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How To Get Appliance Repair Leads

You may have an excellent business set-up with trained appliance repair technicians and good customer support, but all this is of no use without a good appliance repair marketing team that can generate leads.

Today, the biggest challenge faced by any local business, including appliance repair companies, is generating quality appliance repair leads. To generate good leads, you can use traditional appliance marketing methods like print advertising, broadcasting, direct mails, and telephone marketing and online marketing. Each of these methods has its own advantages and disadvantages. Let us understand how you can benefit from these methods and some of their drawbacks. 

Print Advertising 

Many appliance repair companies use newspapers and magazines to advertise the services offered by them. Both magazines and newspapers are viewed as credible and trustworthy source of generating new leads. Also, it is an affordable marketing option that is known to generate intense loyalty amongst the readers. Many companies prefer magazines to newspaper because they have a longer shelf life and they are read longer than the newspaper.  When you use print adverting, the biggest problem you are likely to face is justifying your ROI. You don’t know how many people have seen your advertisement in the newspaper or magazine. Just because someone subscribes to a newspaper or magazine does not mean that they will read all the ads in it. Unless you come out with an ad or offer that is specific to a newspaper or magazine, it is very difficult to justify your expenses on print advertising, especially since nowadays they are not as effective as they use to be with the introduction of internet marketing. 

Broadcast Media

It is not uncommon to see appliance repair companies come out with ads on television and radio. The biggest advantage of this form of lead generation is that it has a huge audience. However, television ads are never cheap, especially, if you like your ad to appear on a prime spot. This makes it difficult for small businesses to use this medium to expand their business. Another problem with television and radio ads is that they don’t cater to target audiences. Even though these ads are viewed by the masses, it may not cater to the target audience which can reduce their effectiveness. 

Direct Mail

Some appliance repair companies use direct mailers to generate leads. Studies have shown that direct mailers still influence the purchase decisions of consumers. This is because direct mailers are easier for people to recall and process. Also, more than 90 per cent of people still open their direct mail far outpacing emails which are opened only by 20 percent. Also, it can be easily used to reach the target audience and it isn’t expensive.  The only drawback of this method of generating leads is that it has a low conversion rate – normally between 3 to 5 percent. However, this can be improved by constantly updating the mailing list and by careful execution. Also, you can come out with compelling offers that will entice the consumer to contact you. 

Digital Marketing 

Modern day marketing is incomplete without digital marketing. In this method of generating leads, you use the latest technology to connect with the customers and solve their problems. Here is a brief on some of the popular digital marketing methods and their pros and cons. 

Search Engine Optimization Or SEO For Appliance Repair Companies

This digital marketing technique is used by most appliance repair companies to generate leads and improve the reputation of their business. It is a process of improving the online presence of their website, making it more visible to potential customers through search engines. Some of the benefits of Local SEO advertising for appliance repair businesses include excellent return on investment, long-term marketing, real-time benefits that are traceable, and the results are compounding and increase with time.   Like any other lead generation methods, even SEO has its share of drawbacks. Getting a good rank for a competitive appliance repair keyword on popular search terms can take time. Most marketers, who use SEO, aim for instant results. This can lead to blacklisting of their website and permanent penalty in the search engines. Also, you may have to wait for several months or even years to get a decent return on your investment. 

Google Maps Optimization

Google offers you a free listing and website when you add your appliance repair company to Google maps. They will even provide you with tips to optimize your Google Maps listing to rank better in your local service area. This is a free way to get your company listed in Google search results, when consumers search for appliance repair in your area.

Pay Per Click Marketing Or PPC For Appliance Repair

Many companies such as Google and Facebook offer pay-per-click advertising service to individuals and companies. These companies will place your ad on relevant pages and people who are interested in getting their appliance repaired can visit your website to check out the services you offer. Of course, you will only pay them if a customer clicks on the ad.

The biggest advantage of this method of lead generation is that you get instant results. Just set-up a short ad, plan a marketing budget, and start getting leads almost instantly. Also, you can test the success of your ads rather quickly. If you feel the ad is not getting the desired results, you can change the content and check how the changes help you. 

The biggest drawback of this method is that it is expensive. For some competitive keywords, you may have to spend several dollars to get a single click. Also, PPC will charge you per click and not per conversion.

This means that you must pay for every click even if they don’t result into a phone call. This can prove to be expensive in the short run. Another disadvantage of this method is there are no long-term benefits of this method. You will generate leads as long as you spend on PPC. Once you stop these ads, you will stop getting new customers. 

Social Media

 

Of late, many companies are using social media platform to generate leads. Many appliance repair companies are coming out with excellent offers on their social media platforms. This can make their website go viral instantly and they can get excellent results with little or no investment. The best part about using social media is that it is free and is an excellent tool for brand building and improving online presence. The only drawback of this method is that it can take time to build an online presence. You may have to spend several months you get people to visit your social media profile. Also, you have to continuously monitor and update your profile to keep your customer interested. 

Email Marketing 

Sending information about your company to potential customers via email is also a popular form of lead generation. To do this, you can use paid or free email-marketing software. When you use email marketing, you can easily trace the outcome of your campaign. Email marketing is also used by appliance repair companies to send special offers to both new and existing customers. It helps in improving brand image and can help you get instant results. 

The biggest drawback of this method is that many people may not read your mail, which will render the entire exercise useless. Also, there are many softwares that may send your mail to the SPAM folder and prevent the potential customer from even seeing your message in the first place.

Appliance Repair Lead Generation

Today there are quite a few appliance repair lead companies for appliance repair business owners to choose from, however, please don’t make the mistake of thinking all appliance repair marketing companies are created equal, in the appliance repair marketing industry, you get what you pay for, so cheap leads are usually low quality or they end up costing you more in the long run because the closing rate can be low because the leads are not exclusive to your company.

