건설도급업자의 구글 애드의 활용 효과 및 가이드 VIDEO; The Contractor’s Guide to Google Ads

The Contractor’s Guide to Google Ads

December 13, 2019 Guest Post

The following is a guest post written by Andy Grider, the Digital Marketing Manager for STACK Construction Technologies.  The original article can be found at stackct.com/blog/the-contractors-guide-to-google-ads/

via STACK Construction Technologies

Let’s face it… contractors usually aren’t the best when it comes to marketing their business online. Creating a nice-looking website and promoting your business can feel daunting, especially if it’s not your forte! 

건설도급업자의 구글 애드의 활용 효과 및 가이드 다음은 STACK 건설기술 디지털 마케팅 매니저 앤디 그라이더가 작성한 초청 게시물이다. 회사의 온라인 입지를 구축하는 것은 매우 큰 일이다  첫째, 당신은 당신이 제공하는 서비스를 전달하고 당신의 작품을 보여주는 매력적인 웹사이트를 가지고 있으며. 아마도 당신의 사업을 위해 페이스북 페이지와 인스타그램 계정을 설정하기를 원할 것이다. 그런 다음 이런 소셜 채널에 정기적으로 게시하고 웹사이트를 업데이트해야한다.  좋은 소식은 기본만 하면, 여러분의 사업이 경쟁자들보다 앞서고 더 많은 일을 쟁취하는 데 도움을 줄 것이라는 것이다! 눈에 띄는 한 가지 방법은 구글애드(옛 구글어드워드)에 투자하는 것이다. 구글 애드란? 구글 애드(Google Ads)는 구글 검색 결과 페이지의 상단과 하단에 나타나는 텍스트 광고다. 구글 애드 단가 구글 광고로, 당신은 보통 누군가가 당신의 광고를 클릭할 때마다 돈을 지불한다. 클릭당 비용(CPC)은 클릭당 0.01달러에서 클릭당 10달러 또는 그 이상까지 가능하다. 당신의 최종 CPC는 당신이 그것들에 얼마나 입찰했는지, 당신의 관련성 그리고 그 같은 키워드에 얼마나 많은 다른 사람들이 입찰하고 있는지를 포함한 몇 가지 요인에 달려있다. 어떻게 시작하지? 계정을 설정하려면 Google Ads를 방문하십시오. 당신은 당신의 계약자 사업에 대한 몇 가지 기본적인 정보를 제공하고 당신의 광고비를 지불하기 위해 신용카드를 제공해야 할 것이다. Google 애드의 시작 이제 시작하려면 이해해야 할 몇 가지 중요한 개념을 좀 더 깊이 파고들자... 키워드 및 키문구 Google Ads 계정을 설정할 때, 검색 엔진 결과 페이지(SERP)에 광고가 나타날 때를 비즈니스와 관련된 키워드를 선택하여 선택하십시오.   예를 들어, 당신이 도장 도급업자라면, 누군가가 도장 시공자, 상업용 도장, 사무실 건물 도장, 도장 하청업자, 도장 사업자, 도장 계약자 등과 같은 것들을 검색할 때 당신의 광고가 나타나기를 원할 수 있다. 당신이 제공하는 서비스와 관련된 키워드가 많을수록 더 좋은 결과를 보게 될 것이다. 타겟팅 구글 애드센스는 나이, 성별, 가계 수입, 위치 등을 포함한 다양한 광고 대상을 정할 수 있는 방법을 제공한다. 그 기준들 중 하나에 기초하여, 당신은 당신의 광고를 표시하거나 포함하거나 제외하거나 당신의 입찰 금액을 증가/감소할 수 있다. 도급업자가 사용하는 데 중요한 목표 기준은 위치다. 위치 타겟팅은 당신의 광고가 당신이 일하는 지역에서만 나타나도록 중요하다. 예를 들어, 여러분이 로스앤젤레스에서 반경 50마일 내에서만 일을 한다면, 여러분은 다른 곳에 있는 사람들에게 광고를 보여주지 않도록 그 지역으로 목표를 설정할 수 있다. 당신의 위치가 타겟팅이 맞는지 확인함으로써, 당신은 당신의 광고비를 당신의 목표지역 밖의 사람들에게 보여주는데 낭비하지 않을 것이다. searchenginejournal.com 광고의 입찰 광고의 입찰은 누군가가 당신의 광고를 클릭했을 때 지불할 최대 금액이다. 구글애드의 한 가지 유용한 점은 얼마나 가치 있는가를 기준으로 키워드별로 다른 입찰을 할 수 있다는 점이다. 키워드를 표적으로 삼을수록 입찰에 응해야 한다 예를 들어, 여러분이 로스엔젤레스에 있는 도장 도급업자인 경우, 여러분은 "내 침실을 칠하기 위한 페인트칠"의 검색보다 "로스엔젤레스의 사무실 건물 도급업자"와 같은 검색에 더 많은 입찰에 응할 수 있다. 첫 번째 검색은 대상이 더 많고 두 번째 검색보다 훨씬 더 큰 작업이 될 것이다. 따라서 이런 키워드에 더 입찰해야 한다. 높은 단가가 고려되는 품질 점수 당신의 "품질 점수"는 구글이 당신의 웹사이트와 광고가 당신이 경쟁하고 있는 키워드와 얼마나 관련이 있다고 생각하는지를 보여주는 척도 입니다. 당신이 더 관련이 있을수록, 구글이 당신에게 더 높은 품질 점수를 줄 것이다. 좋은 소식은 구글애드가 도급업자들에게 당신의 구글애드센스 계정에서 바로 예산에 대한 많은 통제권을 준다는 것이다. 일일 예산은 하루에 최대 1만 달러 또는 그 이상까지 낮을 수 있다. 다른 광고와 마찬가지로, 작은 테스트로 시작하여 그것이 어떻게 작동하는지 확인한 후, 그것이 당신의 사업을 당신의 방식대로 이끌고 있다는 것을 증명하고 나면 당신의 광고 지출을 늘리는 것이 가장 좋다. 또 하나 유의할 점은 원하는 만큼 예산을 변경하거나 광고를 완전히 중지할 수 있기 때문에 장기간에 걸쳐 어떤 일에 전념할 필요가 없다는 점이다. 황기철 콘페이퍼 에디터 큐레이터 Ki Chul Hwang, conpaper editor, curator

