Last week we talked about how to make your customers feel more special by addressing them personally through e-mail.
Let’s talk about how to do it with new customers and AdWords. It’s not hard, but it’s effective.
“Wow… That’s Exactly What I Typed!”
Probably my favorite advertisement platform, Google AdWords allows you to use the words your customer searched with to make an ad. Crazy, right? But it’s SO effective!
Google AdWords bases your costs and placement on ads primarily on how relevant your ad is to what people were searching for. Instead of creating a new ad for every permutation of what someone could possibly type in, you can create an ad using “Dynamic Keyword Insertion” (DKI). It takes whatever your customer searched for and makes that the headline on the ad. You can then create the description for the ad and everything else your own and even include a “default” headline.
Here’s an example of how that’s set up:
If Google decides to just serve up my ad, it will look like this:
But, instead of “Green Certified Carpet Cleaning”, they’ll insert whatever someone searched for like “Scott’s Chem-Dry” or any other keyword on my list.
8 out of 10 people will read a headline, but only 2 of 10 will read the rest of the ad. So, when a consumer sees a headline that’s exactly what they searched for, they’re WAY more likely to click on that ad.
Make your marketing about your customer. They’ll respond. I promise.
- Dynamic search ads are incredibly effective! When your ads are more relevant to what people are searching, you get more shown and clicked on more often.
- Watch the list of words that get inserted into your dynamic ad headlines to know what words to add to your keyword lists.
The service industry is a very personal one. It’s a loyalty business. Encourage a personal relationship with your customer by using their name and what they’re looking for.