Why Use Adwords?
A few years ago to get your phone ringing and generate a consistent flow of new business all you had to do was purchase the largest yellow page ad you could afford, and that would pretty much do the trick.
But these days, if you don’t have an effective online presence and marketing initiative – in other words – if people can’t find you on Google then you’re at a serious competitive disadvantage.
When someone is looking for a home service like carpet cleaning, there’s about a 99.9% chance that the first place they will look is Google.
When they do, there are three possible places on the page that comes up where your listing can be seen: 1 – In the paid search results at the top of the page (usually the top 4 listings), 2 – the map area (where only 3 businesses are displayed), or 3 – the organic search results (below the map and map listings.)
Organic listing rankings are influenced by search engine optimization (SEO). Paid ad rankings are controlled by pay-per-click auctions (PPC).
Unless the services you provide are sub-par (which I’m sure they aren’t or your business is likely to fail regardless) there is no reason not to take advantage of the most dominate search engine on the planet – Google – to advertise your carpet cleaning business.
There are free ways of getting listed in Google’s organic search and map listings and you should certainly take advantage these.
But, if you want to be at the top of the page at the exact moment your best prospective customers are searching for a carpet cleaning service, AdWords is the only way to make that happen. But AdWords isn’t free. It’s definitely a pay-to-play program.
Why Should I Pay to be on Google’s Search Results Pages (SERPs)?
“Since organic listings are free, why should I pay to get your ad at the top of the page on Google rather than focusing on appearing in the organic listings”?
I’ve heard this argument time and time again, but when you take the time to actually understand the difference between the two you’ll realize that relying solely on organic listings through SEO (search engine optimization) is an unrealistic approach.
In comparison to Adwords, SEO is much more difficult to control. You can create tons of quality content, optimize all your web pages top to bottom and follow all of the SEO best practice guidelines, but any listing you might get is never guaranteed to stay there, you have no control over the page on your website that listing links to, and no matter what, your organic listing will never be at the top of the page.
Since I’m being a little pessimistic here, I might as well go ahead and mention that when Google decides to shift their algorithm (which they do quite frequently) you could instantly lose the visibility you’ve worked so hard to get through your SEO efforts. And then guess what happens? If you’re thinking the phone will stop ringing… you would be right!
Your top competitors are probably already using AdWords to get top-of-page listings – if not now, they soon will be, therefore the chances of you getting a listing at the top of a page for free are slim to none.
Finally, SEO isn’t actually free! It takes resources to create and optimize quality content, secure backlinks, etc. on an ongoing basis.
Let’s Check Out A Google Search Result Page For Carpet Cleaning.
The image below is an example of what a customer sees when searching for “Carpet Cleaning” in my area on Google. As you can see, the only search results shown on the screen are paid Adwords ads.
To get to the map section and then finally to the organic listings below the 3 map listings, the user will have to scroll way down the page. And this is only page one. The reality is that the listings on the top of the page get the most attention (and clicks) and hardly anyone ever goes on to the next page. In fact, the top four listings on the first page typically get 70% of the clicks. The next 11 listings on the page, compete for the remaining 30% of the clicks and the page 2 doesn’t even count.
The image above is what a potential customer would see on a desktop or laptop. But more than ever, people are conducting searches on their mobile phones and this is where AdWords advertisers have an even bigger advantage – especially since more people are searching on mobile phones than desktops.
Here’s a example:
The only thing on the screen you can see – without scrolling way down the page is the AdWords section – and each listing has a “click-to-call” button. Google is making it really easy for customers to find and call services like carpet cleaning, but the top-of-page listings always go to the carpet cleaning businesses using AdWords.
If your competitors have AdWords ads in the top positions and you don’t, I can guarantee you they are getting the vast majority of the calls for carpet cleaning in your area. Now you know where the calls that you should be getting are going !
Test this yourself. Go to a browser on your mobile phone and search for “carpet cleaning”. Now think like a customer – not like the owner of a carpet cleaning business. Who do you think a potential new customer will call? Who do you think will get their business?
If you’ve tried AdWords and felt like it was too expensive or you weren’t getting the results you were hoping for, odds are that something was wrong with your campaign set up and optimization. When it comes to self-managing an AdWords campaign, “doing things wrong” is very easy to do.
If you’re managing your own Adwords account, I cannot understate the importance of taking the time to learn AdWords inside and out and have a really good handle on concepts like account structure, location targeting, keyword selection, ad group structure, match types, negatives keywords, conversion tracking, A-B testing and other tools that can help you maximize results while controlling your budget.
You also need to make sure your landing page(s) are properly set up and fully optimized. It’s money down the drain if the page your ad links to doesn’t generate business. A huge mistake I see over and over again is an ad that clicks to a home page of a web site.
The bottom line is that AdWords works and you will get results, a great ROI and dominate your competition if your account is set up and managed correctly. And, you can have one of the top 4 listings on the page in a matter our hours – guaranteed!
Unfortunately, AdWords isn’t a self-explanatory, easy-to-understand system. It takes time, study, and experience to understand the ins and outs of AdWords and paid search in general.
I’m not going to pull any punches here. If you wear multiple hats now running your carpet cleaning business, managing a profitable AdWords account can be extremely challenging. For the sleep-deprived carpet cleaning professional I wouldn’t recommend taking on AdWords as an ad-on responsibility.
Why? The AdWords interface is not built for the hat-juggler. Digging into the data, optimizing your campaigns, and managing the structure of your account can become a full-time job and eat up the majority of your time.
Unless you’re an analytical AdWords wizard who has the time to stay up-to-date on the ever changing PPC space, (that’s what I spend most of my time doing…), then you should consider getting some qualified help.
If on the other hand, you have lots of free time on your hands and want to learn how to be successful with AdWords on your own, Google has a plethora of free learning material, and since it comes directly from the source you can be sure it’s legitimate. Your can dig in at the Google AdWords Learning Center if you’re so inclined.
If that’s not your cup of tea then consider giving us a call. We’re Google AdWords Certified, we have years of AdWords experience and since we’re carpet cleaning business owners ourselves, we understand how AdWords can and should work for professional carpet cleaning businesses.
A great place to start is to schedule a free AdWords Evaluation & Consultation. We’ll discuss the ins and outs of AdWords and if you you already have an active AdWords account, we’ll take a look to see how we can pump up the performance and even save you some money in the process.
If you decide you would like our help moving forward, that would be awesome. But even if you decide to go it on your on, after our consultation you’ll have a much better idea of how to improve your AdWords campaigns.
Want to know more?
We offer a free manual audit of your AdWords campaign that will help you cut through the clutter and more effectively attract your new customers to your carpet cleaning business.
Why are we offering you this campaign audit for free?
Because our focus is helping owners of carpet cleaning businesses, and we want to give you a taste of the exceptional value we provide. We’re confident that when you update your campaign based on our audit results, and your AdWords account shows dramatic improvement, then you’ll realize there’s much more to setting up and managing an AdWords account than meets the eye. And maybe, you’ll want us to manage your account for you.
Don’t let your competitors get your calls. Get in touch with us right away and we’ll help you make sure that doesn’t happen!