AdWords for Plumbing is one field that is considered in great demand, despite being a very niche field. Plumbers and plumbing companies use AdWords to greatly improve their demand of services.
If you are someone in the plumbing 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.
If you are practicing any kind of plumbing services, you are likely to do good in PPC marketing as plumbing related searches are huge in online search traffic. If you fall under this category and still haven’t been able to achieve success, it may be because your ads or landing pages are not optimized.
So without further ado, let’s begin with the basics and the best industry practices in AdWords for Plumbers.
Choosing right keywords for your AdWords campaign can be an intimidating 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 Plumbers to keep in mind:
Though most of the plumbers 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 a cold city, your specializations may include Repair burst frozen pipes in addition to other services.
For Plumbing, let’s consider a sample set of keywords you should use:
Water heater repair
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 Plumber as a keyword for plumbing services, your ads can be triggered for search terms like, Plumber qualification or Plumber tools or Plumber jobs, 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 plumbing service in California, considering the above cases, long tail search terms for your services can be as follows:
Plumbing services in California
Plumbing services near me
Sewage repair in California
Online plumbing service in California free consultation
Frozen pipe repair California
Sewage pump repair online California
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 plumber services, it might trigger for search term like plumber which may or may not be relevant for you. Instead, BMM will ensure that the word plumber and services 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 Plumbing business based out of California and targeting for keyword plumbing services California, you will miss out on potential clients searching for term plumbing services, best plumbing services, etc. It is hence highly recommended to use main keywords like Plumbing 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 plumbing services which you do not offer. For Example if you don not offer services like Sewer repair and Hydro jetting, 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:
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 plumbing service provider is more likely to achieve better conversion
For plumbing service providers, a click to call button on the top makes it easier for the user to reach the plumber
Use of words like Free consultation or request job estimate to allure the visitors to try your service. It also helps calm their anxiety or if you want to be more creative, you may use works like Your personal bathroom Doctor, etc
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 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.
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 pointers 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 Plumber? or Best Plumbing service or Plumbing service starts @$20, 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 Find best plumber in California, 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 plumbing service the prospect is seeking for. For example, www.PlumberWebUrl.com/plumbing/bathroom, www.PlumberWebUrl.com/Bathroom/Valve, 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, “Book certified plumbers Online from MyTeQ .Best Prices.Guarantee service in 2Hrs” or “The one stop solution for all your plumbing works- Verified Professionals.”
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 someone looking for Bathroom repairs, then your final URL should reach directly to the bathroom fixture 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 Plumbing industry, best working extensions are:
Location extension enables Plumbers 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 closer 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
The Sitelink extension enables Plumbers 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 plumbers 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 for plumbing services are #1 Plumbers in town, Best Plumbers in CA, 24x7 service, Licenced professionals, 20+ years of experience, etc.
Call extension allows plumbers 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 Plumbing 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 plumbing cases, structured snippets can show potential clients the specific information such as neighborhoods where the plumber 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 plumber, 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 plumbing 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 Plumbers. Plumbing industry is a one of the industries which are highly benefited from AdWords. 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.