Google Local Services Ads Webinar by Grow Plumbing
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Google Local Services Ads Webinar Replay http://www.growplumbing.com/2018/04/30/google-local-services-ads-webinar-replay/ April 30th, 2018 by gtowsley | Edit this entry Leave a reply » Webinar/Workshop Resource Kit Below is the recording, presentation slides, blueprint worksheet, and case study from our recent “Google Local Services AdsWebinar”. Interested or Need Help? Call 310-909-8835 or Click here to schedule a phone call! Download Marketing Blueprint Worksheet *Download Instructions* 1. Open Link - Click Here 2. Goto ‘File’ on the main menu (top left) 3. Click ‘Download As’ 4. Select ‘Microsoft Excel .xlxs’ Case Study – Courtesy Plumbing One year ago, Courtesy Plumbing came to Grow Plumbing hoping digital marketing could provide a more sustainable and cost efficient lead generation strategy. We deployed the above blueprint and based upon the increase in phone calls, revenue is up a huge amount year over year. View Case Study
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Google Local Services Ads Webinar by Grow Plumbing
- 1. Google Local Services Ads “Coming To A Location Near YOU!”
- 2. ● What is Google Local Services Ads? ● Who can participate in Google Home Service Ads? ● What cities are live with Google Home Service Ads? ● How it works? ● How Google Charges for Home Services Ads? ● How to prepare for Home Services and be on the early waiting list once it arrives at your market? Agenda
- 3. What Are Goole Local Services Ads
- 4. Google Local Services Ads History ● Launched 2005 ● 7 California Cities - January 2017 ● June 2017 Philadelphia Launched ● Aug 2017 Phoenix & Seattle ● Nov 2017 – 20 Cities Launch ● Country Wide?
- 6. 10 Business Verticals Plumbing HVAC Locksmiths Electrician Garage Door Roadside Assistance Auto Glass Painting Handyman House Cleaning
- 8. Where Are Google Local Services Ads •San Francisco •San Diego •Los Angeles •Sacramento •San Jose •Stockton •Philadelphia •Phoenix •Chicago •Washington, DC •Atlanta •Seattle •New York •Boston •Miami •Denver •Las Vegas •Minneapolis-St. Paul •Orlando – Daytona – Melbourne •Pittsburgh •Portland •San Antonio •St. Louis •Tampa – St Petersburg – Sarasota •Dallas •Charlotte •Cincinnati •Atlanta •Detroit •Columbus •Milwaukee •Grand Rapids – Kalamazoo – Battle Creek •Oklahoma City •Birmingham •Louisville •Harrisburg – Lancaster – Lebanon-York Albuquerque – Santa Fe •Richmond-Petersburg •Greensboro – High Point – Winston Salem •Norfolk – Portsmouth – Newport News •Ft. Myers – Naples •Memphis •Dayton •Columbia •Charleston •Tulsa Live Cities Going Live
- 10. How Google Home Services Ads Work? (3 Step Process)
- 11. How It Works
- 13. Zip & Job – Step 1
- 14. Describe The Job – Step 2
- 16. How It Works (As Business Advertiser)
- 19. Turning Ads On & Off
- 20. Profile Page
- 21. How Google Charges? ● No Formalize Billing System Built By Google ● Set A Weekly Ad Budget ($1000-$2000) ● $23 Per Lead (moving target $19-$39/lead) ● A Monthly Itemized Invoice Via Email From Previous Month
- 22. How To Get STARTED!
- 23. Onboarding Your Business ● Fill in this form ● Online Credibility ● Basic Business Information ● Employees Pass Background Checks ● General Liability Insurance Coverage ● Contractors License
- 24. Onboarding Advice ● Receive Welcome Email ● Background Checks (Pinkerton) ● Download Mobile App ● Complete Training
- 25. How To Prepare For Google Home Services 1. Work with a Google Partner like Grow Plumbing 2. Wait for Google recruiting team to contact you 3. Submit your business to the online form 4. Know that there are about 30-40 companies that will be part of launch in your specific geography. 5. Know ‘best practices’ around tracking leads a. # Monthly Phone Calls b. Cost Per Phone Call c. Conversion Rate d. Best Lead Source (Google Maps, Yelp, AngiesList, HomeAdvisor, Amazon Home Services, Thumbtack)
- 26. Questions? Gregg Towsley Phone: 310-909-8835 Cell Phone: 617-549-5241 Email: gregg@growplumbing.com Blog: www.GrowPlumbing.com
- 27. How To Build Online Credibility?
