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Google Local Service Ads

Google Local Service Ads

Google Local Services

Google’s local search ads continue to evolve, with more emphasis on “badges” designed to “earn customers trust”. These badges are designed to give users “more confidence to book your services” states Google. The two badges are “Google Guaranteed” and “Google Screened”.

The advertisers that participate in these layers of trust are displayed next to a green, check-mark badge. This designation is quickly becoming the symbol of trust for Google users.

Trust would be built on what Google calls “Advanced Verification standards”. Google states: “In order to prevent fraudulent businesses from advertising on Google using false identities, Google Ads and Local Services advertisers in certain verticals will be required to complete Advanced Verification.”

The Google Guaranteed program now covers most Home Service categories, including appliance repair, carpenter, carpet cleaner, electrician, house cleaning, interior designer, landscaper, lawn care provider, mover, pest control technician, pet care provider, pet groomer,  plumber, roofer, tree service provider, water damage, window cleaner, window service provider and flooring, foundations, countertop, HVAC, and siding pros. The green checkmark for Google Guaranteed providers signifies that Google has verified the business and backs the services booked.

Google states: “If you’re backed by the Google Guarantee, and your customers (that came to your business through Google) aren’t satisfied with work quality, Google may refund the amount paid for the service.”

The newer “Google Screened for Professional Services” program. This program is for lawyers, financial planners, real estate agents, photographers, event planners, and tax specialists. The Google Screened, somewhat similar to the Google Guarantee program, means that Google has verified the business’s background and backs their expertise.

Google states: All firms that have the Google Screened badge must pass a business-level background and a business-owner background check. Additionally, each professional in the business must pass a license check, and in some categories, a background check.

These checks ensure consumers that the professionals they work with have been thoroughly vetted and provide them added peace of mind as they work with you. You can find out more about the Google Screened badge here: https://support.google.com/google-ads/answer/9379692?hl=en

Who it Covers?

Only firms that provide professional services including Law, Financial Planning, and Real Estate are eligible for the Google Screened badge.

To qualify for the Google Guaranteed or Screened badge, the service pros undergo personal background checks and provide corporate documentation, proof of insurance, certifications, licenses, and other credentials, depending upon the industry. This process can take weeks, even months, as Google depends upon third parties throughout the application process.

Local Services Ads have been slowly starting to show at the top of Google search results for local search queries in key home services categories.

You can find out more about the Google Guaranteed program here: https://support.google.com/google-ads/answer/7549288?hl=en and can sign up to participate here: https://ads.google.com/localservices/signup/?hl=en&subid=us-en-et-hc-gls-a-adshc_inarticle_ep_zet 

 

Google Ads Limits Search Terms Report

Petition Over Google Ads Hiding Search Term Data

Google recently notified advertisers on the Google Ads dashboard that it has updated the search terms report to only include search terms that were searched by a significant number of users.

This basically means that advertisers will be paying for some (maybe many) keywords and have no clue what they are paying for.  You can read more about this change to the keyword search report here.

This is bad news for advertisers and for Google Ads managers. We continue to see a trend of Google hiding information from us and providing bad customer service.

Help us let Google know this is unacceptable and sign the petition to ask Google to reverse this policy: http://chng.it/xjdyWRq5PT

 

Increase Site Speed Load Time

Increase Site Speed Load Time

How to Increase WordPress Site Speed Load Time

Having a website that loads fast is important both from a user perspective and experience, as well as from Google’s perspective. It can also help improve your SEO results.

However, WordPress sites can sometimes load slowly and certain WordPress themes, child themes, and plugins can slow down a site’s load time.  Here are a few simple tips to speed up your site’s load time.

WP Rocket is a popular caching program that can help speed up a WordPress site’s load time (I use WP Rocket for the sites I develop and manage. I have NO financial interest with this product.) I’ve found that this WordPress plugin has helped me speed up my sites, especially since some of the themes and plugins I use can be kind of “heavy”.

Recently, WP Rocket rolled out a new version of their plugin. The big news is that the new feature will increase PageSpeed score for your site.

Here’s what WP Rocket says about the upgrade:

“Update now, because v3.7 introduces a crucial new feature that will increase your PageSpeed score in the blink of an eye: Delay of JavaScript Execution Time

This feature loads JavaScript files only when the user visiting a page needs them: this behavior has a huge positive impact on your website’s performance.

