[caption id="attachment_8637" align="alignright" width="215"] LSA Ads[/caption] The Google Local Service Ads program is a “Pay Per Lead” program where you pay for leads, unlike Google’s traditional offering of pay per click where you pay for each click. You bid on how much you are willing to pay for a lead. Roofing Contractor Marketing can help you if you would like to have an expert get you going. Below is the process to get things underway: Step 1: Verification for Google Guaranteed Status The Local Service Ad program is associated with your Google My Business (GMB) listing where your badge is displayed. The LSA program promotes your GMB reviews and business offerings. Your GMB listing is more important than ever, and you need to pay very close attention to all the elements inside of your listing - especially your reviews. Step 2: Local Service Ad Account Setup While it is usually easy to set up initially, there is still work to get through all the setup, the verification process, and you should plan on this. Google is shifting much of their attention to monetizing the GMB listing(s) so expect this area to continue evolving in importance and expect more costs from Google associated with it in the future. Expectations: This is not pay per click. This is pay per lead. Which business Google serves in the top three boxes is their choice. You are not directly in control of this. Variables for your LSA ad being served include: Secret Variable and Expectation Caveat: This is not from Google but our experience - We believe there is a secret variable we call “click success,” meaning, “How many people choose your LSA ad, it closes, and you agree it is a lead.” This is what Google wants - nothing less. Google wants successful leads since this is how they charge you and make money in this program. If the leads that they send you are disputed by you often and/or you don’t mark them in your portal as successful leads, we believe Google thinks you are not good at closing deals - so they stop or slow down serving your company ad in the program. They want to make the most they can from each lead, so they will optimize who gets the leads. This is not proven but purely anecdotal and logical. It is a guess from our successful clients’ experience and not so successful clients who have seen diminishing returns. Step 3: Managing Your LSA Leads In this portal area, you can also add information about the lead. For example, lead name, etc., for you to track it along its sales path at your company. Google also gives you categories to place the lead to track its journey. You will need to play with this to get a better sense of how it can fit your lead tracking methods. Expectations: Google has added a bidding system to the program, which is relatively new. How this will evolve is to be determined. Roofing Contractor Marketing manages tons of these LSA accounts, so we are experiencing the ongoing changes daily. The LSA program is another good option, though it gives you less control than pay per click. We look at this as part of a complete online marketing effort that includes local SEO, Paid Ads, Display Ads, Social Media Ads, and LSA Ads. Article Source over here: Google Local Service Ads for Roofing Contractors – DIY via Blogger Google Local Service Ads for Roofing Contractors – DIY
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