- 28. Process & System
- 29. Questions? Gregg Towsley Phone: 310-909-8835 Cell Phone: 617-549-5241 Email: gregg@growplumbing.com Blog: www.GrowPlumbing.com
Editor's Notes
- Well, lets get started! Thank you all for attending. This is Gregg Towsley from Grow Plumbing and today we are discussing Google Local Services Ads. Before we begin, a couple of items about today’s webinar. There is no need to take notes, the slides and video will be provided to everyone. So, let's get into it, I am super excitied about this topic and you will see it a a ‘game changing’ program that Google has been rolling out. [Flip Slide]
- You should be able to see the Agenda on my screen. If not, please type a message in the chat box within the GoToMeeting interface. Also, this is an interactive session, so please ask questions. You can ask question by typing in the chat box or or we can open thins up at the end of this 30 minute session. I know this program well, I have four clients that I have onboarded into Google Local Services. I have had multiple visits to Google Headquarters in Mountain View for meetings on Google Local Services. Our clients are seeing AMAZING results and that is why I am calling the progrma ‘GAME CHANGING!’. We are seeing a TOTAL low cost per lead and high conversion rates. We will get into details on this. So today, We’ll cover ‘What are Google Local Services Ads?’ Sometime called Google Home Services Ads or Google Guaranteed or GLS or GLSA for short. Who, what companies and industries, is this program eligible for AND what geographies are live with this programs AND what geographies are launching next. How does this program work? We will cover the pricing for this program and how Google charges you for ads? How to get onboard AND prepare if and when it is coming to an area near you. Lastly, I will answer all of your questions on Google Local Services. And, If I do not know the answer, I will find out the answers to your questions to the best of my ability. [Flip Slide]
- What are Google Local Services Ads - Here you can a screenshot of what it looks like in the wild! If you are on this call, most likely you have seen these ads on a Google search. Google Local Services is a ‘Pay Per Lead’ program from Google. Yes, Pay Per Lead! You only pay Google for ‘QUALIFIED’ leads. We are seeing cost of a lead anywhere between $17 - $39 dollars. (depending on business category and geography) (Example - Denver $26, Philly 19, LA 23, and so on). The cost is a fixed cost (at least for a certain period of time) and the same fixed cost for EACH company in a specific geography and the fixed cost if based upon geography. For Example: The cost per lead for eligible and qualified companies in Los Angeles for the plumbing categoryis $23 dollars. We’ll get into more details on cost and billing. According to Google, this is a “Beta Program that is Invitation Only”. [FLIP SLIDE]
- Originally, it was launched as a replacement for Google Adwords Pay Per Click program. Although, at this stage, it is NOT a replacement for Adwords Pay Per Click, it is a complement to PPC and the Google Local Services Ads are always showing above Pay Per Click Ads. (to the best of my knowledge, Google is always changing and testing Hopefully, the reason you are on this call if you see an opportunity for you to grow and expand your business. A little history before we cover the WHY or PROBLEM that Google is looking to solve in launching this program. The program started in 2015 and was set up for Locksmiths and Plumbing Companies. Now, the program is live for HVAC and a 10 of other home services companies. HIT BULLET POINTS – Start with San Fran Area [FLIP SLIDE] SO WHY …..YOU MAY BE ASKING YOUR SELF WHY IS GOO
- SO WHY …..YOU MAY BE ASKING YOUR SELF WHY IS GOOGLE LAUNCH THIS? WOULDN’T THEY MAKE MORE MONEY WITH ADWORDS CHARGING $16/CLICK Why is Google launching and growing this program? What is the problem that they are looking to solve? On the screen you can see the top lead sources for home services companies. In my 10 years doing advertising and marketing for plumbing and HVAC companies the lead sources break down looks like this from an ROI perspective. 1. Google Maps 2. Company Website 3. Yelp (generally speaking) 4. Google PPC and we could go ont…. My belief, the reason Google is launching their Google Local Services program is essentially for these three reasons. To keep up on the changing market. To cut down online scams and clean up bad advertisers. Create a better more trusted user experience for searchers Let’s look at number 1, the changing market. They are not the first company to get involved in the 450 Billion Dollar home services market. Look at some of these companies and we can compare how Google Local Services is different and how they compare. Let’s take a hard look at some of the companies services and how they perform…. As a plumbing and/or HVAC company, I am 100% positive you are familiar with Home Advisor and AngiesList. IAC, Barry Dillars Company which owns Home Advisor is buying and combining Home Advisor and AngiesList by the end of the year. The quanity and quality of this lead source has dropped do to people trusting Google and Yelp. Home Advisor and Angieslist, simpliar to Yep charge a monthey fee to be part of their network. The two new ones are Thumbtack and ServZ. ServiZ Thumbtack’s business models are interesting. ServZ, the old ReachLocal folks, is free advertising and they take a percentage of the business that you from the customer. Thumbtack is free advertising, you only pay (which are credits that you have bought previously) when you do a quote for a customer. Generally, they take the payment from the customer whick is similar to AMAZON We could talk for HOURS on Yelp Advertising. Basically, Yelp charges you to remove competitors from your Yelp page, they charge for impressions, and they have a pay per click model which if NOT very transparent at ALL. You always have to keep an eye on Amazon because they are aggressively getting into this marketing and they WILL have a strong presence. Let’s look at Google! Google Home Services is drastically different than Google Adwords PPC and their free Google Local Business Maps Listings program. Think about it, Google is the #1 spot people turn to find a service provider. Yelp is probably #2 and it is used more to make sure your selected services provider you found from Google is legit and not going to rip you off. Google Local Services is creating a better user experience for the user (by vetting services providers with background checks, license checks, and reputation reviews) AND create a better experience (lower cost per lead and generating a higher quality lead) for the advertiser. Rember, you as a business, this is a cost per lead ranging between 19 dollars and 39 dollars [Flip Slide]
- Know why know the WHY and problem that Google is looking to slove for searchers and avertisers. Intesresingly, they have chosen 10 verticals to launch this. We can dicsuss the reason for this these verticals, but, the YOU folks on this call are predominently Plumbing and HVAC companies. So let’s focus on YOU!
