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holistic marketing funnel

By OppGen

What is a Holistic Digital Marketing Strategy and How Can It Help My Business?

The word holistic is thrown around a lot these days. We’re used to seeing holistic referenced with medicine or wellness. And now, it’s become a buzzword in marketing. Depending on who you talk to, you may get a different definition of what holistic marketing is. This article aims to break down OppGen’s approach to holistic digital marketing, as well as our definition of it.

Let’s start with the most basic definition of the word. According to the Merriam-Webster Dictionary, holistic is defined as “relating to or concerned with wholes or with complete systems rather than with the analysis of, treatment of, or dissection into parts.”

So how does that definition apply to a holistic digital marketing strategy?

 

What is a holistic digital marketing strategy?

A holistic digital marketing strategy is a type of digital marketing strategy that focuses your marketing strategy as a whole. Digital marketing strategies, or at least the most effective ones, utilize multiple marketing channels at the same time. 

OppGen’s holistic digital marketing strategy primarily focuses on the goal of generating leads for our clients through several digital marketing channels. We then determine which channels are most effective and pay close attention to how they feed into one another and progressively bring leads in through the marketing funnel (we’ll go into more depth on the marketing funnel further down in this article).

When we bring all of these channels together and use them in the most effective and efficient ways, our clients benefit from the leads generated from these channels.

 

Best holistic digital marketing channels

Using a holistic multichannel approach to digital marketing allows us to reach more people in places where clients may not be able to find them using just one marketing channel. That said, there are many marketing channels out there. OppGen excels at working with, including:

Search ads

Search ads come in a couple of different forms:

  • Search ads (or PPC): These are the ads you’ll see at the top and bottom on search engine results pages (SERPs) when you search for certain keywords. These ads incur a cost every time a prospect clicks on them, hence the term “pay per click” or PPC for short. These ads are great for finding prospects who are looking for a specific service in a certain area. What makes these prospects in particular so promising is that you don’t usually have to do much to persuade them to look into your service or product. They’re probably looking to buy or book an appointment and are trying to decide where to go.
  • Display ads: These ads will appear on websites outside of the search engine itself. Search engines take users’ browsing history into account as well as the context of the site they are currently visiting and will push relevant image-based ads. Display ads are most effective for retargeting, a digital marketing strategy that is used to get prospects who “bounced” from a website (that is, the action of going to a page but not taking a desired action) to return to that website and do something, like buy a product they left in the shopping cart or book a consultation.

As you can see, these search ads work better in certain contexts and can help cover more ground and find more prospects.

 

Social media ads

Social media ads are excellent for targeting very specific or niche audiences. Facebook in particular is one of the best sites to use for marketing. Their advertising program features a wide array of powerful targeting tools. You can push ads to prospects based on demographic information (sex, age, job, location) and psychographic information (their interests, hobbies, things they care about or prioritize).

Facebook offers more types of advertisements than most search engines do. They have single image ads, carousel ads, video ads, and more. Facebook ads are arguably effective at every level of the marketing funnel, as the social media platform lets you create ad campaigns based on your business’s goals, from visibility to getting them to convert from prospect to lead to client or customer.

 

SEO

Search engine optimization, or SEO, is a marketing strategy with the goal of getting your website to rank high on search engine results pages for certain keyword searches. Unlike search ads, there is no cost per click. It is an organic strategy, which means it doesn’t require you to pay Google or Bing or any other search engine for advertising. But it does require a bit more time and effort than search ads do. It’s well worth investing the time and effort, though, as it can bring more traffic to your site and more foot traffic into your business.

An effective SEO strategy needs to cover the following four items:

  • Technical SEO: Your website needs to be fast on all devices. If your website is slow and isn’t coded for mobile phones or tablets, you will be penalized by a lower search engine results pages ranking. OppGen creates websites and landing pages that are not only fast and mobile-first but are also optimized for high conversion rates.
  • Local SEO: Assuming your business is not a national brand or franchise, you’ll need to rank high in local search results. Search engines use prospects’ locations so they can give them the best options nearby. Setting up a Google My Business listing with a correct business name, address, and phone number is a must.
  • On-page SEO: You’ve probably heard marketers say “content is king” time and time again by now, but it is true. Crafting detailed content that’s relevant and valuable to your audience can help build trust in your brand and bring more people through the door. You can’t get away with repeating keywords hundreds of times on a page anymore, though — search engine bots can “read” closer to how we do, and keyword stuffing can work against you. Create content that is readable and easy to understand.
  • Off-page SEO: Spreading the word about your business is important, too. This means sharing content to your business’s social media pages, encouraging clients to leave reviews, and slowly building up your reputation through link building (that is, when other websites link to your site). Search engines will take notice that your content is being shared with others because it’s valuable, and that can certainly help give you a boost in the SERPs.

