Have you been curious about Pay-Per-Click Advertising? Have you been unsuccessful in your PPC campaign? Here we explain some of our proven strategies on how you can position your Pay-Per-Click campaign to be successful for YOUR Plumbing or HVAC business.

1. !
Google AdWords - How to Maximize the ROI of your
Pay-Per-Click marketing Efforts
!
Google AdWords - How to Maximize the ROI of your
Pay-Per-Click marketing Efforts

2. What we will cover in this session
• Understanding the Search Engines (Paid,
Organic & Map Listings)
• Why Pay-Per-Click Marketing should be part of
your overall marketing strategy for your
Plumbing or HVAC Business
• Understanding the Adwords Auction Process
Works
• Why strategically crafted AdGroups built around
specific keywords are the key to the profitability
of your AdWords campaign
• How setup your AdGroups and why you must
develop custom Text Ads & Landing Pages to
maximize your success (Emergency Plumbing,
Water Heaters, Drain Cleaning, Bathroom
Remodeling, Etc)
• How to setup a MOBILE PPC Campaign

3. Understanding The Search
Engines
PAY PER CLICK • PPC
ORGANIC LISTINGS
GOOGLE MAPS
PAY PER CLICK • PPC
SEARCH RESULTS PAGE • SERP

4. Understanding The Search
Engines

5. Pay Per Click Listings

6. Why PPC should part of your Internet
Marketing Strategy
• Start showing up quickly
•Show up as Often as possible
where your customers are looking
• Show up for non geo-modified
terms “plumber”,“plumbing”,
“water heater repair”, etc
•MOBILE PPC - Click = Call

7. Pay Per Click Networks
•www.google.com/Adwords
•bingads.microsoft.com/

8. Pay Per Click Networks

9. Pay Per Click Networks

10. Understanding How
AdWords works
Bid $2.00
Bid $2.20
Bid $1.75
Bid $1.30
Bid $.75

11. Why Most Pay-Per-Click
Campaigns Fail
• Setup only ONE ad group for all
services (plumbing, emergency
plumbing, drain cleaning, water
heaters, etc)
• Don’t use specific text ads and
landing pages for for groups of
keywords
• No strong call to action or
OFFER on the landing page

12. Understanding How
AdWords works
• Highest Bid Does Not = Top Ranking
• Google MUST serve the most relevant
results
• Quality Score Drives your Positioning &
Cost Per Click

13. How does Google Determine
Quality Score?
• Click Through Rate
• Relevance
• Quality of Landing Page

14. Understanding How
AdWords works

15. Understanding How
AdWords works
Better Quality Score =
Lower Cost Per Click for Top Positions

16. Why Most Pay-Per-Click
Campaigns Fail
• Setup only ONE ad group for all
services (plumbing, emergency
plumbing, drain cleaning, water
heaters, etc)
• Don’t use specific text ads and
landing pages for for groups of
keywords
• No strong call to action or
OFFER on the landing page

17. Why Most Pay-Per-Click
Campaigns Fail
• General Plumbing Services
• Emergency Plumbing
•Water Heater Repair / Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Re-Piping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
•Trecnhless Sewer Replacement
• Etc, Etc, Etc
YourCompany.com

18. How To Setup your PPC
Campaign for Success
• Setup your AdGroups based on
specific groups of services
•Write compelling Text Ads that
are relevant to your keywords
• Link your ads to specific pages
on the site (not the home page)
with strong offer & call to action

19. What Ad Groups should you use?
• General Plumbing Services
• Emergency Plumbing
•Water Heater Repair /
Replacement
• Drain Cleaning
• Garbage Disposal Repair
• Repiping
• Septic Pumping / Cleaning
• Bathroom Remodeling
• Leak Detection
•Trecnhless Sewer Replacement
• Etc, Etc, Etc

20. Ad Groups
Group of Keywords
Text Ad
Specific Landing Page

21. Keywords
• List of Keywords that pertain
To that AdGroup
AdGroup: Template
Text Ad
• Should Match The Keyword,Answer the Question
and offer a special incentive if possible
Landing Page
Should be mapped to a specific page on you
site that speaks to their specific search or need
E.G. www.yoursite.com/city-plumbing-services
Landing Page Content
Are you in need of plumbing services in the Dallas Area? Contact the experts at
XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.
!
Then restate your value proposition, experience, link to reviews, etc
!
Get $50 Off your service by referencing the coupon below:
!
COUPON
!
Call now 554-555-5533.

22. Keywords
• Plumbing
• Plumbing
• Plumbing Service
• Plumbing Contractor
• CITY plumber, plumbing, etc
• Plumbing Company
• Best Plumbers
•Affordable Plumber
• ETC
AdGroup: Plumbing
Text Ad
•Affordable City Plumber. Get $50 Offl!
Same Day Service! Call Now
Landing Page
www.yoursite.com/city-plumbing-services
Landing Page Content
Are you in need of plumbing services in the Dallas Area? Contact the experts at
XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.
!
Then restate your value proposition, experience, link to reviews, etc
!
Get $50 Off your service by referencing the coupon below:
!
COUPON
!
Call now 554-555-5533.

