Written by: Olivia Cumberland
The digital marketing game can be a tricky thing, and Google Ads is no exception. You are working on presenting an authentic point of view to your future clients by marketing with transparency. You’re also tracking ads and clicks, altering extensions, and becoming the master of Google Ads, all at once — not to mention running a growing home remodeling company, too. But there are so many features and so much to manage on any given day!
Your goal is to stand apart from other home remodelers with tailored, eye-catching Google Ads and succeed in growing your business. So how can you be sure you’re making the most of your Google Ads advertising budget?
Here are a few mistakes we’ve seen from home remodelers who are getting into the Google Ads game:
1. Using Broad Keywords Instead of Specific Ones
When starting with Google Ads, a lot of home renovation companies think it’s a good idea to use broad, general keywords instead of more specific ones, thinking they will cast a wider net and get more views from prospective clients. The problem with this? Broad and generic words get lost in the shuffle; they aren’t specific to any one thing a lead may be searching for in-home remodeling.
Instead? Use targeted, specific keywords to get the attention of someone who is looking for exactly what it is that you do best. You’re more likely to get noticed by someone who is looking to get their cabinets refinished with carefully chosen keywords than you are to stand out in a crowd of other “remodel” Google Ads.
2. Not Utilizing Geo-Targeting to Its Full Potential
Not every person in your city is going to search “bathroom tile remodel” and the name of your city when they are looking for their next home remodeler. Because of this, Google uses the location of the person searching to provide them with more specific results. You can use this feature to get noticed by leads who are local to your company.
Using geo-targeting also saves you money; it means that when you are paying for clicks, you are going to be paying for clicks by people who are close by and will be excited to work with a home remodeler with your experience and professionalism.
With something as complicated as home remodeling, your future clients want to know you are nearby in case anything goes wrong. They will choose someone who’s qualified, but they also need someone local. Setting up geo-tracking is a great way to ensure that when your future clients are searching for a company to remodel their bathroom, your name pops up because you’re “in the neighborhood.”
3. Failing to Track and Alter Your PPC Campaign
PPC (pay per click) Google Ads are hard to get right the first time. You want to target the right group and get the best results, not spend your entire marketing budget on one ad with very little return.
Without monitoring the progress and making alterations daily, you’re bound to miss out on your target audience, wasting time and money. PPC ads are expensive; you want to be sure they’re getting seen by the right people.
You can alter your PPC campaign to provide helpful, specific links. This ensures you are getting the most return on investment (ROI) for each click and getting clicks from specific homeowners in your area who are looking for a company like yours to make their new kitchen dreams come true.
4. Skipping the Ad Extensions
Even if you’ve written great ad copy, there’s still more you can do to get your audience’s attention. If you leave out ad extensions, you’re missing an opportunity for your ad to provide visitors a bit more information before they click on your ad. You’re helping them narrow down the field.
By choosing the right ad extensions, you can include your address, location, phone number, site link extensions to pages within your website detailing certain kinds of home renovations, and even rich text below the link to captivate your audience and get them to visit your website.
These extensions make it easy for leads to see that your company is the right match for their search, and ultimately, the right company for their next home remodeling job. Don’t pass on extensions!
5. Not Split-Testing Your Ads
When you’re first starting with Google Ads, it’s hard to know exactly what will be successful in getting clicks and what won’t. The best way to discover what works for your company and your future customers is split testing, also known as A/B testing.
So what is split testing? Split testing is dividing your audience up into two groups, and running two different kinds of ads simultaneously to see which is better received. Much like a middle school science experiment, you change only one variable between the two ads to discover which is more effective at getting clicks and converting clicks to customers. You end up advertising and learning more about your client base at the same time.
Rather than trusting a gut feeling or idea, creating and running split ads gives you the best picture of what your potential customers will better respond to. And better responses mean more home renovations and more business.
At StructureM, we know you are working hard to conquer the world of online marketing, including Google Ads. But balancing the intricacies of Google Ads with the rest of your day-to-day duties can be a lot.
We know how important it is for you to be able to focus on your business’s priorities, and that means being able to provide unparalleled home renovations to every client.
Our team has worked with hundreds of companies to provide great marketing and grow their revenue, and we want to help you do the same, so you can focus on what’s most important. When you partner with StructureM for your digital marketing, you’re finally able to dedicate your time to executing exceptional home remodeling without sacrificing your company’s growth.
So what’s next? Talk with us. Let’s discuss your goals and challenges, and make Google Ads a simple, streamlined part of your daily marketing plan.