How our holistic digital marketing strategy works in the marketing funnel

Certain marketing channels are more effective at different points in the marketing funnel. Those points and their most effective digital marketing channels are as follows:

 

Top of the funnel: Education

Education starts with attracting the ideal audience. You want to be able to make sure prospects know about your business’s existence. Though they may not know what you do or what you offer, making sure they know your business exists is the first step.

This is where creating Facebook ads and search ads can really come in handy. You’re putting your business in front of prospects who are either interested in a service or product you offer or are actively searching for that product or service.

SEO can also be useful here, particularly from the local SEO standpoint. Setting up a Google My Business page can make it easier for businesses to show up when a prospect searches for something relevant to its offerings. As long as you show up on the first or second SERPs page, you’re more likely to be seen by prospects. And that’s an important first step!

We can help you set up a Google My Business page and keep the listing up to date by sharing any news or blog posts written by our content writer.

 

Middle of the funnel: Intent and evaluation

Once prospects are aware of your business, we can start to get them more interested in what you do. They may start to research your company by checking your reviews and ratings from other clients or customers to get an idea of what they can expect.

From there, prospects will go to your business’s website, and this is where having rich content can come in handy. Once prospects visit your website, they need to be impressed by what they experience. Your website (or landing page, depending on the route they took to find your business) should look clean and professional. Your content needs to be in-depth, informative, and relevant to their needs.

Once a prospect has visited your site, you can begin to utilize display ads to keep nudging them back to your business’s website or certain landing pages on your site.

OppGen builds beautiful websites and landing pages that have been tested continuously for optimum conversion rates, and we continue to test and make sure your website is truly at its peak performance. We also have plenty of experience with display ad campaigns, so we can keep prospects interested and returning to your site as they determine whether or not you’re the best fit for them.

 

Bottom of the funnel: Consideration

At the bottom of the marketing funnel is where the prospect’s journey ends, with them converting to your newest client or customer. A conversion is that desired action mentioned earlier — it could be anything from making a purchase or scheduling an appointment or consultation or even getting them to sign up for your business’s email newsletter.

Whatever your goal is, OppGen will nurture leads through a holistic digital marketing strategy to take that action and keep more coming through the marketing funnel.

 

OppGen’s holistic digital marketing strategy can help your business meet its goals

As you can see, our holistic digital marketing strategy is built to strengthen your business’s marketing plan by using multiple types of digital marketing channels. When we utilize multiple channels for a client, our client tends to see an overall improvement in conversion rates and their return on investment.

To learn more about our holistic digital marketing strategy, contact OppGen today, or fill out our free digital audit so we can determine which channels would be most effective for your holistic digital marketing strategy.

google app

By OppGen

Local Services Ads: Google Screened vs. Google Guaranteed

What are local services ads?

Local services ads are a relatively new advertising feature Google offers to specific industries and industry verticals to help them generate leads. Some of these industries and services include:

  • Appliance repair
  • Architects
  • Carpenters
  • Cleaners
  • Lawyers in the following practice areas: bankruptcy, business, contract, criminal, disability, DUI, estate, family, immigration IP, labor, litigation, malpractice, personal injury, real estate, traffic
  • Countertop services
  • Electricians
  • Event planners
  • Fencing services
  • Financial planners
  • Flooring services
  • Foundation services
  • Garage door services
  • Heating or air conditioning/HVAC
  • Interior designers
  • Junk removers
  • Landscapers
  • Lawn care
  • Locksmiths
  • Movers
  • Pest control
  • Photographers
  • Plumbers
  • Real estate agents
  • Roofers
  • Siding services
  • Tax services
  • Tree services
  • Videographers
  • Water damage services
  • Window cleaners
  • Window repair services

Note that this list is subject to change, and for further updates, we encourage you to review the official Google Support page for the most up-to-date information.