- I would be remissed if I did not mention this point. Google is constantly changing and testing. The other day, it was brought to my attention that the Google Local Servies Ads were listed below the PPC Ads which I have never seen. From the screen you can see the different variation that have been tested. (EXPLAIN!) Honesty, Getting involved with this progam in 2015, I (myself and my business collegies was highly sceptical. This is just another test/expirement from Google. Once an Google executive gets wind that this is cutting revenue from Adwords, the program will be cut. They cancel products ALL ALL the time. (Google Reader, Google Music) To my wonder…..Google Local Srvices Ads is GOING Strong!!! They have really hit the gas in the last 8-10 month. My predictions, it will expand into other verticals and for Plumbing HVAC and Locksmiths, I could see them rolling it out in every demographic in the Uunitest States. It will take time. [FLIP SLIDE]
- On the left are the citeies that are live and on the right you can see the cities launching by the end of May which really means the end of June . Let’s look at the visual map…… [FLIP]
- So it you are locatded in or close to one of these Geographies, you want to get involved in the program and we will So if you are located IN or CLOSE to one of these geographies (or even a major city), you want to get involved in this program and we will show you how! Here are the cities that are live, drop a comment in the comment box if you are aware of any new cities Google has been recruiting for. At Google, they call it recruiting. This is when Google calls you about getting into the program. As mention before, Google Home Service is a beta program that is invitation only, therefore, Google tries to recruit the top 35-50 companies is the specific geography. In a specific geography, they can be many hyper local geographies. For example, look at all the areas of Los Angeles: South Bay Area, Hollywood Area, San Gabrial Valley, Santa Monica, West LA, Long Beach, South LA. Google tries to recruit 35-50 companies for each hyper local area.
- So know we know what Google Local Services is, what industries are eligible, and the geographies that are rolling out. Let’s look at how it works and how your business can get involved in this program. Don’t forget, you can use these slides to train your CSR/Technicians and Office staff on how this works. [Flip Slide]
- So let’s look at a typical search results from Google on Desktop and mobile. This is for a plumber in Covina, CA Ads will include a Company name, their location, phone number, average star rating, and callout ad extensions which detail qualifications, special offers, service qualities, etc. Searchers will be able to click on individual profiles to get more information.
- Upon clicking a local services ad, a user will get a closer look at the advertiser’s profile. This includes information about available services, qualifications, hours of operation, contact information, and reviews. If all of this is satisfactory, a user can then click the “Send request” button and fill out a contact form in order to request work from the advertised business.
- Step 1 ----- The next screen from the user (customer experience) is a furthure qualificstion of the type of work they are looking for
- Then you can see furthure qualification of a user/customer for the advertiser. (think about all the sales people that contact your buseinss. (this will deter these unwanted solitiors)
- Last step. ……they hit the button and this exclusive (almost exclusive ) lead goes to you. PRETTY COOL! Compared to AngiesList, Yelp, Facebook, Amazon, etc.
- This is the inbox!
- If you are already using or just getting started, the top 3 thing to optimize your campaign is 1. responsiveness, 2. user the system 3. use the button to ask for reviews (this give google feedback) 4. . bid correctly 5. it really comes dowbn to the proximity of the searcher.
- Google is recruiting the BEST companies. NOT nessessarly the Biggest companies, THEY want the small guy, big, and mediom guy. Just look at your buying decisions. Beta Invitation Only - Online Credibility Shoring up your online credibility. What does that mean? Strong ranking signals, high-quality reviews, and backlinks from reputable websites, active on social media. (think: your manufacturers, professional organizations like ACCA, local chamber of commerce, etc.). Business name Business phone number Business address Google registered email address Website Contractor’s license number Service area (cities or radius) Hours of operation Year founded Amount of general liability insurance coverage
- Once you get slected….