If you’ve set up Google Ads campaigns for your pool company but haven’t experienced the success you were expecting, then you need to do a full audit of your campaigns. This is important if you are running Search campaigns and targeting people searching for a pool company.
It’s important to set up your campaigns correctly. And that should begin with keyword research, to identify search queries that are highly targeted and relevant for your business.
In this blog post, I’ll list the key tips to setting up an effective Google Ads campaign for a pool company.
1. Campaign Objective
Promoting a pool company through Google Ads has some challenges, but the system helps you to pick the right controls and features, so you can set up an effective campaign. And that begins with selecting a campaign objective that aligns with your goals.
For a pool company that would mean picking a Leads objective. And you’ll be able to capture leads through goals that you set up like phone calls, lead forms and so on.
So, this helps you to create it correctly and then get suggestions for other controls which I’ll list below.
2. Campaign Type
After selecting your objective, you’ll be presented with a list of campaign types that align with it. And you’ll see campaigns such as Search, Shopping, Performance Max and others.
Because we want to start by targeting people who are searching for a pool services company, then a Search campaign would be the most ideal to start with.
This campaign gives you control over your keywords, searches, bid strategy and more, while you leverage the power of machine learning capabilities to achieve great results at auction time.
3. Campaign Budget
To run a successful Google Ads campaign for a pool company, you need to set a budget that will help you to achieve your goals. So, that will require a little research or testing and then regular updates as you continue to advertise.
And doing some keyword research will help you to come up with a good budget. That’s because you will identify the keywords you want to target and then see the average cost per click and that can help you set your budget.
However, if you’re still not sure, a good budget to start with is about $600 per month. And then you can increase it as performance improves.
4. Bidding Strategy
Google Ads advertising for Search ads is an auction system. So, you’ll need to set bids to appear in the results as part of the keyword auction.
Fortunately, Google has multiple bidding options, so you don’t have to do it manually or sit and wait to place a bid for each auction.
Instead, the system will bid automatically for you, based on your goals and the context of the search. That means you will be able to appear in the results automatically and achieve better results from the efficient bidding system.
5. Keyword Selection
To run effective Google Ads for a pool company, you need to carry out keyword research. This is one of the first things you’ll do. And it will determine things like the budgets you set, the campaign structure, the number of ad groups you’ll have, the search queries you’ll get and more.
To get started with keyword research, go to Tools & Settings in your account, and click the Keyword Planner tool in there. You’ll be able to use that tool for free to carry out the research.
Also, you can use the keyword tool that’s available in your ad groups on the Keywords page. This one is more basic but will give you a good list of keywords to choose from.
6. Text Ads
Text ads are what your potential customers see when they search for your products or services. So, it’s important to make them look the best way possible and different from other advertisers that are appearing.
There are some basic things that should be added to all your ads. And this includes benefits, relevant features, calls to action, keywords and more. And add unique selling points that make your ads stand out in the results.
You also have 15 headlines and four descriptions in each ad. And the system displays the most relevant combinations based on the search context.
7. Ad Scheduling
One of the last features to update as you set up your new Search campaign is Ad scheduling. This feature is also known as day parting and allows you to choose when you want to run your ads – that is the days and hours that matter to you.
The default setting as you’ll see in the campaign settings, is that your ads will run on all ads and at every hour. This is ok and is suitable for many businesses including pool companies.
But if you’ve tested some ads and seen them perform better on certain days of the week or hours of the day, you can adjust that easily.
Conclusion
Following these Google Ads tips for a pool company will help you to set up a great campaign. If you’d like to know more, I’m a Google Ads Specialist and I’d be happy to help. Contact me to discuss.
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