In this series of industry-specific Adwords practices, today we will discuss how to create and manage a successful AdWords campaign for Mobile repair services which are targeting new customers.
Over a period, I've heard very contradicting statement on the success of AdWords from different Mobile Repair services. For some, AdWords is a primary source of business, and for others, it doesn’t work at all.
In my opinion, AdWords for Mobile repair services is one field that is considered to be in high demand, despite being a very niche area. AdWords has given a promising business in this particular area, but it is a little tricky to be successful. Not a lot of people book the service online and prefer to go to the center directly to get their phone serviced. However, This does not mean online ads are not useful, They definitely help you influence the customer.
If you fall into this category and still haven’t been able to achieve success, it may be because your ads or landing page are not optimized and you are practically missing out on a lot of potential customers. It is crucial 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 Mobile Repair.
Choosing right keywords for your AdWords campaign can be a challenging task. It does come with confusing questions like, should you go for long tail keywords for more visibility or more mainstream keywords with the high competition? The key here is to strike a balance between the two. You should target both long tail keywords as well as short tail keywords. It will help you get the most out of your campaign. There are 4 major practices for Mobile Repairs to keep in mind:
Though most of the Mobile Repairs 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 Philadelphia.
For your case, let’s consider a sample set of keywords you should use:
Mobile Repair services
Phone safety software
Mobile water damage
Phone Battery replacement
Mobile Port repair
Troubleshoot phone issue
Mobile problem diagnosis
Broken phone fixture
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 Battery replacement as a keyword for Mobile Battery replacement, your ads can be triggered for search terms like, Battery replacement (for other devices) or Battery replacement method online or How to do battery replacement, etc. which are not even close to what you want to target. Therefore carefully choosing the keywords is very important.
Though the high search volume of common keywords might tempt you, 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 provide an easy win with a low cost and the least competition. For example, if you are a Mobile Repair service in Philadelphia, considering the above cases, long tail search terms for your services can be as follows:
Mobile Repair services in Philadelphia
Mobile Repair services near me
Buy Phone safety software
Mobile water damage free consultation
Screen repair Philadelphia
Screen replacement Philadelphia
Mobile port repair Philadelphia
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 primary 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, every match type has its 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 Mobile Repair, it might trigger for a search term like Mobile which may or may not be relevant for you. Instead, BMM will ensure that the word Mobile and Repair 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 Mobile Repair based out of Philadelphia and targeting for keyword Mobile Repair services Philadelphia, you will miss out on potential clients searching for term Mobile Repair services or best Mobile Repair services, etc. It is hence highly recommended to use primary keywords like Mobile Repair service in your campaigns. You can add location-specific keywords to your campaign, but they should not be the only ones.
You cannot ignore the importance of negative keywords, 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 Mobile Repair services which you do not offer. For Example, if you do not offer services like repairing feature phones or computer repair or Tablet repair, 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 a worthy action. Since every click will cost you a fortune, there’s no room for error when designing a landing page for your business. Below are some Do’s and Don't to follow:
Use headlines with words of authority like award-winning or 1 Million satisfied customers or certified professionals 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 Mobile Repair service provider is more likely to achieve better conversion
For Mobile Repair service providers, a click to call button on the top makes it easier for the user to reach the Mobile Repair
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 and 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 homepage easily
Do not design Disappearing label for field name (for example, see the image below) instead only name the fields
Do not have text-heavy landing pages. It is doubtful that your potential client will read through the entire thing. Instead, add a few valuable 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 Mobile Repair? or Best Mobile Repair service or Mobile Repair service starts @$10 or Home service for Mobile Repair, 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 Certified Technicians only or Mobile Repair in Philadelphia or Call our Mobile Repair expert, 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 Mobile Repair services the prospect is seeking for. For example, www.MobileRepairWebUrl.com/Mobile_Repair/HTC or www.MobileRepairWebUrl.com/Mobile_Repair/Price_List, 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 ad's message. Here, define the value proposition and specialty of your practice that distinguishes you from the other competitors in the market. For example, Book certified Mobile Repairs Online from MyTeQ. Best Prices.Guarantee service in 2Hrs or The one-stop solution for all your Mobile Repair works- Verified Professionals or Top class Mobile Repair professional will reach you in 90 min. Get $20, if we are late or Get Money Saving Offers & Schedule Service At Your Doorstep, etc
Finally, the Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using the 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 someone is looking for Xiaomi repairs, then your final URL should reach directly to the Xiaomi landing page, preferably with a price list for the jobs.
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 Mobile Repair industry, best working extensions are:
Location extension enables Mobile Repairs 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 store, in case they have any concerns
The Sitelink extension enables Mobile Repairs 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
Callout extension gives Mobile Repairs 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.
Some examples of Mobile Repair services are #1 Mobile Repairs in town or Best Mobile Repairs in Philadelphia or 24x7 service or Licensed professionals or 20+ years of experience, etc.
Call extension allows Mobile Repairs to add a contact number to their Ads. It works much efficiently for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly. For Mobile Repair service providers, it is considered to be very effective because usually clients have personalized problems/ questions which encourage 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 Mobile Repair, structured snippets can show potential clients the specific information such as neighborhoods where the Mobile Repair does his services, service catalogs, insurance coverage 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 Mobile Repair, 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). Benefits of results from it overpower 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 incredibly beneficial for a Mobile Repair service provider, 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 campaign, keeping in mind all the best practices for Mobile Repairs. The Mobile Repair industry is one of the industries which are highly benefited from AdWords if done effectively. 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 the next level, sign up with AdNabu & automate campaign creation and optimize within minutes.