When used correctly, a Google Adwords campaign to advertise your shop’s auto glass replacement services can be a huge boost for your business. But Adwords can be intimidating and there is a huge risk of spending a lot of money without getting any returns. We’ll walk you through a step by step guide for launching a successful Adwords Campaign for auto glass replacement that will bring you more business and revenue.
Before anything else happens, it’s important to think about how much you are willing to spend. How much money are you willing to invest into Google Adwrords and for what return? If you are unsure of exactly where to begin, try starting with how much a customer is worth to you and what your goal is for an Adwords campaign.
Let’s say for example, that a customer is worth $300, and your goal for Adwords is to bring in an extra 2 customers per week. That is around 8 customers per month or $2,400 dollars. Adwords budgets are set on a per day basis, so that $2,400 turns into $80 per day. This means the max you could spend is $80 per day on Adwords to hit your goal of an extra 2 customers per week.
I would recommend looking for at least a 2 to 1 return on your Adwords spend. That would mean a max budget of $40 per day to generate 2 extra customers per week.
If you are total Adwords new comer, don’t worry. There are plenty of great resources for getting set up with Adwords and the process is fairly easy. In fact, Google has a great walk through that you can use,just click this link to get started creating your account and first campaign.
Once you have created your account and your first campaign, Google will start prompting you to create your first ads. But before you make any further decisions, or run any ads, you have to know who you want to target with your campaign. This is more complex than it may seem.
At the highest level, you are looking for people who need auto glass replacement, that much is certain. But running an advertisement for an audience of that size and scope will get incredibly expensive and likely leave you with nothing to show for it, save for a fat bill from Adwords at the end of the month. With Adwords, the name of the game is specificity, the more narrow and targeted you can get, the better your results will be.
For instance, if I ran a shop that was looking to get started with an Adwords campaign, I would first do some analysis of my current customers. Let’s assume that after some digging I find that I perform a lot of replacements for Minivans and BMWs, and of those replacements, most of them are windshields, followed by rear windows.
With just a little research, I have narrowed down my target market to people looking to get a windshield or rear view window replaced on their minivan or BMW. That’s a lot focused than just “auto glass replacement”
Now we get to the fun stuff. Well… I find this part fun when I run Adwords campaigns, your mileage may vary. In the last step, I talked about finding your target market, this is because your target market is what will guide your keyword research and selection for Adwords. If you are unsure of how keywords and bidding work in Adwords, or want a bit of a refresher, here is a great guide from Google themselves.
Essentially, very general keywords have a large search volume, are very competitive, and very expensive. This makes general keywords such as “auto glass replacement” tough to compete on without deep pockets or a very recognizable brand. But remember, the key to Adwords is specificity, and you can use your target market to find much more specific keywords that are less competitive, less expensive, and more likely to win you new customers.
To start finding these keywords, my go to is a free tool from Google called the Keyword Planner. It let’s you enter keywords to find their search volume, competition, and how much it would cost you for every click on one of your ads using that keyword. It will also suggest a ton of keywords related to the one you searched, and show the volume, competition, and cost data for each. Here’s a great article on how to get the most out of the Keyword Planner.
When I do keyword research my goal is to use my target markets that we found above as broad keywords and then use the keyword planner to find similar phrases and use a spreadsheet for recording everything. I take the target market keywords and use them as column headers, so for instance “BMW windshield replacement” and then fill the rows below them with similar keywords that come up during my research. This leaves me with a column like this:
|BMW Windshield Replacement|
|mobile BMW windshield replacement
replace my BMW windshield
BMW windshield replacement quote
fast BMW windshield replacement
For each broad keyword, I like to have at least 8-10 similar keywords beneath it.
Now that you’ve got your target markets set and have used them to research and create groups of keywords, it’s finally time to start creating your ads. If you are familiar with Adwords or read the article linked at the top of the post, you should know that Adwords is organized in the following structure:
This is why we started with a target market and then broke those down into keywords groups before we started creating ads. The ads themselves are the last on the Adwords hierarchy list and shouldn’t be written until everything else has been set.
For us, we have our account, we are only running one campaign – “Auto Glass Replacement” – and we’ve actually created our plan for the ad groups as well, these are the keyword columns you put together in step 3.
I’ll let Google walk you through the technical aspects of creating a campaign and Ad Group and meet back with you to discuss how to create compelling ads. Here’s how you create your campaign in Adwords and here is how you create your ad groups.
It’s now make or break time for your Adwords campaign, we’ve narrowed down your target market, picked all the right keywords, and created the proper structure for your account. But that won’t mean a thing if people don’t respond to your ads!
To make sure your ads are enticing to potential customers, let’s break down each section of an ad and how we can make sure we maximize its effectiveness. In this example I will assume my Ad Group is for “BMW windshield replacement.”
The headline should often contain your main keyword for your Ad Group or something similar if you can’t fit the entire phrase. For our ad group I would go with “BMW Windshield” or “BMW Glass Replacement”
This is the URL that people will see when your ad appears, it doesn’t have to exactly match the actual address of the page people will go to when they click your ad but it does have to be close. This is also another great place for a keyword, I would go with something like “mysite.com/bmw-windshield”
Description Line 1 and 2
The description lines are where you let potential customers know that you have the answers to their problems or that your business can properly serve their needs. For me, I like to use the first description line as a confirmation that we can help, and the second line as a call-to-action that encourages a viewer to take the next step. This would look something like “We replace all BMW Glass” and “Call today for a free Quote!”
In the end I would have an ad that looks like this:
One final point when it comes to creating ads. It’s very hard to tell whether or not a specific ad will be successful, but the good news is, you don’t have to rely on just one advertisement. You can create multiple ads for every Ad Group. So start with one and then create two more variations to increase your chances of success!
Here’s a cool thing about Adwords, you no longer have to rely on people actually clicking your ads and going to your website to run a successful campaign. A lot of businesses use what are called “Ad Extensions” to drive their sales with Adwords.
Essentially you can use Google’s Ad Extension to include extra things on your ads such as your phone number and customer reviews.
In the ad I just made above, the call to action I used was “Call Today For A Free Quote” – this makes this ad a perfect candidate for a phone number extension.
With the extension, my ad would look like this:
Now when someone sees this add, and reads “Call Today For A Free Quote” they have a phone number right there that they can use instead of having to look for it after clicking through to your website.
To read more about Ad Extensions and how to use them, you can check out this guide here.
You’ve set up your account, narrowed down your target market, researched and chosen the best keywords, and created the best ads with the right extensions. It’s perfect you think, and you launch your campaign.
Right after launching, someone who needs a windshield replaced on their BMW gives you a call because he saw your ad. Success! But then you find out he lives in Atlanta, and your shop is Phoenix. Crap!
This can be a common scenario that is a waste of everyone’s time and even worse, your money. We need to make sure only the people in your service area can see your ads, we need a little geo-targeting in our lives. Use this guide from Google to learn how to target your ads to geographical locations.
Once you have the right geo-targeting in place, you are ready to tell Google to start running your ads. Just remember to always keep an eye on your costs and make sure you are seeing the results you want.
If you have run a successful Adwords campaign in the past for your shop, or are trying this out for the first time, let us know how it went in the comments.