Because local services ads focus on generating local leads and because they’re newer, you’ll tend to face less competition than you would with a Google search ad campaign. One of the many benefits of this feature is that you are charged on a cost per lead basis rather than a cost per click. Google also allows you to dispute leads that fall through, are irrelevant, and/or don’t show up or aren’t available on the day they scheduled your service. 

 

Google Screened vs. Google Guaranteed: What’s the difference?

Google local services ads often display one of two verifications symbols: a green check mark or a green circle with a white checkmark in the middle. These are for two different types of verifications: Google Screened and Google Guaranteed, respectively.

These verification symbols inform prospects that these businesses have been vetted by Google and are some of the best options in the area. This instills trust, which in turn, makes prospects more likely to contact those businesses.

 

Google Screened

Google Screened is a type of Google verification icon (a green check mark) that shows a business has undergone certain types of background checks at both the business level and for the business owners, and in some cases, all of the professionals you work with.

Google Screened businesses must fall under the following industry verticals:

  • Law
  • Financial Planning
  • Real Estate

For your law, real estate, or financial planning business to be eligible for Google Screened, you must also have a Google review average of at least 3 stars.

There are also industry-specific requirements, which can be found here. One example of these industry-specific requirements is a background check on all lawyers who are working at a law firm. This background check would make sure the lawyer has not been disbarred from practicing law. Of course, this background check would not apply to a secretary or receptionist working at the firm, though they may have to undergo a criminal background check, as would all other employees.

The background check would also look for proof of a business license and related insurance, so make sure your business is completely up to code and following state and federal regulations.

 

Google Guaranteed

Google Guaranteed, like Google Screened, is another verification that Google uses. Both of these Google verification services require a background check and a Google review average of at least 3 stars. Unlike Google Screened, Google Guaranteed is available to more industries than the 3 Google Screened works with. It’s also been around longer than Google Screened — as of 2016, Google Guaranteed has

The main difference between these two Google verification services is that Google Guaranteed means that Google will refund a customer up to $2,000 if they booked services through a Google local services ad and were not pleased with the results.

 

Is Google Guaranteed or Google Screened better?

Neither Google Screened or Google Guaranteed verifications are better than the other. Both of them encourage customers to click on the ad due to the verification screenings. The main difference is Google Guarantee’s refund and the industries each verification service covers.

Regardless of which verification you have, the main goal is to receive verifications from Google. These verifications inform customers that a business is trustworthy and worth booking their services as a result. That said, you should do everything you possibly can for your business to receive one of these two verifications.

This means being able for you, your business, and in some cases, your employees and subcontractors, to pass both civil and criminal background checks. Whenever you hire a new employee or subcontractor, you will need to have the Pinkerton Detective Agency, Google’s investigative partner, run a background check on them as well. This is a never-ending process, so make sure you’re up to date with all new hires.

Last but certainly not least, you must have a review average that’s at least 3 stars. That said, you need to encourage clients to leave reviews, and this may require you to ask them to leave a review at the end of an appointment or consultation. This also means you need to do the best possible work for your clients — something you should already be doing in the first place.

 

How can my business be verified by Google?

To start the verification process for either Google Guaranteed or Google Screened, you need to sign up for Google local services ads. You can start this process by claiming or creating a Google My Business listing for your business if you don’t already have one. (Google My Business is also very important for reviews — one of the most important aspects of being able to receive these verifications.)

Part of the local services ads registration process entails background checks — civil and criminal, and for some types of Google Screened background checks, certain professional qualifications.

 

Contact OppGen for more information

If you need any assistance or guidance for setting up a Google local services ad account, don’t hesitate to contact OppGen today!  We specialize in digital lead generation for several specialized industries, from personal injury law to real estate and many, many more.

If you want to know where your business stands in the world of digital marketing and lead generation, fill out our free digital audit. We’ll review your strengths and weaknesses and can help you develop a successful strategy to generate more leads.