One of the biggest frustrations that appliance repair business owners face with traditional appliance repair marketing, is paying for appliance repair advertising with no guarantee of getting any results.  If you ask your newspaper advertising representative if they can guarantee that you will get some appliance repair job leads, all they will tell you is that you have to continue running more and more appliance repair ads and bigger ads, the problem with that strategy is it’s one sided, they are the ones who mainly benefit as they get paid regardless if they get you results.

Appliance Repair Pay Per Call

As the name suggest appliance service companies can buy appliance repair leads on a Pay Per Call basis, so you only pay when you get appliance repair leads which is a lot more cost effective when compared to large monthly fees associated with marketing an appliance repair business.

Pay Per Call Lead Generation Services is a great way for you to increase your leads for appliance repair services in your local area.

There are some disadvantages that you should look out for with home repair lead generation, some providers will sell the same appliance service lead to you and some of your competitors, this typically creates a bidding war, as your competitor will just call the lead that you already scheduled and offer them a lower service call fee.  And while these leads are offered cheaper than if you were to pay for an exclusive appliance repair lead, many appliance repair companies choose this option simply because it’s cheaper.  But it can actually work out more expensive if you are only getting a small percentage of your appliance service jobs completed, which is typically the case.

Our recommendation is that you find a pay per call appliance repair lead company that offers exclusive phone call leads, as this will give you the best opportunity to schedule majority of the appliance repair leads you receive.  Some of these appliance lead companies even offer you free appliance leads, so you can see for yourself the quality of the leads and how pay per call marketing can benefit your appliance service company.

If you would like to learn more internet marketing tips to grow your appliance repair business, check out our FREE Online Marketing guide here.

The post How To Get Appliance Repair Leads appeared first on Appliance Repair Lead Generation.

How To Optimize Your Appliance Repair Website For Conversions

There’s no doubt about it, every appliance repair service provider needs more customers. 

In today’s digital age, one of the most effective ways to get new customers, is from making sure your appliance repair company has an online presence that is optimized to attract more of your ideal customers and to convert them into booked jobs.  In the training video below, Marlon walks you through some of the most important aspects of an appliance repair service website that will help to effectively convert more of your website visitors into leads.

Watch the video now:

 

What is one online marketing element that will have the biggest impact on the results of your overall Internet marketing efforts?

That’s what we’re going to talk about today and what that is:

 

Website Conversion Rate

 

Think of your website as the hub, everything that you’re doing with online marketing comes back to the website.

If you’re doing social media marketing, SEO, local directory advertising like Yelp or Yellow pages and paid search advertising like Google AdWords, when the consumer clicks on any of your ads or content, they will lead back to your website.

This is why website conversion is so important and just in case you’re not familiar with that term and what exactly website conversion is, it’s getting a consumer that visits your appliance service website to take action, which is to either call or to fill out a form on your website.

You could have many consumers visiting your appliance repair website, but if you don’t have the right conversion elements, it could be one of the reasons why your website is not actually getting you the leads that you are hoping it would generate for you. So that’s what we’re going to really focus on today and give you a few tips to help improve the conversion rate on your website.

 

So why is website conversion so important?

 

Let’s look at two scenarios.

Scenario one is that you have 500 visitors per month. Let’s assume that you have a current conversion rate of 5%. That would give you 25 calls or leads.

And let’s say you have a 30% conversion on the phone.

Now we’re talking about when the customer actually calls in, the 30% conversion is rate at which your appliance repair company can turn those phone calls into scheduled appointments.

With a 30% conversion rate, you will have 7 booked jobs.

And let’s assume that your average completed appliance repair is worth $150 to your appliance service company, for some of you the average job could be worth more or less, and you can adjust that number accordingly when you try to figure out the actual conversion rate for your appliance repair business.

The 7 booked jobs will be worth $1,050 in revenue to your appliance repair business.

Now let’s look at scenario number two, we’re going to try and keep everything the same.

Same 500 visitors per month.

But what we want to improve is the website conversion rate. So instead of the 5% conversion rate, let’s say we get you up to a 15% conversion rate.

Now your phone calls went from 25 calls to 75 calls.

Same conversion on the phone of 30%.

Now we have 22 booked jobs instead of 7.

Same average repair value or $150.

Now we just brought in $3,300 for your appliance repair business, instead of $1,050.

And keep in mind, we didn’t get any more people to come to our website than what we normally do. All we did was to improve the conversion rate on the website.

Hopefully it’s starting to make a lot more sense now why the conversion rate of your appliance service website is so important.

Sometimes it’s not that you need more leads to get more appliance service business to come in. Sometimes you just need to improve the conversion rate.

In the above example we improved the conversion rate of just the website, which went from 5% to 15%. But another conversion rate that we could improve on is the incoming phone call conversion rate.

Hopefully this picture of conversion rate optimization is getting a little bit clearer now.

And that’s why I wanted to just give you some type of illustration, because sometimes that helps clear things up a bit.

Now that you understand the importance of optimizing your conversion rates, you’re probably wondering, how exactly does an appliance repair business owner do it?

That’s what we’re going to talk about next.

 

9 critical elements to improve the conversion of your website.

 

1. The first one is that you want to speak the language of your target market.

Your target market is the largest segment of consumers that actually call you and includes your existing customer base. If you were to look at all the customers that have hired your appliance repair company over the last 6 months or last year, and if you could make a list of all of them, you would start to notice certain commonalities between each of them.

You would see a pattern that arises from that, such as a particular age range or whether they are mostly males or females that hire you.

It’s important to know such details, and I’m going to show you why as the training goes on.

You should know the fears and frustrations consumers have when it comes to hiring an appliance service company. You can use that information to communicate to them, why they should choose your appliance repair business over your local competition.

