For many seasonal painters, January represents a slow time of the year resulting in lowering or cutting off advertising on Google AdWords. This is also a great time to make account updates in preparation for the coming busy season in early spring. Before cranking your Google AdWords budget into high gear, here are three major changes that will save you money and drive more leads this spring:
Converting Entirely To Expanded Text Ads:
This one is huge for painters. Expanded text ads allow for more information in ads and are proven to increase click through rates and decrease average cost per click. Translation, they save your painting business money while increasing the number of leads. More importantly, Google will disable the ability to edit or create new standard text ads effective January 31, 2017. If you have not already converted your Google Ads to expanded text ads, now is the time.
Broader Mobile Bid Adjustments:
It is now possible to bid up to 300% more for clicks on mobile devices than desktop devices. Do not let the number scare you – think $10 increasing to $30. Pairing this with Google’s call only ads is a great way to drive phone leads for painting services. If your painting business is using Google AdWords, it is important that your bids are adjusted by device to accommodate Google’s mobile first perspective.
Local Search Ads on Google Maps:
With Google’s adoption of a mobile first perspective and the value it is placing on local results, this new ad offering is a great opportunity for painting contractors. Running local ads requires multiple adjustments in your Google AdWords account and syncing it with Google My Business account. It can be a challenging process, but the reward is worth it because local search ads are a great way to drive leads. Here is an example of a local search ad:
What are the next steps?
For painters who manage their Google AdWords in-house, reworking the expanded text ads is crucially important. Your account performance is likely suffering if your ads are not taking advantage of the additional real estate made available by this update. For painters using an outside agency, they should have already made these adjustments to your account. If they have not addressed these topics, now is an important time to contact them and find out what their plans are for 2017.
If your painting business needs help with its Google AdWords campaign, the team at AltaVista Strategic Partners is available to answer any questions and offer an initial consultation at no charge. To schedule a consultation, please call Aaron Hockel at 443-960-4004 or email him at firstname.lastname@example.org.