23. Keywords
• Emergency Plumber
• Emergency Plumbing
• 24 Hour Plumber
• 24 Hr Plumbing Service
• Same Day Plumbing
•After Hours Plumber
• Etc
AdGroup: Emergency
Text Ad
• Do you have a Plumbing Emergency in Dallas?
Get Immediate Response and Save $50! Call Now.
Landing Page
www.yoursite.com/city-emergency-plumbing
Landing Page Content
Do you have a plumbing emergency in the Dallas Area? Contact the experts at
XYZ Plumbing for immediate, quality & affordable service at 554-555-5533.
!
Then restate your value proposition, experience, link to reviews, etc
!
Get $50 Off your EMERGENCY service by referencing the coupon below:
!
COUPON
!
Call now 554-555-5533.

24. Keywords
•Water Heater Repair
•Water Heater
•Water Heaters
•Water Heater Installation
•Water Heater Replacement
•Water Heater Service
• Hot water heaters
• Repair Water Heater
• Etc
AdGroup: Water Heater
Text Ad
• Get Water Heater Repaired in Dallas.
Save $50 on your repair! Call Now.
Landing Page
www.yoursite.com/city-water-heater-repair
Landing Page Content
Do you need to repair or replace your water heater in the Dallas Area? Contact
the Water Heater Experts at XYZ Plumbing for immediate, quality & affordable
service at 554-555-5533.
!
Then restate your value proposition, experience, link to reviews, etc
!
Get $50 Off any Water Heater Repair or $75 Off any Replacement
!
COUPON(S)
Call now 554-555-5533.

25. Keywords
• Clogged Drain
• Drain Cleaning
• Drain Clearing
• Blocked Drain
• Drain Cleaning Service
• Rooter Service
• Drain Snaking
• Etc
AdGroup: Drain Cleaning
Text Ad
• Clogged Drain in Dallas. Call The Drain Experts.
Save $50 on your repair! Call Now.
Landing Page
www.yoursite.com/city-drain-cleaning-service
Landing Page Content
Do you have a clogged or blocked drain in the Dallas Area? Contact the Drain
Cleaning & Rooter Experts at XYZ Plumbing for immediate, quality & affordable
service at 554-555-5533.
!
Then restate your value proposition, experience, link to reviews, etc
!
Get $50 Off any Drain Cleaning Repair
!
COUPON(S)
Call now 554-555-5533.

26. Keywords
• Bathroom Remodeling
• Bathroom Renovation
• Bathroom Contractor
• Bathroom Remodeling Contractor
• Remodel Bathroom
• Etc
AdGroup: Bathroom Remodeling
Text Ad
•Thinking or remodeling your Bath in Dallas?
Get a FREE estimate today.
Landing Page
www.yoursite.com/city-bathroom-remodeling
Landing Page Content
Are you thinking of remodeling or renovating your bathroom in the City Area?
Contact the Experts at XYZ Plumbing for quality, affordable bathroom
remodeling services.
!
Then restate your value proposition, experience, link to reviews, etc
!
Offer A FREE Ideas Guide in exchange for name / eMail Address.
!
LEAD CAPTURE FORM
Call now 554-555-5533 for a free estimate.

27. AdWords Best Practices
Setup your Location Extensions
(Google Map Listing)

28. AdWords Best Practices
Setup your Location Extensions
(Google Map Listing)

29. AdWords Best Practices
Have MultipleVersions of your Ads
and Split Test for best CTR

30. AdWords Best Practices
Pay Attention to Average Position
1- 4 Ideal

31. AdWords Best Practices
Pay Attention to Average Position
1- 4 Ideal

32. AdWords Best Practices
• Pay Attention to Exact Match vs.
Broad Match
•Add Negative Keywords where
appropriate to protect your
budget
★ Jobs, Employment,
Marketing,etc

33. Mobile PPC

34. • Setup a Specific “Mobile”
campaign and select campaign type
“Mobile Devices Only”
• Pick your Geo-Location
•Turn on “Click-to-Call” function
Mobile Setup

35. Mobile Setup

36. What we will cover in this session
• SetupYour AdGroups Correctly
★ Keywords
★ Text Ads
★ Landing Pages
• As your Relevancy Improves your
Cost Per Click will decline &
conversions will improve
• Setup a MOBILE PPC Campaign

37. Pay-per-click Marketing Checklist
http://plumberseo.net/ppc-checklist/

38. Want Us to manage it for you?
www.plumberseo.net/ppc-checklist
Call 866-610-4647
josh@plumberseo.net