved poor reputation.
Mediaglue has been assembling successful Google advertising campaigns for trade service businesses since 2002, helping hundreds of trade services to beat their competition and increase revenue. We provide an independent review program where we will review your campaign and show you in a simple, easy to understand report exactly how you can significantly improve the effectiveness and results of your account. For more information please call 1300 884 757 during business hours or send me a message so we can fix a time to chat.
Don’t fall into the Google Ads Mistakes Area
PS All our staff are located in Australia, speak English as a first language plus we save businesses up to 60% in Ad spend/month (for some that amounted to several thousand dollars), reducing Ad spend by more than 50% and tripling enquiries.