In this series of industry specific AdWords practices, today we will discuss how to create and manage a successful AdWords campaign for florists or Florist services who are targeting for new customers.
In my experience with Floral businesses, Google AdWords is the base for any online floral business as online visibility for a florist is the best way to succeed. If you have a Flower shop online, you need Google AdWords to run it successfully.
Another important thing here is what in Google AdWords works best for Florists. Well, Google Search, Google Display, Google Shopping or Google Re-targeting all have their own role to play in the success of the florists business. Here in this article we will cover the basic practices that one should follow to have a successful AdWords campaign.
If you have a florist business and still haven’t been able to achieve success, it may be because your ads or landing page were not optimized.
If you too are someone with a floral shop 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 Florists.
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 short tail keywords. It will help you get the most out of your campaign. There are 4 major practices for Florists to keep in mind:
Though most of the Florists cover all or a wide range of services, it is recommended to use Keywords which are most relevant to your business offerings. For example, if your company is based out of Houston, your specializations being 2 hours home/office delivery.
For your case, let’s consider a sample set of keywords you should use:
Florist near me
Buy flowers online
Order flowers online
Order flower Cake delivery
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 Flowers as a keyword for Flower delivery, your ads can be triggered for search terms like, flower show, Flower types, edible Flowers, etc. which are not even close to what you want to target for. Therefore choosing the keywords carefully is very important.
Though you must be tempted by the high search volume of common keywords, do not underestimate the power of long tail keywords. Irrespective of the fact that they have small search volume and are too tedious to work with when creating a campaign, they offer higher conversions at a lower cost as compared to common keywords. They are like low hanging fruits which can offer an easy win with a low cost and the least competition. For example, if you are a florist in Houston, considering the above cases, long tail search terms for your services can be as follows:
Florist services in Houston
Exotic flowers in Houston
Bouquet in Houston
Order Bouquet near me
Florist near me
Flower delivery service in Houston
Mid-night cake and flower delivery
Mid night cake and Bouquet delivery
Order cake & flower Online
Order cake and bouquet houston
Best Florist in Houston
Florist for wedding decorations
Buy wedding flowers in Houston
Above are a few examples of long tail keywords. As I mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using the basic keywords we defined earlier within minutes.
Another thing to keep in mind is the match type of keywords targeted
Statistics show us that exact match type gives maximum conversion at minimum cost, but it has the least coverage of all. Similarly, each and every match type has its own benefits and shortcomings. Using all the match types while structuring your campaign is considered a wise choice.
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.
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 flower delivery, it might trigger for search term like flower which may or may not be relevant for you. Instead, BMM will ensure that the word flower and delivery are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.
One of the mistakes that marketers commit often is using location-specific keywords exclusively. They might end up losing a lot of relevant searches.
For example, if you are a florist based out of Houston and targeting for keyword Florist services Houston, you will miss out on potential clients searching for term Florist services, best Floral service, etc. It is hence highly recommended to use main keywords like florist service in your campaigns. You can add location specific keywords to your campaign but they should not be the only ones.
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.
Negate all the Florist services which you do not offer. For Example if you don not offer services like Gifts or same day delivery, it would be best to put them in negative keywords list
Negate all the keywords which are not giving you conversions or have the cost per conversion too high to be profitable. You have to keep an eye on such keywords during reporting and assessment or you can use AdNabu which automatically recommends you to pause such ineffective keywords
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 an 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’ts to follow:
There would be 2 types of landing pages for Florists. First, for corporate clients or wedding decoration which is a bigger ticket size. For this case you might want interactive enquiry form for customers to fill. Second, is the case where you want your retail customer to place an order online. For retail customers, landing page should encourage customer to make online transaction . In this article I have not included details for Google shopping for Florists. Read my article Google shopping for florists, if you are interested in retail strategy for Florist.
Use headlines with words of authority like Best Floral arrangements or Wedding Floral specialist or experienced professionals or Top quality flowers to inspire trust in the potential customer
In your headline, add the location you are catering to. It will immediately add to the confidence of the prospect that they are at the right place.
A headline focused on customer rather than the floral service is more likely to achieve better conversion
For floral services, a click to call button on the top makes it easier for the user to reach the florist
Use of words like Free consultation or request job estimate to allure the visitors to try your service. It also helps calm their anxiety
Have very limited field to fill on the form (not more than five). this makes it hassle free for the customer.
