How to launch advertising of cleaning services
Case client — Universal Cleaner. WAMP agency set up analytics, launched advertising on Google search and media ads on YouTube and GDN.
Challenge
The client needed to promote professional cleaning services for apartments, houses and territories in Odesa region.
We created a media plan, but we recommended first to launch ads on Google search, as social media was not considered the most effective source. The demand for the service is rather necessary, not emotional, not random.
Solution
We worked out a list of keywords using Google’s built-in tools, dividing them into 10 groups of ads by type of the request.
We came up with 439 keywords and added them in exact match type.
Launched search campaigns with the exact match keywords, reviewed the same keywords, set them in the broad match with the match modifier, and cross-added the negative keywords at the campaign level.
Also launched four types of banner campaigns
1. Compiled a list of competitors in the region and launched banner ads on people who visited their websites.
2. Selected in-market audiences of the client’s services and launched a banner ad on them.
3. Using the keywords we had collected earlier, we created an audience of people who were looking for services provided by the client’s company but had not yet visited our website and launched a banner ad on them.
4. Launched a classic media remarketing campaign to target people who visited the client’s website but did not leave a request or call the phone number on the website.
In all media campaigns, we exclude impressions on entertainment websites and children’s YouTube channels immediately before launch. We currently have over 34,000 websites and channels on our blacklist.
Before launching banner campaigns, we always exclude in-app impressions using Google Ads Editor. As practice shows, in-app advertising generates impressions, random clicks, and sometimes motivated conversions made by unscrupulous app developers, but very rarely does in-app advertising generate qualified leads or real sales.
1725 visits
$0.5 CPC
97 leads
$10 CPL
After all the preparatory stages, we launched the campaigns. Analysed statistics. In a few weeks in March, we received 21 applications.
In April, we monitored search queries, added negative keywords and paused keywords related to searches for cleaning services from individuals, not cleaning companies.
In May, we launched to the maximum, as by this time we were confident in all the keywords and were able to launch smart strategies from Google with a target price per conversion. We received a record 97 leads.
In June, we conducted a comprehensive analysis of the quality of leads and the marginality of services by keywords groups. At the moment, we have left only the cleaning adgroup working, and it has only 10 working keywords, the most targeted ones, which always yield the highest quality leads.
Plans
The client plans to increase the budget from September, develop new services of the company, for which we have received many leads.
Many people ask what is involved in Google ads setup. In this article, we tried to tell you what stages are included in the setup when you contact our agency. We work on all types of campaigns that suit the client’s needs and website, and deliver a ready-to-use product with a very clear structure and description, so that both the client and any employee in the client’s company can work with this account in the future.
For our part, we charge up to 20% of the advertising budget for management, and we are always happy to help if the client entrusts us with management and optimisation. In this case, we run the ads, get the maximum number of conversions within the budget, and provide weekly and monthly reports on the work done.
