February, 2018
Feature
Inspection News and Views from the American Society of Home Inspectors



Three Google Adwords Strategies You Should Know About

ANDY PATEL



If you are interested in internet marketing, there is no better way (right now) than using Google Adwords. However, Google Adwords can work for you or against you, depending on how well you understand it. You can either lose a ton of money or you can be extremely profitable. It all comes down to how well you understand Google Adwords and how you manage your campaign. 

Here are the top three Google Adwords strategies for home inspectors to consider implementing:

1. Create Relevant Landing Pages
People are lazy. They search for something, expect to see a link that is related to their search, then click on that link and find exactly what they are looking for. To market effectively on the internet, you need to structure your campaign accordingly. 

Imagine this: Bob is looking for a home inspector for his condo in Boston. He searches, clicks on the first ad he sees and then is directed to the home page of a local home inspector. Seems pretty common and normal, right? Wrong! To get more people like Bob to call you (while spending the least amount of money), you should try it like this:

Bob is looking for a home inspector for his condo in Boston. He searches, clicks on an ad that relates to a local home inspector in Boston and then is immediately taken to a page that describes condo inspections in Boston. It’s a clean, fast-loading page that also has an easy way for Bob to contact the home inspector. 

In the second scenario, Bob is more likely to contact the home inspector. Not only that, the home inspector’s cost for Bob’s click to the landing page probably cost less because the home inspector implemented Google best practices. The ad related to the search, which in turn opened up a related landing page. Google rewards companies that structure their campaigns like this. 

The two scenarios may seem very similar, but those subtle enhancements to Bob’s experience make all the difference. It requires a lot of upfront work, but it is 100% worth it!

2. Set Up Conversions
Imagine this: You set up a Google Adwords campaign, turn it on and are extremely excited to see the results. You see a bunch of clicks come in—great! But, you wonder, which key phrases got you the leads? More importantly, which key phrases got you a sale? It is crucial to set up and analyze this type of information on a regular basis. (Keep reading to learn more about key phrases.) 

This information is very powerful. With it, you can make high-level decisions that can drastically improve your campaign’s performance. Remember, the goal is not to get as many clicks to your website as possible; the goal is to get people who are extremely likely to convert into a sale to visit your website. 

Let’s say you’ve been running your campaign for six months. You look at all of your sales, pull that data in Adwords and notice some overwhelming facts: 

  • More than 50% of your sales came from people in their 50s.
  • The majority of them were men.
  • You realized five main key phrases that resulted in most of your sales.
  • You realized that most sales happened on Monday afternoons.
  • The majority of your searches were made from mobile devices.
  • You found that most sales originated in a certain part of town. 

Again, these are just examples. Your data may not be this clear and simple, but anything you can pull that shows a trend is great! After analyzing, you can push the campaign to focus on those proven sales strategies and save a lot of money by avoiding strategies that don’t work.

3. Constantly Update Negative Keywords
This is probably the most important strategy of all. To understand this, you need to understand what a negative keyword is. And to understand what a negative keyword is, you first need to understand what a keyword is.

In Google Adwords, there are different types of keywords. Here are some types and examples:

Broad match: home inspector. Your website could show up for anything Google finds relevant to “home inspector.”

Broad match modifier: +home inspector. Your website could show up for anything Google finds relevant to “home inspector,” but the word “home” has to appear in the search.

Phrase match: “home inspector.” Your website could show up for anything Google finds relevant to “home inspector,” but the phrase “home inspector” has to be searched in that order.

Exact match: [home inspector]. Your website would only show up for a search that includes the words “home inspector” (or close variations).

Google doesn’t truly know which key phrases are always relevant. For example, your website may show up for “home inspection certification,” which is clearly not a key phrase you want to pay for. Unfortunately, this is something that happens all the time. That’s just one example of thousands.

A negative keyword basically tells Google to never show your ad if that keyword is entered in a search. In the example above, you would want to add “certification” as a negative keyword. Looking at the search terms regularly and updating your negative keywords accordingly ensures that your program gets more refined over time.

Give Google Adwords a Try
Although there are many strategies that work well for home inspectors, these are the top three that should make your Google Adwords program work better for you almost instantly. Understanding Google Adwords and checking in on it regularly goes a long way. If you would like guidance on getting started or improving your current strategies, contact K-3 Technologies at www.k3.marketing. We can help you use this marketing tool to your advantage.

Andy Patel is the CEO of K-3 Technologies, an internet marketing firm established in May of 2005. Andy has got the art” of internet marketing down to a science. Working directly with Google, his company helps home inspectors attract qualified visitors and converts them into leads in the most optimal way possible. He believes in ethical practices and doesn’t think anyone should pay for a service that doesn’t yield some sort of return on investment. Contact Andy with any questions at andy@k3.marketing or on twitter @andyk3m.