3 lawyers pleased with PPC cost per click

By OppGen

How to Improve Your PI Law Firm’s Google Ads Quality Score

Personal injury law is one of the most expensive and most competitive industries when it comes to the cost per click of a pay per click (PPC) search ad on Google. Generally speaking, law-related ads tend to have a higher cost per click as it is, but personal injury law firms in particular are still going to face an even higher cost per click.

Depending on your PI law firm’s budget, a single click from a prospect could result in depleting your advertising budget. This means it’s really, really important to have the right people clicking on your ads. But having a good Google Ads quality score can help with some of the cost as well as helping the right clients find your PI law firm. 

 

What is a Google Ads quality score?

A Google Ads quality score is a score that is meant to give you a sense of your PPC ad quality. The score works on a scale of 1 to 10, with 1 being the lowest score and 10 being the highest.

The quality score has 3 components:

  1. Landing page experience: Rates how relevant and useful your landing page is
  2. Expected clickthrough rate: Estimates how likely a prospect is to click on your ad (does not take ad position or ad blocking extensions into account)
  3. Ad relevance: Rates how closely your keywords match the message in your ads

The better the above components are, the higher your quality score will be.

 

How can my Google Ads quality score help my PI law firm? 

Because personal injury law is an expensive industry for PPC, you want to make sure your ad is being shown to the right person while making sure the CPC is within your budget.

Having a higher quality score can help your PI law firm have better ad placement and lower your ads’ cost per click, which will decrease your cost per conversion.

 

How can I improve my Google Ads quality score?

Use relevant keywords

The more specific you can be with your keywords, the better. General keywords can lead to your ad being shown to prospects who aren’t in need of your services, or are seeking something entirely different.

Pay attention to the keyword match types you’re using in your ad campaigns. It’s possible to have your ad displayed for searches that aren’t relevant if you’re using the default match type setting. The 4 keyword match types are:

 

1. Broad match

Broad match is Google Ads’ default setting, and it can be used to reach the widest possible audience. With broad match, your ad can appear when any word in your keyword phrase, in any order, is searched. This means it’s possible for your ad to be displayed irrelevant prospects — a waste of your lead generation efforts and marketing budget.

You can, however, create a list of negative keywords to ensure this doesn’t happen (we’ll discuss more about negative keywords later), though you’ll likely have to research and continue to add to this list.

 

2. Modified broad match

Modified broad match gives you a little bit more control than the default broad match. It allows you to “lock” individual keywords in a phrase, which tells Google that the search must include that specific word. With a broad match, the phrase car accident lawyer could bring up your ad for any searches involving the individual words “car,” “accident,” and “lawyer” in any order.

With modified broad match, you could lock “accident” and “lawyer,” which would display ads to any searches that include those terms. The order of the words can change, though. So you could end up with clients who searched for motorcycle accident lawyer or lawyer automobile accident and found your website through an ad!

 

3. Phrase match

Phrase match, like the modified broad match, gives you more control over who sees your ads. It has a higher level of control than phrase match, as it requires keywords to be searched in an exact order. Phrase match can include search queries that add extra keywords before or after the phrase.

Using the car accident lawyer search as an example, you could set those three keywords as a phrase. Prospects could pull up the ad when they search for car accident lawyer near me or columbus ohio car accident lawyer because the phrase car accident lawyer is used in the search.

 

4. Exact match

Exact match is the most restrictive keyword match type — and here, restrictive is not a bad thing. It ensures that people searching for the exact phrase find your ad. If they search for car accident lawyer, and those words are what you have set as an exact match, then your ad will likely be shown to them.

It’s worth noting that Google has made some adjustments to exact match keywords, which allows them to display your ad when there are slight variations of your keywords. This includes making a singular word plural (car accident lawyers instead of car accident lawyer), certain synonyms (automobile accident lawyer instead of car accident lawyer), and variations that involve the same intent, are paraphrased, or are implied.

With exact match, you can anticipate a reduction in unwanted costs and higher conversion rates. While these are positive things, there are still some downsides to exact match.

The downsides to exact match are a reduction in traffic due to lower search volume. But for PI law firms, exact match keywords can be very useful for filtering out unwanted traffic and bring in those who are most interested and likely to convert.

