AdWords for Electricians. Marketing tips and strategies for Electrical services


In this series of industry specific Adwords practices, today we will discuss how to create and manage a successful AdWords campaign for electricians or Electrical services who are targeting new customers.

Is Investing in AdWords a good choice for Electricians

Over a period of time, I've heard very contradicting statement on success of AdWords from different electrical service providers. For some, AdWords is a major source for business and for others it doesn’t work at all.

In my opinion, AdWords for Electrical services is one field that is considered in great demand, despite being a very niche field. Adwords has given a promising business in this particular field but it is a little tricky as AdWords for Electricians doesn't work for every practice area. Some of you would immediately agree to my statement and think this article confirms their suspicions. Please don’t immediately run to conclusions. Let’s dive in more.


To clarify my proposition, when I say that AdWords is not right for every practice area- I am referring to all those practice areas within Electrical firms which generally get their business from Tenders or referrals. Below are a few examples:



I’m talking about the niche practice areas that work with the type of clients who will go by large companies referred to them and sign an official tender with them from a recommended company rather than browsing google to find one. For that kind of fields, you may not see much of organic search traffic because these clients are using more conventional ways to search for an Electrical company. In such cases, once they have the company’s name they only go online to do some due diligence.


If you’re not practicing in one of these specific niche practice areas, then pay-per-click Internet marketing may be a viable way to bring traffic to your firm. Specifically, if you practice:




If you practice any of above service type, you are likely to do good from PPC marketing. These practice areas are huge in online search. If you fall under this category and still haven’t been able to achieve success, it may be because your ads or landing page are not optimized.

If you are someone in the Electrical business and you haven’t yet set up an Adwords campaign for your service region, you are practically missing out on a lot of potential customers. Having said that, It is very important to use this tool efficiently or else it may end up costing you.

So without further ado, let’s begin with the basics and the best industry practices in AdWords for Electricians.


Right PPC Keywords for Electricians


Choosing right keywords for your AdWords campaign can be a challenging task. It comes with confusing questions like, should you go for long tail keywords for more visibility or more mainstream keywords with high competition? The key here is to strike a balance between the two. You should target both long tail as well as short tail keywords. It will help you get the most out of your campaign. There are 4 major practices for electricians to keep in mind:


Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of services you are offering for your prospect.

For example, if you use electrical as a keyword for electrical services, your ads can be triggered for search terms like, electrical equipment or electrical courses or electrical jobs or electrical books, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.


AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.


Advantage of using Broad Match Modifier over Broad match

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword idea, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For Example, If you target Broad match-type for keyword electrical services, it might trigger for a search term like electrical which may or may not be relevant for you. Instead, BMM will ensure that the word electrical and services are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.



Best Negative Keywords for Electrician

The importance of negative keywords cannot be ignored, especially when each click costs a fortune. Though accumulating Negative Keyword is an ongoing process, but to begin with, below are a  few points to consider.  

What is a good landing page for you?

A landing page should use numerous parts like trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take a worthy action.  Since every click will cost you a fortune, there’s no room for an error when designing a landing page for your business. Below are some Do’s and Don't to follow:


Do’s

Google AdWords landing page sample for Electricians

Dont’s

Structuring Google Ads for an Electrician

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the client to click on our ad instead of the competitor’s Ads. Below are the few points you must keep in mind:

What ad-extension should an electrician use?

Google ad extensions add life to your ads and make them more professional looking and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential customers. Ad extensions work differently for different Industries. Some deliver a better result than others. For Electrical industry, best working extensions are:

Location extension:

Location extension enables electricians to add a physical location besides their ads. This helps you in numerous ways:

Sitelink extension:

The Sitelink extension enables electricians to add extra links to share achievements or additional sub-categories of services(In case targeting for a generic keyword).

Callout extension:

Callout extension gives electricians an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the prospect to take action.

Call extension:

Call extension allows electricians to add a contact number to their Ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Electrical service providers, it is considered to be very effective because usually clients have personalized problems/ questions which encourage them to call. For example:




Structured snippet extension:

Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with a direct access to the information about the nature and variety of services offered. In case of electrician, structured snippets can show potential clients the specific information such as neighborhoods where the electrician does his services, service catalogs, insurance coverage or even special offers.



Conversion Tracking for Electrical Service Providers

Now that the campaign is ready to work its wonders, conversion tracking is very important and the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. For an electrician, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (You would need the person handling your lead page). Having said that, benefits of results from it overpowers the hassle. Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for an Electrical service provider and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.   

Conclusion:

This was a short guide to get started with your AdWords campaign, keeping in mind all the best practices for electricians. The electrical industry is one of the industries which are highly benefited from AdWords if you fall in the right category. In case you haven’t tried your hands on AdWords for your business, we suggest you to consider setting a campaign right now!  

If you are still not sure about how to start or to take your AdWords campaign to next level, sign up with AdNabu & automate campaign creation and optimize within minutes.