Mike: What’s going on guys? Happy Wednesday! I’m here today with half of our PPC team; we’ve got Tarik, we’ve got Steven, we’ve got Micah and we’re going to talk to you guys about setting up a successful search ads campaign. Obviously, search ads have been around for 10-15 plus years at this point so you’re probably pretty familiar with it but there are some best practices. There are some things that you’re gonna want to consider, maybe before you even start running to search ads campaign. Is it the right platform for you? Is it the right channel that you want to be driving leads through based on your business model? In most cases the answer to that is probably yes, I’ll be honest. And then, how do you know that it’s successful at the end of the day? So I brought in the big guns for this one. We’ve got the whole roundtable here going, we’re going to try not to talk over each other. We’ll see if that works out. But, yeah why don’t we get it started – Tarik if you were setting up a successful search ads campaign where do you lay the foundation?
Tarik: Yeah I think first and foremost, the most important thing is to understand your business and understand what you’re trying to accomplish with Google. There are so many different things that you can do within Google so I think you know if we’re talking specifically about search campaigns, I think the biggest and most important thing is to understand if you’re selling a physical product or a service. Determine what products you want to start advertising for and then if it’s a service, you might offer ten different services but maybe two or three of them are the most profitable for your business. So those are the services that you want to focus on and then break those into their own campaigns. Then, additionally, add ad groups depending on what you’re trying to accomplish or what you’re trying to get out there for people when they go to Google and search for your brand.
Mike: Yeah and I think that’s a good point. If you’re a business owner and you’re watching this and you’re thinking about search ads and you’re going into it with the mentality of “well I need to capture any keyword that relates to anything that my business does” that’s probably the wrong mentality for you. I think Micah, you can probably speak to this- some of the campaigns that we run, when we go super broad like that and we’re trying to capture everything it usually doesn’t work. So, usually, we tell the clients “hey, let’s condense that, let’s run two or three campaigns based on different business segments based on what you have going on and maybe those are the most profitable for your business. Maybe that’s what you’re looking for, or maybe your goal is to grow a business segment that is brand new for you so you want to run ads for that. That’s also okay but we just need to know what that goal is. We need to have a clear goal from the on side before you really dive into stuff because if you’re trying to capture everything if you’re like “well someone might search for this term and then I want our ad to pop up and maybe they’ll convert” it’s like well maybe you should just go after terms where they’re very likely to convert more so than trying to capture everything.
Tarik: Yeah, I think we’ve noticed a lot of this with the HVAC industry so Micah if you want to kind of chime in on that. We’ve had so many HVAC clients here at this agency that it’s one of those things where it’s like okay do we advertise for service plans or are we putting our focus on new AC units or new heating units. The ticket value of a new AC unit is a couple thousand dollars whereas a tune-up is maybe fifty-sixty dollars. I think that’s a good example that you can maybe chime in on a little bit Micah as far as just the HVAC industry in general.
Micah: Yeah, absolutely. I think especially with the HVAC industry it’s super important to be mindful of what we’re advertising for like you said. So in terms of tune ups – tune ups are seventy bucks to a hundred bucks whereas an AC repair or a new AC unit could be anywhere from a $500 sale up to $20,000 sale depending on what the sale ends up being. One thing that you also have to be mindful of when doing PPC for HVAC clients is, specifically we typically see relatively high cost-per-clicks in that industry and you also have to be mindful of your budget. So, in general, any search related to HVAC so that being HVAC tune-up, HVAC repair or replacement is going to end up being somewhat expensive. If we end up doing you know an HVAC tune-up as an ad group for example in the same campaign as when we’re advertising for HVAC repair or replacement that cost-per-click could still be high, and it could take up more of the search volume for that campaign and spend more of our budgets so that’s absolutely something to be mindful of. Campaign structure and HVAC is incredibly important and making sure that everything is structured correctly and based on profitability is huge.