2. Be real with them – What I mean by that is, you want to have authentic images of your team on the homepage or your website. Consumers want to see the owners and technicians.
3. Use video and other multimedia elements – To engage consumers.

You should have different elements for the different types of consumers to engage with your appliance repair company.

• Senior citizens are just looking for a phone number when they visit your site.
• Millennials are looking for a way they can text or email, as they prefer not to speak on the phone.

A welcome video on a website is great. Having a video on each page of your website that explains the different appliance repair services that you offer would be ideal.

4. Leverage social proof – Showcase your online reviews from existing customers prominently on the homepage or on all the pages of your website. Some tools that you can use to do this is birdeye.com and reviewbuzz.com.
5. Get the basics in order – Phone number should be in the upper right hand corner of your website. And it should be big and bold, you could even put it in a red or yellow font color to let it stand out more.

The reason for this is, when consumers come to your website, there are a lot of studies done that show that a consumer’s eyes first go to the upper right hand corner.

And most consumers, when they need to hire an appliance repair company, they’re not trying to do a whole lot of research. The number one thing they’re looking for on an appliance repair website is that phone number. So make it very easy for them to find it.

Ensure that there’s also a web form that consumers can fill out. You should have some type of form on your website that someone can just put in their basic information:

• Name
• Phone number
• Problem that you’re having

Some consumers are not going to be able to call, as they work during the week and are not able to speak on the phone during regular business hours.

If they could simply just fill out a form and schedule the appointment, it makes things a lot easier for them.

• Add credibility and authority symbols to your website – If you’re a member of the better business bureau or Angie’s list, you should add those logos to your website. People recognize these big names, and you can leverage them to build credibility and authority for your appliance repair company.

 

6. Have a clear call to action on each page – That speaks to your ideal customers and tells them exactly what to do next. If you’re not familiar with a call to action, basically you’re just telling the consumer what action you want them to take.

An example of a call to action is:

• call us now
• call us today
• fill out the form.

7. Use special offers and coupons that match each service that they are in need of. Coupons are a great way to get consumers to call. If you’re apprehensive about using coupons because it’s going to reduce your revenue, coupons are actually shown to increase revenue. The reason is because you will start to get more people call because everyone loves to save money.

So you will get a larger volume or service request, and even though you may make a smaller profit, with the larger volume of service requests, it makes up for it.

And don’t forget about the repeat jobs you will get from existing customers and the referrals. Those more than make up for the amount of money you may have lost by offering a coupon.

If you’re against coupons, I really encourage you to rethink about using it to get more business.

8. Make sure your website is mobile optimized– with an easy click to call function.

 

One quick and easy way to check if your appliance repair website is mobile friendly is to just go to the browser on your phone and try to pull up your website.

It’s also good to look at how the website displays on both an android phone and an iphone. Because they will display differently on the different phones and you want to make sure that it actually displays correctly on the different mobile devices.

More people are using their mobile devices to access the search engines and this trend is only growing. 70 to 80 percent of the people that visit your website are probably doing so from a mobile device.

Not only should your website display correctly, but also make sure the phone number is at the top, and there should also be a button that consumers can just tap to actually call your appliance service business.

They shouldn’t have to memorize your phone number to actually type it in, because they’re probably not going to. That’s too much work! They’re probably not going to do that. So what you need to provide them is a click to call button, that when tapped, your number shows up and from there they just need to click on send or call on the mobile device.

If there’s one thing to take away from this training today, it is to make sure your website is mobile friendly. That’s because if it’s not, you’re losing customers every day.

9. Consider leveraging live chat -This is probably a little bit better than the web form that we discussed earlier. This is because with live chat, consumers can just type in what they need to do and they can get an instant response from your appliance repair company. So if you have the staff available to actually handle a live chat, it’s something that you should consider implementing.

 

If you can see your ideal customers through their eyes, then you can better sell them what they want to buy.

 

You may have heard something similar to this or another similar saying, that if you really want to understand what someone’s going through, you have to put yourself in that person’s shoes to understand.

It’s important to understand the fears and the frustrations of consumers that need appliance repair, because then if you can better understand your potential customers, you can close more and schedule more jobs for your appliance repair company.

 

Who is your ideal customer?

 

Let’s take a look at some demographic information in the image below:

These are just some examples of things that you want to look out for:

• Are they homeowners or renters?
• What age group are they in?
• Is it typically female or male that usually hire your appliance repair company?
• Are they single or married?
• Do they have kids, and if so, how many kids?

 

These are just some examples of what you want to look at to figure out the demographics of your ideal customer.

 

Now let’s talk about the pains and frustrations

 

The pain and frustration is that their appliance stopped working.

If the dishwasher broke, now they have to start washing dishes by hand.

If the wash machine is not working, now they have to go to the laundromat to get that done.

All these things are big inconveniences to a consumer.

Another frustration is that when they do call an appliance repair company, they can’t get anyone on the phone.

Especially if they left a voicemail message, and an hour has gone by with no one calling them back from the appliance service company.

It’s frustrating because consumers are busy and they don’t want to spend a lot of time calling around town to find an appliance repair company, and they need their appliance problem resolved right away.

 

Appliance repair is an emergency industry

 

So consumers that need appliance repair are expecting to get the repair completed fast, as in today, so most are looking for same day service but depending on the appliance some consumers may wait for next day service.

Additional fears when it comes to choosing an appliance repair company

 

• They worry about getting ripped off by the appliance repair company or getting overcharged for the repair.
• They worry about paying too much for something they could have gotten done cheaper somewhere else.
• They don’t want to invest a lot of money into an appliance that’s not even worth fixing.
• Having their home damaged by faulty workmanship.
• Having a technician come in and cause additional damage to their home
• Having to wait around all day for the tech to arrive at their home.

