The competition for plumbing companies online is stiff. With so many potential customers looking for qualified plumbers in their area, many plumbers turn to Google Ads for digital pay-per-click marketing campaigns to generate quality business leads. A good Google Ads Quality Score lets you know how well your plumbing advertising is doing compared to others in your industry.
If you want to know how to improve your Google Ads Quality Score, we can help. Mammoth Marketing specializes in plumber PPC services. Our digital marketing experts know how to generate a high Quality Score with the world’s top search engine with the following tips.
1. Understand Quality Score Components
Three factors make up a Google Ads Quality Score:
- Ad relevance: This component refers to how well your ad copy relates to consumers’ search query intent.
- Expected click-through rate: The expected CTR reflects how likely people are to click on your plumbing ads when they appear online.
- Landing page experience: Your ad’s landing page will appear when a potential customer clicks your advertisement. The landing page experience describes how useful the content is to the visitor.
With a good grasp of these concepts comes a better understanding of how to improve Google Ads score quality. You can use the Google Ads components to know when to update the copy, incorporate more relevant keywords, or make the landing page more engaging to generate leads.
2. Organize Your Ad Group Structure Correctly
Though any plumbing company can create a Google Ads marketing campaign, they won’t have much success unless they organize their ad group structure to yield a good score. An ad group consists of one or more advertisements with similar target audiences. Instead of grouping your keywords into a single ad copy, you can create multiple ad groups and organize them by service, location, or product.
The best organization for ad groups involves separating key terms into themes. For instance, you could create ad groups for each of your services and corresponding locations instead of one general ad group for the service. This lets your ads reach targeted customers more efficiently.
3. Research Competitors and Identify Unique Characteristics
Part of staying ahead of the competition is knowing what other plumbing companies say in their advertisements. Before going live with your Google Ads campaign, research your competitors to see how they’re optimizing their ads. Start by reviewing their headlines, which should be creative and attractive to potential customers.
As you review your plumbing competition’s ads, consider the characteristics that set your company apart from theirs. Explore why those characteristics would prompt customers to seek your services instead of a competitor’s. Defining characteristics can be:
- Business awards, certifications, and accreditations
- Superior products
- Unique plumbing services
Use these characteristics to help your headlines and ad copies stand out.
4. Create Compelling Ad Copy
When creating the ad copy, it should include search engine optimization best practices with excellent writing and an engaging structure. The best Google Ads campaigns with high scores have compelling ad copy that entices readers to take some form of action, whether it’s calling the plumbing company for an appointment or submitting an online request form.
Strategically placing keywords throughout the ad copy is an effective SEO tactic, especially when the highest-tracking key term is in the ad’s headline and description. Keywords should sound natural within the content and incorporate broad-match terms to attract a wider audience.
5. Boost Your Click-Through Rate
If your CTR is above average, you have a decent number of people clicking your ad when it appears on search engine results pages. If your CTR status is average or below average, you can improve the click-through rate by:
- Editing ad text
- Highlight the benefits of your plumbing services
- Create compelling calls to action with terms like “Get a free quote” or “Buy now”
Get Digital Marketing Help for Your Plumbing Company With Mammoth Marketing
At Mammoth Marketing, we know how to improve your Quality Score to attract new clientele and generate online leads through Google Ads. Our experienced digital marketing team offers an array of services to help plumbers reach more audiences, like website design, digital ad campaigns, PPC landing pages, branding, and more. Request your free marketing consultation with Mammoth Marketing at (206) 401-8458.
