If you’ve done a Google search in the past few weeks, you may have noticed something different – the search results page has changed! All of a sudden, the ads that used to appear on the side bar have disappeared, and there are more ads at the top. You might be asking yourself, “What gives?!”
Well, here’s the gist of it.
Google has decided that it would like to increase the value of its prime real estate at the top of the results page by doing away with the sidebar ads and moving the “organic” (unpaid) results down the page. This is especially the case for what Google terms “commercial queries”, or searches that they feel indicate someone is ready to make a purchase of some sort.
So what does that mean for you as a Chem-Dry franchise owner looking to advertise on Google?
I’d be lying if I said this won’t have any impact on your PPC campaigns, because it certainly will. This move on Google’s part is going to mean they can charge top dollar for those precious 4 spots at the top of the page. But you don’t necessarily need to worry.
The way ad placements work within Google’s AdWords “marketplace” is such that your placement results are the product of an insanely complicated algorithm that changes daily and considers five primary variables (in no particular order): 1) your maximum bid, 2) the quality/relevance of your ad to the words in the search, 3) the page that your ad is being sent to, 4) time of day/week, and 5) popularity of the word(s) that were being searched.
So, yes. You’re going to have to be willing to spend more money on PPC ads. But that’s only one variable. There are more important things to Google.
You see, they’re in the business of getting people as much relevant information as they can – as quickly as they can. A way to combat the cost of prime advertising real estate is to have a solid ad that: a) is relevant to the search, b) well written, c) use a very solid landing page (like ChemDry.com).
Over the past couple months, I’ve helped multiple franchise owners maximize their PPC ads by utilizing a premium listing and landing page on ChemDry.com, and aiming for the #2-3 spots in the ad rankings. By doing so, they’ve experienced up to a 40-50% decrease in their cost per click on carpet cleaning campaigns.
Why Use Premium Landing Pages?
When determining how much your ad bids are worth to them, Google considers the quality and relevance of the “landing page” where you’re directing advertisement traffic. ChemDry.com is now consistently ranked in the top 5 nationally for words like “carpet cleaning”, “rug cleaning”, “tile cleaning” and others. Because Google recognizes ChemDry.com as such a good source for information about these topics (at least, better than “ScottsChemDry.com”), they are willing to give you a break on the cost. When they see a relevant website as the landing page for an ad, they realize that that website is probably more likely to get clicks and will make them money.
A Premium Local Search Directory page give you a personal branch off of ChemDry.com and lets you leverage its search engine dominance. So you benefit from all the work that HRI has been putting into getting ranked.
So, what do you need to do to take advantage of such a breakthrough?
- Get a Local Search Premium subscription. Call Web Marketing Services for more information.
- Talk to your PPC vendor about using it.
- Practice writing PPC ads. Focus on the right words, rather than the right deals.
If you ever have any questions about how your ads are performing, reach out to me and we’ll talk about them – whether you’re using a vendor or doing it yourself.