That’s why they like shorter appointment windows and why doing a 30 minute call ahead is very much appreciated by consumers.

Some appliance repair companies will overbook their schedule because they have issues with consumers cancelling appointments, and as a result some consumers are left waiting all day for a technician and no one shows up.

• They are sometimes inconvenienced trying to coordinate with the tech. So sometimes what happens here is that some appliance repair companies don’t offer service after 5pm or on the weekends. Now for someone that works during the week, they now have to go take a day off and then in some cases they don’t even get paid. So you can just imagine how frustrated the consumer would be if after doing all that the appliance repair technician doesn’t show up.
• The invoice or the cost of the repair will be more than they can afford

 

Now let’s talk about messaging that works.

 

These are things that you want to have on your website and this also applies if you’re doing any type of paid online advertising like Yelp or Google AdWords. These are all elements that you can incorporate in your messaging to get more consumers to call your appliance service business.

• Same day service
• Emergency service
• Short appointment windows.
• Straightforward or upfront pricing
• Satisfaction guaranteed.

 

They want to know that if there’s an issue after the repair, that they’re not going to have to pay the technician to come and fix the same problem again.

They want to know that customer service is important to your company and that you stand behind your work, with some type of warranty or guarantee.

• Trustworthy appliance service technicians coming into their homes.
• Experienced technician

 

Key conversion elements

 

• Add real authentic images of your team to the homepage and throughout the website.
• Add video elements to your website – such as a welcome video or having a video describing the different appliance repair services that you offer.
• Showcase your online reviews more prominently on the homepage – You can use sites like birdeye.com or reviewbuzz.com.
• Get the basics in order, such as a phone number in the upper right hand corner of your website.
• Having a web form
• Use authority symbols like the better business bureau and Angie’s list.
• Have call to actions throughout your websites – Let consumers know what you want them to do.
• Leverage coupons and add live chat to your website.

 

The question now is, based on everything that we just covered, is your appliance repair company website set up to convert visitors into callers?

I want to ask each and every one of you to pick at least 3 things to improve your conversion, that you’ll implement over the next 30 days.

You invested the time today to learn how to grow your business. Using online marketing and these conversion elements we discussed today will help you do just that. Some of them you can implement at a low cost as well, so I highly encourage you to take action and use some of these elements to start getting more appliance repair leads.

 

 

 

Get A Free Online Marketing Review Session

If you would like to have our team take a look at your current online marketing Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2018 your best year ever in the appliance service industry and finally get your lead generation right. Then schedule your FREE online marketing evaluation now.

Click here to schedule your strategy session now

 

 

Resources Mentioned

 

• BOOK: How To Get A Flood Of Leads Customers And Profits For Your Appliance Repair Business
• Get your Website Conversion cheat sheet: http://www.appliancerepairmarketingsecrets.com/website-cheatsheet/
• ReviewBuzz
• Birdeye
• Yelp
• Angie’s List
• Better Business Bureau

 

Connect With Us:

https://www.facebook.com/appliancerepairmarketingtips

https://www.youtube.com/channel/UCYtRqHS2HB9_JCOk_CURBiA

 

Listen to the podcast version of the webinar below:

The post How To Optimize Your Appliance Repair Website For Conversions appeared first on Appliance Repair Lead Generation.

PPC For Appliance Repair Businesses – Increase Your Leads With Paid Search - Appliance Repair Lead Generation

 

Pay Per Click Advertising is one of the best sources for appliance repair businesses that are looking for fast scalability and increase appliance service leads. With PPC marketing you can have your finger on the switch to turn on and off leads on-demand to increase phone calls into your appliance repair company.

In this training video we show you how to increase your appliance repair leads and how to maximize your Return On Investment using paid search, even if you or your previous account manager failed with Paid Pay Per Click Marketing in the past.

Watch The Webinar Repair Video Below:

 

 

Overview Of What You Will Learn From This Webinar:

 

• Keys To Success With AdWords – You have to understand some key elements with Google Adwords if you want to succeed with Pay Per Click Adveristing.

• Why quality score is important and how to maximize it – the quality score of your ads can lower the cost per click and as a result lower your cost per lead

• How to structure your campaign and adgroups for success – Having multiple Ad Groups, segmenting your keywords, writing compelling text ads, use of site extensions to get an advantage and creating high converting landing pages are critical if you want to win with PPC Ads.

• Why KPI’s (Key Performance Indicators) Are Your Best Friends – Don’t spend another  penny on paid search without putting the proper tracking in place so you can determine what’s working and more importantly what’s NOT working…

 

 You can review and download the slides from this training below:

 

Pay Per Click Advertising For Appliance Repair Companies from The Appliance Experts

When it comes to PPC, there are a ton of naysayers and for many different reasons.

Are you an appliance service company owner who has tried Paid Search Ads and thinks it’s just way too expensive?

Do you feel like you are just flushing money down the toilet or you are just fed up with getting very little if any return on investment (ROI) from your Pay Per Click campaigns?

Before you throw in the towel, hear me out…

In this training session, Marlon will cover why paid search is one of the best sources of online marketing if you are looking to scale your repair business fast, as it can get you appliance repair leads almost immediately, how PPC campaigns if set up correctly can get you an ROI of up to 3 times or more. Whether you curious to learn how it all works or you want to manage your own PPC campaigns, then this webinar is for YOU!

 

A High Quality Score Is The KEY To Paying Less On Your Bids

 

One of the most common misconceptions with Pay Per Click Marketing is that all you have to do is create ads and that will get consumers that need appliance repair to visit your website.

If only that were true!

The reality is that you need to create appliance repair ads, but you also have to make sure that they are relevant to your appliance repair keywords and the landing page that the consumers will see after clicking on your Ads. This will give you a higher quality score and as a result your cost per click will be lower.  Let Marlon show you how a little upfront work can result in PPC marketing success.

