How to Write AdWords Ads for Your HVAC Customers That Will Crush Your Competition!
What if you could write HVAC ads so punchy that practically no one could refuse to click your button? Here’s how to do it right……
Google gives us very little space…
Looking For A/C Repair?
Save 20% on Any A/C Repair Today
Get 24/7/365 Service from Just $69!
www.ACXXX.com/ACrepair
| Example ad | Max Length | ||
| Headline: | AC Repair | 25 characters | |
| Description line 1: | Summer sale | 35 characters | |
| Description line 2: | Save 15% | 35 characters | |
| Display URL: | www.acpro.com | 35 characters |
That’s it.
These are the little ads you see at the top and to the right on the Google search results pages.
Some HVAC businesses are able to write phenomenally successful AdWords ads while others fail miserably.
Ultimately, winning at AdWords comes down to your landing page/website. But the very first step to winning at AdWords is getting the clicks.
Step One – Put Your Keyword in the Title: Google automatically bolds keywords in your ads that match the keywords used in the search inquiry. If you wish to appeal to searchers who type in “AC repair”, always, always put that exact keyword in the title of the ad. Some will tell you to use it again within the description text but this can be difficult with longer keywords and consumes valuable space you need for other elements of a compelling ad.
Step Two – Always Adhere to the Google Editorial Standards: Review the policy carefully before writing any ads. You will have ads declined from time to time, just don’t be a constant rule-breaker. You don’t want to set off any Google alarms with constant violations that appear to be flagrant in nature.
View the Google Editorial Standards Policy here:
https://support.google.com/adwordspolicy/answer/176095?hl=en
Step Three – Use Numbers and Special Text (ASCII) Characters Wherever Possible: Put in price points, % sign, + sign, asterisks *, $ signs, or anything else to draw attention to your ad. This breaks up the search results page monotony and makes your ad stand out to customers. Keep it real and don’t overuse these characters in a way that makes it appear that attention-getting is your only goal. Google won’t allow gimmicks or hype. If an ad is disallowed, you’ll be notified as to the reason. Then, simply re-write it.
Looking For A/C Repair?
Save 20% on Any A/C Repair Today The 14 special characters in this ad make
Get 24/7/365 Service from Just $69! it stand out compared to letters only
www.ACpro.com/ACrepair
Step Four – Try Asking a Question in the Headline: If your ad features the keyword “AC repair” add a question mark, or change the title to “Looking for AC Repair?” Questions force a subconscious response as you are asking them an obvious question based on their selected keyword. The subconscious answer is “yes, I am”. For system replacement ads try “Looking for a New AC System?” or “Need to Replace Your AC?”
Step Five – Address the Need Right Away in the First Line of Your Ad: Give your most compelling offer on the first line.
Looking For A/C Repair?
*Free Diagnostic* with Any Repair
XXXXXXXXXXXXXXXXXXXXXX!
www.ACpro.com/ACrepair
Or
Looking For A/C Repair?
Save 20% on Any A/C Repair Today
XXXXXXXXXXXXXXXXXXXXXX!
www.ACpro.com/ACrepair
For system replacements try:
A/C Replacement?
Here’s Our Best Seller @Just $2977!
XXXXXXXXXXXXXXXXXXXXXX!
www.ACpro.com/ACrepair
Or
Furnace Replacement?
Here’s Our Best Seller @Just $1977!
XXXXXXXXXXXXXXXXXXXXXX!
www.ACpro.com/ACrepair
These are all super compelling offers designed to peak their interest. Don’t worry that all you’ll get are the price shoppers. We actually sold very few systems at the displayed price point.
Chances are good that almost none of your competition offer pricing in their ads, so your ad stands a much better chance of rising above the clutter. Just maintain your lowest acceptable margin and you’ll draw in many more customers. Remember, as HVAC dealers we spend profit dollars, not percentages.