When you enable this option from the File Optimization tab, WP Rocket will tell you what scripts you can safely delay (e.g., Google Analytics, Facebook Pixel, LinkedIn Pixel, etc.).

By delaying this kind of JavaScript file, we obtained a fantastic 65% reduction in loading time (from 2,6s to 0,9s) and an 87% improvement in the mobile PageSpeed score! 

And that’s just one of the new features that version 3.7 brings with it.”

I encourage WordPress web site owners/developers to try this plugin with the new upgrades and then test the results using a popular program such as GT Metrix, Pingdom, etc.

A few other plugins I’ve had success with in speeding up my website load time are PhastPress. Another great plugin for image optimization is Smush.

If this doesn’t speed up your WordPress website’s load time, the next step would be to use WP Faster.org

I’ve used their service for a number of my websites and have recommended them to clients, and have had very good results by using them. (Again, I do NOT receive any financial compensation by recommending them.)

6 Google Ads Tips to Help You Increase Profits

6 Google Ads Tips to Help You Increase Profits

Google Ads offers a fantastic opportunity to target your customers with ads that relate directly to their online searches. 

If you want to run a successful Google Ads PPC campaign, then you’ll need to think about the many different components involved in the process. 

Because running Google ads is pay-per-click, you’ll need to be sure that your ads are landing as they should. If people are clicking on them without it converting to a sale, then it’ll cost you money. 

Here are six great Google Ads tips to help you increase your profits.

1. Make Sure Your Landing Page Is Relevant

It can be very easy to get bogged down in tweaking bids, making sure your ad copy jumps out, and putting all of your energy into juggling the numbers of Google Ads, but one thing that is often overlooked is creating a relevant landing page. 

The ultimate goal of pay-per-click marketing is for you to convert clicks into sales. If users are taken in by your ad, but your landing page is confusing, irrelevant, or unattractive, then it could undo all of your hard work. 

Driving people to your landing page is only half the job; the rest of the work needs to be done at a site level. 

You should optimize your landing page for pay-per-click conversion by ensuring that your ads align with the content on your landing page. 

Maintaining consistency on your ads and landing page means using the same keywords, and call-to-action across both the ad copy and the landing page. 

2. Pay Attention to Negative Keywords

Using negative keywords can work in your favor. On Google Ads, you can specify what your product or service is not. This will ensure your ads don’t show up on keyword searches that don’t fit with the customers that you want. 

By honing down the details, you’ll ensure that you’re not wasting time and money on an ad campaign that is completely missing the mark. 

An example of how you can do this would be that if you were advertising an upmarket vegan restaurant, you’d want to specify that you don’t want to receive traffic coming from people looking for search terms such as ‘fast food.’

It is essential that you let Google know what your services and products are not, just as is it is important to state what they are. 

3. Use All of the Relevant Ad Extensions 

Many pay-per-click accounts will focus their attention on Paths, Headlines, and a Description of the main ad. Ad Extensions, though are an essential part of the user experience and can add a lot of value to your campaign. 

Ad extensions will help to tell the story of your brand in addition to providing important information to your visiting customers. 

There are a number of different ad extensions available. However, these are the most popular: 

  • Structured Snippets– These allow you to expand on what you’re offering
  • Callout Extensions- Help to build trust with phrases such as ‘quick and professional service’
  • Sitelinks Extensions- Additional links that direct customers to your landing pages or your website
  • Call Extensions – This allows you to include your business phone number in your listing
  • Local Extensions- Add your Google My Business account to your Google Ads to include your phone number and address in the listing

Try and use as many that apply to your listing as possible. 

4. Fill in Every Available Section  

Expanded Text Ads (ETAs) have made a huge difference in the way that Google Ads work. By adding extra specs for content that is relevant, ETAs allow the chance to tell a complete story about the services or products that you’re trying to sell. 

To make sure that your ads perform to the best of their abilities, make sure that you fill out all of the available fields in the form. 

5.  Perform Thorough Keyword Research 

Using the right keyword is essential when it comes to paying for Google Ads; after all, you need to ensure you get a maximum return on your investment.  

