Running Google Ads can be expensive for chiropractors, but less so when everything is setup…
For kitchen fitters & installers considering setting up new Google Ads campaigns, there are many benefits to doing so, including the fact that you can target people that are actively searching.
So, anyone that is searching for a kitchen installer in your locations will be eligible to see your ads and click through and hopefully make contact with your business.
I’ve listed here some tips to help you create an effective Search campaign to promote your business and drive online and offline sales.
As a kitchen installer looking to setup a Google Ads campaign, one of the first things to consider is the objective that you’ll pick for your campaign. This will be about what you want people to do when they land on your website whether it’s for Sales or Leads.
One of the things you can do is create multiple campaigns and have a separate objective for each of them. And you’ll then have features and controls that are tailored to your objective and help you achieve your goals.
The objective that you pick will also determine the campaigns types that are relevant to you.
Next, you’ll pick the campaign type that’s most aligned to the objective that you’ve picked. For Sales or Leads, a Search campaign is usually the best campaign type to run because you can focus on targeting people who are searching for kitchen fitters in your locations.
Later, you should setup other campaign types like Remarketing which helps you to bring people back to your website. And also Display campaigns to target people on other websites that are part of the Display network.
Budget setting is a very important factor for kitchen installers running Google Ads campaigns. It’s not a one-off event though and it requires regular reviewing and updating. But when you’re setting up a new campaign it can be a challenge to set the right budget.
A good budget to start with is £500 or $700 for the first month and that will help you to get some decent volumes and then see what performance you get.
Bidding helps to set a limit on how much you’ll pay for each click on your ads. So, you’ll use one of the bid strategies available for your Search campaign. In Google Ads there are automated and manual bidding strategies and they each help you to set your bids according to your goals.
And a good bid strategy for your new campaign is Maximise Clicks, which gets you as many clicks as possible for your budget.
You can put a maximum bid limit if you like, just to make sure it does not go over that limit as it tries to get you as much traffic as possible.
Next, you’ll need to setup your first ad group where you’ll add your keywords and text ads. The keywords you select are very important as a kitchen installer because they determine the search terms that you get and the quality and quantity of sales or leads that you get.
In your ad group you’ll be able to do some keyword research to find relevant keywords to add to your campaign. Use the feature to scan your landing pages for keywords and also add some keywords and the system will make some suggestions.
You’ll also need to add at least one text ad in your ad groups for you to advertise. This will be a Responsive Search Ad that has 15 headlines and four description lines and the system will create ad combinations that meet the context of searchers on Google.
So, it’s important to provide as much information as you can in your headlines and descriptions. And this should be based on benefits and features that are relevant to people looking for kitchen installers on Google.
One of the last features you’ll need to update is the Ad schedule feature. This helps you to set the times when you want your ads to appear for people who are searching. The default setting is that your ads will appear on all days and hours.
You can change this to any days and hours you like of course. However, it’s usually best to start with the default setting. Later, you can check your Segments reports that will show you how your ads have performed at different times and then you can adjust the Ad schedule if you like.
Where your ads appear
Your Search ads will appear on Google and its partner sites when people are searching for your products. However, they’ll only appear on the partner sites if you opt into them like the search partner and display partner networks.
Adding search partners to your campaign is usually a good idea because the targeting is the same as what happens on Google, only this time it is taking place on another site. Some of these search partners include large websites like CNN that have partnered with Google to show search results.
For the Display network, it’s usually best to setup a separate campaign if you’d like to advertise there. That’s because your ads will appear there only based on what the system sees as relevant and not based on people’s searches. So, it’s a different advertising model from Search.
Get in Touch
I have a lot of experience setting up and managing Search campaigns for kitchen installers and I’d be happy to help. I’m a Google Ads expert and PPC consultant and you can reach me below to find out more about my services.