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Electrician Marketing – What To Do When Google Adwords Is Not Working

by | Aug 15, 2015 | For HVAC Contractors | 0 comments

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Electrician Marketing – What To Do When Google Adwords Is Not Working

You had high expectations launching your Google Ads Account for your electrical contracting business– “they” said the phone would be ringing off the hook… “Grow your business with Google Ads”.  Alas, a few phone calls have trickled in but not near enough to cover what you’ve spent on this latest marketing venture. Don’t despair…..

 

By Michele Ramie – Founder of Triple Your Clicks and Google AdWords Certified Partner

Crash concept - White background

 

 Let’s dive in and take a look to see why your online electrician marketing efforts are not what you had hoped.

Like it or not Google Ads is an essential component of online advertising, especially for the home service industry. According to Statistic Brain Research Institute, top advertisers in the Home & Garden sector spent 2.1 billion on Google Adwords in 2014. 

Of course there is also SEO, Content Marketing, Social Media, Facebook, Instagram, Landing Page Optimization and Email marketing that needs your attention as well but for this article we will be focusing on Google ads (PPC, Paid ads, Pay-Per-Click).

 

If you’re familiar at all with Google Adwords you already know that a productive ad campaign is based on a combination of many factors which include:

 

  • Understanding Search Theory

  • Establishing Benchmarks & Goals

  • Keyword Research

  • Extracting Valuable Data

  • Writing Compelling Ad text

  • Creating Landing Pages That Turn Traffic Into Sales

  • Utilizing Your Toolbox To Increase Profits

 

But doing all of the above is still not enough if you’re falling short in other critical areas.

 

Let’s assume you have most of the fundamental Google Adwords best practices in place, you’ve hired an advertising agency to manage your account – and it’s still not helping.

 

In this post I’ll outline a few points to consider when evaluating why an Adwords campaign may be stalling and how to get it up and running again.

 

1. Know What Makes The Phone Ring- Measure Results

 

How to measure performance text on blackboard

 

 

 Arm yourself with as much relevant data as you can and you’ll be able to take quick action, limiting the amount of wasteful spend so often found in Google Adwords campaigns.

 

Suggested tracking measures include:

 

  • Conversion tracking- Know which keywords are driving traffic

 

  • Phone call tracking at the keyword level  (valuable and relatively new technology)

 

  • Use 3rd party phone tracking that allows you to monitor & record phone calls, such as Callrail

 

  • Tracking unsold leads after they convert- Have a solid system in place and follow up immediately on email leads & phone calls. Industry Study Reveals 36% of Email Leads Are Never contacted!

 

  • Track video content on your landing pages to determine if people are watching and determine if they are helping or hurting your conversions.

 

 

 

 

2. Outsmart The Competition – Be Ready, Be Nimble

 

Businessman running in a hurry with many hands holding time, smart phone, laptop, wrench, papernote and briefcase, business concept in very busy or a lot of work to do.

 

Changes in the search results landscape can mean your competitors are on the move.

 

  • Routinely monitor the competition’s offers, benefits and features

 

  • Promote your unique selling proposition(USP) and why they should choose you

 

 

  • Proactively ask your satisfied customers for reviews and consider Feefo, 5 Star Review or a similar service to integrate your positive reviews to show along with your Ads.

 

 

 

 

3. Reassess Your Landing Pages

 

Idea, thought, plan.

 

Are You Driving Traffic To A Landing Page or Website That Doesn’t Convert?

  • Create a custom landing page for each category offer

  • Seal the deal with a compelling offer

  • Take each visitor on a buying journey and show them what to do next

  • Make their decision to choose you simple by answering their questions

  • Include several call to actions throughout your page

  • Keep it simple and to the point, don’t confuse

  • It’s official, as of April 2015, more searches are done on mobile that tablet/desktop so make sure your mobile traffic is landing on a mobile-friendly site and create specific ads designed with the mobile user in mind

 

 

4. Final Thoughts

 

KONICA MINOLTA DIGITAL CAMERA

 

Although it can be frustrating and expensive, Google Adwords does take time & patience. It requires a commitment to your electrician marketing strategy, goals and objectives. In fact, I can tell you from my own experience that it can take up to 90 days or more in some cases for an account to become well-seasoned.

 

However, laying out clear, realistic ROI expectations from the start can avoid tension down the road. In addition, providing regular performance reports with complete access and transparency to the data directly from an Adwords account is key to building trusting relationships and an overall successful marketing program.

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