Acquiring Home Services Customers Online
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Kickserv & WordStream have partnered up to bring you the latest best practices in online advertising for services. The way services businesses are reached has changed drastically over the years. The growth of mobile traffic and change in local ad formats will continue to evolve this. Make sure you know how to handle the changes with your marketing strategy!
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Acquiring Home Services Customers Online
- 1. LIVE WEBINAR Acquiring Home Services Customers Online in 2019 Tony Testaverde & Kyle Barlow February 7, 2019
- 2. | Confidential 2 Who We Are Tony Testaverde: Director of Lead Acquisition @WordStream Kyle Barlow: Director of Marketing & Sales @Kickserv Tony Kyle
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- 4. 4 Agenda • Industry Data & Challenges • Latest Trends in Acquiring Services Industry Leads Online • System to Convert Leads into Customer • Q&A
- 6. | Confidential 6 The New ‘Old School’ • Word of Mouth • Direct Mail • Print • Broadcast - Radio, TV
- 7. | Confidential 7 Rapidly Adjusting Marketing Landscape • Growth of Digital Advertising • Artificial Intelligence • Cross Platform
- 9. | Confidential 9 Highlights Service Industry Facts • Over 97% of people are searching online for local businesses 19% of people are searching for local services multiple times a week
- 10. | Confidential 10 Highly Competitive Industry on Google Ads
- 11. | Confidential 11 High Costs Per Click
- 12. 12| Confidential How Do You Get Around the High Costs?
- 13. | Confidential 13 Step 1: Set Up Google My Business • Set up an optimized, up-to-date profile • Google Maps will also be served these listings • It’s Free! Visit Google.com/Business
- 14. | Confidential 14 Step 2: Set up Call Tracking • 43% of all search-related conversions happen over the phone • 65% of businesses consider phone calls their best quality leads • It’s worth paying more for a phone call.
- 15. | Confidential 15 Step 3: Set up Remarketing for Search • Remarket to those that have already been to your website on Google search • See significantly lower CPCs and higher conversion rates
- 16. | Confidential 16 Step 4: Have a Review Strategy • 28.72% increase in CTR when ads contained a ‘star’ rating • Average increase of 3% in conversions when reviews are placed next to a buy now button • Bounce rates decrease by over 8%
- 17. | Confidential 17 Tips for Getting Great Reviews • Talk to Existing Customers • Test Review Placements on Your Site • Feedback system for offline deals. Unique codes at Point of Sale, etc. • Ask for Reviews!
- 18. | Confidential 18 Step 4: Set Up Google’s Local Service Ads • Catered to Services Industry • Ads show a business number, hours, ratings, and reviews. • Go one step further to ensure they’re connecting searchers to the right advertiser. *Major metros only right now
- 19. | Confidential 19 Google’s Local Service Ads Set Up • Upon click, Google then prompts to confirm job they’re looking for • If you fit the job and area, you’ll be matched to the prospect and they’ll review your qualification, ratings, and reviews • If you’re not a good fit, you won’t pay
- 20. | Confidential 20 Google Local Service Ad Industries • Locksmiths • Plumbers • Garage Door • Electricians • HVAC • Air Duct Cleaner • Appliance Repair Service • Auto Glass Service • Auto Service Technician • Carpet Cleaner • Event Planner • Handyman • Home Improvement Pro • House Cleaner • Junk Removal Provider • Lawn Care Provider • Mover • Painter • Pest Control Technician • Pet Care Provider • Pet Groomer • Photographer • Roadside Assistance Service • Roofer • Tree Service Provider • Tutor • Upholstery Cleaner • Water Damage Service Provider • Window Cleaner • Window Service Provider
- 21. 21| Confidential Turning Your Leads into Jobs