Have your call-to-action button at the bottom of the form. It should be tailored to match the offer like price list or a time slot to select (for example, see the image below)
For content, have 2-3 bullet points. Showcase your awards, achievements or for how long you have been giving services, customer testimonials, etc
Add an informative video educating the prospects about what are they entitled to and what are the best steps to follow in that particular scenario.
Avoid using logos with a clickable link to return to the home page easily
Do not design Disappearing label for field name (for example, see the image below) instead simply name the fields
Do not have text heavy landing pages. It is very unlikely that your potential client will read through the entire thing. Instead, add a few important pointers
Avoid multiple outbound links or multiple CTA on the same page as it can distract the clients.
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:
Your ad contains 4 sections. Firstly the Headline 1 (character limit 30), you should make sure that your headline is tailored as per the prospect’s search. Ideally, the ad title should include exactly what they were searching for. For example, Looking for a florist? or Best florist service or Best floral decor for Weddings or Best florist in Houston or Same day Florists, etc
The next part of the ad is Headline 2 (character limit 30). It is separated with headline 1 by a hyphen(-). The best way to utilize this section is by encouraging the prospect to click on the Ad. A clear call to action should be included here. For example, Get Free job estimate or Free consultation @home or Experienced florist only or florist in Houston or Call our expert florist now! or Earn points with every order or Arrangement for any occasion, etc
Followed by the two headlines is the Display URL where you have an option to customize it with 2 Path fields - Path1 and Path2(Up to 15 characters each). Make sure the display URL is relatable to the type of Florist services the prospect is seeking for. For example, www.floristWebUrl.com/florist/wedding- events , www.floristWebUrl.com/florist/Corporate-events, etc. Please note the display URL need not be a valid URL is only for aesthetic purposes
The next major field is Description(Character limit 80). It gives you ample space for your ads message. Here, clearly define the value proposition and specialty of your practice that distinguishes you from the other competitors in the market. For example, Prompt Delivery to Entire Houston Area. Family Owned and Operated or Book best experienced florists with us. Best Price. Guarantee service in 4 Hrs or Call or Order Online for Pickup or Delivery. Deals starting at $19.99 every day.
Finally, the Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using home page as a final URL, ensure that the prospect lands on the specific section of your website that relates to his initial search or service they need. For example, if your customer is looking for Orchid Bouquet, then your final URL should reach directly to the page with available Orchid bouquets, preferably with a price list for each.
An effective sample ad:
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 Florists, best working extensions are:
Location extension enables florists to add a physical location besides their ads. This helps you in numerous ways:
Having a physical address adds to the authenticity of the service offerings and reassures your customers that you are a genuine shop
Encourages customers who live close to your location to contact you
Also making it easier for people to navigate their way easily to your office, in case they have any concerns or fixed an appointment with you
The Sitelink extension enables florists to add extra links to share achievements or additional sub-categories of services(In case targeting for a generic keyword).
This makes easy for the customer to relate their problem and highly likely for them to click on your ad.
Adding to the relevance of the ad copy itself, it redirects the customer directly to the most relevant page that encourages them to take a step further
Call-out extension gives florists an additional 25 characters of space to add beyond the basic description of the ad. It is recommended to use this space to encourage the prospect to take action.
Some examples for Florist services are #1 florists in town, Best florists in Texas, 24x7 service, Experienced professionals, Same day delivery, etc.
Call extension allows florists 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 floral services, it is considered to be very effective because usually clients have personalized problems/ questions or custom requirement which encourages them to call. For example:
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 florist, structured snippets can show potential clients the specific information such as neighborhoods where the florist does his services, service catalogs, Occasions, products or even special offers.
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 a florist, it mainly works in two ways:
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.
This will help if you are allowing customers to make a business call directly from their phone. Calls are extremely beneficial for a floral service and luckily Google makes tracking calls even from a website easy. Check out how to setup call conversion tracking here.
This was a short guide to get started with your AdWords search campaign, keeping in mind all the best practices for florists. Florists is a one of the industries which are highly benefited from AdWords and could become one of most profitable platform, if handled correctly. 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.
In addition to what we have discussed, if you wish to create Shopping campaign and understand best practices involved there, head to my next article AdWords shopping campaign for Florists