 

If You Want To Maximize Your Return On Investment With PPC, You Have To Follow The Money

 

Pay Per Click Marketing should not be a guessing game!

With the right KPI’s and tracking tools you can develop effective strategies that will give you the most bang on your advertising dollar. You need to know how many clicks does it take for you to get a phone call and how many of those calls are turning into customers!

 

Paid Search Advertising Is Not Something You Can Set And Forget…

 

Setting up a successful Paid search campaign is just the beginning, once everything is up and running, you now have to maintain the campaign if you want to see success. In this webinar we will provide you with some strategies that will help you trim the fat from your PPC campaigns so you can start to see more profits.

 

Learn how to accelerate your lead flow with PPC or pay per click advertising for appliance repair companies. Today we’re going to talk about how you can get more leads for your appliance repair business using pay per click advertising. Now this is part of our 2018 appliance repair online marketing strategy, where we’re covering several online marketing strategies that appliance repair companies can use to maximize the amount of leads that come in to them on a daily basis.

This is what we recommend if you want to have an extensive online marketing presence for your appliance repair business, where you don’t have any slow days:

1. Using Google, Bing, and Yahoo to get leads.
2. PPC or the pay per click advertising, of which the most popular one is Google AdWords, but you can also do some with the Bing Ads and Yahoo Ads as well.
3. Social Media Marketing to stay on top of the minds of your consumers and to ask for referrals.
4. Directory listing advertising like Yelp, Yellow Pages, Angie’s List.
5. Email marketing.
6. Lead generation providers – where you pay for leads and not necessarily just brand advertising.
7. Video Marketing using sites like Facebook and YouTube are the ones primarily where you’d want to post online videos to help get you new customers.
8. Gift cards, newsletters, and a reward program to incentivize consumers to refer your appliance repair company to their friends and family.

There’re several online webinars that we’ve already posted on our blog and YouTube channel. So, depending on when you’re reading this, there may be multiple topics already completed that you can watch on demand such as:

• Online Marketing For Appliance Repair Companies
• Search Engine Optimization
• Using Google Maps To Get Leads

If you are serious about learning how to get more appliance repair leads, then taking time to read this entire article and watching the webinar replay could be critical for business.

What we’re going to cover today:

• Why PPC is key to unlimited scalability in terms of leads for your appliance service business.
• How to set up and structure your pay per click marketing campaign for minimum costs per lead and maximum return on investment.
• KPI’s or key profit indicators.
• Importance of having Tracking in place.
• How to set up high converting landing pages.

We’re going to show you some PPC strategies that we use on a daily basis to get our existing clients 20, 30 or 50 leads per day. So nothing we discuss will be theory, but instead strategies that are working right now to generate appliance repair leads.

 

So why PPC should be part of your Internet marketing…

 

You want leads quickly, you don’t want to wait for days, weeks or months to get your phone ringing with appliance service requests, which is what happens when you’re doing things like SEO.

In some cases, Search Engine Optimization can take 8-12 months to start seeing anything consistent as far as leads are concerned, but with Pay Per Click Marketing, you can pretty much set up an Ad and have leads the same day, that’s one of the main benefits or using PPC.

Your AD can show up as often as possible when consumers are looking for appliance repair. If you want to have a 24-hour campaign to capture as much leads as possible, you could potentially do that.

But if you are like most appliance repair companies that only operate on a 9am – 5pm schedule, you can set up your campaigns to only run during those hours. But if you want to also set up an after hour schedule and charge a little bit extra for emergency service, if that’s something you offer, you can do that with PPC advertising as well.

 

Get your ads to show for none geographically related search terms.

 

What I mean by that, is a keyword without the city attached to it.

So, assuming you’re in San Diego, one of the most common search terms is going to be appliance repair San Diego.

But not all consumers are going to type the city name along with the keywords.

Consumers are getting lazier, and they want to do the least amount of work as possible. So instead of typing the city name, now they’re just doing appliance repair.

Or if it’s a refrigerator problem, they may just do fridge repair.

In either scenario, you want your ads to show up for both variations of the search term, PPC marketing allows you to show up for either version of a particular keyword.

 

Want unlimited scalability?

 

If you wanted to take over your local market, and you can afford to spend a large budget on advertising with PPC, you could pump a lot of money into your campaigns.

However, with something like SEO, even if you had $10,000 a month to put into a campaign, there’s only so much an SEO company can do for you.

And the reason is it’s not all up to the SEO company, right?

There are certain factors that are out of their hands, and what I’m referring to here is Google.

An SEO company can’t control what Google will do.

They know a few things that Google likes, but they don’t know everything that Google likes. So, they can only move at a certain pace and if they do things too fast, then there is a risk that your appliance repair website will get penalized and will not rank in the search engines.

With Pay Per Click advertising if you want to scale fast and spend $10,000 today, you could and there would be no penalties from Google AdWords.

 

Next, let’s talk about why appliance repair PPC campaigns fail.

 

Now, this is really important because most appliance repair company owners that try paid search advertising, end up thinking it’s a waste of time or they lost so much money doing it.

Learning to run a successful Pay Per Click campaign, requires its own set of unique skills, just like with appliance repair. That is its own skillset.

While a handyman may be used to fixing things around the home, he may not be best person to fix an appliance.

Most online marketing companies that offer Pay Per Click management services don’t offer Search Engine Optimization because they are two different services that require different expertise.

 

The #1 reason though is that most appliance repair companies failed to understand the way the AdWords auction process works and the complexity of the industry.

 

Google AdWords promotes paid search as an easy thing to do and they even offer free account managers. But if you have ever tried PPC advertising in the past and you couldn’t get it to work for your appliance business, then you know it’s far from easy.