One thing that should be obvious is that the higher the search volume is of the keyword, the higher the cost-per-click, and subsequently- the higher the ad spend. 

If you go after high volume searched keywords, you’re going to have to pay more. So do your research and look for keywords that have a high search volume and a low cost-per-click as these will be the most effective. 

A lesser-used strategy for cost-effective Google Ads bidding is to use Single Keyword Ad Groups. With this strategy, you’ll improve your quality score while your cost-per-click will go down. 

6. Adjust Your Bids for Geo-Targeting

All industries can benefit from focusing their marketing toward their specific location. While geo-targeting is something local businesses such as lawyers, builders, hotels, and dentists use to their advantage all of the time, it’s not just useful for this type of industry. 

Even if you don’t rely on your customer’s actual location, you should still think about optimizing your pay-per-click ads with geo-targeting bids based on local seasons and the needs of the user. 

For example, if you sell sunglasses but you should negative bid in areas where it is winter and focus your geo-tagged bids in areas that enjoy plenty of sunny weather. You would use weather forecasts to then increase your bids on areas that are due to have a sunny spell.  

There is a lot of money that can be saved by making sure your ads are showing in the right cities. 

Get Our Help With Your Google Ads Tips

If you want to save time and effort learning all of the best Google Ads tips, let us manage your Google Ads campaign. 

Get in touch today to find out how we can help optimize the perfect ad campaign that will boost your profits.

5 Reasons Your Business Needs PPC Management Services

5 Reasons Your Business Needs PPC Management Services

Need to maximize your online success using PPC management services? Your PPC campaign might not be as effective without the right marketing strategies.

To ensure the accuracy of your campaigns, it is necessary to reach out to PPC professionals. 

Read along to discover five reasons why you need help from a marketing agency.

1. Better Audience Targeting 

Are you displaying your ads to the right audience? You might face obstacles and challenges that prevent you from targeting the audience you want for your business.

For this reason, a PPC management service comes in handy.

Professional pay-per-click experts aim to drive targeted traffic to your website, increasing your chances to convert your visitors into potential customers. They have a strong understanding of figuring out your business demographics and helping you to target the right people.

PPC professionals utilize powerful marketing tactics that are properly planned and executed. The process they use makes it simple for your website visitors to engage with your content and to make a purchase.

They use innovative advertising techniques to target a wider audience and to get them to learn about your products and services. Their advanced campaigns may help you to get better results in a short amount of time.

Without PPC management, you could be missing out on a huge amount of targeted customers.

2. Skills and Expertise

If you don’t have the right skills, it is difficult for you to master your PPC campaigns. If you’re new to PPC, you should consider hiring professionals with skills and expertise to make your campaigns successful.

These professionals have years of experience working on many campaigns for clients and using the best marketing tactics.

Hiring these experts can prevent you from having to figure out how to launch your campaigns and to use the right techniques to drive great results. You have access to a PPC company that specializes in delivering comprehensive strategies to improve the ranking of your keywords.

These experts know how to address every aspect of your campaign according to the nature of your business. 

3. It’s Cost-Effective

You don’t have to worry about going over your budget when you use a PPC management service. They can adjust your budget according to the performance of your ad campaigns.

You could be getting hundreds of ad clicks but no sales. You might not know how well your Google ads are performing or how to make adjustments to make conversions.

If you don’t know what you’re doing, you could end up going over your budget when you’re running ad campaigns. 

This is a good reason for you to hire a PPC management service. You don’t have to guess and wonder which ads to delete or which ads to keep for your campaigns.

Depending on your budget, these PPC professionals can tailor your ad campaigns. They know how to create the perfect ad copy and finding high-performing keywords with the right competition that help to increase your conversion rates.

They have the competence to manage your campaigns and to help you make the most out of your budget. So, there’s no need for you to take the risk of doing the work yourself and losing substantial money through trial and error.

Your best bet is to rely on the experts. Using a PPC service is a smart investment that prevents you from taking risks and wasting time and money.

PPC management is an option that may help you to boost your online business.

4. They Use Marketing Tools

Your pay-per-click campaigns will be unsuccessful without the use of marketing tools. These are an integral part of your PPC campaigns.

