Online marketing and Google AdWords – the two go hand in hand.
When a prospective customer is looking for a product, service, promotion, or anything from anywhere in the world, they’re likely going to search for it on Google. That customer is looking for you, and AdWords gets you found.
For a small pool business, Google AdWords can be a hugely successful method of driving traffic, marketing your product and ultimately getting increased sales.
According to emarketer.com, Google garnered $35 billion in total digital ad dollars in 2017 in the United States alone, up 18.9% from the previous year. More specifically, mobile represented 54% of Google’s total U.S. ad revenue for the year, with smartphone and tablet ads up 28.6% year after year, to $18.9 billion.
So what does this mean to your pool business?
One of the most valuable inbound marketing methods for your pool business is search engine marketing (SEM). While organic search and SEO is incredibly important, when coupled with other SEM methods like pay-per-click (PPC) through Google AdWords, you can substantially increase the effectiveness of your marketing campaigns online for your pool business, ultimately generating more leads.
The problem with Google AdWords is that many pool businesses simply don’t know where to get started or what to do with the platform once they get the marketing ball rolling. Today’s consumer proves time and again how digitally proficient they are. They are connected to multiple devices and multiple sources, creating an “always on” mentality.
Tapping into ad resources like Google AdWords allows you to connect with today’s digitally-driven consumer by maximizing your reach and selling your brand in the most successful way possible — via online marketing.
Pool businesses can benefit greatly from using Google AdWords. Below are the Top 5 pool marketing tips for using AdWords:
1. Profile Your Target Market
Arguably the biggest problem a pool business has with AdWords is keywords. This is a multi-faceted issue, but it stems from pool businesses not conducting an in-depth profile of their customer demographic.
But you can overcome this by utilizing Google AdWords search campaigns in its entirety. Understanding the concept of audience targeting allows you to boost your pool marketing campaign by reaching people browsing websites, using apps or watching videos based on their interests.
Bottom line? You can specifically reach customers who are conducting pool product and service related searches. These customer profiles will bring a number of valuable insights to help with reaching your ideal customer, including:
- The keywords pool and spa customers use to search online
- Your customer location
- The use of “negative” keywords (keywords you don’t want associated with your pool and spa services or products)
- Which keywords best align with your current pool marketing strategy
Google’s Keyword Tool is a great place to start your keyword search. With this tool you can scan a competitor’s website for keyword inspiration, create ad group sets and build text ads.
For example, you may be using key phrases like “pool builder” and “local pool builder,” and those may not be the most successful phrases for your pool business search. The Keyword Tool will help you identify pool terms, phrases and words potential customers are searching for related to your pool business that you may not have thought of previously.
2. Understand The Bidding Process
Bidding on Google AdWords takes time and experience. But the more you learn about the ins and outs of the bidding process, the better you will be able to place lucrative bids based on a number of factors like your pool marketing campaign goals and keyword competition.
While the word auction evokes a sense of the “prize” given to the highest bidder, the Google AdWords bidding process works a bit differently. While you do need to determine your budget and bidding options for your ad to run on Google, Google’s ad auction considers both quality and bid to determine your ad’s position.
Long story short? You can still win a higher ad placement than your competition who outbid you with more relevant keywords and ads.
3. Test Your Google AdWords Campaign
Regular testing of your Google AdWords strategy is critical for measuring the effectiveness of your pool marketing campaign. To make the most out of a test, you should:
- Run tests only when you won’t be changing your marketing campaign so that results won’t be skewed
- Focus on a single variable for each test
- Create tests that will produce results like lead generation as quickly as possible
- Choose only one metric to measure the “success” of a test
4. Take All Devices Into Account
Another layer to AdWords is considering which devices your customers are using to find you and come into your store. You may discover, for example, that certain keywords are more effective on a desktop than on a mobile device, and you will change your keyword bids and priorities based on that information.
Knowing how you’re targeting potential pool buyers will also help with ad design. How your ad will display on a mobile device will differ from that on a desktop, which means you may have a whole new and unique set of opportunities to consider when it comes to pool marketing.
5. Stay Up to Date with Program Updates
Google regularly updates AdWords so that it remains current and innovative. Keeping up with these updates means that you will be able to best optimize your pool marketing efforts while continually fine tuning your strategy to match Google AdWords’ latest conditions and offerings.
At the end of the day, there are two things pool businesses can do to show not only how much you love your business, but also how to maximize your Google AdWords efforts. Dive in and learn as you go. And don’t be afraid to check out what others are doing (use what you love and hate about your competitors’ campaigns as inspiration for your own!).
Putting your pool business first and learning how to best market your services will generate more leads and engage potential customers in a way you’ve yet to see.