 

This is what it looks like when most appliance repair business owners set up an AdWords Campaign.

 

They put up an ad with 10 to 20 keywords and they let the campaign run.

They set up one ad group for all the different appliance repair services they offer such as:

• Refrigerator repair
• Dryer repair, etc.

All their keywords go into one ad group when it should be separated at a minimum by the different service types.

• Refrigerator repair should have its own ad group
• Stove repair should have its own ad group and so on and so forth.

 

They don’t use specific text ads and landing pages for each ad groups or keywords.

 

What I mean by that is most appliance repair companies create one generic ad.

We provide appliance repair in your local service area. We’ve been in business xyz years

If you’re targeting refrigerator repair leads, that ad should be something about refrigerator repair and NOT just appliance repair.

If a consumer is searching for something like my refrigerator is not cooling, that exact phrase should be in your Ad or other variations of it like:

• Is your refrigerator broken?
• Is your fridge not cooling?

Those things will get consumers to click on your ad because it’s specific to what you’re looking for.

 

If you are sending consumers to the home page of your appliance repair website after they click on your AD, you are losing serious money!

 

Instead of the home page of your site, you should be sending consumers to a specific page on your site that is related to what they are search for. This is what is known as a landing page of your website.

If the consumer has a refrigerator problem, you want them to go to the refrigerator repair page on your website.

If you are doing any form of paid search advertising and your website doesn’t have a page for all the different appliance repair services you offer, then you’ll want to get that place A.S.A.P, because until you do, you will continue to lose money with PPC marketing.

 

Speaking of landing pages let’s talk about how to make those better converting.

 

Make sure to have a strong call to action or offer on the landing page.

Now this applies to both the ad and the landing page.

If you are not familiar with the term “Call To Action” what I mean by a call to action is that you want to tell consumers what you want them to do and with the case of appliance repair, the #1 action you want them to take is Call Now!

Another example of a call to action is to visit your website.

But I’m a big believer in getting them on the phone!

Because sometimes consumers that go from the ad to the website, they get distracted somewhere in between that and never end up calling. And in the case with PPC advertising you just paid for the consumer to click on your ad even though they didn’t end up calling your appliance service business.

 

So now let’s talk about how to structure and set up your pay per click marketing campaign for minimum costs per lead and maximum return on investment.

 

The first thing I want to recommend that you have in place is conversion tracking.

Now this is very important because this is going to tell you if PPC advertising is working for you or NOT, you really should have conversion tracking on any form of advertising you’re doing, whether it’s online or offline, but we’ll just stick to the subject of PPC from now.

PPC conversion tracking is going to tell you things like:

• How many clicks is it taking you to get a phone call? Why is that important? Because that’s going to start to tell you how much it’s costing you to acquire a lead.

A lead for an appliance repair company is a person that actually calls with a need for major appliance repair, right?

So, you want to be able to track things like that, to see the effectiveness of your campaign.

 

 

Ok, we covered a lot of ground, so let’s do a quick recap:

• Your campaign must be broken into multiple smaller ad groups that target the different types of appliance repair services that you offer.
• Create multiple different ads where the text on your Ad matches what the consumer typed into the search engine.
• Write compelling text ad that resonates with what the consumer typed in and that will entice them to click on your ad versus the competition.
• Create specific pages or landing pages on your website for all the different services you are advertising for.
• Make your landing page high converting by including a call to action, such as Call Now!

 

Leverage FREE ad extensions to make your ad stand out on the page.

 

Ad Extensions make your Ad bigger but at no additional cost. Unlike traditional advertising like with a magazine or newspaper who charge you the bigger size ad you want. 

If you have ever advertised with your local newspaper, then you know they offer different size ads, there is the full-page ad,1/2-page ad, classified ad etc.,

If you do your Pay Per Click AD extensions correctly, it will be like a half page ad versus a regular ad without the extension, which is more like a classified ad.

It doesn’t cost anything extra for you to have ad extensions, so you definitely want to use it to your advantage and you will be rewarded with more clicks, which is ultimately going to lead to more phone calls.

Definitely consider testing Ad Extensions.

 

 

Send visitors to a solid well thought out page on your website that’s built to convert

 

Whatever page on your appliance service site that a consumer’s going to get to, once they click on the ad, you want that page to speak to them and tell them exactly why they should hire your appliance repair company over your competition.

You want to do ongoing AD split testing, so you can tweak and fine tune your Ad performance over time. PPC advertising is not one of those, set it and forget it advertising mediums. It’s something that you must optimize on a daily or at a minimum on a weekly basis.

Once you find an ad that works, you should try and test to see if you can find an even better ad to improve the performance of your campaign.

A better ad that converts better, will improve the quality score of your ad, which as a result, brings down the costs of your clicks.

As an appliance repair business owner, you’re always trying to see if you can lower costs and maximize your return on investment. Split tests is one way you can do that.

 

Don’t even think about spending another penny until you have conversion tracking in place.

 

Now let’s talk about some conversion tracking. Essentially, you should have a dynamic phone number that swaps from PPC, organic or direct traffic. What that will do for you, is tell you exactly where your appliance service leads are coming from.

Are your leads coming from Google AdWords?

Did they come from your SEO efforts?

Or was it a referral from an existing customer that already knew what your website address was?

It’s important to not just know that you received 300 leads this month, but you also want to know what source of advertising those leads came from.

You need to know so you can better optimize how you spend your money.

Maybe you’ll find out that one source of leads is not working as well, so you can maybe minimize the budget there.

You don’t necessarily have to turn it off because you may still be getting leads from it. But if you realize that PPC is working a lot better for you than Yellow Page Ads, then this information will tell you to spend more money with PPC marketing.