It is better to hire experts if you don’t know about using these tools to launch accurate ad campaigns. PPC experts have the skills to research target keywords, negative keywords, and how to use keywords to write amazing ads for your business.

PPC experts have access to the latest and most innovative marketing tools that help to make your campaigns more effective. They utilize these tools to learn about your customers and to launch successful campaigns on your behalf. 

The use of these marketing tools makes it easier for them to facilitate the launch of your campaigns. 

5. They Track Sales

Do you know where your campaign sales are coming from? Keeping track of your sales is another important part of your ad campaigns.

PPC conversion tracking matters because you should know which ads are converting. You can use this information to increase the profitability of your business.

You should also know which landing pages are getting the most clicks, views, and conversions. By installing a tracking code to your website, a PPC management service can track and analyze your conversions.

They’ll also make a note of which ad groups, keywords, ads, and landing pages are performing the best for your campaigns. With the installation of tracking software, they can track different ads to create better campaigns.

Achieve Business Goals With PPC Management Services

PPC management services are crucial for your business. You could be making costly mistakes if a professional is not helping you.

You can rely on a credible pay-per-click service to do all the leg work for you. This gives you the confidence that your campaigns are less likely to fail.

PPC experts can provide you with a unique service that aligns with your specific business needs and for you to obtain your revenue goals.

Ready to speak with an expert? If you want to get better PPC results for your campaigns, you can schedule a free consultation.

Google Ads Policy Updates

Google Ads Policy Updates

Google Updates Ad Policies

 Google recently made several updates to their ad policies. Google continues to restrict certain businesses from advertising on Google Ads and also continues to be more stringent with certain types of businesses and headings. 

It’s important for advertisers and agencies to keep abreast of these changes, as violating these polices could results in an account suspension without notice.

 Some businesses are more affected than others, and we continue to see Google become more restrict regarding financial services, healthcare and medicines,

Here’s Google’s official announcement regarding ad policy changes:

On July 28, 2020, several Google Ads policies that serve to protect users were updated to better inform advertisers as to the severity of violations of these policies and if they will result in account suspension without notice. Additional clarifications were also made to the policy language to be more clear as to what falls in scope of these policies:

 

Google Ads Now Issuing COVID-19 Credits

Google Ads Now Issuing COVID-19 Credits

Google Ads has recently issued advertisers credits to help advertisers with the impact of the COVID-19 virus.

This is to help businesses face the challenges of the economic downturn over this pandemic. The ad credit is automatically applied to your promotions tab in your Google Ad account and is valid until December 31, 2020. Any credits will automatically be deducted from advertisers ad spend.

The amount of credit seems to be dependent on an advertisers ad spend, so each business may get a different ad spend credit.  So far, I am seeing a range of advertiser credits from $300 up to $750.  

You will want to login to your Google Ads account (ads.Google.com) and should see a banner notification across the top of your account.  If not, hit the drop down under the tools tab (wrench icon) and click the promotions tab to see more details.

Any credits will automatically be added to your Google Ads account, so there’s nothing you need to do. Don’t contact Google regarding this or try to request a larger credit.

Below is a more detailed statement from Google Ads, which you can find here:  https://support.google.com/google-ads/answer/9803410?hl=en

“Updated on June 16th with additional information on the ad credit application to eligible Google Ads customers. By the end of this week, ad credits will be launched in Australia, China, Germany, India, Italy, New Zealand, Spain, Taiwan, and Ukraine, United Kingdom, United States. The ad credit automatically offsets future spend; no action needed. Check back here for further updates on which countries have launched.

We want to help small and medium-sized businesses (SMBs) stay in touch with their customers during this challenging time. That’s why we’re giving our SMB customers worldwide $340 million in ad credits, which can be used towards future ad spend, until the end of 2020 across our Google Ads platforms. This is part of a larger commitment from Google to support SMBs, health organizations and governments, and health workers on the frontline of this global pandemic.

This page provides additional information and will be periodically updated. As an additional resource to help you manage your business through uncertainty please visit the Google for Small Business site.”

 

If you have questions about this or need help, you can contact PayPerClickAuthority.com at 720-600-0515 or email me, Steve Pitt at [email protected]

5 Innovative Approaches to Boost Your PPC Campaign

5 Innovative Approaches to Boost Your PPC Campaign

Businesses in this day in age are looking for any way to get ahead of their competitors via target marketing.

