Proven Google Ads Strategies for Trade Businesses

Having solid Google Ads strategies for trade businesses increases your brand visibility and connects you to customers actively looking for your services. This leads to more inquiries and ultimately better ROI for your business. Compared to search engine optimization (SEO), which takes time to rank, Google Ads can quickly put your business in front of your target audience. This means that as soon as your campaign is up and running, your trade business can start appearing immediately on search results. Although it requires a lot of trial and error, with the right approach and your willingness to improve each campaign can make Google Ads indispensable tool for your business growth.

1. Geotargeting: Stay Competitive in Your Local Market

Including geotargeting in your Google Ads strategies for trade businesses can be useful in reaching the customers in the areas you service. In this way, you focus your advertising efforts on where they matter most.

Source: Outsource SEO

 

 

MarketSplash reported that 88% of local searches results in either a visit to a physical store or a phone call within a day. This highlights a large sales opportunity for businesses capitalizing on geotargeting in Google Ads campaigns. You can target specific cities, neighborhoods, or even a radius around your business location.

Geotargeting also allows you to include location-specific information like your address or phone number on your ads. As well as promotions relevant to people in that area. This personalization makes your ads more appealing to potential customers, increasing the chances of them contacting you for your services. One big benefit of geotargeting is that it helps you stand out among competitors who might target a broader audience.

This gives you an edge in reaching local customers who are actively looking for the services you offer, helping you grow your business and increase your revenue. To get started with geotargeting, create a list of the areas you serve and set up location targeting in your Google Ads account. You can target specific cities, states, or even radius around your business location. Consider targeting areas with high population density or areas where your competitors are located.

How to Set Up Geotargeting?

Log in to your Google Ads account, select the campaign you want to target, go to the settings tab, and choose the locations where you want your ads to appear. Look at where your current customers are located or where there is a high concentration of potential customers. Make the most out of your geotargeting efforts by using location-specific keywords in your ad copy. Mentioning the city or region in your ads makes them more relevant to people in those areas, increasing the likelihood of clicks and conversions.

Tailor your messaging to local audiences to connect with them on a more personal level. Remember to test different geotargeting options to see what works best for your business. You can experiment with targeting specific cities, regions, or a radius around your business location to find the most effective approach. Watch this video to learn about the best practices in implementing geotargeting in Google Ads:

Regularly monitor and analyze the performance of your geotargeted campaigns to see which locations are generating the most clicks and conversions. Use the data from these campaigns as a reference for optimizing your targeting strategy. Then allocate more budget to high-performing areas and adjust or pause ads in locations that aren’t delivering the results you need.

2. Demographic Targeting: Reaching the Right Audience

Demographic targeting is another effective marketing strategy for trade businesses. By targeting specific age groups, genders, or interests, you can ensure that people who are more likely to need your services see your ads.

Source: Tinuiti

To get started with demographic targeting, create a list of the demographics that are most likely to need your services. For example, if you’re a plumber, you might target homeowners aged 35-65. If you’re an electrician, you might target small business owners. Demographic targeting is among the best Google Ads strategies for trade businesses, where you’re focusing on displaying your ads to specific groups of people.

It could be based on factors like age, gender, income, and interests. For example, you’re a plumbing company targeting homeowners. You can set your ads to appear to people in certain age groups or income brackets who are more likely to need plumbing services and afford your price.

How Does Demographic Targeting Works?

Demographic targeting relies on Google’s collected user data from their interactions with its services, including Gmail, Search, and YouTube. Google then categorizes the information it collected into different groups based on their preferences and characteristics. When you set up your set up your Google Ads campaign and select the “Demographics” option, you can choose the specific demographics you want to target. This could be age ranges, genders, or household incomes.

You can also set bids for each demographic group, determining the money you’re willing to pay for each ad click from that group. This level of control lets you allocate your budget wisely and reach the people who matter most to your business. Demographic targeting will even exclude groups that are less likely to be interested in your services. Let’s say you’re a landscaper and don’t want to target people who rent apartments because they rarely hire you for projects.

3. Ad Scheduling: Reaching Customers at the Right Time

Ad scheduling allows you to run campaigns at specific times of day or days of the week. You can ensure that people who are more likely to need your services see your ads. Showing your ads to the right people at the right time leads you to receive more phone calls, more jobs, and more revenue for your trade business.

Source: Web Presence

Ad scheduling can even pause your ads on days when you’re closed or don’t want to receive calls. For example, you might pause your landscaping ads in the winter because your customers are less likely to hire you for projects. In this way, you save costs from your advertising budget that you can allocate to other aspects of your business for the meantime. You can set up ad scheduling on your Google Ads account by clicking on the “Ads & extensions” tab then clicking on “Ad schedule” on the left menu.