Dynamic phone numbers help separate the different sources of leads and it also helps you track phone calls back to the keyword and the campaign that provided the lead.

This is important, because you may end up with hundreds if not thousands of keywords in paid search campaign and it’s important to know which keyword is working the best.

This will allow you to focus more on the ones that work and for the ones that are not working you can consider eliminating from your campaign.

And then your campaign will just be left with actual keywords that generate leads for you on a regular basis.

Deleting non-performing keywords will improve the overall quality score of your campaign, which will result in lower costs per click.

 

 

Then there’s web form tracking.

 

If you have a contact form on your website for consumers to fill out, which you should, because not all consumers are going to be able to call you, especially during normal business hours, some consumers can’t be on the phone while they’re at work.

Having a web form on your website, is a great way to capture, some additional appliance repair leads for those people that can’t necessarily speak on the phone during normal business hours.

 

Now let’s talk about some important key performance indicators or K.P.I’s, when it comes to PPC.

 

• Total Ad spend – how much you spend in each month
• Average cost per click
• How many clicks does it take you to get a phone call?
• Average cost per lead – you need to know this for calls as well as web forms.

If you’re running an efficient campaign, what you can expect to see with Pay Per Click advertising is somewhere in this range of $5 – $40 per lead.

You want to be able to track your return on investment.

Is this PPC thing really working for us?

This can vary from city to city, country to country. So, you want to be able to track this data, so you can know what’s really working for you.

Keyword MATCH types matter.

 

There are different keyword match types:

• Exact Match
• Phrase Match
• Broad Match
• Broad Match Modifier

The first one we’re going to take a look at here, is the broad match.

Think about these as the most expensive keywords for you. The reason is these are the ones that are going to bring in unrelated searches.

The keyword Appliance Repair as a Broad match means Google could pretty much send you any type of consumer, as long as it has to do with repair. So, if someone was looking for a car repair, lawnmower repair, etc., your broad match keyword and Ad could show up for these types of searches. So, you want to monitor those very closely.

That’s the downside of the broad match, but also broad match is going to bring you good keyword searches as well.

To help minimize what your Ads will show for, you should monitor your negative keywords, which we’re going to talk about a little bit later.

Next is the Phrase Match Type, and this match type has quotes around the keyword. You could still get some negative searches from it, but not as much when compared to the Broad Match type. Phrase match means that the words must be contained in the keyword and in the exact order.

Modified Broad Match

Now this is similar to the phrase match type, but you can have words before it or after it. What I mean by that, is the search term must have the word appliance repair, but it can also include other words before or after the words “appliance repair”. For example, same day appliance repair or appliance repair near me.

 

Negative Keywords Can Make Or Break Your Campaigns

 

Here are some negative keywords that you want to look out for.

 

 

And a matter of fact, if you don’t have these in your campaign, you should add them right after you finish reading this article.

Some of the common negative searches that we see show up have to do with jobs. You don’t want to get people clicking on your ads looking for an appliance repair job, right? 

If a consumer is looking to get their blender fixed and you don’t service them, you don’t want your ad to show up for searches like these because all these bad searches cost money.

Pay attention to your negative keywords, I recommend you check them daily, but at least on a weekly basis at a minimum.

Write compelling appliance repair ads that resonate with what consumers typed in to the search engines to entice them to click on your ad versus your competition.

When it comes to writing compelling text ads, less is more!

You want to be concise, tell them exactly what you want them to do. If you give consumers too much information, you will only confuse them.

If you have a special offer, like $25 off service, you want to reference that in the ad. Including these things will help consumers to choose your appliance service company over your competition.

Here’s an example of a company that’s using the ad extensions.

 

 

Look how big that first ad is compared to the other 3.

If we could match these up, the first ad is almost the size of all three ads combined.

Ad extensions makes the ad jump off the page.

 

Want To Get Your PPC Ads To Show Up In The Map Section Of The Search Results?

 

Ads in the Google Maps section is something relatively new over the last few months. If you want your pay per click ads to show up here, you will need to enable the location ad extension.

 

Send consumers to a well thought out page on your website that’s built to convert

 

Consumers that come across your appliance repair ads, typically have 2 options, either to call your appliance repair company from the ad or to click on the ad and visit your website.  For the ones that click on your ad to find out more about what you have to offer, you will have to convince them with the information on that page, to call your appliance service company over the competition.

Here’s an example, of a website that has a lot of conversion elements.

 

The first one is the phone number. Notice how big and bold that phone number is in the upper right-hand corner. Now there’s actually studies that show that when a consumer visits a website, where their eyes go first is that upper right-hand corner. This is why you want the phone number to be there.

When a consumer visits an appliance repair website, you don’t want them spending a lot of time reading, instead you want them to pick up the phone and call!

Appliance Repair is an emergency type industry…

If a consumer’s fridge is broken and their food is spoiling, they just want an appliance repair technician to come out right now. So, while consumers may do some research before choosing an appliance repair company, it’s very minimal compared to other industries. Most consumers just want to see a few good reviews and that’s enough for them to make a decision.

Other conversion elements from this example website:

• $25 off – offering a discount to get the consumer to call.
• 548 customer reviews – if you don’t have reviews on your site, you need to get them on there.
• Answer questions that the typical consumer has in their mind – honest experts service, no hassle upfront price and 100% satisfaction guarantee.

Common questions in a consumers mind when choosing an appliance repair company:

Am I going to get ripped off?

That’s the main question a consumer has, when they’re calling any type of service company.

Does the appliance service technician have experience?

They want someone with experience that’s going to fix the problem right then and there, and not someone that just got out of appliance repair school.

Is my appliance worth fixing?

They don’t want to dump a lot of money into an appliance that’s not worth it and if they do decide to get it fixed, they want to know the price upfront, so they can determine whether to get it repaired or just replace it.

