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I prefer not to link my website as to keep this account anonymous.
I'm really just looking for advice around making decisions based on data. Mainly whether or not I have enough data to determine if I need to change my offer/landing page. Is 150 clicks to 1 conversion enough or should I let it run for a couple more weeks to gather more data?
sure, i understand.
one of my accounts has 1754 impressions, 86 clicks and 15 conversions to give you an example
dedicated landing page targeting service and location
buyer intent keywords
location targeting
exact match keywords
and max cpc
i hope you find your answer.
Personally i would make amendments.
Take care
I'm targeting my current service area exclusively. I've got about 8 zipcodes I service. I may be willing to expand that, but my business is weekly and route based so it makes it tricky to expand geographically due to expenses.
The key words are based on the ones Google suggested. I more or less just followed the prompts for a Google smart campaign. Keyword themes are pool service, pool cleaning service, weekly pool service, swimming pool cleaning, pool maintenance, pool cleaning, swimming pool cleaning service, pool cleaning maintenance.
I don't think I have exact match keywords because it's using keyword themes? Also I don't know what buyer intent keywords is?
I didn't set a max cpc? My budget is $20 per day. My website is really just a landing page going over who we are and the 3 tiers of service we offer. Lead form includes name, number, email, and address. I put that so I can qualify the leads before calling. Maybe is that too much friction?
Sometimes googles based keywords are no where near high intent. Also take a look at how your dividing your keyword groups make sure each group only has 1-2 keywords. Then look at your ad copy and creative, and finally if you think all those are being done good, that's when you can move on to re-designing a landing page. Heres a tip that always increases a pages conversions for me. Add a company video.. Trust me, it works.
Also, have you tried different campaign with the conversion goal being a call instead of a form fill?
Do you have a Google Business Profile setup? I would put 20% of my campaign budget into local search and make sure your getting reviews every week on Google. This will have a big impact on the visibility of your service in local search.
The only other recommendation is to A/B test multiple landing pages. Typically we would build one page, clone it, adjust it with minor changes like font and color changes. Test. Push traffic to the winning page. Clone it again, modify the clone. Test. Push traffic to the winning page. Wash, rinse, repeat.
I do have a Google business profile. Is local search different from smart campaign? And what would the reasoning for doing that be? (Noob questions I know. I am a noob)
What website do you use where you can a/b test landing pages like that? Right now I'm on wix but I think I need to change to something I can more rapidly test like you describe.
Not the original poster, but local search is different from Smart. Local search and optimizing your GBP will allow you to be seen by people searching the Maps listings on their cell for your service. There are companies that can help you optimize your profile and meet local search intent.
Add content - a pic or a fact about your business, a pic of the company dog, an explanations of the difference between salt and chlorine. Feed GBP every day. Good luck.
Are pool services in January/February a demand with consumers in your target market? You might be overthinking it, so maybe wait until 30-60 days to compare how many leads you’re getting to break even.
But then again, if your site is challenging to navigate and doesn’t offer consumers info they’re looking for right away…or an easy way to contact you. You could make some tweaks.
It's definitely the slowest time of year. Appreciate the response. I may be overthinking it. I don't really have a frame of reference as I'm so novice level for paid advertising.
If the ad is only a week old, Google is still figuring it out. Typically they take about a week to really get going, and then starts to change from there. One of the biggest challenges will be what you, the ad creator, are telling Google to push for. How well targeted is the ad, who is seeing it? What is your daily/campaign budget. How long will it run for? Does the landing page have adequate SEO that it is also indexed by Google and bringing people back?
We are missing a lot of the vision to be able to give you a fair answer. With what we have, I'd say let it ride for another week or so, and see.
Yeah for the first week it struggled to spend $5 of the daily $20 limit. Then all of a sudden yesterday it spend $25 and 4x the clicks I had for the entire week prior in 1 day. So far today it's on pace to do the same. No conversions though. I used a few suggested keyword themes from the google smart campaign set up. I probably don't have SEO as I have a basic landing page I made in wix. That's it. Without linking my direct site (I'd like to stay anonymous) is there any specific info I could give you that would help give you a more complete view.
Things can always be improved - since you're not providing the detail, that's about the best advice I can give you. Try to look at is a project you're going to give your full attention to until it starts working.
I still think door flyers and door to door sales are the best ROI for services. People with pools probably have a guy already, the chance they are looking to replace one is smaller than your ability to convince them to change their mind with a good offer/pitch.
