Like so many others do, when something goes wrong, we just jump on our tablet, PC, or smartphone and complete an online search. Most people like myself jump on Google and type in what they are looking for, and “Wa-La!” you have an endless supply of companies you’re looking for, more than you’ll ever want or need. For example, if you’re looking for a plumbing company, most people will type in “plumber near me,” and they usually find what you’re looking for.
All Advertisers Pay Significantly For Traffic From Google
But when you search, there are some things you should be aware of before making a decision. First, for those that don’t know, the top three advertisers in the search results at the top and bottom of the page are paid advertising. This means that these companies that show up at the top and bottom are paying Google to be there. And may I remind you that they pay dearly. That is how Google became one of the wealthiest companies in the world.
Don’t Click A Sponsored Ad Unless You’re Really Interested
Let me challenge your mind for a minute. If you type in the phrase, “Plumber near me,” and click on one of the sponsored ads, that could cost the plumbing company thirty to sixty dollars, depending on your location. And that was just for that one click, whether you use their services or not. Does that sound crazy? That’s because it is! I make a point of never clicking sponsored ads for what I need unless I’m serious about purchasing, out of respect for our local businesses.
Google Home Services “Plumber Near Me”
Google now has Home Services at the top of your service pages. These include electricians, plumbers, locksmiths, and auto mechanics. Google guarantees the service for those advertisers, to the point where they will refund your money if you’re unsatisfied. Every company must have a background check on all employees and owners. Furthermore, Google thoroughly investigates their contractor’s license and insurance. Google Home Services is relatively new. It launched in 2015 and continues to expand.
Your Plumbing Company Goes To Great Lengths To Get Approved For Google Home Services
This is how the service works for the advertiser. For example, if you type in “Plumbers Near Me,” you’ll have three boxes appear at the top of the page. From there, you can see reviews, phone number, years in business, and the green google guarantee check box. Unlike other sponsored listings, these are enclosed boxes and stand out very well. Your plumbing company must go to great lengths to become part of Google Home Services, and they pay a pretty penny for the advertising. So on top, you have Google Home Services, and next are sponsored ads called Adwords.
Google My Business
Next is “Google My Business.” This is where you see a small map and three listings, sometimes four below the map. For instance, if you type in “Plumber Near Me 92562”, you’ll get one set of companies. Change the zip code to “92563,” and you’ll see a whole new set of plumbers. These are all businesses that have signed up for “Google My Business.” The ads are free through Google but require some good marketing efforts to be selected.
Nothing Beats Organic Google Leads–––It’s The Best Traffic
The ten listings below that are “organic” listings. I wish I could tell you that they’re free because they are not. They are free in the sense that Google does not charge for them. But companies pour endless amounts of time and resources into working their websites in hopes to find favor with Google just so that their website ranks on the first page. You’ll see that those companies that rank well are many of the same companies that pour themselves into customer care. Tradespeople who rely on advertising know that their advertising and customer service must go hand in hand to succeed.
Recap!
- First, the top boxes with paid advertisers are called “Home Services.”
- Next are paid advertisers called Adwords. They take up three to four listings.
- The third listings are “Google My Business,” which is a free service put on by Google.
- The next ten ads are organic results. They get their position based on Google’s algorithm. The companies that own these website owners have invested significantly into the design and content of their websites.
- And last but not least, you’ll have more Adwords at the bottom.
Let’s face it, we live in an imperfect world, and while we can do all the right things to find the right plumber for your job, things can still go wrong. But if you carefully look at all your choices and check reviews, chances are you’ll find the right plumber.
