Google Ads for Florists - Marketing tips and strategies

2019 March 06

In this series of industry-specific Google  Ads practices, today we will discuss how to create and manage a successful Google Ads campaign for florists or Florist services who are targeting for new customers.

Is Investing in Google Ads a good choice for Florists

In my experience with Floral businesses, Google Ads 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  Ads to run it successfully.

Another important thing here is what in Google Ads 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 Google Ads 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 a Google Ads 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 Google Ads for Florists.

If you are someone in the Florist business and you haven’t yet set up a Google Ads campaign for your service region, you are practically missing out on a lot of potential customers.

Right PPC Keywords for Florists

Choosing the right keywords for your Google  Ads campaign can be a challenging task. Does it 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 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 services

    • Florist near me

    • Flower delivery

    • Buy flowers online

    • Order flowers online

    • Order cake

    • Order flower Cake delivery

    • Florist Houston

    • Florist online

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.

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 flower delivery, it might trigger for a 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.

Best Negative Keywords for Florist

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 do not offer services like Gifts or same day delivery, it would be best to put them in the 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

Include all high profitable keyword variants in your Google Ads campaigns in simple clicks. Make your Google Ads campaigns profitable with AdNabu - Google Ads Optimization Software.

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 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

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 an interactive inquiry form for customers to fill. Second, is the case where you want your retail customer to place an order online. For retail customers, the landing page should encourage a customer to make an 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.

Below are some Do’s and Don’ts to follow:

Do’s

  • 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 the 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 a price list or a time slot to select (for example, see the image below)


dos-Good_landing_page_for_Florists.png

  • 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.

Dont’s

  • Avoid using logos with a clickable link to return to the homepage easily

  • Do not design Disappearing label for the field name (for example, see the image below) instead simply name the fields

donts-Good_landing_page_for_Florists.png

  • 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.

Structuring Google Ads for a florist

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 the message of your ad. 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 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 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:

AdWords_Ad_copy_sample_for_Florists.png

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 listed below:

Location extension:

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

  • For example

AdWords_location_extension_for_Florists.png

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

  • For example:

AdWords_sitelink_extension_for_Florists.png

Callout extension

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.
For Example:

AdWords_Callout_extension_for_Florists.png

Call extension

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:

AdWords_Call_extension_for_Florists.png

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 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.


For Example:

AdWords_structured_snippet_extension_for_Florists.png

Conversion Tracking for floral services

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:

1.Conversion Pixel for florists

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.

2.Call conversion Tracking for Florists

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 set up call conversion tracking here.

Effectively Manage Your Google Ads Campaigns in fully automated manner with simple user involvement and High Profit Margins using AdNabu - Google Ads Automation Software.

Conclusion

This was a short guide to get started with your Google Ads search campaign, keeping in mind all the best practices for florists. Florists are one of the industries which are highly benefited from AdWords and could become one of a most profitable platform if handled correctly. 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 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 a Shopping campaign and understand best practices involved there, head to my next article Google  Ads  shopping campaign for Florists

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