7 AdWords Tips for Home Improvement Brands
Installing your products in people’s homes requires a unique marketing strategy. Rather than having people visit your location, you need to find them at their spot which is often times their home. Here’s 7 tips you can use to drive demand across multiple locations. Use these to grow your home services product sales.
Tip #1: Proper Account and Campaign Structure
Your AdWords account can be broken down into three tiers. The top tier being your AdWords Account, the middle being your campaigns and the bottom tier is your ad groups.
At the account level, you enter one form of payment as well as control who has access to the account. If you have multiple locations and each location requires individual forms of payment, each location will need its own account. This essentially adds a fourth tier called Master Client Account (MCC) to the top of your structure.
Inside an MCC account, you can house all your location accounts. After linking is established, having these accounts under one login will save you time and provide additional benefits such as MCC level bulk operations and shared remarketing lists.
At the campaign level, you can set daily budgets, locations targeting, language and many other settings such as ad rotations that effect the ad groups in each campaign. These should be focuses on a single product or service.
Each ad group contains a small list of closely relate keywords and ads customized to match the keywords in that group.
Tip #2: Use of campaign templates
When running paid search for your home improvement brand or dealer network, it’s a good idea to keep a master AdWords campaign template that you can frequently update with current learnings such as negative keywords and new ad groups. You can even have a template for each product or service your dealers offer.
This template or campaign shell should not contain specific GEO keywords. Instead, use placeholders like “replacement windows [city_st]”. When building out the new dealer campaign, find and replace the placeholder with the GEO specific info.
When using find and replace inside AdWords Editor it can be helpful to use the “Make changes in duplicate items” option if there are suburbs you would like to target at the keyword level.
The use of templates allows you to get new dealers into market faster with predictable results early on. New dealers joining the paid search program are not starting from ground zero – they benefit from many of the learnings and optimizations you’ve previously made.
Tip #3: Leverage AdWords Scripts for Bid Management
Remember, your paid search account should NEVER be completely automated. However, there are strategies that can provide leverage while not giving up total control to costly software. The use of AdWords Scripts is one of these strategies.
Managing accounts with thousand even hundreds of thousands of keywords can be overwhelming when considering each one of these keywords can have its own individual max CPC bid.
AdWords scripts allow for you to put an overarching bid management strategy in place then execute that bid management in a semi-automated fashion. Saving time and money while improving results.
When using scripts, it’s a good idea to set run times in the middle of the night when you likely won’t be making optimizations offline in AdWords editor, which may end up interfering with the changes your scripts make.
Tip #4: Keyword Targeting in Tiers
Typically, with a home improvement AdWords account creating three tiers of ad groups works best. The keywords inside these three tiers vary from tier one being the most relevant high competitive (expensive) keywords to tier three being exploratory keywords.
Here’s a basic overview of that this might look like if your home improvement brand sells windows.
- Tier 1 Ad Groups: Replacement Windows, Branded, Cost/Buy
- Tier 2 Ad Groups: Best, Type,
- Tier 3 Ad Groups: Competition, How-to, DIY, Fix
Structuring a replacement windows campaign in this way has many benefits. One of my favorites is being able to create bid management scripts strategies (mentioned in tip #3) to bid on each tier of ad groups independently.
Typically, the lower the tier the lower the average position and the less aggressive bid strategies you will want to have in place.
It’s a good idea to add top level keywords from tier 3 ad groups (such as DIY, How-to, fix) as ad group level negatives for your tier 1 and 2 ad groups. This ensures your ads pull from the correct ad group which is very important when you have proper bids strategists in place.
Tip #5: Location Targeting
Home Improvement contractors typically have geographical areas they consider their service area. Paying for clicks outside this service area is a waste of money and can also result in wasted time spent talking to leads you can’t or don’t want to service. Using advanced location targeting can help reduce wasted ads spend while increasing overall ROI.
Google makes it easy to target large cities and metros. However, it’s likely that using a city or metro alone isn’t going to produce the best results. Use the knowledge you have about the leads coming from specific zip codes to optimize your location targeting.
If you have data telling you leads coming from zip code 78746 typically results in a higher quality customer with larger dollar amount projects, it makes sense to bid more aggressively in that area.
On the contrary, if you know leads coming from downtown zip codes tend to be commercial projects or smaller condo jobs that you have no interest in, don’t be afraid to exclude these zip codes.
Here’s an example of what this might look like for a contractor with a service area 20 miles around Austin, TX. The zip code 78746 is a wealthier Austin neighborhood. Home improvement jobs inside this zip code are larger and more profitable, so we set a bid modifier of +20%. The top three downtown zip codes were excluded as these jobs were mostly commercial or smaller replacement windows jobs for condos.
Tip #6: Proper Text Ad Language
Having the proper ad language becomes even more important when you are bidding on exploratory or experimental keywords (think tier 3 as mentioned in tip #4). Getting creative with your ad language is key here.
The ad below would be ideal for “How-to” or “DIY” ad groups.
Use ad language that meets your target audience where they are, which can vary with each ad group. This extra effort makes your ad more engaging and can also make your ads stand out from the competition at the same time.
Avoid using trick-to-click ad language. Doing so will reduce on wasted ads spend and increase the conversion rate of your campaign.
What’s “trick to click”?
Showing the ad below for the search term “DIY home replacement windows video” then directing that the searcher to a landing page with a call to action of “Request and Estimate” would be an example of trick to click.
Sure, this ad might have a higher CTR – but bounce rate will be extremely high! Plus, you are paying for clicks here, make sure your ads qualify each click.
Tip #7: Using Strong Offers
There is probably more, but I can think of 3 reasons why using strong offers in your ads and on your landing pages increases the overall performance of your paid media efforts.
- It incentivizes the searcher to take the next step – “50% Off Roofing Installation - Request an Estimate and Save” for example
- While it shouldn’t be the only compelling language in your ads, having different offers than your competitors can make your ads stand out. Especially if your competition isn’t using any special offers!
- Combining offers with time sensitive dates (only through May 31st) creates a sense of urgency
Keep in mind Google limits the charterers we can use in text ads. And as mentioned above your offer shouldn’t be the only compelling copy in your ad. If you can keep your offers short and concise so there is plenty of room additional copy about what makes your company great and different.
As you can see, there’s lots of moving pieces when using paid media to drive demand in different geographic areas. Our team has experience delivering successful digital advertising campaigns for a variety of home improvement brands. If you’re in this space and looking for help, we’re happy to chat!