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Setting up your company’s online presence is a lot of work! First, you have a create an attractive website that conveys the services you offer and showcases your work. You probably also want to setup a Facebook page and Instagram account for your business. Oh, and then you need to post regularly to these social channels and keep your website updated. Fun stuff when you’ve got a lot on your plate already just trying to finish your current job and get to the others in your queue! 

The good news is that by just doing the basics, your business will stand out ahead of your competition and help you win more work! One additional way to stand out is to invest in Google Ads (formerly called Google Adwords). 

At STACK, we use Google ads to highlight our business to general contractors, subcontractors, suppliers and building product manufacturers looking for preconstruction software, takeoff software, and estimating software. 

In case you’re not familiar with Google Ads, here’s a few basics: 

What are Google Ads? 

Google Ads are the text ads that show up at the top and bottom of Google search results pages. 

How much do Google Ads cost? 

With Google Ads, you typically pay every time someone clicks on your ads. The Cost-per-click (CPC) can range from $.01/click to $10/click or even more. Your final CPC depends on a few factors including how much you bid on them, your relevancy and how many others are bidding on those same keywords. 

How do I get started? 

Simply visit Google Ads to setup your account. You’ll need to provide some basic information about your contractor business and supply a credit card to pay for your advertising costs. 

Getting started with Google Ads 

Now let’s dig a little deeper into a few important concepts that contractors should understand to get started… 

Keywords and Keyphrases

When setting up your Google Ads account, you’ll choose when your ad shows up on the search engine results pages (SERPs) by selecting keywords relevant to your business. 

As an example, if you are a painting contractor, you may want your ad to appear when someone searches for things like painting contractor, commercial painting, office building painting, painting subcontractor, painting business, painting contractor, etc.  The more the keywords relate to the services you offer, the better results you’ll see. 

Targeting

Google Ads offers many different ways contractors can target their ads including by age, gender, household income and location. Based on one of those criteria, you can include or exclude showing your ad or increase/decrease your bid amount. 