 

Organize keyword groups

The way you group your keywords matters. It can help keep your ads more relevant to prospects’ searches. Consider organizing keywords by more specific types of personal injury law, such as keeping all car accident-related keywords in the same group. That way, if someone searches for a car accident lawyer, they aren’t going to find themselves looking at an ad that will lead them to your PI law firm’s FAQ page. Be sure to keep your keyword groups up to date and don’t be afraid to see if there are any new search terms that might be effective to add to your keyword groups.

 

Write effective ad copy

Ad copy is super important. It’s what catches prospects’ attention, and you need to do it quickly and efficiently. Don’t make the ad too complex. Keep it simple. Focus on what makes your PI law firm better than your competitors. 

Don’t be afraid to change things up with your ad copy. Experiment with A/B testing to see which copy is more effective than others, then shift to the one that is doing better. A/B testing is a strategy in which you change only one part of an ad at a time. Too many changes at once makes it difficult to determine what exactly was effective and what was not. For example, you can start by changing the ad’s headline text. Google’s system rotates out ads within an ad group, so you’ll be able to determine which ad worked better. Then, you can use the same headline and change the body copy.

Last but most certainly not least, include a call to action. Do you want prospects to fill out a form? Call you? Make sure that your call to action is clear.

 

Optimize landing pages

You need landing pages that effectively align with what prospects are searching for. If prospects are searching using a phrase that might be on a Frequently Asked Questions page, then make sure your landing page is your law firm’s FAQ page. The content on the page should be useful as well as relevant.

Transparency is also important — your landing page needs to make it clear as to what it is you do. Share information about your services before going right to the contact form.

Your landing pages should load quickly and work effectively on all devices — desktop and mobile — and be easy for prospects to navigate. 

Essentially, you need to make sure your PI law firm’s landing page follows Google’s landing page experience guidelines.

 

Add negative keywords

Negative keywords are not keywords that are inherently bad or… well, negative. It’s a term that refers to unrelated keywords that bring up your ad. For example, if you set up a broad search ad for car accident lawyer, your ad may be shown when someone searches for car accident on Main Street because both keyword phrases use the word car accident.

To avoid this, you can create a list of negative keywords on Google Ads to ensure that your ad won’t be displayed in searches containing those words. You’ll need to stay up to date on any possible queries that could include your keywords, especially in a broad keyword match type search.

 

Improve your PI law firm’s Google Ads quality score with OppGen

OppGen is a highly specialized digital marketing agency located in Columbus, Ohio, that works with clients across the nation. We’ve worked with PI law firms and have lowered their PPC campaigns’ cost per click through our holistic, one-of-a-kind marketing strategies. All of our clients receive a different marketing plan based on their specific needs and goals. We will work with you to create that plan. Get started today by filling out our free digital audit or contacting us for more information.

A screenshot from the Amazon Alexa commercial from Super Bowl LV

By OppGen

The Best Super Bowl LV Commercials, According to OppGen

Last year, we did a round-up of what OppGen thought were the best Super Bowl commercials. We’ve decided to continue that tradition, as it is only natural for a marketing agency to discuss which commercials we thought were the best. Talking about the Super Bowl commercials is like breathing air for marketers — we can’t live without doing it.

 

Alonzo Foreman, Partner and Vice President

Alexa’s Body (Amazon)

 

I feel the Amazon Alexa ad was a home run. It featured modern star power in Michael B. Jordan, audience aligned humor, and actual product messaging. It was enjoyable and funny without leaving the brand or product behind.

 

Maria Gallegos Vallejo, Front-End Developer

ScissorHandsFree (Cadillac)

My favorite Super Bowl commercial was the Cadillac all-electric car with Edward Scissorhands played by Timothee Chalamet! I get excited seeing how car companies are working toward making all-electric vehicles. I think Timothee Chalamet is an amazing actor and seeing him dressed up as Edward Scissorhands alongside Winona Ryder, who I also respect a lot, was really cool to see! 

 

Ken Hogan, Director of Sales

Last Year’s Lemons (Bud Light)

Bud Light Seltzer Lemonade was my favorite. It was the only one that made me laugh. Representation was way over the top and properly represented some of the silly puns and sayings we used to get through a terrible 2020.