What if there is an issue with the repair?

100% satisfaction guaranteed is telling them that, if there is a problem, the company is going to stand behind their service and do whatever it takes to make things right.

We’ve covered a lot of information about key elements when it comes to running a successful PPC advertising. So, I just want to summarize everything for you now.

1. I highly recommend conversion tracking – It’s a must, without it, you could be losing a lot of money with PPC advertising.
2. Small Ad groups – your campaign must be broken into smaller ad groups that target the different services that you provide.
3. High converting Ads – Your text ads must match what the consumer typed in the search engines. Now this isn’t going to be always the case if you have an ad group with multiple keywords in there. Another option you can do, and this is somewhat advanced, but I’m going to put it out there, is to have one ad group per keyword. And at that point, everything matches up at least 90 to 95 percent of the time.
4. Understanding of keyword match types– The broad match type is the one you must be very careful with. I usually recommend for someone just starting out with PPC advertising to starting out with exact match and phrase match and then work your way into the broad match modifier, if you’re not getting any leads after a few weeks then consider testing broad match. But once you start running broad match, you want to check the negative keywords.
5. Don’t forget about negative keywords – I highly recommend that if you’re not checking those on a regular basis, that you start doing so on a daily or weekly basis.
6. Write compelling text ads – that resonates with what the consumer types in and entices them to click on your ad versus the competition. Remember they’re seeing multiple ads, and what you use as your headline, is the main thing that is going to grab their attention.Then you have the description which helps to get more conversions.
7. Consider using ad extensions– to make your ads stand out more in the page. There’re multiple extensions that you can use, to make your ad look bigger, and you’ll get a lot more clicks with a bigger ad.
8. Use Landing Pages with high converting elements -Having the phone number, big and bold in the upper right-hand corner. Display your customer reviews, accredited by the better business bureau, if you are and lastly offer a discount.

Now, one of the things that maybe going on in your mind is, PPC advertising seems complicated. 

I don’t think I have time for it.

Afterall, you’re running an appliance service business and taking care of all the day to day activities that come along with that. 

The truth is, you’re going to make your most money fixing appliances, not trying to do the advertising yourself. However, if you’re a small one-man operation, you are already wearing multiple hats.

You’re the accountant, the marketing guy, the technician, and that’s okay. But as soon as you get to the level where you can hire a company to do the advertising for you, then you should to allow you more time to focus on the task that brings in the most money for your company which is fixing appliances.

 

Now some of you reading this may have a larger operation and you don’t want to do the online marketing tasks yourself and instead you are considering outsourcing some of it or maybe you want to hire an in-house person to start doing some of this for you.

Then your next question is how do I choose a good company to manage my PPC campaigns?

Here are a few questions that you’d want to ask them.

1. How much of the budgets that they’re telling you need to spend each month will go towards spending money on advertising versus their management fee. How most PPC management companies work is they’ll tell you how much you need to spend. For example, $5,000 per month and then they take a percentage of that so the full $5000 doesn’t go towards paying for ads. Others will add a percentage on top of the ad spend. Usually that’s somewhere between, I’d say 10 to 20 percent of what you spend. So, you’re looking at about $500 to $1000 per month in management fees. if you hire a management company, you need to calculate their management fee into what is costing you per lead to see if it makes sense. A lot of people made this mistake and they just use what they spend with Google AdWords as the only expense, but the management fees, is an additional expense, that must also be factored into your true cost per lead. Those extra management fees can be the determining factor of whether or not you have a successful campaign.
2. What type of tracking will they put in place? You want to be able to track a phone call versus someone that just entered their information into the web form. If you don’t have web or call tracking that connects to AdWords, you’ll be at a major disadvantage with your competition. And you want to be able to, with the tracking to differentiate the different sources of your leads. Did the lead come from PPC or was it organic traffic? Tracking allows you to track your key performance indicators?
3. Will they be setting up landing pages for you for each ad group? – Ideally you want to have separate landing pages instead of just to the homepage on the website. If they typed in dishwasher, you want to take them to a page on your website that is all about dishwasher repair. If they type in stove repair it needs to go to a page on your website, all about stove repair.
4. How will the pages be optimized for conversion? They should be able to tell you what type of conversion elements are going to be on those landing pages. They should be able to show you examples as well.
5. Are they going to split test the ads for each ad group? And then how often will they conduct split test.
6. Will they leverage ad extensions for you to make the texts that stand out in search results? And will they be tracking that to see whether the ad extensions work for your particular market?
7. What are the targets in terms of cost per lead and return on investment? They should have a goal for you.

 

So, if you make it this far in the article, I want to reward you with some bonuses:

• Appliance repair online market checklists.
• Most commonly searched appliance repair keywords.
• Online dominance infographic.

There is one other extremely valuable bonus I want to offer you, that is, I want to give you a Free 2018 Online Marketing Review. This is where we’re going to look at your online visibility which includes:

• Keywords for your service area.
• Ranking of your website.
• Online directory placement.
• Online reviews and online reputation

 

Get A Free Online Marketing Review Session

If you would like to have our team take a look at your current online marketing Strategy and let you know where may be room for improvement and discuss the possibility of working together to make 2018 your best year ever in the appliance service industry and finally get your lead generation right. Then schedule your FREE online marketing evaluation now.

Click here to schedule your strategy session now

 

 

 

Resources Mentioned In The Webinar:

• BOOK: How To Get A Flood Of Leads Customers And Profits For Your Appliance Repair Business
• Google Keyword Tool
• Google AdWords
• Bing Ads

Connect With Us:

https://www.facebook.com/appliancerepairmarketingtips

https://www.youtube.com/channel/UCYtRqHS2HB9_JCOk_CURBiA

 

 

Listen to the podcast version of the webinar below:

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