Take a moment to consider how you find information online. Do you rely on what others share on social media, or are you like over 90% of the population that starts their search on Google?
If you’re like the majority of your customers you most likely type a few words into Google’s search bar and hit Enter. But which words do your customers enter to find your business? Why do they choose those words? How can you target those customers?
Here we will review how to use Google Ads for your painting business to reach your customers online.
What is Google Ads?
Google Ads (formerly Google AdWords) is an advertising platform that works with Google’s search engine. Using Google Ads requires experience, judgment, and understanding. Let’s start with the core questions: What is Google Ads and how does it work?
To start, it’s important to understand the difference between Search Ads and Display Ads.
Google Search Ads (Text)
Google Search Ads appear above the organic search results in the Google search results (SERPs). They help businesses like yours reach out to consumers who are actively searching for information. Advertisers call ads like these “pull marketing” because they draw consumers in.
Google Display Ads (Image + Text)
Google Display Ads appear on websites participating in the Google Display Network. This passive form of marketing called “push marketing” targets customers as they browse the web. This acts as a reminder service, pushing them back to your website to make contact with your business.
Which One is Right For You?
While there are other types of Google Ads such as Video and Apps, Search and Display are the only two we recommend for the painting contractors. Why? Because they’re the only two that produce results for this industry.
To start, we recommend focusing 100% of your advertising budget on Search Ads (not to be confused with Dynamic Search Ads). After a few months, once you have sent some traffic to your website you can start incorporating Display Ads. This will help pull and push customers to your website.
How Google Ads Works
Google Ads are based on a pay-per-click (PPC) model. In other words, you’re charged every time someone clicks on your ad. Advertisers enter their target demographics such as “homeowners interested in painting services” and bid on the keywords they believe their customers will use to find their business. The more popular the keywords, the more costly your advertising will be.
The Principles of PPC Advertising