 

Britny Sanders, Senior Digital Analyst

Sweet Victory (Paramount Plus)

I only turned it on to watch the halftime show so I didn’t see many commercials unfortunately. I did see the Paramount commercial that had Patrick Stewart in it and thought it was funny.

 

Molly Hegner, SEO Manager

Sweet Victory (Paramount Plus)

It’s definitely the Paramount Plus commercial. It had some of my favorites, like celebrities such as Shemar Moore, James Gordon, Snooki, and the best part being that they included the Spongebob “Sweet Victory” song.

 

Sydney Schulte, Content Writer

Come Together (M&M’S)

Seeing the scenarios in which people gave M&Ms as an apology was really amusing, from a guy kicking the seat of the person sitting in front of him on an airplane, to mansplaining, to calling a woman “Karen” (and handing her a second bag because her name is Karen). We’ve all had moments where we’ve been the person whose seat got kicked or the seat-kicker, or the Karen or person calling someone else a Karen, and I find that relatable. They were also smart to bring in some celebrity power with Dan Levi. As a Schitt’s Creek fan, seeing him pop in for a cameo at the end was fun!

 

Alex Sheets, Senior Digital Analyst

No Way, Norway (General Motors)

 

I enjoyed the General Motors EV commercial because of the familiar faces, humor, and competitiveness surrounding it. I think it successfully got the point across that GM is driven to compete with Norway in EVs sold, which benefits everyone.

 

Zain Khan, Operations

Workout (E*TRADE)

They were able to take a common concept of “not working out” or being “physically inactive” and showcased a young boy who is inspired and just starts. The inspiration for everyone who hasn’t been investing (net new user) has been there. With the crypto currency conversations becoming mainstream to the type of press r/WallStreetBets on Reddit got. Investing has been on everyone’s minds and showing a young boy taking a first step towards it is powerful. I’m sure E trade’s biggest user segment has children and are middle aged, so it’s relatable in that capacity. Everyone’s had FOMO from all the people making money post pandemic and they are more or less “mad” about it, so they use that powerful hook at the end. “Don’t get mad.”

 

Bringing it all together

Though we weren’t able to debate which commercial was the best commercial for this year’s Super Bowl in-person, we look forward to the day we’ll be able to do just that. As 2021 continues on, we’ll keep doing what we know and do best: running marketing campaigns for our clients.

 

Featured image: Screenshot via YouTube © Amazon

An Apple laptop placed in a local park displays the Google search engine

By OppGen

Generate Local Leads with Google’s Local Services Ads

Thanks to the advent of digital marketing, small and local businesses can advertise on an even playing field along with large companies, franchises, and corporations, helping them generate more leads at reasonable costs.

Google Ads has made targeting local leads seeking specific services easier than ever. But as Google Ads becomes more competitive and the cost per click rises in certain industries, it may be wise to look to other advertising options for generating local leads.

That’s where local services ads come into play.

 

What are local services ads?

Local services ads are a relatively new advertising options Google offers to certain kinds of businesses. Local services ads can help prospective customers in your area — local leads — find you and easily contact you for your business’s services.

 

What kinds of local businesses can use Google local services ads?

Google has an expanding list of local business types that can utilize their local services ads. As of January 2021, the following kinds of local businesses that can use Google local services ads include:

  • Appliance repair
  • Architects
  • Carpenters
  • Cleaners
  • Lawyers in the following practice areas: bankruptcy, business, contract, criminal, disability, DUI, estate, family, immigration IP, labor, litigation, malpractice, personal injury, real estate, traffic
  • Countertop services
  • Electricians
  • Event planners
  • Fencing services
  • Financial planners
  • Flooring services
  • Foundation services
  • Garage door services
  • Heating or air conditioning/HVAC
  • Interior designers
  • Junk removers
  • Landscapers
  • Lawn care
  • Locksmiths
  • Movers
  • Pest control
  • Photographers
  • Plumbers
  • Real estate agents
  • Roofers
  • Siding services
  • Tax services
  • Tree services
  • Videographers
  • Water damage services
  • Window cleaners
  • Window repair services

Note that the list is likely to update periodically, so keep an eye on Google’s local services ads support page for the most up-to-date information.

