Google Ads for Electronic Repair Services - Marketing tips and strategies
In this series of industry-specific Google Ads practices, today we will discuss how to create and manage a successful Google Ads campaign for Electronic repair services which are targeting new customers. Services include small and large home appliances, industrial appliances, etc.
- Google Ads a good choice for Electronic Repair services !
- Right PPC Keywords for Electronic Repairs
- Good landing page for mobile repair services
- Structuring Google Ads for an Electronics Repair store
- Google ad-extension for Electronic Repair services
- Conversion Tracking for Electronic Repair Service Providers
Is Investing in Google Ads a good choice for Electronic Repair services?
Over a period, I've heard very contradicting statement on the success of Google Ads from different Electronic Repair services. For some, Google Ads is a primary source of business, and for others, it doesn’t work at all.
In my opinion, Google Ads for Electronic repair services is one field that is considered to be in high demand and why shouldn't it be, each electronic item sold needs proper care and service after a while.
Google Ads 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 devices serviced. However, this does not mean online ads are not useful. They help you influence the customer, especially in home appliances segment. However, the same may or may not be right for industrial parts as that is mostly dealt on a contractual basis. Therefore, if you repair complex industrial appliances, Google Ads may not be the best choice for you.
But if you fall into the home appliance or residential electronics 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 Google Ads for Electronic Repair.
Right PPC Keywords for Electronic Repairs
Choosing the right keywords for your AdWords campaign can be a challenging task. It does come with complicated 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 Electronic Repairs to keep in mind:
Though most of the Electronic 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:
Tv Repair/ Television 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 Repair as a keyword for Appliance repair, your ads can be triggered for search terms like, Electronic replacement or Laptop repair or backyard repair or lawn mower repair, 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 an Electronic Repair service in Philadelphia, considering the above cases, long tail search terms for your services can be as follows:
- Electronic Repair services in Philadelphia
- Electronic repair service
- Appliance Repair services near me
- Appliance water damage free consultation
- Tv repair Philadelphia
- Tv with expired warranty repair
- Cheap appliance repair
- Branded appliance repair
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.
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 Appliance Repair, it might trigger for a search term like Appliance which may or may not be relevant to you. Instead, BMM will ensure that the word Appliance 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 an Electronic Repair based out of Philadelphia and targeting for keyword TV Repair services Philadelphia, you will miss out on potential clients searching for term TV Repair services or best TV Repair services, etc. It is hence highly recommended to use primary keywords like TV Repair service in your campaigns. You can add location-specific keywords to your campaign, but they should not be the only ones.
Best Negative Keywords for Electronic Repair
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 Electronic Repair services which you do not offer. For Example, if you do not provide services like Vintage repair or computer repair or Tablet repair, it would be best to put them on negative keywords list
Negate all the brands that you do not service, for example, if you do not repair Sony products; it is better to put it on the list of negative keywords before you begin your campaign.
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.
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 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 the customer rather than the Electronic Repair service provider is more likely to achieve better conversion
For Electronic Repair service providers, a click to call button on the top makes it easier for the user to reach for their service
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 the field name, 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.
Structuring Google Ads for an Electronics Repair
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 Appliance Repair? or Best TV Repair service or Electronics Repair service starts @$10 or Home service for washing machine 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 Electronics Repair in Philadelphia or Call our TV 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 Electronic Repair services the prospect is seeking for. For example, www.EletronicsRepairUrl.com/Tv/Philadalphia or www.ElectonicsRepairUrl.com/Repair/Microwave-oven, 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 TV Repairs Online from MyTeQ. Best Prices. Guaranteed service in 2Hrs or The one-stop solution for all your Electronic Repair works- Verified Professionals or Free pickup Appliance Repair. We will reach you in 60 min. or Get Money Saving Offers & Schedule Service At Your Doorstep or Find, Compare & Book Online Trusted & Handpicked Professionals, 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 LG washing machine repairs, then your final URL should reach directly to the LG repair landing page, preferably with a price list for the jobs.
An effective sample ad:
What ad-extension should an Electronic Repair 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 Electronic Repair industry, best working extensions are:
Location extension enables the Repair shops 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 electronics Repair shops 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 Electronic Repair services 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 Electronic Repair services are #1 TV Repairs in town or Best LG Repairs in Philadelphia or 24x7 service or Licensed professionals or 20+ years of experience, etc.
Call extension allows Repair businesses to add a contact number to their Ads. It works much efficiently for Electronic devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly.
For Repair service providers, it is considered to be very effective because usually clients have personalized problems/ questions which encourage them to call.
Structured snippet extension
Structured snippets allow advertisers to describe brief and specific features of the product or service offerings. It provides viewers with direct access to information about the nature and variety of services offered. In the case of Electronic Repair, structured snippets can show potential clients specific information such as neighborhoods where they provide repairs, service catalogs, insurance coverage or even special offers.
Conversion Tracking for Electronic Repair 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 Electronic 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 set up conversion pixel.
Call conversion Tracking
This will help if you are allowing customers to make a business call directly from their phone. Calls are incredibly beneficial for an Electronic Repair service provider, and luckily Google makes tracking calls even from a website easy. Check out how to set up call conversion tracking here.
This was a short guide to get started with your Google Ads campaign, keeping in mind all the best practices for Electronic Repairs. The Electronic Repair industry is one of the industries which are highly benefited from Google Ads if done effectively. In case you haven’t tried your hands on Google Ads 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 Google Ads campaign to the next level, sign up with AdNabu & automate campaign creation and optimize within minutes.
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