A plumber marketing their trade business on the Internet through Google AdWords is bleeding money if they don't reach their target audience. Sounds too obvious, right? But how many plumbers' ads from Brisbane Australia have you seen in Google AdWords San Francisco? And vice versa?
So many plumbers try to market their trade business themselves or solely with the help of the Yellow Pages representative. This is as seriously a bad idea, as it is for me to try installing a flick mixer tap. Horses for courses, trade for trade.
Yes, the yellow pages representatives do know what they are doing and how best to advertise your services. You will often get one who is genuinely interested enough in you and your business to put your needs above their own; but don't always count on it. Otherwise, it could be much like a plumber who doesn't want to do a job so will inflate the quoted price to try to put him out of the running for it rather than saying they don't want to do it for whatever reason.
Yellow pages Representatives make their money on commissions so the bigger the ad they can sell you, the better for them. As my Taiwanese friends always say to me "look for the vested interests".
All Plumbing contracting businesses using Google AdWords should be target marketing to reach their market. If you live in Brisbane Australia and have no intention of doing any work in San Francisco, then don't waste your money by marketing there. Google now allows all businesses to Geo-target. Geo-targeting is marketing to your town, city, state or country or where ever you want to get business from. This is a huge money and time saver but isn't used nearly enough.
One of the reasons it probably isn't well known by most newbie advertisers, is because it isn't 'pushed' as much as it could be by Google. But in fairness, it would have to be because Google would be 'shooting themselves in the foot' if they did. The fact this lovely big money saver for Google AdWords advertisers brings in heaps of money for Google through such a simple uncommonly known convenience must be a big percentage revenue earner for them.
Full marks to Google though for installing the Geo-targeting application and allowing all those who want to use it access to use it. More information about Geo-targeting can be found on the website at the bottom of this article and you are invited to save money by making full use of such a money saving capability.
Now that we have the Geo-targeting malfunction sorted out of your advertising, and you are only paying for those jobs received from your chosen area, what sort of information should be in your Google AdWords ad? This type of advertising is quite different to your yellow pages advertising, or any ads that you may place in the classified section of your local newspaper, if you still do that?
Yellow Pages advertising has declined by up to 40% in some regions; so is it still necessary to have an ad in the yellow pages as well as online? In short, yes; for the time being. Today, people are busy; the yellow pages print is too small; there are too many ads in the yellow pages to have to fight through to find a Plumber in a hurry in your area; so people turn to the internet for help. You need your AdWords ad to be in the top 5 ads shown.
A good Google AdWords Plumbing contracting business ad should have instant visibility, by being not only on the first page of Results brought up; but be in the top 5 for a good return on investment.
Plumbers looking for a unique marketing strategy need to know http://www.plumbersmarketing.org is here to assist with advertising ideas and other marketing information
No comments:
Post a Comment