 

Benefits of Google local services ads

Google local services ads have many benefits that other digital advertising options do not, such as:

 

You only pay for results

This is the biggest advantage Google local services ads offers compared to other digital advertising channels. Most ad channels rely on a pay-per-click (PPC) model, which requires you to pay whenever a lead clicks an ad, regardless of whether or not they convert (i.e., fill out a form, make a purchase, schedule an appointment, etc.). It’s entirely possible for a lead to click on an ad and do nothing else from there.

Google local services ads use a pay-per-lead model, which means you only pay for leads related to your business. Here, leads are defined as prospects who call the phone number listed on your local services ad. In the event in which you end up with an unrelated or bad lead, you can dispute that lead with Google and get the money you lost on that lead back.

 

More options for your business’s budget

Local services ads offer 2 budgeting options, allowing you to select the option that works best for your local business and its budget.

 

  1. Maximize leads: You can set a weekly budget with the goal of getting the highest volume of leads possible.
  2. Pay per lead: You can set the highest amount you’re willing to pay per lead. Google will then provide an estimate based on the market of how much you can expect to spend in a week and how many leads your business may receive.

 

Higher visibility

To create local services ads, you’ll need to set up a Google My Business page. When you create this page, make sure that your phone number is correct because the ads will use the phone number listed on your Google My Business page.

Local services ads are located at the top of Google search results pages (SERPs), which makes them easy for prospects to find. They’re placed in a higher position than Google search ads, which is a huge advantage.

These ads are set in a slideshow-like format, displaying the top 3 relevant services in your area. To view more ads, you click the “more” button.

Ideally, you’ll want to rank in the top 3 ads. Your ranking is determined by these factors:

  • How close you are to prospects’ physical locations
  • Your reviews and the number of reviews you have
  • Responsiveness to customers through the Local Services Ads app
  • Business hours
  • Whether or not Google has received serious or several of the same complaints about your business
  • The context of a prospect’s search (search history and terms, when they searched, and other signals)

To land a spot within the first 3 ads, make sure your local business is listed under the relevant type of business, encourage your clients to write reviews, give excellent service, and respond quickly and efficiently to customers.

Some of these factors are out of your control to some extent, such as the prospect’s location or when they searched for relevant services (you can’t control when a prospect searches for a service outside of your business hours). 

Still, focus on what you can control (relevant listing, reviews, excellent service, and quick responses), and you’ll likely end up in a good position!

 

Compete on a local level

With PPC search ads on Google, you may not be able to rank as high easily depending on your specific industry. For example, the cost per click for personal injury law ads on Google’s SERPs are among some of the most expensive. Just one single click on one of these search ads can deplete a monthly budget! Not to mention you may be facing more difficult competition with companies competing for the same or similar keywords, and some of these businesses may have larger marketing budgets, so the cost per click isn’t a huge concern for them. If there’s a lead that falls through and doesn’t get back to them, it’s not nearly as much of a loss as it would be for smaller businesses at the local level.

With local services ads, you don’t have to worry about competing with bigger national businesses — you’ll be competing within a smaller, more balanced level with nearby businesses. If you happen to be the only business within a certain area offering a certain service, that means you’ll likely find yourself generating more leads. And even if there are more businesses like yours, not all of them are aware of this new ad type that can put you on top!

 

Verified badge

All businesses that want to start using Google local services ads are required to undergo a background check. The required information for background checks varies depending on the type of business you have. For example, if you’re a lawyer, you’ll have to prove that you and your fellow lawyers have passed the bar. 

Having a checkmark next to your business’s name adds credibility to your business, which will help people seeking your services trust you and be more likely to reach out.

 

No landing page or website required

Although we can’t stress the importance of having a website for your business enough, not all small or local businesses have one. If you’re website-averse but still want to get into digital advertising, local services ads are the perfect option!.

Landing pages or websites aren’t necessary with Google local services ads. Rather than submit their information for an appointment through a landing page, leads can book an appointment or schedule services through Google local services ads

 

Contact OppGen to generate more local leads

OppGen is a digital marketing agency located in Columbus, Ohio, that has helped several businesses at both local and national levels generate more leads. We’ve helped our clients by setting up Google My Business accounts and assisting them with the Google local services ads background check process, among other digital marketing services. 

We would be more than happy to help you get started. Contact us today for more information.

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