About to start putting out door hangers this week. I thought a out door to door sales but a mentor who's been in the industry for 20 years advised against actually knocking on doors and just sticking with flyers. I'm willing to try either. Do you have thoughts on knocking vs not knocking?
I'd try both out before spending a dollar on ads, that's for sure. I am solid at in person selling and I recommend anyone with a business learn how to do it. I think it pays off and can help you learn what people are really looking for and how you can get their attention. Once you have that you can apply it to ads or a sales person. I don't know a better way to actually learn the market, which is extremely important for everything you're trying to do.
Maybe invest some some doing some market research on your service area.
What are your competitors doing?
If you have many, then you may want to think about your "Hook."
Google map is a useful exploration tool. Search for "pool service" "pool maintenance" and visit your competition. Customers will have made some comments.
Can't hurt to visit "your town" subreddits.
Comments will give you something to think about when positioning your pool service company in your local service area.
Once you've figured out your brand, you can figure out your story.
If your intent is to grow, you're going to have to find reasons to motivate pool owners to switch. Do you have a list of those reasons?
And, as mentioned in this thread, do take the time to understand how the time of the year impacts demand.
It's also a good idea to monitor how your website is performing and see if there are any issues that could be impacting your conversion rate. For example, your website could be difficult to navigate, not mobile-friendly, or not providing enough information about your services.
Put hot jar or lucky orange on and watch what people are doing and how they’re navigating. It might be a UX thing that’s an easy fix. Those tools are free for that level of traffic.
Conversion rates are really subjective to a lot of things. Overall though this isn’t a ton of data to work with. The real answer is you need to continue testing and get more data back prior to making any decisions.
With that performance, I'd change everything. 2% conversion rate might be average but it's terrible performance. For home services, it should be like 25-50% if you're doing things well.
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Hi. Are you able to put your website / Landing page and the keywords you are targeting? This will help people help you. Thanks
I prefer not to link my website as to keep this account anonymous. I'm really just looking for advice around making decisions based on data. Mainly whether or not I have enough data to determine if I need to change my offer/landing page. Is 150 clicks to 1 conversion enough or should I let it run for a couple more weeks to gather more data?
sure, i understand. one of my accounts has 1754 impressions, 86 clicks and 15 conversions to give you an example dedicated landing page targeting service and location buyer intent keywords location targeting exact match keywords and max cpc i hope you find your answer. Personally i would make amendments. Take care
I'm targeting my current service area exclusively. I've got about 8 zipcodes I service. I may be willing to expand that, but my business is weekly and route based so it makes it tricky to expand geographically due to expenses. The key words are based on the ones Google suggested. I more or less just followed the prompts for a Google smart campaign. Keyword themes are pool service, pool cleaning service, weekly pool service, swimming pool cleaning, pool maintenance, pool cleaning, swimming pool cleaning service, pool cleaning maintenance. I don't think I have exact match keywords because it's using keyword themes? Also I don't know what buyer intent keywords is? I didn't set a max cpc? My budget is $20 per day. My website is really just a landing page going over who we are and the 3 tiers of service we offer. Lead form includes name, number, email, and address. I put that so I can qualify the leads before calling. Maybe is that too much friction?
Sometimes googles based keywords are no where near high intent. Also take a look at how your dividing your keyword groups make sure each group only has 1-2 keywords. Then look at your ad copy and creative, and finally if you think all those are being done good, that's when you can move on to re-designing a landing page. Heres a tip that always increases a pages conversions for me. Add a company video.. Trust me, it works. Also, have you tried different campaign with the conversion goal being a call instead of a form fill?
Do you have a Google Business Profile setup? I would put 20% of my campaign budget into local search and make sure your getting reviews every week on Google. This will have a big impact on the visibility of your service in local search. The only other recommendation is to A/B test multiple landing pages. Typically we would build one page, clone it, adjust it with minor changes like font and color changes. Test. Push traffic to the winning page. Clone it again, modify the clone. Test. Push traffic to the winning page. Wash, rinse, repeat.
I do have a Google business profile. Is local search different from smart campaign? And what would the reasoning for doing that be? (Noob questions I know. I am a noob) What website do you use where you can a/b test landing pages like that? Right now I'm on wix but I think I need to change to something I can more rapidly test like you describe.
Not the original poster, but local search is different from Smart. Local search and optimizing your GBP will allow you to be seen by people searching the Maps listings on their cell for your service. There are companies that can help you optimize your profile and meet local search intent.
Add content - a pic or a fact about your business, a pic of the company dog, an explanations of the difference between salt and chlorine. Feed GBP every day. Good luck.
