Kickserv & WordStream have partnered up to bring you the latest best practices in online advertising for services. The way services businesses are reached has changed drastically over the years. The growth of mobile traffic and change in local ad formats will continue to evolve this. Make sure you know how to handle the changes with your marketing strategy!

1. LIVE WEBINAR
Acquiring Home
Services Customers
Online in 2019
Tony Testaverde & Kyle Barlow
February 7, 2019

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Who We Are
Tony Testaverde:
Director of Lead Acquisition
@WordStream
Kyle Barlow:
Director of Marketing & Sales
@Kickserv
Tony
Kyle

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Agenda
• Industry Data & Challenges
• Latest Trends in Acquiring Services Industry
Leads Online
• System to Convert Leads into Customer
• Q&A

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Industry Challenges

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The New ‘Old School’
• Word of Mouth
• Direct Mail
• Print
• Broadcast - Radio, TV

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Rapidly Adjusting Marketing Landscape
• Growth of Digital Advertising
• Artificial Intelligence
• Cross Platform

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Services Industry Data

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Highlights
Service Industry Facts
• Over 97% of people are
searching online for local
businesses
19% of people are searching
for local services multiple
times a week

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Highly Competitive Industry on Google Ads

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High Costs Per Click

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How Do You Get Around
the High Costs?

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Step 1: Set Up Google My Business
• Set up an optimized, up-to-date
profile
• Google Maps will also be served
these listings
• It’s Free!
Visit Google.com/Business

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Step 2: Set up Call Tracking
• 43% of all search-related
conversions happen over the
phone
• 65% of businesses consider phone
calls their best quality leads
• It’s worth paying more for a phone
call.

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Step 3: Set up Remarketing for Search
• Remarket to those that have
already been to your website on
Google search
• See significantly lower CPCs and
higher conversion rates

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Step 4: Have a Review Strategy
• 28.72% increase in CTR when ads
contained a ‘star’ rating
• Average increase of 3% in
conversions when reviews are
placed next to a buy now button
• Bounce rates decrease by over 8%

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Tips for Getting Great Reviews
• Talk to Existing Customers
• Test Review Placements on Your
Site
• Feedback system for offline deals.
Unique codes at Point of Sale, etc.
• Ask for Reviews!

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Step 4: Set Up Google’s Local Service Ads
• Catered to Services Industry
• Ads show a business number, hours,
ratings, and reviews.
• Go one step further to ensure
they’re connecting searchers to the
right advertiser.
*Major metros only right now

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Google’s Local Service Ads Set Up
• Upon click, Google then prompts to
confirm job they’re looking for
• If you fit the job and area, you’ll be
matched to the prospect and they’ll
review your qualification, ratings,
and reviews
• If you’re not a good fit, you won’t
pay

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Google Local Service Ad Industries
• Locksmiths
• Plumbers
• Garage Door
• Electricians
• HVAC
• Air Duct Cleaner
• Appliance Repair Service
• Auto Glass Service
• Auto Service Technician
• Carpet Cleaner
• Event Planner
• Handyman
• Home Improvement Pro
• House Cleaner
• Junk Removal Provider
• Lawn Care Provider
• Mover
• Painter
• Pest Control Technician
• Pet Care Provider
• Pet Groomer
• Photographer
• Roadside Assistance Service
• Roofer
• Tree Service Provider
• Tutor
• Upholstery Cleaner
• Water Damage Service
Provider
• Window Cleaner
• Window Service Provider

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Turning Your Leads into Jobs

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