At Hop2TheTop we’ve spent over 18 years optimizing campaigns for various companies, with a strong emphasis on local companies like law firms and HVAC companies.

And while there are clearly many differences between these two examples, there are quite a few similarities in how these PPC campaigns need to be handled.

Especially these days, with the algorithm doing all sorts of strange things, that most companies, or even agencies fail to understand and navigate.

One of the key issues that is occurring is that Google is broad matching your campaigns to death.  Meaning, when someone searches for anything remotely related to what you do, Google wants to show your ad.  Why?  Well, if it isn’t obvious, they want to sell ALL of their ad inventory.  You might say, well, doesn’t Google WANT me to be profitable?  And while it may be true there are many folks at Google that have the right intentions and want you to have a successful small business, you can bet that at the end of the day THEIR bottom line is far more important to them than yours.

So this becomes clear when we start to examine QUERIES (search terms) coming through from client accounts.

Here we see that Google has started to expand their matching so that any PHRASE MATCH keyword will match you to COMPETITOR searches.  And again, it’s amazing that after reviewing many calls from queries like this, we’ve discovered that these clicks are NON PROFITABLE.  99% of the time, when people search a competitor name and then call you, they are CONFUSED.  They do NOT want to talk to you, and it becomes a waste of time and money.  Sure, there are those rare instances where your team might be able to turn that call into a real opportunity, but it’s the exception to the rule. The ROI is NOT there.

So amazingly, Google still tries to do this in MASS quantities.  Allowing you to pay for clicks for people who are not searching for “non branded”, “high intent” terms such as for example “HVAC company”, or “Air Conditioning Repair”.  Instead, they takes these phrase match keywords and make you pay for garbage,

This is where a company like HOP2THETOP comes in.

We have ongoing, proactive, PPC management processes for HVAC companies, that include aggressive negative keyword management.

This means, we are constantly scanning your query/search term reports for opportunities to add negative keywords around these types of irrelevant/wasteful clicks.  This prevents your ad from showing in the future for them, and helps to significantly tighten up the ROI from your campaigns.

Of course this is not the only key process we implement.  Some others include:

• Ongoing Budget planning and management
• Bid management
• Creative split testing
• Writing new ads
• Reviewing daypart reports (and optimizing)
• Reviewing device reports (and optimizing)
• Reviewing demographic reports (and optimizing)
• Connecting and updating offline conversion data
• Landing page optimization
• Google Analytics review
• Audience mining and testing
• Video creation and testing
• and more…

So if you are feeling a bit overwhelmed by your PPC campaigns, or just feel like you could be doing much better in terms of ROI, please don’t hesitate to reach out to us for a FREE account audit.  We will provide a detailed blueprint of how we can improve your PPC campaigns, showing you precise examples of what is wrong in your accounts and how we would correct those issues.