Choose whether to create a new schedule or edit an existing one. Now, input the days and times you want your ads to run and save these changes. It may take some trial and error to find the best ad schedule for your trade business. Pay attention to when you get the most calls and adjust your schedule accordingly. Note that the best times for your ads may vary depending on your location, target audience, and industry. When operating your trade business in a large city, you might find that people are more likely to search for your services during business hours.

But if you’re operating in a small town, you’ll notice that people are more likely to search for your services in the evening or on weekends. Watch this video to learn more about the best practices in ad scheduling for your next campaign:

A little experimentation will prove to you that having ad scheduling as part of your Google Ads strategies for trade businesses can be one of the best decisions you’ve made.

4. Intent-oriented Keyword Research: Targeting Customers with High Intent

When you run a trade business, you want to attract customers who are ready to hire you. Intent-oriented keyword research helps you find the words and phrases people use when they’re looking for services like yours. They’re at the stage where they’re willing to book you for a project. When doing intent-oriented keyword research, think about the different stages of the customer journey and try to put yourself on their shoes. People in the early stages might search for general information, while people in the later stages are ready to take action.

Source: Wordstream

Focus on keywords that show high purchase intent, like “hire electrician” or “book plumber.” You can also use Google Keyword Planner to find related keywords and see the monthly search frequency for each. List down the keywords with a good balance of search volume and competition. Part of the Google Ads strategies for trade businesses includes writing ad copies consisting of these keywords and that speak directly to the searcher’s needs.

For example, “Need an emergency electrician? Call us 24/7 for fast, reliable service.” It’s a good idea to analyze your competitors‘ keywords. Look at what keywords they’re bidding on and which ones are driving traffic to their websites. This gives you an idea of what keywords are popular in your industry and helps you identify gaps in their strategies that you can capitalize on later on.

Digital Trek offers comprehensive SEO services and has a track record of increasing clients’ website rankings. Contact us and get a free quote! Understanding Google Ads strategies for trade businesses also means that you need to familiarize yourself with long-tail keywords. These are more specific phrases that typically have lower search volumes but higher conversion rates.

When Backlinko analyzed 306 million keywords in 2020, they reported that 91.8% of search queries consists of long-tail keywords. This indicates a stronger purchase intent and translates to higher customer engagement with your ad campaigns. For example, you could target a long-tail keyword like “certified residential plumber in Brooklyn” to attract customers who are in your area, thus more likely to become your customer.

5. Remarketing: Convert Missed Opportunities Into Sales

Remarketing reaches out to potential customers who have already visited your website but didn’t make a purchase. When you set up the remarketing feature in your campaigns, Google uses cookies to track your website visitors and show them tailored ads while browsing other websites. This keeps your trade business top of mind, increasing the chances of these customers returning to make a purchase. You can also use remarketing lists to target different customer segments based on their behavior on your site.

For example, you can create a list of people who looked at your service page but didn’t contact you. From this observation, you can use targeted ads with special offers or discounts on your service to encourage them to book you for a project. Remarketing through Google Ads is a cost-effective way to maximize your advertising budget. Since you’re targeting a specific audience who has already shown an interest in your services, the chances of conversion is higher compared to a cold audience.

This means you might achieve better results with lower costs. You should combine remarketing with other Google Ads strategies for trade businesses to have a comprehensive digital marketing funnel. Remarketing would act as a gentle reminder to those who have shown interest in your products or services. While other strategies like keyword research and geotargeting help you reach new potential customers. In this way, you can effectively engage with both existing and potential customers, maximizing your chances of driving sales and growing your trade business.

Set Yourself Up for Success Using Google Ads Strategies for Trade Businesses

Using Google Ads effectively can help your trade business show your ads to the right potential customers at the right time. Targeting specific keywords, locations, and demographics allows you to reach people who are more likely to be interested in your products or services. Scheduling your ads to run at the optimal times, like when customers are most active online, also improves its impact. Additionally, remarketing to people who have previously visited your website can remind them of your offerings and encourage them to convert.

Each of these strategies fits into different stages of the customer’s buying journey, from initial awareness to consideration and conversion. Combining these Google Ads strategies for trade businesses for your campaigns builds a strong online presence that can attract new customers for years to come. Unlike traditional advertising that have a short-lived impact, Google Ads has the ability to keep working for your business even after the initial campaign has ended. This guarantees that your business remains visible and relevant despite the growing competition in your industry.

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