Step Six – Use the Second Line to Support the Offer in the First Line: The second line is used to follow up on the compelling offer and provide support and build trust:
Looking For A/C Repair?
*Free Diagnostic* with Any Repair
A+ BBB. Just $69 When You Call Now
www.ACpro.com/ACrepair
Or
Looking For A/C Repair?
Save 20% on Any A/C Repair Today
Get 24/7/365 Service from Just $69!
www.ACpro.com/ACrepair
For system replacements try:
A/C Replacement?
Here’s Our Best Seller @Just $2977!
Factory Authorized – 10/yr Warranty!
www.ACpro.com/ACrepair
Or
Heat Pump Replacement?
Here’s Our Best Seller @Just $2977!
Exclusive No-Risk “1/yr Test Drive”
www.ACpro.com/ACrepair
The second line is where you “seal the deal”. Offer proof that you are trustworthy and include compelling price points. If you won an exclusive award, tell them. If you have a great BBB record, tell them. Always find a way to be different than everyone else on the Google results page by thinking like an overwhelmed customer. One who knows nothing about our industry or who they can trust.
With system replacement ads, I like to put the price point in the first line as Google will sometimes fold the first line of your ad into the title, making one extended headline. This happens when your ad appears in one of the first 3 positions on the search result page. Your bid amount for the keyword has a lot to do with your ad’s position. (There are other important factors concerning where your ad appears that I’ll discuss another time.)
I want you to notice how all of these ads contain as many special characters as possible, as I discussed above. This is a little-known trick that will dramatically affect your click-through-rates (CTR’s.) Google likes ad with high CTR’s and will reward you with better page positioning at a lower cost per click!
Step Seven – Capitalize the First Letter of Each Word Throughout the Ad: Repeated tests have shown better CTR’s for ads with capitalization when compared to those that leave it out. Leave words like “the”, “of”, “and”, lower case.
Step Eight – Always Include One Exclamation Point (!) in Every Ad: These have proven to increase the click thru rates of ads that customers are already interested in. But use just one as Google will disapprove ads that contain 2 or more. Google won’t allow exclamation points in the title.
Step Nine – Use a Call-To-Action Wherever Possible: The last words of the second line are where you tell the customer what action you want them to take. I will sometimes leave this out if my ad is so strong that I can’t possibly include a call to action. When you have room include CTA’s.
Step Ten – Make Sure the Ad Clicks to a Web-Page That Clearly Supports the Offer: This is one of the costliest mistakes you can make. You write a great ad that gets clicks only to have the customer crash and burn when they arrive at your site. I like to match the primary web page headline to the offer in the ad.
I always bold this headline and make it stand out to reinforce that the visitor has come to the right place. They’re looking for more details on the compelling offer that generated their interest. Give it to them.
The landing page MUST clearly outline the offer in full detail to get them to take the final step and either call or email. Otherwise, you just paid for a click that got you absolutely nothing but a lost opportunity!
Step Eleven – Avoid “Commodity-Phrases” at All Costs: These include statements like this:
We’re Number One
Quality is Our Specialty
Honest and Reliable
Customers place no value whatsoever in these general and vague claims. Statements like these only imply that you have no real value to offer. As consumer’s, we respond to compelling offers, risk-free guarantees, and clear calls to action.
Step Twelve – Don’t Forget About Brand-Oriented Searchers: Use the Google Keyword Planner to find highly searched keywords that are branded in nature. Keywords like:
Google
Rheem AC System
Goodman Air Conditioners
Carrier Infinity
Keep an eye out for manufacturer-branded advertising on the popular media. Then, use the keyword planner tool to find terms with significant searches that are relevant to the specific manufacturer ad campaign. Next, focus your ads and keywords around these branded terms. Write compelling ads and include the keywords that these media ads are already generating for you.
P.S. Get your free copy of https://tripleyourclicks.com/when-it-comes-to-email-leads-dont-take-five/ You need to read this eye-opening article before you respond to your next email lead. They have a crazy-short shelf life.