MARKETING
PITFALL #1. Spending too much money at
the beginning of your campaign. At first, test
out your campaign. You need to find the sweet
spot. Monitor how your campaign did and then
spend more over the next several weeks. Set
your budget for $5-8 per day until you know the
campaign is profitable. Then bump it up to what
you feel comfortable with spending.
PITFALL #2. Putting all your ads in one
campaign. Use as many campaigns as you need.
I normally suggest using a separate campaign
for each city. This will allow you to bid different
prices for different cities and services. For
example, you’ll want to bid much less to target
“Tile Cleaning Marietta” and much more to
target “Carpet Cleaning Atlanta.” Additionally,
when your campaign is centered on a specific
city, you can put the city name in your headline
and create a more personalized ad.
PITFALL #3. Bidding too much per click. At
first, bid a little lower than Google suggests. You
should monitor how your ad did and then bid
more later on. Start the cost per click at $2-5 per
click. The worst that can happen is you won’t
get any clicks and therefore you won’t spend any
money.
PITFALL #4. Advertising on the Display
Network. Uncheck the “Display Network” under
the campaign settings area in the “Network and
devices” section. The Display network will
put your ad on other websites and blogs. But
you should only advertise on the Google search
engine because that’s where your prospects are
actively searching for a cleaning business.
PITFALL #5. Not refining your keywords.
Use the Keyword Planner tool to find your best
keywords (Google it to find it). When you’re
first starting, put quotes around your keyword
phrases. For example, “carpet cleaning atlanta.”
The quotes will require that all the keywords be
present for your ad to show up. Even if more
words are added, your ad will show up, but it’s
required that at least those words be entered in
the search. Also, don’t use all the keywords
recommended by Google as some of their
suggestions will waste your money.
PITFALL #6. Not including your city name
in the ad. Your prospect doesn’t assume your
company is in Atlanta just because they Google
“carpet cleaning Atlanta”. So make sure your
city name is toward the top of the ad. It helps to
reassure them that they’ve found a company in
your city and it draws attention to your ad.
PITFALL #7. Not testing different ads. You
can test ads against each other to see how each
ad pulls. Test different headlines, offers, and
body copy. See what works best and which offer
gets the best response.
PITFALL #8. Forgetting to monitor your
Adwords account. This is NOT a set it and
forget it type of ad campaign…especially in the
beginning. Make sure you check it every couple
of days at first. Monitor how the ad is doing
regularly and see if it gains you new clients.
PITFALL #9. The landing page doesn’t