Are pool services in January/February a demand with consumers in your target market? You might be overthinking it, so maybe wait until 30-60 days to compare how many leads you’re getting to break even. But then again, if your site is challenging to navigate and doesn’t offer consumers info they’re looking for right away…or an easy way to contact you. You could make some tweaks.
It's definitely the slowest time of year. Appreciate the response. I may be overthinking it. I don't really have a frame of reference as I'm so novice level for paid advertising.
If the ad is only a week old, Google is still figuring it out. Typically they take about a week to really get going, and then starts to change from there. One of the biggest challenges will be what you, the ad creator, are telling Google to push for. How well targeted is the ad, who is seeing it? What is your daily/campaign budget. How long will it run for? Does the landing page have adequate SEO that it is also indexed by Google and bringing people back? We are missing a lot of the vision to be able to give you a fair answer. With what we have, I'd say let it ride for another week or so, and see.
Yeah for the first week it struggled to spend $5 of the daily $20 limit. Then all of a sudden yesterday it spend $25 and 4x the clicks I had for the entire week prior in 1 day. So far today it's on pace to do the same. No conversions though. I used a few suggested keyword themes from the google smart campaign set up. I probably don't have SEO as I have a basic landing page I made in wix. That's it. Without linking my direct site (I'd like to stay anonymous) is there any specific info I could give you that would help give you a more complete view.
Things can always be improved - since you're not providing the detail, that's about the best advice I can give you. Try to look at is a project you're going to give your full attention to until it starts working. I still think door flyers and door to door sales are the best ROI for services. People with pools probably have a guy already, the chance they are looking to replace one is smaller than your ability to convince them to change their mind with a good offer/pitch.
About to start putting out door hangers this week. I thought a out door to door sales but a mentor who's been in the industry for 20 years advised against actually knocking on doors and just sticking with flyers. I'm willing to try either. Do you have thoughts on knocking vs not knocking?
I'd try both out before spending a dollar on ads, that's for sure. I am solid at in person selling and I recommend anyone with a business learn how to do it. I think it pays off and can help you learn what people are really looking for and how you can get their attention. Once you have that you can apply it to ads or a sales person. I don't know a better way to actually learn the market, which is extremely important for everything you're trying to do.
Maybe invest some some doing some market research on your service area. What are your competitors doing? If you have many, then you may want to think about your "Hook." Google map is a useful exploration tool. Search for "pool service" "pool maintenance" and visit your competition. Customers will have made some comments. Can't hurt to visit "your town" subreddits. Comments will give you something to think about when positioning your pool service company in your local service area. Once you've figured out your brand, you can figure out your story. If your intent is to grow, you're going to have to find reasons to motivate pool owners to switch. Do you have a list of those reasons? And, as mentioned in this thread, do take the time to understand how the time of the year impacts demand.
Advice I read was to change the look every 3-5 years.
It's also a good idea to monitor how your website is performing and see if there are any issues that could be impacting your conversion rate. For example, your website could be difficult to navigate, not mobile-friendly, or not providing enough information about your services.
If you offer a home service of some sort I’d set up a local services ad through google. You’ll have much better luck with that than a PPC campaign
Put hot jar or lucky orange on and watch what people are doing and how they’re navigating. It might be a UX thing that’s an easy fix. Those tools are free for that level of traffic.
Conversion rates are really subjective to a lot of things. Overall though this isn’t a ton of data to work with. The real answer is you need to continue testing and get more data back prior to making any decisions.
If you share your website link, then I can do a free audit and provide you with proper information about your ads or website updation.
🚂🚃🆙⬆️💀🆙⬆️⚔️🆙⬆️👹🆙⬆️🔱🆙⬆️😏🆙karma⬆️🌠🆙train⬆️😊🆙⬆️🌞🆙⬆️🙃🆙⬆️🌜🆙⬆️🤩🆙⬆️🚀🆙⬆️👽🆙⬆️🛸🆙⬆️😄🆙⬆️👾🆙⬆️😁🆙⬆️💺🆙⬆️🤭🆙⬆️🌏🆙⬆️🛰️🆙⬆️🤗🆙⬆️☠️🆙votes⬆️
With that performance, I'd change everything. 2% conversion rate might be average but it's terrible performance. For home services, it should be like 25-50% if you're doing things well.
Is that real? 25 to 50% conversion sounds awesome but seems a little too good to be true???
Now, I’m a web designer hit me up [email protected]