In the last week or so I have been setting up an adwors campaign for my girlfriends parents carpet cleaning company.
My question is… for a local business like carpet cleaning, is it a good idea to have the ad run on the content network?
The reason I wonder is because there are so many sites out there where they have DIY carpet cleaning instructions, carpet cleaner rental services, and other carpet cleaning related keywords that will end up just being a wasted impression wasted impression and thus a lower CTR and higher CPC.
search ads, it is towards people who search for something…..
I think you should test it.
If you are going to target only people from your city I doubt you will even spend much testing.
Don’t forget to make that content campaign a separate adwords campaign so you don’t mess with the search campaign.
For carpet cleaning local campaigns, get your landing page dialed so your CR will be over 50%. I took a friends campaign from 20% conversion to over 50% with an improved landing page.
How are you tracking conversions? They don’t have a lead form or anything, just a big phone number button for the CTA, which also clicks into a request a quote type thing. I saw your thread about the real estate leads, which would obviously require some type of form, but for a simple carpet cleaning job it’s usually much easier to just call up the company real quick.
Just set up a tracking phone number. Usually called something like an RCF (remote call forwarding) number. Use that number in your advertising and it will forward to the regular phone number.
Family/Friends & Business ain’t a good mix, be careful James!
haha ya I am doing it for free for them since they cook me a bomb ass dinner pretty much every night
Agree with Mr Green… your services are free, but the advertising costs money and they will no doubt expect results for that cash… and as marketers we know these things take investments in cash to test before finding the successful mix. Maybe try and offer some kind of incentive/voucher on the landing page so they can at least see they are getting inquiries and calls from your hard work..
@jamesruhles – We did use a form AND a phone number. It was important for the person answering the call to kindly ask how they came across the phone number and then to track the leads daily. it was a pretty simple system since the same person answered the phone all day (an important note here would be that if he didn’t answer the call and sent it to Voicemail he would lose the lead about 75% of the time). He just kept a simple tally sheet of where his leads came from. i.e. internet (SEO or Paid) – referral (who and why) – phone book (which one) – the form was good too for those who were busy and wanted to do things by email. Those busy folks are normally the bigger jobs or ones that pay more.
I like the phone system idea. That would be ideal for a larger organization. We also wanted to toy with the calendar idea too which is simply showing his daily schedule allowing people to book their own time slot. This idea will also show social proof if we somehow tied the idea back to facebook by showing whose house is being cleaned etc. I never got this off the ground but I think its a great idea.
I recommend you run a local geo targeted search campaign, using tightly themed ad groups and also use adwords call metrics. That puts a google gtalk number in the ads and you can tie your offline conversions to paid search. Run it and see how the quality of calls are. Warning call metrics is a 1 dollar a call. More than likely a GCN campaign will work as well but its needs to be geo trageted also and you must get enough traffic to be able to properly test your banners. You can also run a managed placements targeting website frequented by your locale, local news sites work well. if you find one or a few converting really well contact them and do a direct media buy. but only if the math makes sense.
Use google adwords express Google.com/awexpress