However, there are many different ways to go about that, but none as constructing as pay per click advertising. PPC will enable you to use tactical approaches to get in front of your customers and only pay for those that click on the ad (hence the name).

Needless to say, you’ll want to make sure you have the right mindset when using said campaigns.

Here are the best pay per click advertising strategies for you to use in your business’s ongoing digital marketing plan.

1. Focus on Keywords

It shouldn’t come as any surprise that keywords play such a vital role in your pay per click endeavors. They’re already prevalent in digital marketing strategies such as search engine optimization and social media marketing.

If you’re going to be zeroing-in on your target audience, you need to be using the keywords that they’re searching for.

You can find those keywords by performing keyword research, asking your current clientele, or doing a bit of online searching yourself.

Your best option, however, will be to team up with a professional PPC management expert. They’ll have the experience and know-how that you’ll need to find relevant keywords and hunker down on using them in every pay per click ad that you push out.

2. Be Diligent, Not Eager

Various search engines (Google included) will tell you that, by using their site, you can have an advertisement up and running within a few minutes.

That’s true… but there’s no way that advertisement you set up within a “few minutes” will yield you any return. It takes much more planning and approach than that.

For that reason, you’ll want to have a thought-out plan on how you’re going to attack your pay per click campaigns before you send them out to the world.

That’s yet another reason why using a pay per click agency is such a benefit to your new initiatives. They’ll help you create an organized strategy, then oversee your campaigns’ success after you’ve pushed them into the marketplace.

3. Prioritize Call to Actions Over Everything Else

You could have the most eye-popping, heart-warming, soul-searching advertisement in your industry, but if it doesn’t include a call to action then you’ll miss out on a lot of website visitors.

Try to have your call to actions list out draw people into them. Just a few more additional words can make the world of difference.

For example, rather than saying “start your consultation” on your click button, have it say “start your free consultation”.

The word “free” implies that they have nothing to lose, yet everything to gain from clicking on your ad. It won’t cost them anything to click your ad and fill out the consultation form that you have on your website.

4. Set a Budget

As with any other aspect of your business, the pay per click strategy you’re putting into place should start with you setting a budget.

If this is your first time investing in a pay per click area of your marketing strategy, then don’t hesitate to go big or go home.

As long as you’re setting yourself up for successful campaigns, you’ll undoubtedly see a significant return.

However, make sure that you aren’t skimping out on this area of your marketing plan either. It can be a game-changer for your business, but you have to be willing to invest in order to make that happen.

Many companies make the mistake of being too hesitant when venturing off into different areas of marketing they’ve never tried before. By doing so, they miss out on a sizeable return the first month.

Split your pay per click ad budgeting into different months. Spend a little more in the first month to get things rolling, then create a set budget to use for it every month thereafter.

5. Don’t Just Target Prospects

One huge mistake that many people make in their pay per click advertisements, in general, is that they focus too heavily on reigning in new prospects.

While that’s certainly a big part of the equation, it isn’t the end-all-be-all of your marketing strategies.

Remember, you still have to convince your previous customers to come back again and again in order for them to build customer loyalty with your brand.

The previous customers won’t take as much convincing in order to compel them to click your ad, but there still needs to be a strategy involved.

For example, say you (the customer) once clicked on a PPC ad for a basketball shoe company called ABC Shoes and bought a pair of shoes from their site.

Then, the next time you’re visiting a different website, you notice a PPC ad for ABC Shoes that are showing off the pairs of shoes you clicked on but didn’t end up purchasing.

Those shoes you’ve shown interest in are enough to draw you back into visiting the site again.

Always use PPC ad campaigns for both new prospects and old customers. They both play an essential role in your business!

Integrate the Best Pay Per Click Advertising Tactics Into Your Strategies!

Now that you’ve seen some of the best pay per click advertising tactics to use, it’s time to use them in your initiatives moving forward.

Be sure to read this article on creating the right Google Ads bidding strategy for more information on that side of the PPC industry.

For more inquiries, please feel free to reach out via our contact us page and we’ll be happy to assist you further.

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