One targeting criteria that is critical for contractors to use is location.  Location targeting is important so that your ad will only appear in areas where you do work.  For example, if you only do work within a 50-mile radius of Los Angeles, you can set your targeting to that area so you don’t show ads to people elsewhere.  By making sure your location targeting is correct, you won’t waste your advertising dollars showing your ads to those outside your target area. 

Bids

Your bid is the maximum amount you’re willing to pay when someone clicks on your ad. One useful thing about Google Ads is that you can set different bids for each keyword based on how valuable it is. The more targeted the keyword, the more you should be willing to bid. 

For example, if you’re a painting contractor in Los Angeles, you might want to bid more for a search like “Los Angeles office building painting contractor” than for a search of “painter to paint my bedroom”.  The first search is more targeted and would be a much larger job than the second search.  Therefore, you should bid more on a keyword like this. 

 

searchenginejournal.com

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Quality Score

Your “Quality Score” is a measure of how relevant Google thinks your website and ad are to the keywords you’re bidding on. The more relevant you are, the higher the quality score Google will give you. 

Using our painting contractor in Los Angeles example, the Quality Score will be higher for a search of “Los Angeles painting contractor” than “San Francisco painting contractor”. 

Your quality score is important because it along with the amount you bid determine the position of your ad on the SERPs, whether your ad will show up at all, and how much a click will cost you. 

Budget

The good news is that Google Ads gives contractors a lot of control over budget right from within your Google Ads account. Your daily budget can be as low as $1/day up to $10,000/day or even more. 

As with any advertising, it’s best to start off with a small test to see how it performs and then ramp up your ad spend once you’ve proven it’s driving business your way.  The other thing to note is that you can change your budget or pause your advertising altogether as often as you like so you don’t have to commit to anything long-term. 

Text Ads

Unlike most other forms of advertising, your Google Ad won’t include any graphics, photos or your logo to help convey your services. You’ll have to let the searcher know what you do and why they should hire you all in just a few words. 

Think about how your company differentiates itself from the competition and highlight that in your text ad. Do you offer the lowest price? Are you the top-rated? Most-trusted? Do you specialize in large commercial jobs? Is no job too small?  Include anything that helps your business stand above the competition and highlight your unique positioning. 

Also, be sure to customize your ad for each set of keywords.  For example, if your company does painting and hangs drywall, you should create 2 separate ads that highlight these services.  If someone searches for something painting related, show them the painting text ad. Conversely, if they search for a drywall contractor, show them the drywall text ad. 

Landing Pages

Your landing page is the page on your website where searchers are directed when they click on your ad. A few things to keep in mind about your landing page: 

     ✓ Make it relevant – Ensure your landing page is relevant to what the user searched for. Using our example above, if the user searches for a drywall contractor, your landing page needs to be all about your drywall services. Landing page relevancy is a key factor in your Google Quality Score. 

     ✓ Include a call-to-action – What do you want the searcher to do once they come to your landing page? Give you a call? Schedule a meeting? Fill out a contact us form?  Make it easy for them to take that action. 

Tracking Conversions

As a contractor, you’ll want to see how effective your Google Ads are performing. Google offers both pixel tracking and call tracking to help you measure how many people give you a call or take another action such as fill out a form or schedule a meeting.  For more detailed information on this topic, read Google’s article Different ways to track conversions. 

Ready, Set, Go! 

Now that you know some of the basics, you’re ready to get started.  Head over to ads.google.com to create your account.  Google ads has a step-by-step guide to get you up and running quickly.  They also provide additional help documentation when questions arise. 

Not sure if you want to do it yourself?  Reach out to a local marketing agency or digital advertising consultant and have them setup and manage your account.  You’ll pay extra for their service but their expertise can be invaluable.  

After your Google Ads are active... 

Once you have your Google Ads account setup and running, you’ll want to monitor your performance.  Are people clicking on your ads?  Once they do, are they getting in touch with you and requesting a quote?  Google provides reporting that will provide you this information and a whole lot more. 

After your ads have run for a while, you’ll start to notice some keywords performing better than others.  When you see this, you can bid less or pause the keywords and ads that are doing poorly and increase the bids on those that are performing well.  

Moving forward, you can also add new keywords and text ads to test out.  Look at adding more keywords that are similar to those that are already performing well for you. 

The Best New Google Ads Tricks (for 2019!) 

 

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